After reviewing 200 small business website analytics, we discovered the “About Us” page is the third most viewed page of small business websites. People who frequent local businesses, buy products locally, or use local services with local businesses are interested in knowing more about that business.

It’s especially important for businesses that go to a customer’s property to perform a service. Prospective customers want to know if they can trust your business and the people who work for you. The “About Us” page is a way to start to build trust.

Think about the important things that will influence your target audience and highlight those.

When we are creating content for any section our target audience outline (defined in the font and color quiz) is always top of mind! We recommend making this page as personal as possible.

For example, our About page starts with the story of how the company was started. Then we define our philosophy so customers know and understand who we are and how we operate.

Our About page also shares information about each person on our team which allows customers to know that we have the experience and knowledge to get the job done.

Finally,

we have a section inviting people to check out our career section. This section is not necessary if it’s not applicable to your business. If you have other details that haven’t been covered you could insert that content there.

But don’t just take our word for it. Hear it from the customers through the use of reviews.

As mentioned before, reviews are an excellent way to continue to build trust with potential customers.

Search Engine Landsays 88% of consumers trust online reviews as much as a personal recommendation. 88%! Those are great odds so the time you invest in gathering and requesting reviews from established clients will pay off.

The first step with this page is to gather and organize reviews from your current clients. Check your email and online profiles such as Yelp, Google+, Facebook, etc. to see if you have any existing reviews.

Next, put together a list of your top clients. Write an email that describes why you chose them and what you will do with the review. Ask them to send it back to you via email.

If you feel confident that the people you choose will give you a great review, send them a link to your Google+ profile. Get the reviews you need and help get you listed in search engine results!

A portfolio page, case study, or results. Whatever makes the most sense to display here should be content that encourages your user to complete the call to action.

This section of the website will most likely be a work in progress. Users will want to see that you are staying up to date with this information. Thriving companies have new clients, new results, new samples of their work, etc.

This section of the website should be focused on the pain/needs of the user. Never forget your target audience!

This should be the easiest section of your website to produce content! How can your website visitors contact you? Email? Phone? In person? Be sure to list your hours of operation!