If your business has been around for decades, you have something no newcomer can buy: a history. Maybe your grandparents opened the doors. Maybe you've welcomed three generations of the same families. Maybe your town has grown up around you.
Yet many long-running businesses, from a family store on the Big Island to a fishing charter in Monterey or an orchard in Washington's Skagit Valley, barely mention their story online. The website lists hours and prices, and the very thing that makes them special is left out.
Here's how to share your history in a way that welcomes new customers and honors the people who built it.
Why your story matters
People want to know who they're buying from. A business with roots feels trustworthy, personal and real, especially to visitors deciding from far away.
Your history tells customers:
- You've stood the test of time, so you must be doing something right.
- Real people with real values run this place.
- Coming here is more than a purchase. It's part of a story.
No competitor can copy that.
Gather what you already have
You probably have more material than you realize. Start collecting:
- Old photos. The opening day, early storefronts, past staff, longtime customers, the town as it used to be.
- Family memories. How the business began, the hard years, the funny moments, the traditions you still keep.
- Keepsakes. Old signs, menus, price lists, newspaper clippings, letters, certificates.
- Your voice. The way you tell your story in person is often the best version of it.
Ask older family members and longtime staff what they remember. Their stories are worth saving, for your business and for your family.
Bring old photos back to life
Faded, scratched or torn photos can often be restored so they look clear and bright again. A restored photo from your opening year, placed beside a photo of your business today, says more than any paragraph can.
If you have only a few old prints, keep the originals safe and work from good scans.
Tell it in your own voice
Your story doesn't need to sound polished or formal. It needs to sound like you.
- Write the way you'd talk to a guest at your counter.
- Share specific moments rather than general statements. "My father sold shave ice from a cart at the beach before we ever had a building" is far more memorable than "family owned since 1962."
- Keep it honest, including the hard times. They make the good times mean more.
Some businesses also add short voice recordings: the owner welcoming visitors, or a grandparent describing how it all began. Hearing a real voice creates a connection that text alone can't.
Where to share your story on your website
- Your homepage. A short line near the top, such as "Serving Hilo since 1958," and one historic photo build trust right away. What to put on your small business homepage explains the other essentials.
- An Our Story page. The full story, told in chapters, with photos from each era.
- Throughout your site. Small touches, like a note about your oldest recipe or the founder's favorite view, make every page feel personal.
Keep your story alive on social media
Your history is a natural fit for social media. Old photos, memories, anniversaries and then-and-now pictures are among the easiest and most meaningful things to share. If you're wondering whether social media is right for you, read Do I need social media for my small business?
Respect the people in your story
Before sharing photos or stories that include family members, past staff or customers, ask permission where you can. Be thoughtful about stories that involve others, and always share with care.
Your next chapter
Your history is one of your greatest strengths, and sharing it well can help a new generation of customers find you. Our website packages can include photo restoration and voice recordings as quoted extras, and our monthly Social media add-on can share your story week after week using your own photos and words.
Curious how your current website tells your story? Try our free First Look, or start a conversation and tell us about your business.