Let’s talk today about one of the most basic purposes of your website: showing a potential customer who YOU are. More specifically, we’re going to talk about creating the best “About Us” page possible.
Your “About Us” page should explain to a potential car buyer who you are, where you are, what you sell, and explore exactly what sets you apart from your competitors.
So why do so many of your “About Us” pages all look exactly the same as those of your competitors?
Don’t believe me? Spend a few minutes online and look at their About Us pages. I bet you’ll find they all are about two paragraphs in length, have a few sentences on the areas they sell to, and will say, “we sell this brand of cars and used cars, we offer financing solutions, and our team is great.” But that’s all they will say.
Most of these pages will have nothing about what makes their dealership unique and will often miss some big details that could be bringing them new sales.
Set yourself up for success and have an About Us page that sets you apart and highlights what you can bring to your future car buyer. Your About Us page should show your potential buyer that YOUR dealership is the place they need to go.
The formula for the best “about us” page is actually pretty easy. You need to include the following details:
Identify what you sell.
New Chevys? New Fords? Certified Pre-Owned vehicles? Used models? Both?
Discuss the history of your business.
What is your unique story? You don’t need to include every single thing that’s happened, just include when you opened, some major events that happened like a move or your dealership expanded. Including a start date can show your potential customer that you have been around a while and know what you are doing.
Identify any unique traits about your business.
Maybe you have some traits that could draw in a potential customer like a test track or you always have some hard-to-find classic cars in stock. Maybe you have the technology to find any car someone could possibly want. Put that on your about us page.
If you are looking for some unique traits that sets your dealership apart, check in with your team. Ask them what they feel is special about your dealership, what they love, or what they find is exciting. You might be surprised at their answers.
Include elements of your Mission or Value Statement or EVEN MORE IMPORTANTLY, use it as an opportunity to REINFORCE your MODERN BRAND PROMISE.
Remind prospective car buyers “What’s In It For Them” and show them the ways your dealership is aligned with THEIR needs. What step do you have in place to make THEIR car-buying process faster, easier, and less stressful?
Include any permanent incentives you have.
Free tire rotations for life? Free inspections for life? A limited warranty? These are things that will attract future car buyers.
Do you work with any charities?
You might be surprised by how many people are interested in knowing this.
Be sure and reiterate where you are located and the geography that you serve
(especially if any of your physical locations have changed).
This may seem like a lot to cover, but all you really NEED is a solid 600 words (record scratch). That’s right. I know we’re always telling you that 1,000 words is the bare minimum for any SEO content, and that Google favors much higher word-counts, but your ‘About Us’ might be the one exception. Remember, it’s about sharing who you are, what you sell, where you sell it, and what makes you unique – presented in an easily digestible way that people are likely to read.
Once you’ve done this, you’ll have a stellar foundation that shows just how unique your dealership is. Which just about wraps things up for this week, but don’t forget to join us next Thursday and every Thursday, for more Automotive SEO and Digital Marketing insights right here on ‘Just the Tip’.