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Why would someone choose you?

If you can answer this question in a way that makes you stand out from the rest, then you can make a connection with potential clients that increases your chances of gaining their business.

As a small business, you and the business are often inseparable in the client’s mind. It is often the reason clients choose small, local businesses. So there's no point in hiding yourself away. That goes for your website too. In these days of social media, people to expect to know more about the people they are dealing with. If you're anonymous, then negative perceptions can creep in; what are they hiding?

Most sites have an About section where people look to find out more about who they may be doing business with. This is where you need to go beyond the the traditional "we're professional and experienced" to make a real connection with people.

Ask yourself the following questions:

  • What are you really good at?
  • What are you passionate about in your work? Why did you choose to do this rather than anything else you could have done to earn a living?
  • What experience, knowledge, skills do you have that makes you different from the rest?
  • Where have you had some great successes with clients, achievements you are proud of or overcome difficult problems?
  • What qualities might people attribute to you if they know you well? What do your customers recognise in their feedback?
  • What do you differently from your competition?

If you can answer some of these questions and convey this through your website, then you will not only provide a valuable insight into who you are but make a personal connection with people browsing your site. As a result, you are more likely to build trust and the start of a relationship through your website. For many businesses, clients don't come from a first contact, so if you can start to build a relationship, you are more likely to get the business over time.

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