Crafting a Compelling ‘About Us’ Page: Best Practices for Small Service Businesses in New Zealand

Your ‘About Us’ page isn’t just a digital handshake; it’s the storytelling platform where your brand comes to life. For small service business owners, this page is your chance to make a lasting impression on a global audience.

Tell Your Brand’s Story

Narrative is Key

Share your business journey, including the why and how of your start. It’s about connecting, not just listing qualifications. Your story should reflect the soul of your business and resonate with your audience.

  • Example: Share how unique experiences in your personal life inspired your business idea. This could include travel experiences, a significant life event, or a gap in the market you noticed.
  • Tip: Use anecdotes to make your story more relatable. Connect your personal values to your business ethos to engage a wider audience.
  • Application: Narrate a significant challenge you overcame in the early days and how it shaped your business values.

The Customer-Centric Approach

Solve Their Problems

Focus on how your services solve customer problems. Speak directly to their needs and how you provide solutions, making your page relatable and relevant across different cultures.

  • Guidance: Describe how you address universal customer pain points, like time management or quality service, in your industry.
  • Recommendation: Feature diverse customer testimonials that speak to these solutions, showcasing a broad appeal.
  • Example: Highlight how adapting your services to different customer needs has led to success stories.

Showcase Achievements and Testimonials

Build Credibility

Include awards, recognitions, and positive customer feedback as social proof. This enhances trust with a global audience.

  • Example: Display any international or industry-wide awards, certifications, or endorsements you have received.
  • Advice: Keep this section updated with recent achievements or global partnerships.
  • Application: Share a case study where your service made a significant impact on a customer’s business or life.

Highlight Your Unique Selling Proposition (USP)

What Makes You Different?

Emphasize what sets you apart from competitors. This could be your approach, technology, customer service, or business model.

  • Recommendation: Articulate your USP in a way that resonates globally, such as a commitment to sustainability or innovation.
  • Tip: Explain the global or cross-cultural benefits of your USP.
  • Example: If your USP is rapid service, provide an example of how this helped a customer in a time-critical situation.

Visuals and Conversational Tone

Engagement Through Imagery

Use photos or videos to break the monotony of text. Include visuals that show the diversity of your work and clientele.

  • Suggestion: Feature before-and-after shots or behind-the-scenes videos that have universal appeal.
  • Guidance: Choose high-quality images that represent the diverse nature of your customer base.
  • Application: Create a short video showcasing a day in the life of your business, highlighting aspects that would appeal to an international audience.

Speak, Don’t Lecture

Adopt a conversational tone that matches your brand’s personality. Write in a way that is approachable and understandable to a diverse audience.

  • Tip: Avoid using colloquialisms or region-specific jargon that might not be understood globally.
  • Application: Write as if you are conversing with someone from a different part of the world, focusing on universal themes.

Optimize for SEO

Be Found Online

Integrate relevant keywords that have global appeal. Ensure your page is friendly to international search engines to increase visibility.

  • Advice: Use SEO tools to identify globally trending keywords in your industry.
  • Tip: Balance the use of specific and broad keywords to attract both local and international audiences.

Frequently Asked Questions

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