“About You” page – what potential customers really want to know

I have a number of dental clients. Recent research by Sesame Communications, a dental industry pioneer in online patient connection systems, found that, as much as dentists love to show off “before and after” dentistry, patients aren’t really interested, especially in the “gross and icky” before pictures. In fact, the number one thing patients look at on a dental web page is information “about the dentist”. The second thing is “about the staff”.

I suspect this is true of almost all small business websites. People are more interested in you as a person than the service or product you provide, at least initially. So don’t make the mistake many do of having a “Coming soon” or “Under construction” message on your About Us/Me page. It only takes a few minutes to write a great bio.

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