The About Page on your ecommerce site is also a sales tool. Why? Because every part of your store should aim to boost sales, right?
The 'About Us' page builds trust, which is key to any relationship. And from there, sales increase. People buy from brands they like.
People don’t buy products. They buy solutions to their problems. First, you sell trust, then sales follow.
How can you make your 'About Us' page interesting?
Your 'About Us' page shouldn't be about your brand or products. Instead, focus on what your brand and products can do for your audience.
Explain how your ecommerce products make them happier, more productive, or wealthier. Show how your brand solves their problems and helps them overcome challenges.
What should you focus on while writing ecommerce brand’s about us page?
1. Whom are you writing for? Identify your target audience
2. What actions would you like them to take?
Encourage actions like signing up for your newsletter. Exploring your referral programs. Or, learning about discounts you offer on 1st purchase.
3. Why should they act?
Clearly communicate how your product features are beneficial to them
6 Elements for a well written, ‘About Us’ page…
1. Add a personal touch with brief intro
Briefly describe what you do. Give them a glimpse of who you are and what you are bringing to the table for them.
For example, a co-founder of an online sports shoes store can say, “ I am [Name]. A fitness enthusiast. A marathon runner. And the founder of [ecommerce store name]. At [ecommerce store name] we bring an athletic experience in your every stride. Channel your inner athlete. Feel the blend of comfort, style and performance in every step.
2. Talk about your ecommerce brand’s mission
Inspire your audience by sharing your mission. Encourage them to be a part of it.
Forget about being the best. Focus on how your brand is positively impacting the world in small ways.
Illustrate how your efforts are coming together to create a significant wave of change. The change in which each one of us can be a valuable contributor to make a difference.
For example with respect to ecommerce store selling sports shoes, redefining a healthier lifestyle with every step. Bringing positive transformation from clocking miles on the track or conquering personal best in the gym. Every stride aims to bring you closer to your fitter version.
This will encourage your audience to be part of the change. After all, we all naturally want to leave a better world than the one we were born into.
3. Show your brand’s credibility
Customer’s testimonials. Logos of publications where your brand is featured. All this adds up to your ecommerce store’s credibility. Your market reputation gives you an upper hand. It builds trust. And thereby help you to maximize your sales.
If you have none of the above mentioned sources of credibility, still you can demonstrate your expertise and knowledge with specific details about your product/service to earn credibility for yourself.
For product specific details: Talk about the quality of material used in the product. Flaunt about the unique design and excellent craftsmanship of the product.
Explain the manufacturing processes. Focus on any sustainable or eco-friendly practices your brand follows.
Communicate openly about the unique qualities of your products. The values your brand stands for.
This transparency helps to build credibility naturally, fostering trust among potential customers and contributing to the overall success of your shoe business.
4. Tell your ecommerce brand’s story
We are hardwired to connect and remember stories.
Your brand isn’t just a logo or about its product. Your brand is your ecommerce store’s online personality. Showcase its personality through a well woven narrative to attract an audience that aligns with it.
Talk about your brand's vision, mission and values. Build trust among your audience.
While narrating your story, be well aware of what to leave out. Because though your audience is very much interested in learning more about your brand they don’t want to hear everything.
Focus on what you want to achieve with your story. Emphasis on what you want them to remember about your brand.
Do not forget to interlink your ‘about us’ page with your product pages. After all, your final goal is to turn browsers into paying customers.
Share a miniature story where you demonstrate your passion to inspire your audience. So that they can bond with your brand. And get to understand its values in a better way.
Talk about what led you to develop your idea into an ecommerce store?
What was your biggest motivation factor?
What positive societal impact do you intend to achieve with your venture?
This will help you to write an inspirational brand story resonating with your audience.
5. Craft an engaging about page design
Your web design should complement web copy. Too many elements on the web page distract your prospects from taking any action. You don’t want that. Do you?
Redirect focus. Craft an about page that speaks volumes with simplicity. Use design elements to support persuasive web copy. Design a clutter-free path for conversions.
Optimize user experience with clear heading, sub-heading and white-space. Make your content scannable for comfortable and smooth reading.
Make every click on your ecommerce online store’s about us page count.
Convert Clicks into Customers
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6. Showcase your people
Sprinkle a bit of personality onto your, ‘About us’ page. Share a team photo or individual headshots. It would be interesting if you go beyond usual professional bios. Ask your team members to share about their likes and preferences outside work.
Request them to share what led them to join your vision. Keep it light and relatable.
Your customers will appreciate the human touch when you showcase the diverse interests of your team members. Inject vibrancy into your brand with personality traits of your team members.
Allow your team’s authenticity to shine. It is the simple and powerful way to make your brand more relatable and build lasting connections with your audience.
Summary:
1. Craft a Customer-Focused 'About Us' Page:
Prioritize audience benefits over your brand/product details.
2. Define Target Audience and Desired Actions:
Identify who you're writing for and desired actions.
3. Focus on Customer Benefits in Design:
Simplify design to complement persuasive web copy.
4. Inject Personality with Team Showcase:
Share team's interests for a relatable touch.
5. Highlight Brand Credibility and Impact:
Use testimonials, logos, and missions to build trust.
6. Create an Interactive User Experience:
Optimize white space, headings, and sub-headings for easy scanning.
Was this blog up to your expectations? Did you find any insight that you would love to apply to your ecommerce store? Do let me know in the comment section.
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