When building your eCommerce store, it can be easy to get distracted by the design, products, and prices that make up the meat of your website, and neglect to add the important content that’ll help your store stand head and shoulders above your competitors. But content is key to succeeding long-term in eCommerce’s shark-filled-waters, and there’s no page more important for establishing a compelling presence of warmth and personality than your About Us page.
Your About Us page serves a number of purposes related to marketing, relationship building, and information. It’s your one page to shed some light on your company’s background, its goals, its future, and most importantly, to develop and promote trustworthiness. But often times, merchants are stumped as to how to build brand trust and loyalty with a single page – leading to one or two-lined About Us pages or dully-presented information littered with impersonalized jargon and industry slang.
And hey, let’s face it, not all of us are master storytellers! But any eCommerce expert will tell you that you don’t need to have a major in creative writing to craft an awesome about us page. There are a number of factors that affect just how engaging an About Us page really is. Let’s take a look at some of the not-so-challenging tips that can turn your ordinary About Us page into an extraordinary one.
1. Share Your Company’s Story
Today’s eCommerce shoppers aren’t in the market for just the lowest price. More than ever, customers are on the hunt for businesses with a compelling story and a personality that shines. The best way to meet this expectation is to share your company’s story – what inspired its founding, obstacles or challenges it faced in its early days and how it overcame them, its goals and standards, and of course, its future. Customers need to know that you’re in the business for the long haul and will continue to deliver the product they love through the years to come.
Remember, you don’t have to be an excellent writer – you just have to have a unique story. So be authentic, honest, and don’t be afraid to share the nitty-gritty details of your company’s story. Customers want to know it all, so don’t be stingy with the details.
2. Lift the Curtain
Shining a light on the faces that make up your company’s backbone is one of the best and easiest ways to connect with customers. Online shopping isn’t about mystique – customers are eager to know who’s behind the curtain: who answers their phone calls? Who safely packs their orders? Who’s leading the company?
Optionally share some interesting tidbits about specific staff members or simply include a group shot. Studies show a smiling face goes a long way toward building trust – so say cheese and get an awesome picture that showcases your company’s warm personality!
3. Use Photos, Videos and Links
Although your customers are eager to hear about your company’s story, they’re also interested in learning, exploring, and investigating aspects that text simply isn’t adequate at supplying. Enrich and supplement your About Us page with photos, videos, and links that support your company’s narrative.
Does your story go into detail about your store’s first brick-and-mortar location or your first prototype of a now beloved product? If so, be sure to include a picture! Just remember that your About Us page tells one cohesive story, so don’t go throwing any ol' picture onto the page. Choose the best pictures, videos, quotes, testimonials, etc., that support your narrative and tone.
4. Be Mindful of Your Voice
Whether your aim is to adopt a humorous tone or a serious one, you want to make sure it’s consistent with any and all marketing channels utilized by your company, including but not limited to emails, phone and chat support, and social media posts. Remember, your About Us page is where you really get to show your company’s personality, so paint an awesome picture of your company in a captivating voice that will resonate with customers.
5. Keep it Updated!
Customers are reading your About Us page because they’re seeking information about your company. Consequently, it’s imperative that your About Us page always reflects the most up-to-date information. The last thing you want is to present standards, policies, or information that contradicts information advertised elsewhere.
Furthermore, outdated pages show a lack of activity, interest, and professionalism. To prevent any customer fears from arising, always ensure your content reflects where your business stands today.
If you haven’t yet crafted an About Us page for your store, try implementing the above tips. As an eCommerce merchant, it’s your responsibility to utilize every resource available that will help generate sales for your store. Craft a compelling About Us page, today, and experience the impact it will have on your customers and eCommerce sales – you won’t regret the rewards!