About 52% of people head to the “About Us” page when they land on a company’s website for the first time. This makes having an About page imperative. Especially when you consider that 75% of consumers admit they judge a business’s credibility based on the quality of their website design and content. What does your automotive company About page look like? If you’re making one of these five mistakes, then you’re sabotaging your business. Compare this guide to your About page and give your auto business credibility.
1. You Just Don’t Have One
It can be tempting to think you can skip having an About page for your automotive company. However, you’re making a big mistake. Today’s consumers want to feel emotionally connected to the companies that they do business with. Not having an About page on your auto company website is like never joining the conversation.
Your automotive company’s About page is your chance to connect with current and potential customers by allowing them to learn more about your company. It’s also an opportunity to develop your SEO strategy by working keywords into your page copy. This helps Google to understand what your website is about and what your company does. When Google understands what your website pages are about it will help you to rank better and be more visible in the auto industry.
Make Navigation Simple
Don’t make people guess at what might be the About page. There’s a time to be creative, and this isn’t it. Call the page “About” on your website, so visitors don’t have to think too hard when looking for it. Remember, you have a finite amount of time to convince visitors to stay on your page, and frustrating them will guarantee that they leave.
Look at large corporations that are in the automotive industry. Big-name automakers like Ford, Honda, Mitsubishi, and Nissan all have about pages that tell you about the history of the company. Even dealerships are getting on board and follow the automobile manufacturers’ lead and creating an about page that tells the story of the individual dealership.
2. The Writing Is Boring
For some reason, when people sit down to write their automotive company About page, all of the air gets sucked out of the room. Writer’s block kicks in, and all creativity goes out of the window. The result is dry, boring writing that no one wants to read. Your About page should reflect your auto company’s personality. Perhaps you have a sleek and sophisticated car dealership. Your About page should be a bit more formal and use refined language.
However, if you have an edgy aftermarket auto parts company, then this should be reflected in the About page writing style. Don’t be afraid to use more informal language. Just be careful not to use sarcasm; it doesn’t always translate well in text. If it’s appropriate, you can use humor in your About page. Inspiring happiness or laughter in the reader is a good way to encourage them to keep reading.
How to Get Rid of the Dull
If you find that your About page content is dry, then start over from scratch. It’s easier to create content that’s completely new than trying to rework old and tired content.
Focus on creating a persona and personality for your automotive company about page. Image it was Enzo Ferrari telling the story of his love for racing and developing his own car company. Or how about the story of Henry Ford and his passion for getting a motor vehicle into every home in North America. The Ford Motor Company is successful at telling its history without it dragging on or becoming boring.
- Write in your brand voice.
- Eliminate corporate jargon.
- Take the reader on a journey.
- Use a variety of media.
- Don’t be afraid to show personality.
3. Nothing But a Video or Pictures
Rich content is valuable. If you have pictures and videos, then you should definitely include them. However, you also need text website content to work in conjunction with the video. Looking at pictures of Lamborghini models is interesting but without context they mean nothing.
Suppose someone visits your website while at work or in a public location. They may not be in a position to view your video. If you don’t have any written content, your About page is useless to them.
Another consideration is the length of the video. Many people may not have time to dedicate to watching the whole video to figure out who you are. Give them an alternative method for getting the same information in a quickly digestible method.
How to Have Varied Content
Look at the About Audi page and learn how the car company combines visually engaging images with well-written content. Part of the content talks about the company and its history. Another part of the web design talks about the company’s current efforts and values, such as its development of electric vehicles and the impact it has on the environment.
About 52% of people head to the “About Us” page when they land on a company’s website for the first time. This makes having an About page imperative. Especially when you consider that 75% of consumers admit they judge a business’s credibility based on the quality of their website design and content. What does your automotive company’s About page look like?
If you’re making one of these five mistakes, then you’re sabotaging your business. Compare this guide to your About page and give your auto business credibility.
4. It’s the Length of a Novel
This mistake goes hand in hand with the previous mistake. There’s telling an engaging story, and then there’s droning on and on as you pen the next War and Peace. You want to pull the reader in and engage them with an interesting storyline.
However, you also want to get to the point. Your origin story will only keep people hooked if it’s incredibly interesting or benefits them somehow.
Keep Things Concise
Follow the example set by some automotive industry leaders like Toyota and Fiat Chrysler Automobiles. These automobile manufacturers produce more than one brand internationally. (Toyota owns Lexus, though the two brands operate independently of each other) Both companies use a web design that is concise yet information-rich. However, Toyota keeps things concise by focusing each brand’s About page on that particular company. This keeps the reader focused on the most relevant information. Toyota’s global About Page focuses on the automaker’s current actions and efforts. This includes environmental concerns, electric cars, and social interactions.
Other companies like Volkswagen use their about page to feature all of the automotive retailers under the company umbrella. You’ll quickly learn that Volkswagen Group is the home of Volkswagen, Audi, Bentley, Bugatti, Volkswagen Commercial Vehicles, and motorcycle manufacturer Ducatti.
5. It’s All About your Dealership
This concept tends to be confusing for people. Yes, your About page is about your business, but you’re not writing it for yourself. You are writing about your business for your website visitors to read.
Write For the Reader
Write about your company and its history in a way that relates to the person reading it. Talk about why the reader should be on your website and why they should consider your business. Outline problems you’ve solved, current problems you’re resolving for customers, and how you’re looking to the future.
Highlight the innovative developments you’ve achieved the way Tesla showcases their research, development, and innovation. Explain what makes your business, service, or products different from your competitors the way Subaru defines itself as the car company for the adventurous driver. Mazda is also successful with this as the automaker for the car owner who loves to drive. You want the reader to come away from the page thinking that your business is the solution to their problems or needs. Volvo strives to do this by positioning itself as a reliable car. Hyundai has been trying to reposition itself as an affordable alternative that doesn’t sacrifice reliability.
Make your company feel real and relatable by talking about the people behind the brand. Create trust and familiarity by highlighting their experience and dedication.
Get Help With Your Automotive Company About Page
If you’re hitting a mental roadblock with your automotive company’s About page, I can help. I can work with you to create a compelling and engaging About us page that has the perfect balance of text and imagery.
Whether you own a car dealership, repair shop, or produce aftermarket parts, your business has a story. Let’s work together to share that story and start a relationship with your website visitors.
Don’t let your auto company’s About page be an afterthought on your website.