An “About Us” is more than just a description of your company. It’s a make or break page. Written effectively and creatively, this page alone can turn visitors into costumers. Weakly written, visitors will probably look elsewhere.
Spend some quality time writing, testing and tweaking your “About Us” page. This is especially crucial if you’re running a small business or a lesser-known online store. First-time visitors will naturally visit this page to learn more about your company and your offerings. Think of it as a powerful marketing opportunity to make a good impression and get key messages across.
Here’s how you can raise your sales by crafting an effective “About Us” page.
Serves as an Elevator Pitch
If you’re new to selling online, chances are you may already have a dozen more-established competitors. Use this page as a positioning statement. What’s different about your company? Why should people buy from you? What’s so special about your offerings?
Winning “About Us” pages start with a succinct elevator pitch. In three sentences or less, write down what type of business you are, what values you provide and who you’re targeting. Connect with your audience by telling them your story. How did you get started? Don’t forget to include your unique experience, your philosophy or approach to selling online.
Attract and Engage Readers
Before anything else, make sure your link to the page is visible to readers. Searchers intuitively look for it in the upper portion of the homepage.
Now let’s go directly to your “About Us” page. Without scrolling down the page, what do visitors normally see first? The CEO’s picture? Some boastful words? Pay attention to elements that are immediately visible to your visitors. You can do whatever you want to best capture your company’s identity. Feel free to use your imagination to match this page to your brand’s tone of voice. Other companies use videos and interactive timelines to engage their audience. You can also film your CEO or one of your satisfied customers.
Some startups that sell online services do away with a single “About Us” Page and write instead separate pages about their offering, their philosophy, and the team behind it all.
It’s an “About Us” Page, Not “About Them”
The problem with many ecommerce websites is that they tend to write their “About Us” page in the second person. They focus heavily on what customers want and yet forget to tell their story. Each web page serves a purpose and your “About Us” page has to tell the company’s story, not the customer’s. You’re doing it not to exaggerate your own importance but to establish a professional relationship with your audience by letting them know more about you. Also, readers click the link expecting to learn more about the company. Don’t break their trust or disappoint them by satisfying their expectations.
Effective “About Us” pages tell visitors that you are a legitimate company and a trustworthy brand. Knowing this, they might even add some more items to their shopping cart or proceed to checkout.
Don’t forget to include your contact information, physical address and photo of your company office. This sends out the message that they can contact you or walk in if they wanted to.
It All Boils Down to Trust
The page you’re writing should help you build a relationship with your customer by gaining their trust. You can win customers by earning their trust. Well-liked brands that sell online make mistakes, from shipping delays to communication errors, but they keep their customers who have enough trust in them.
Trust is an intangible asset and an elusive one at that. Show, don’t tell, customers that you’re trustworthy by painting a positive yet reliable picture of your company.
Make It Memorable, Personal and Meaningful
People who visit many ecommerce websites are a new breed of consumers. They’re not only tech-savvy, they also have higher expectations when it comes to buying stuff online. Many of them value a great customer support and a personalized shopping experience. They don’t just browse products, they look for something they can relate to. To do this, you can craft your page around a memorable story. Tell it in a compelling way. Move them through emotive words to make your page personal. What principles and goals do you adhere to? What obstacles and challenges have you overcome? Show them that they’re deal with humans, not a machine that pump out products and services.
A catchy tagline under your logo also helps visitors to remember you easily. Cut the jargons too and keep your language very simple. Don’t forget, effective communication is founded on clarity.
An effective “About Us” page is your own creation. You can’t have one by simply copying from another company or using a template.
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