How to Write a Great About Us Page for Your Ecommerce Store
March 31, 2020
When you’re building your ecommerce site, your focus may fall on higher trafficked pages like your landing page, product catalog and checkout process. While these components are necessary, you might be overlooking something just as essential: an About Us page.
Think you can skip it? Think again — 52% of visitors want to read a company’s About Us page.
Despite this staggering statistic, business owners tend to treat this page as an afterthought and put off writing, designing and publishing it until the end of the launch process. By overlooking this critical page, you might be missing out on hundreds of potential sales and loyal customers.
In this article, you’ll learn exactly what an About Us page is, why your business needs one and how to go about writing one.
What is an About Us Page?
“About Us,” “Our Story,” “Our Mission” — these pages go by many names.
They have the same goal: Show customers who you are via your story, vision and mission. It’s an opportunity to set yourself apart from the competition and tell people why your company matters.
Here are some things your About Us page should accomplish:
Tell the story of your business and why you started it
Mention the customers or causes that your business serves
Introduce your team
Be clear about what sets you apart from the competition
Share your company’s values
When visiting your About Us page, prospective customers want to answer a fundamental question: Why should they buy from you?
Why You Need an About Us Page
Before the internet, nearly all transactions occurred face to face. Customers spoke with a salesperson to learn more about a company and its products in order to decide if he or she wanted to move forward with the buying process.
In ecommerce, the person-to-person aspect is obviously missing. Does this have an effect on buyers’ purchasing decisions?
Yes, and it’s huge.
In a perfect world, consumers’ only priority is great, high-quality products and services. However, the reality is how a customer feels about a brand and their emotional connection to it has a 1.5x greater impact on purchasing decisions than what they think.
The most important emotion for a customer to feel is trust.
When face to face, establishing trust is as easy as the right body language, tone of voice and sufficient eye contact. In the digital age, however, your ability to connect with customers is limited to words on a website.
Your About Us page is where you’ll earn customers’ trust.
Keep reading to learn how to write copy that inspires your customers as much as a storefront visit would.
First Impressions Count
This is likely one of the first pages that a prospective customer will visit. Thus, it’s your chance to make a standout first impression.
First impressions are more important than ever. With the rise of ecommerce, buyers aren’t limited to companies within driving distance of their homes. Instead, they can choose to buy from thousands of companies from all around the world.
You’ll need to grab visitors' attention, win their hearts and leave them impressed in order to stand out from the crowd.
Your story, values and products will be the main way to make an impression. But don’t underestimate the value of spell-check and thorough editing — nothing leaves a sour taste in visitors’ mouths like hastily-written content.
How to Write an About Us Page
Let’s review the core parts of your About Us page.
Mission and Vision Statement
A mission statement tells visitors the who, what and why of your company. A vision statement, however, clarifies how your company’s services are intended to change the world or community.
In short, your mission statement is the plan for executing your vision statement.
Your vision statement gives your company direction. Vision statements answer one or more of these questions:
What are your hopes and dreams?
What problem are you solving for the greater good?
Who and what are you inspiring to change?
On the other hand, engaging mission statements should answer the following questions:
What does your company do?
How does your company do what it does?
Why does your company do this?
Take for example, uHoo, a company that makes air quality sensors. Its vision statement is simple: “Empower people to take action and improve their surroundings.”
“At uHoo, we believe that everybody, armed with the right information, has the power to change their lives for the better. uHoo is dedicated to providing people with technology to understand the air they breathe and empower them with knowledge to create a healthier home and workplace.”
Now, what do you know about uHoo’s mission?
The company empowers users to create a healthier home and workplace
They do this by implementing technology that informs users of air quality
They believe people need the right information in order to improve their lives and immediate environment
Mission and vision statements give visitors a quick glimpse of what your company is all about. If prospective customers like what they see, they’ll stay on your site, learn more about you, browse your catalog and hopefully become a customer.
Outline Your Company Story
The story of your company’s creation is a great way to establish common ground between yourself and your buyers. Pick the important milestones that led to your company’s founding, and use these milestones to give customers insight on your current goals.
For instance, what drove you to start your business? Maybe you noticed there was something missing in a particular market. Maybe you wanted to solve a specific problem. Maybe you were tired of the old way of doing things.
Whatever it was, the people who are on your website probably saw the same thing missing, want to solve the same problem or are tired of the old way of doing things. Customers want to see themselves in the businesses they buy from, and your About Us page will act as a mirror.
A good example of how a company’s story can resonate with consumers is the animal food brand Only Natural Pet. Founder Marty Grosjean noticed his dog’s health issues improved drastically with an all-natural, holistic diet. He founded Only Natural Pet with his new knowledge in the hopes of improving every animal’s health.
Who’s buying from Only Natural Pet? Most likely people who are animal owners looking to improve their pets’ health and food quality. Prospective customers reading this page immediately have something in common with Marty, his story and his business.
When telling your story, make sure it’s in a readable, prose-like format, rather than bullet points or resume-style, which can appear formal and stuffy. You want to make visitors feel like you’re talking tothem, not at them.
Highlight Your Values
You want to make your business as human as possible. Describing your personal and professional values is a great way to do this.
If your business has a charitable component, here is the place to talk about it. By being human, transparent and proud of your principles, you’ll quickly win over the hearts of your visitors.
Take Tom’s, for example. The company has a great, comfortable and stylish product that consumers love. What really pushed Tom’s to the forefront of the market, however, was its devotion to providing shoes to people in need.
An About Us page took what Tom’s could’ve been — an overpriced canvas shoe company — and transformed it into the first major social impact brand, paving the way for one-for-one programs used by companies like Bombas and Warby Parker.
Give Your Physical Location
The importance of contact information cannot be overstated. In fact, 44% of website visitors will leave a website if there’s no contact information listed.
When buyers know where you’re located, they start to think of your company as more than just a beautiful website, but a real business run by real people. The more real you are, the stronger the trust, and the higher the likelihood that your visitors will fill their cart and ultimately click “checkout.”
Don’t stop at your business’s address, either; tell your customers where your products are made or their shipping origin. Each piece of information you share erodes their doubts, which increases the likelihood that they’ll buy from you.
Introduce Your Team
As you’ve probably noticed, humanizing your online business is incredibly important. Another way to do this is to put a face to your brand.
A marketing survey showed that using a photo of a company’s founder increased signups by 35% when compared to stock photos.
Photos are a simple way to address your company culture and how you value your employees. Along with photos, make sure to include a brief biography of each team member and their role in the company.
Give Social Proof
Customers acquired through referrals have a 37% higher retention rate than customers that weren’t referred to a product. What does this statistic tell us? People stick with brands that are recommended and trusted.
Your About Us page is a great place to let visitors know that people are happy with your product. This can come in the form of customer testimonials, awards from oversight associations like Angie’s List or press coverage.
Include a Call to Action
Your visitors have learned about your company’s values, team, mission and credibility.
Help them out by ending your page on a call to action. A call to action helps direct visitors on what to do next. Here are some examples:
Browse our catalog
Follow our social accounts
Join our email list
Sign up for our blog
Start your free trial
Subscribe to our newsletter
Call us for a free estimate
Schedule a consultation
Learn more about X
Keep Your Other Audience in Mind
Your About Us page is mostly geared toward prospective customers, but remember this section has a second audience that’s just as important: your future employees.
People interested in working at your company will visit your About Us page to learn about your personal values, business values, team members, mission and credentials. You want to attract candidates that will be a good culture fit and care about the same things you do, so be true to your company.
Additional Tips to Boost Your About Us Page
Here are six more tips to create a powerful About Us page for your website.
1. Get Personal
Consider using first-person plural language (“we”) instead of third-person language, which comes off as stiff, insincere and impersonal. Using “I” or “we” makes visitors feel like you’re speaking directly to them.
In fact, you should be speaking directly to them. Write your About Us page like you’re speaking to an individual. For example, say, “We provide you with…” instead of, “We provide our customers with…”
Similarly, stay away from corporate-speak, and instead, be conversational and friendly in your writing. Your copy should read like an in-person interaction. A kind and pleasant tone will make you and your business more likable.
2. Use Photos
The photos on your website have a greater impact on visitors than your copy. The best-written text will be looked over in favor of an eye-catching photo. Pictures grab attention, add color to your page and break up large blocks of text.
A user experience study by Nielsen Norman Group found that customers spend 10% more time looking at photos than reading copy.
Not all photos are created equal, however. Skip the stock photos and choose photos of your office, product, team and so on, instead.
3. Use Subheads, Bullets and Graphics
There’s nothing worse than opening a webpage and seeing a wall of text. Make your About Us page more digestible and visually-appealing by breaking up the page into different sections with descriptive subheads. This also allows visitors to skim the page and read what they’re most interested in.
If you plan on putting tons of data in your About Us page, it might be a good idea to opt for a graphic instead. Data graphics convey important information in an easy-to-read way.
4. Test for Clarity
When you’ve finished writing your About Us page, make sure readers are learning everything they need to know.
To do this, ask someone who doesn’t know your business to read your page. Then, ask them questions about what your business does, who it caters to, why it’s successful, what your vision is, etc. If your About Us page was written well, they should be able to answer your questions easily.
If you’re unsure who to send your page to, consider turning to your social media connections on LinkedIn or Facebook. You’ll find that most people are happy to give you constructive feedback.
5. Keep it Updated
Your work isn’t done once you click “publish.” In fact, the work is only beginning.
Get in the habit of updating your About Us page every six months or so. Your About Us page is aimed to build trust, and an old, outdated page gives visitors the wrong impression about your business.
When updating your page, don’t hesitate to play around with format and content. You might try adding a contact form or including a video. Whatever it is, continue with regular testing and assessing to figure out what’s working for your company’s website.
6. Have Fun With It
Treat your About Us page like the important business asset it is.
Be honest, creative and human. Connect with your customers, and the sales will follow.
With a captivating story, well-written copy, humility and eye-catching visuals, you’re on your way to a standout About Us page that’s just as great as your business.
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