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Don’t underestimate the value of your website’s “About Us” page

By Lauren McLean

We’ve seen a lot of “About Us” pages on dealership websites, and they can really range in quality. Sometimes dealers put a lot of thought into this page – and it shows. The dealer has gone beyond a block of text that quickly summarizes the dealership’s products and encourages customers to buy – instead, the “About Us” page leaves the customer feeling like they’ve learned about the dealership and what it has to offer, and they feel more enticed to buy from this store over another because they were able to make a personal connection.

It may not seem as important as other elements of your website, but your “About Us” page is actually a valuable piece of digital real estate. It’s a place to earn search engine traffic through good use of SEO keywords, and it’s an opportunity to attract online visitors who are curious about what you can offer that’s better than your competitors – but most of all, it’s a representation of your brand. Whether you’re fully aware of it or not, your dealership is a brand, and the reputation of your business depends on how well you uphold it. Skipping the “About Us” page or doing the bare minimum won’t do your branding strategy any favors.

Here are five tips to help you get serious about your dealership’s “About Us” page, and use it to drive even more leads and sales for your dealership:

1. Make things interesting with imagery.

Your website visitors are likely visual (most people are), so imagery in addition to written content is a must. A general photo of a lake or one of your most popular boats is a good start, but it doesn’t do much to help customers make a personal connection to your dealership. To kick things up a notch, include actual photos or video footage of your showroom, the outside of your dealership, the people who run the business on a day-to-day basis, and elements of the community that surrounds your dealership – photos or video taken at events, local causes you support and more.

2. Go beyond the basics.

Many dealerships list the brands they carry, where they are located, and a message to come visit, but they pretty much leave it at that. It would be a much better use of this valuable space to provide more interesting and personal details - your dealership’s history, a look into the behind-the-scenes culture of your business, your company mission statement if you have one – tell your website visitors a story!

3. Place your best content “above the fold.”

This is a term that we use to describe what website visitors can see on a page before they have to scroll down. Many people will only look at this content before navigating away, so it might be your only chance to win them over. If you have a great image or video to share, make sure it goes on top.

4. Include customer reviews and/or testimonials.

Again, this is a place on your site to win over prospective customers. If they read positive words from happy customers who have purchased from you, that will only help encourage them to submit a lead or make a purchase from you themselves.

5. Always include a Call-to-Action.

There should be a call-to-action on every page of your website, and your “About Us” page is no exception. Those interested in learning more about your dealership are obviously also interested in boats and other products that you sell, so don’t miss the opportunity to collect a lead from them. Better yet, because this page is not specific to a certain type of product or service, include a link to a specialized lead form that allows the user to specify what they would like to learn more about. This way, the salesperson who follows up on the lead will be better able to serve that prospect.

Believe it or not, your “About Us” page is likely one of the most frequently visited pages on your website. Don’t miss this chance to introduce your dealership to website visitors and even win them over as their new go-to boat dealer. First impressions are everything, so be sure not to let this page go to waste.

Lauren McLean is the public relations manager for Dealer Spike, a company that provides innovative websites as well as a suite of powerful online advertising solutions that help marine dealers help increase sales and service profitability. For more information, visit www.DealerSpikeMarine.com or call 800-288-5917.

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