![What Belongs on Your Local Business’ About Page? What Belongs on Your Local Business’ About Page?](https://moz.com/images/blog/What-Belongs-on-Your-Local-Business’-About-Page.png?w=1200&h=630&q=82&auto=format&fit=clip&dm=1705507420&s=52906864b7e8d495d93a65ee55effc8e)
Key to the About Page Mockup
1. A <H1> tag that immediately addresses the customer
Most of the About pages I’ve seen on local business websites simply have “About X brand” in their primary header tag, and while there’s no harm in that, it will be so much more welcoming if you begin by turning the language toward the customer and talking about what they’ll love, right off the bat. After all, that’s why they’ve landed on your About page: to see how they’ll like you.
I find a short listicle header works really well to begin an About page, as in “3 Things You’ll Love About X Brand”. It speaks of “you” instead of “us,” it signals a sense of excitement, it includes the word “About” so the visitor knows they’ve landed on the right page, and it includes the brand name.
If yours is a single-location business, put the city name in the <H1> tag, too, but in this case, with a multi-location brand, we don’t want that there because it would be limiting.
2. A USP in your introductory text
This listicle hits the points our fictitious business knows its customers care about most: the largest local selection of organic native plants, on-site certified experts, and green thought leadership in the community. These factors are an expanded unique selling proposition (USP) for the brand based on their customer, keyword, and market research.
What are your top 3, top 5, or top 7 factors? Keep it short, with the goal of immediately connecting with the largest number of potential customers on the thing you’ve learned they want most.
Use this section to link out to key, relevant resources, as well. Our fictitious nursery is linking to its location landing pages, its consultation booking page, and its online store, all from within the listicle. Make the most of the space and of every word.
3. A strong, visual story
Whether you use an image slideshow or a video in this section, use the space to orient customers quickly to the look, feel, and story of your business. Showcase why your premises are worth a visit or how your skilled professionals will come to the customer for expert service.
Display your amenities, shelfies, views, equipment, common areas, parking, neighborhood, and staff. Whatever you know best represents your business to the public is what belongs this high up on the page. And don’t forget a video transcript for accessibility and SEO purposes
4. Contact information, even though this is your About page
Some visitors may wind up on this page trying to figure out how to contact you, so be sure to put that information upfront.