When choosing a business to work with, what do you look for first and foremost?

Personally, I like to know exactly who I’m going to be working with and I go strongly by the gut feeling I get when I meet them or read about them. As you may know, this has also flowed into how I run my business. I find that people buy you and your values first, and your product or service second. I regularly get feedback to this effect when I get new enquiries and I’ve found that it really does lead to working with the ‘right’ people.

It’s different for product-based businesses and service businesses, so for the sake of this article let’s focus on business that provide a service.

This leads me to a question. When building a website it’s a given that you will include an About Us or Company Profile page, or similar – or both. So what do you include on those pages? It can be tough to decide what to share, and here are a few questions you can ask yourself.

  1. Who is your ideal customer? The answer is not everyone – make sure you’ve defined your target market first.
  2. What do they want from you? Why are they at your website, and what are they looking for?
  3. Will your customer deal with people in your organisation closely? If so, you’ll need to present enough information about your people to allow the customer to decide whether it’s a good fit for them.
  4. What problem is your business aiming to solve? Knowing this will allow you to decide how much info they need to feel like you can help them.
  5. What is your branding stance? Is your brand your business, or is your brand yourself? Tailor your focus to whichever you decide. If your brand is yourself, it’s perfectly acceptable to write in first person!

I find it tough to trust a company wholly if they make statements such as ‘we take pride in such and such’ but fail to actually tell you who ‘we’ are.

Do you agree? Does lack of disclosure about the people doing the work bother you? Or do you buy on price and product, and are not really concerned by the provider?