If you're in the care business, you're in the business of trust.
And for me to trust you (and like you), you're going to need to share quite a bit about yourself.
Which is why I'm often a little disappointed when I read an About page that feels like it's been copied and pasted. It says something like 'XXX Care was born out of a desire to provide superior care to people in the area.'
Now this may very well be true, but the fact is, any care business could have put that.
And for me to trust you (and like you), you're going to need to share quite a bit about yourself.
Which is why I'm often a little disappointed when I read an About page that feels like it's been copied and pasted. It says something like 'XXX Care was born out of a desire to provide superior care to people in the area.'
Now this may very well be true, but the fact is, any care business could have put that.
What can you say about yourself that no one else can say?
I think sometimes people worry that telling a personal story isn't professional. But you're in the most personal business imaginable. And, whether it's a professional context or not, people are still people.
Imagine you're visiting someone in their home, or showing them around your care home. The way you speak face to face is exactly how you should write. So start by writing down what you'd say when you introduced yourself to them.
Or think about what you say when a friend or relative asks why you work in this sector. What story do you tell about why you keep doing this job?
Now you have the core of an About page that only you can write.
Even if this is an About page for a large care group, you can still speak from an individual's perspective.
A lot of organisations like to include their values here. I think that's good but again, could these values have been copy-pasted from another care group? I've written more about values here.
Imagine you're visiting someone in their home, or showing them around your care home. The way you speak face to face is exactly how you should write. So start by writing down what you'd say when you introduced yourself to them.
Or think about what you say when a friend or relative asks why you work in this sector. What story do you tell about why you keep doing this job?
Now you have the core of an About page that only you can write.
Even if this is an About page for a large care group, you can still speak from an individual's perspective.
A lot of organisations like to include their values here. I think that's good but again, could these values have been copy-pasted from another care group? I've written more about values here.
Don't forget your picture
I know a lot of you don't see the need but seriously, a generic photo of the people you serve just won't do here. Again, any care business could have used that picture.
So include shots of all the key members of staff looking friendly.
And there you have it – now when I call, I feel like I have some sense of who you are.
So include shots of all the key members of staff looking friendly.
And there you have it – now when I call, I feel like I have some sense of who you are.