Customers who view your About Us page will spend 22.5% more than those that don’t. And, according to Blue Acorn, those who view it are 5x more likely to make a purchase.
I’ve wanted to address the subject of dealership About Us pages for some time. I’ve often wondered why it is that dealers don’t put more effort into these great opportunities to bring customers closer to the store.
The average About Us page is a boring, self-serving mix of me, me, me and us, us, us. But this page is so vital to your business! In fact, it’s usually the first place people look before they start to take you seriously. Get it wrong and you could be turning people off without even knowing it.
A good About Us page is crucial when the goal is Digital Transformation.
However…a good About Us page is hard to come by because they’re difficult to get right.
- Focus on your target customers and the value they get.
- Provide testimonials, social proof, and other facts that prove your value.
- Visually appealing page with photos and videos.
- Convey your personality – WHY people buy from you.
Ah, but how to achieve these objectives can be tricky.
It’s all about trust.
The About Us page builds a relationship with customers and gains their trust. While trust is largely intangible and unable to directly account for its ability to win customers, it is the undeniable invisible force behind sales performance and retaining customers.
5 Tips to Improve Your Dealership About Us Page
1. Start with simplicity and clarity.
Begin with a short introduction about your store. Sum up what you do in 2-3 sentences, but keep the language very simple, no jargon.
Tell the story of your inception. Use meaningful language to engage customers. Talk about the dealership’s core values, principles, and goals. Talk about the obstacles you’ve overcome, the things you’ve learned along the way, and anything that makes you sound like more than a machine pumping out products.
2. Stop with the mug shots already
I have seen my fair share (maybe you have too) of employees’ pictures on dealership websites. Who takes these photos – an off-duty cop?
A better alternative is to take candid shots of your team doing their job. Have them look at the camera, smile and illustrate their enthusiasm.
3. Tell a story about each team member
Interview each team member to get his or her heartfelt responses. Here’s what we use at Kruse Control.
Employee Interview Questions (sent via email)
Hi there! We’ve put together a survey that will help us connect better with our customers and our community online. With your help, we can tell the story of our dealership. We pride ourselves on transparency and introducing you (digitally) will not only show how much we value your daily contributions but also help you connect with our customers and community as well.
Please help us by answering just a few short questions about yourself. We really appreciate your participation and we promise to make you look good!
1. What is your title and job description here at (dealership name)?
2. How long have you worked at (dealership name)?
3. What do you love the most about working for (dealership name)?
4. What do you like to do when you’re not at work?
5. What brought you to the automotive industry?
6. What kind of car do you drive? What do you love about it?
7. Do you volunteer or support any local causes in our community? If yes, please tell us about it.
Thank you for answering these questions and for making our customers’ experience memorable.
4. Show examples (with links) of ways you’re participating in the community
I can’t tell you how many dealerships I’ve managed and or know that spend thousands of dollars supporting local community causes. What I don’t see very often is evidence of that on their websites!
It’s not self-serving to emphasize your good works.
If a team member has answered ‘yes’ to #7 of the questionnaire, make sure to illustrate how they’re giving back.
5. Include testimonials and social proof
A good About Us page always needs to have some mention of past successes, achievements, social proof, etc.
Include a testimonial from one of your satisfied customers. Pick one that combines a compelling story with real examples of how your company met his or her satisfactions.
Video is very powerful. Film customers or your employees and pick people who are engaging and feel comfortable in front of the camera.
Putting it all together.
How does your About Us page measure up? If the answer is ‘not so much,’ give us a shout >>here<< and we’ll help you improve it.