What Is an E-Commerce “About Us” Page?
An About Us Page is an imperative section of any website that explains to readers what your company does in its most basic form. The goal of an “About Us” section is to give visitors knowledge of the business and its activities. This is why it was referred to as the organization’s timeline or the organization’s narrative.
One of the marketing strategies that companies use to draw in prospective customers is writing an “About Us” text which tells the history and ambitions of the business, while also giving a personal touch. In response to your query “What can you tell me about yourself?”, here is a brief overview of myself.
The About Us section of an eCommerce website is very important, as it allows shoppers to gain an in-depth understanding of the brand and the individuals associated with it. The about us page features should include answers to the following questions:
- How did you start your brand?
- What are your brand values and beliefs?
- What makes you and your brand unique?
- Why should customers choose you?
Who Is Visiting My “About Us” Page?
Have you ever pondered over who it is that you are spending lots of energy and hours constructing your site’s About Us section?
Certainly, you do this for those currently using your products or services, as well as those who might in the future. People who might be interested in buying from your business are looking at whether they can trust you or not before making a decision.
Why Should I Have an About Us Page for My Online Store?
Previously, it was stressed that the “About Us” page is generally seen as mandatory, rather than taking advantage of the chance to get in touch with clients by telling them your company’s saga, desired outcome, what sets you apart, and why you are “Unique.”
Your eCommerce about us page should now be seen as a page geared towards achieving goals, which focuses on presenting the most vital selling points of your account and company, leaving a notable effect on potential clients.
We provide an explanation of the four essential reasons that make an “about us” page essential for an eCommerce website.
1. Satisfying Customers’ Curiosity about You and Your Business
It is quite probable that visitors to your website will go to the About Us page more than any other.
Why?
People’s natural curiosity leads them to be curious not just about the products but also about you. Additionally, people are drawn to stories and they are curious to know more about your company and the successes you have achieved. It is essential to make an about page that captures the interest of prospective customers.
2. Showing How Unique You Are
Every business is one of a kind. Nobody else is operating an online retail business with the same motivations as you. It is more advantageous to be original and different rather than striving for perfection or trying to imitate others.
It is intriguing that when we are asked about companies to which we are devoted, we almost always note the distinguishing features that make them unique. But in our own business, not so much. It is essential to comprehend the distinctive characteristics of your business in order to be successful.
The About Us page on your website is the ideal place to outline the major distinctions between yourself and your rivals. People who have experienced similar struggles and successes as your business will be naturally drawn to your narrative.
3. Building Your Brand Image and Reputation
The “About Us” part of your website is a good spot to clearly show who you are, what your company does, and how you want the public to think of you. A carefully produced business narrative has the potential to make a substantial, profound impression to emphasize the company’s identity. This encourages loyalty from your current customers and also grows your customer base by generating more potential customers and referrals in the future.
4. Boosting the Buying Process
It’s clear that the “About Us” page is the beginning point for developing a relationship with prospective customers. Many visitors to your website are unfamiliar with your company, so it is up to you to provide them with the necessary information to convince them to buy. If you don’t provide enough information to make them trust you, then that is your responsibility.
Now that you understand how vital it is for an online store to possess an impressive About Us page, keep reading to discover the components that should be included.
Best Practices for an About Us Page
Creating a one-page representation of your company’s mission and values is intimidating upon first thought. It is much more straightforward when you understand that you are the right person for the task – after all, who is in a better position to comprehend your business and its principles than you are?
Put differently, you have all the resources you need to draft an “About Us” page that will make more conversions and improve your brand. I’m here to tell you how to make the most out of all of that information:
1. Tell a story.
In a Stanford survey, individuals were asked to communicate brief addresses which included three facts and one anecdote. Approximately only 5% of those who heard it could recall a single statistic, whereas 63% recalled the stories. My point? Customers can relate to the genuine individuals and backgrounds that comprise brands. It doesn’t make a difference if the tale is a multi-generational family epic or a simple realization you experienced with a schoolmate – simply let us know what you’re sharing!
2. Speak to your customers.
Clients are eager to learn the narrative of what makes your organization stand out, however, they also require to determine how it can be advantageous for them. How will your products make their lives easier? What makes your product stand out from all the other options available on the market?
To effectively communicate with your clients, it is essential that you have a thorough understanding of them. It could be beneficial to make a detailed customer profile while you are writing to refer which has more information than just age, job, and location. Consider the insights that your goods can provide regarding your customers. For instance, a vendor of top-notch cutlery can deduce that their buyers have a fondness for cooking. Posting a well-loved dish on the About Us page would be an effortless way to engage with that target group.
3. Showcase your design.
Ninety-four percent of a website’s believability is derived from its design, implying that a visually attractive ‘About Us’ page carries as much weight as one that is written skillfully. No matter if you employ a website designer or build it by yourself, you want to give your page an expert-looking design that emphasizes the words and pictures displayed.
It’s important not to use too many decorative elements as too much can be a distraction for customers when looking at the page. Use headings, subsections, and spaces in between elements to create an enjoyable experience for readers. Design your content in such a way that it becomes easily skimmable by any potential customer.
4. Show off your people.
It is already clear that an About Us page should be used to tell a narrative. And what drives a great story? Its characters! Put in different terms, people need to comprehend who you and the other people employed by you are, so they don’t experience like they’re acquiring something from a huge, anonymous corporation.
It’s an excellent suggestion to put a team picture or headshots of each person on the About Us section of the website, as well as give a bit of background information about why each person wanted to work for the company. But don’t get carried away with industry talk, either. Mention that your head of sales has a hobby of baking! Everyone has hobbies outside of their job and your customers will be delighted when you add some nuance and vibrancy.
5. Gain your customers’ trust.
Forming an interesting narrative and allowing customers to see your staff could be a useful beginning in gaining their faith. If you had to pick between two different places to have dinner, which would you trust more: a suggestion from a buddy or a promotional advertisement from one of the restaurants?
It seems that you would choose the first option, and the same is true for e-commerce businesses: 36% of web users between 25 and 34 years of age consult online reviews for researching brands and products, due to the fact that consumers seek affirmation from other clients. Incorporating some customer reviews on your About Us page is a straightforward approach to begin establishing trust.
6. Have a call to action.
Encouraging visitors to take a recognizable step forward after visiting the About Us page are referred to as Calls to Action (CTAs). They usually take the form of some brief linked text, like the “more details” buttons below:
Consider what action you would like visitors to take once they have gone to your About Us page when designing an effective CTA. Take into account that “Learn More” and “Buy Now” might seem like convenient expressions to use, but may not always be the most appropriate. Examples such as “Speak To Us” or “Connect With Us”, linking to an email address form or page of contact information, should be taken into consideration when pondering a next step.
7. Make sure to align with your brand.
It is highly advantageous to identify a series of core values and create an appropriate tone when representing your brand online, as this has the potential to increase revenue by a third. Be certain that the tones and typeface of your About Us page adhere to your normal branding, and line up with the atmosphere of the remaining portion of your website.
8. Integrate with social media.
An About Us page that is successful will motivate visitors to interact with your company and stay abreast of what is going on – making this the ideal spot to connect your social media accounts. You should make the most of your About Us page in order to improve your outreach by either immersing your Instagram account in it or including a call-to-action that reads “Follow Us On Twitter”.
9. Include a contact method.
It is estimated that 51% of people feel that having comprehensive contact info is the biggest lack from numerous corporate websites. If anywhere, the About Us page is the obvious spot to feature it. Be sure to provide customers who are keen to make contact with a method of reaching out, such as a contact form, a phone number, a postal address, or a mix of the three. Don’t leave them without a means of communication.
Key Elements to Nail an eCommerce About Us Page
No matter which industry or specialty you’re in, the following list should be consulted to ensure you have included all the necessary components for an effective About Us page.
1. History / Business Story
Demonstrating your business story offers those who visit your site a greater comprehension of the achievement record behind your e-commerce store. This provides you with an opportunity to communicate details regarding the beginning of your business, how it was launched, and where it was started as well as all that it has accomplished in the meantime.
Potential or current customers may be intrigued to observe how your business has evolved over time. You can employ the timeline graph to show your history and communicate your business triumphs in a visually captivating manner.
2. Visual Representations
We live in a visual world. It is immensely significant to incorporate visual depictions on your “About Us” page.
Incorporating visuals such as graphics, charts, images, infographics, and videos can add vibrancy to your page, make it more visually appealing, capture the attention of your readers, and can often carry more weight than any written text.
Including actual pictures of your products or of your employees with the goods might be a fascinating idea.
E-Commerce About Us Page Example:
This Egyptian “Ratios” bakery online store has an excellent About Us page, featuring real photos of croissant dough and depicting the steps for making a high-quality loaf of bread, along with a motivating history about their accomplishment.
3. Vision and Mission Statement
This is where your business comes to life. It is the perfect space to discuss with your viewers in your own unique style, offering them an overview of your corporate identity and beliefs.
Your vision and mission statement provide your customers with insight into the dreams and ideals you hold dear. What makes you distinctive from others, who you are as a brand, and what are some of your major attributes?
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