NATDA Magazine May/Jun 2015 - Page 28

you want to tell it? Try reading the last paragraph first; some businesses end their About pages beautifully, but due to the short attention spans of online readers, comparatively few users will ever see the content that describes those dealerships so well. Think about the tone of your About page. It may be your first conversation with the customer. Does the About page accurately reflect your pattern of greeting new customers and telling them about your dealership? Does it introduce your company in terms of how it can be of service to the customer? What makes your dealership truly unique? Is it the products, the service, or both? Describe the relationships you build with your customers and how you appreciate and benefit from those connections. Explain (or show, with images and video) how your products are made and how your company provides exceptional service. Be specific; it’s much more memorable. Try to avoid or at least reword descriptions of your business such as “family-owned company” and “handed down from 28 generation to generation” that describe most local businesses. Potential customers are likely to see those phrases on competitors’ sites when they comparison shop and can become jaded. Perhaps you can illustrate the history of your business with photographs, a short video interview of a senior company leader, or a company history timeline. It’s great to tell readers why you got into the business, but it’s articulating why you’re still in it that will really pique their interest. What changes have occurred in the industry since the dealership opened, and how has your company adapted to those changes? What keeps those running the company interested in coming in every day? Let readers know why what you’re selling is exciting to you and to others in the organization. Do you treat your employees well? Hopefully so, and your customers need to know that because most people prefer to do business, especially repeat business, with an organization that appreciates its employees. Post a team photo on your About page with a caption that gives credit for your success to your amazing employees, or mention the annual picnic or fun holiday gift exchange. NATDA Magazine