When sitting down to write your eCommerce website’s content, you’re more than likely to push the ‘About Us’ page to the bottom of the virtual pile. The thought of writing it can seem tedious and boring with nothing inspirational springing to mind. It may come as a surprise, though, that the ‘About Us’ page is one of the most important on your website.
What makes an effective About Us page?
The ‘About Us’ page is one of the first pages shoppers will look to check out your brand and what you stand for. They want to read your story and feel they can trust you before parting with their money. When you have created an effective eCommerce ‘About Us’ page, your sales will increase exponentially. It needs to be compelling, honest and personal. Shoppers want to read your story to discover who you are, how your brand started, your journey and the future goals you have in mind for your brand. They want to know what makes you different from every other brand and why they should buy your products instead of someone else’s.
Tips for writing the best eCommerce About Us page
Tell your story
Your customers need to connect with you so use this chance to tell them your story. According to FounderJar, you need to let them know who you are and what inspired you to start your brand. Were there any hurdles to overcome and how did you achieve this? Be honest in your writing and tell your story in a personal way, either with or without humour, to create an emotional connection. Let your customers know about the products you sell and how you plan to evolve your range. Your story is an excellent way to draw the reader in, compel them to look at your products and make a purchase from your eCommerce store.
Highlight what makes you special
Why should a potential customer buy your products? Do you have a distinctive characteristic over a rival brand? Now is the time to promote your features. You may, for example, focus on sustainability by selling eco-friendly products, operating with a low carbon footprint and using recyclable packaging. Your products might be ethically manufactured, you may be helping to support a particular community or you may be increasing employment opportunities for a certain demographic. You need to use this opportunity to highlight whatever makes your brand and products stand out from your competitors.
Introduce your team
Shoppers also like to know about the team behind your brand. Include photos of the team working together or add individual team members’ photos with brief descriptions of who they are and their roles in the company. Note whether they have particular areas of expertise or relevant qualifications. Make their bios more personal by adding a fun fact about them or describing what they enjoy doing when they’re not working. An example of a company that introduces their team members on their website is Smart Fitness Results.
Include your social media and testimonials
Visual prompts keep readers engaged as well as text so add photos, graphics and videos where possible. A good way to do this is with your social media. Add photos of customers using your products with links to those products and the buttons to follow you on social media. Be sure to include testimonials from happy customers and include links to the relevant products.
Let your customers know how they can contact you
Reassure your customers that they can get in touch with you if they need to. Include an email address and telephone number as well as a contact form on your ‘About Us’ page. With this information and references to your products throughout the text, they’re less likely to get side-tracked looking for the information and are more likely to feel confident in buying through your eCommerce store.
We can write an inspiring About Us page for your eCommerce brand
At EcomContent, we have a team of highly experienced writers who are ready to write compelling content for the ‘About Us’ page on your website. Using relevant keywords and engaging text, we ensure the content ranks highly in search engines, attracts more traffic to your website, builds trust with your site’s visitors and motivates them to become new and returning customers.