The “About Us” page on eCommerce websites is often an afterthought. Some brands don’t even have one, and they’re missing out on a great opportunity. While it's a page about your business, you shouldn’t use it to talk about how amazing you are. Instead, it should include your “why.” Buyers care about why you do what you do and what makes you different. You can do that with a strategic “About Us” page, and we’re sharing some excellent tips on how to do it.
“About Us” Pages Should Tell an Authentic Story
There’s a reason why you’re in business, and it’s not solely about generating revenue. Telling the story of what you do, how you do it, and why you do it matters. That’s because buyers long for authenticity from brands.
While most agree with this sentiment of authenticity, there’s data to back it up as well. A report found that 86 percent of buyers think authenticity is important for brands to project. The report also noted that 57 percent of consumers believe brands hit the mark with their content.
To connect the dots between authenticity and content, you need to position your “About Us” page as a way for customers to get to know you, which can help build trust. If they trust you, they’ll be more likely to buy from you.
What Should Your eCommerce “About Us” Page Include?
There are several key elements that an “About Us” page should include. Let’s look at each one.
Your Brand Story
Your brand story is more than just the history of your company. It’s a narrative that takes the reader on the journey of what inspired the company's founding, its evolution, and how it supports the industry. Weave anecdotes and quotes from leaders and founders to ensure it resonates with visitors.
Talking about your products is key to the story as well. Sharing the ideation around how they came to be and how they’ve changed to meet customer needs shows that you’re customer-first.
Mission, Vision, and Values
Your “About Us” page should be a place for your mission, vision, and values. These foundational pieces of brand language illustrate to buyers your current state, aspirations, and what you care about.
- Mission: This is a short sentence that encapsulates your “why.”
- Vision: This is a forward-looking statement.
- Values: These are the core components of company culture.
Acknowledging Your Team
To give your brand a more human feel, spotlight the people behind the product. Depending on what you sell and your brand's personality, the team profiles may be very structured or more conversational. Either way, don’t think of this is as a place to include someone’s entire resume.
Rather, pick out things that are important to your audience. For example, it may be valuable to list a C-suite leader's patents related to your industry as it certifies your expertise.
The team section should also address what each person does. That’s not always clear with a title, so including their responsibilities tells customers what role they play.
Why Should You Care About the “About Us” Page?
eCommerce companies focus much of their efforts on the product and the customer experience. Those are important, but so is your “About Us” page. Here’s why.
First Impressions
When new visitors hit your site, they are likely to check out this page. One study found that this happens 52 percent of the time. New buyers want to know what makes your brand tick. They may also want assurance that your company aligns with their ideals, which is becoming a purchase motivator. For instance, many customers care about sustainability and will explore if that’s something you value.
SEO Value
A well-written and optimized page can help with organic ranking. Using a keyword that’s relevant to your industry could improve where you land on Google.
One Up the Competition
You don’t have to say one word about your competition on the page. Instead, through your brand story, mission, vision, values, and team information, you make a case for why you’re the best option.
Final Thoughts: Best Practices for Your “About Us” Page
Before you revisit or create the content for your “About Us” page, keep these tips in mind:
- Prioritize story over stats: Numbers can matter, but stories are more memorable.
- Treat it like a conversation: Speak to your customers in this content. Tell them you understand their challenges and motivations. Be sure the benefits of your product focus on how it makes their lives easier.
- Keep design simple: The page should reflect the same branding as your website. Stay with a modern style that’s easy to read on desktop and mobile. Also, make sure team pictures are consistent (black and white photos work best).
- Insert symbols of trust: You can showcase awards, certifications, industry memberships, and other elements that speak to trust and credibility.
- Include a call to action: Direct them to the next step to shop or explore.
With these tips and a strategy for your page, you can attract, convert, and retain customers for your eCommerce business.
If you need help getting yourself set-up for success with eCommerce, please contact us here.
