What do you think it is the main purpose of your About Us is? It is to give Customers a reason to choose you. Ultimately, they are reading it to see if you can help them. It is best to write every single word with that in mind.
Let’s see what you can cover in your About Us:
#1. About you
This is when you give your visitors a glimpse into who you are as a person or a business. What sets you apart and makes you…You.
Things you can cover:
#2. Problems you solve for your Students/Parents
This is when you pinpoint that you and your staff are the right fit for them.
Things you can list as "solutions":
Example: Noga Unger with Sit and Kit is emphasizing “we take care of all the mess, keeping your home, walls and furniture glitter-free!” Any Mom can relate to that and happily relinquish that task to Noga’s Studio.
TIP: If you don’t know what is your "solution", do a quick survey with your existing Students/Parents and see why they are taking your classes.
#3. Add testimonials that “speak” to your Audience
The purpose of testimonials is to convince future customers to open their wallets and sign up for your classes. Testimonials show that others are happy with you, so they will be too.
Example: The Art Studio NY has dozens of very convincing testimonials. Here is one:
“I loved my drawing class at The Art Studio NY! I hadn’t taken any drawing classes since Junior High School. As an adult, it was so refreshing to be a beginner at something and discover I was really good at it! This is so much more than a school; it’s a life-changing and inspiring experience!” Wouldn't want to take this class?
TIP: Have a testimonial for every class you offer online or in–person. Write a “draft”, and send it to the customer you want the testimonial from (so you do the work for them) and ask them to edit or rewrite it, then give you permission to post.
#4. Frequently Asked Questions
The purpose here is to make your customers' life easier (and yours too with fewer phone calls). Add every question/answer you keep hearing, not just your business hours or refund policy.
Example: Stacey Sparrow Murphy from Art on the Rocks advises what to wear for her adult classes. "What should I wear? Please dress for a mess, just in case! We do supply aprons." No guessing left here.
TIP: If you have a long FAQ list, put them in Categories to scan easier.
Here is what you can do:
Revisit your About Us (or start a draft if you don't have one) see if you have all 4 elements: About you, Problems you solve, Testimonials and FAQ's.
TIP: About Us is not just for your website; it is for every platform you use to sell or market yourself and your Business.
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