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So simple and yet so many businesses neglect to do so. Every nugget of information you openly share helps inspire a little more trust. We also publish quality articles by journalists, business leaders, topic area experts, students, and any other person passionate about business and related issues. Your about page introduces you to your customers. Share who you are, why you started the brand, your vision and mission, and how you plan to grow. Treat your About page like your store’s résumé, and make sure it’s updated at all times.

Much of today’s business is transacted over the web or over the phone without an in-person meeting. Links included in the article should be related to the content and only used to provide more context or back up a claim/stat. Avoid mentions of products or services and self-promotion links unless related to the subject.

Maximize its value by imparting useful, interesting information, not fluff. If you’re struggling with the words, hire afreelance copywriterto assist you. A photo of you “on the job,” will make you seem more real. From there, it’s just a small leap for them to trust you and want to do business with you. One company I work with sells a pharmaceutical product for dogs that removes tear stains.

It just has to be effective in helping to deliver your brand message. That’s why the most compelling public speakers make their key points using anecdotes. And most of us have been hearing stories and learning from them ever since we were babies. And brain scans show that customers use emotions more than information when evaluating a brand.