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 www.natda.org