The about page on your eCommerce website should be quite just an afterthought. this is often very true considering the about page is that the second most visited page on websites, just after home pages.
Nailing the copy, design, and knowledge included in your about page can build your credibility as a brand, offer a chance for you to inform your story, and supply customers with a thought of who you’re, and why they ought to do business together with your eCommerce company.
Beyond that, the goals of your about page should include:
Telling a story of your eCommerce company and why your company matters
Providing insight into the leadership of your company
Showing off your business model
Presenting any interesting stats
Using persuasive content to delve deeper into your story
When you put time and a spotlight into your about page, you show customers that you’re honest, passionate, and excited about sharing your brand with the planet.
This post will cover everything you would like to understand about the way to create the right about page for your eCommerce website.
A foolproof approach for your about page
Your home page is all about communicating a transparent and succinct value proposition, providing a navigation bar for users to click on other content, and writing smart calls-to-action to urge your audience to try to do something.
Your about page, on the opposite hand, is about delving deeper into your value proposition and really stepping into the story of what makes your brand unique.
When someone clicks on your about page, they don’t want to be sold; they need to find out who you and your business are.
To say it’s difficult to write down an about page is an irony. It always feels weird to brag about yourself and your eCommerce company. Additionally, once you know the ins and outs of your company so well, it is often challenging to spot what you ought to include and exclude in your about page. It’s also hard to write down about yourself in a way that really piques the interest of the readers (aka it’s hard to write down about yourself in a way that’s also about the reader).
Here may be a quick overview of what you’ll include in your about page so it’ll resonate well together with your website visitors
Use good storytelling technique
Any funny story features a protagonist, conflict, and resolution. Even Aristotle thought so. you’ll not be writing the subsequent great plays, but you’ll use a number of equivalent storytelling elements on your about page to interact with your readers.
Your company is that the protagonist, the conflict is that the problem in your industry, and therefore the resolution is how your company solves the matter.
You can approach your storytelling as follows:
- Set the stage: mention the most players at your company, how they came together, and who they’re within the industry.
- Introduce the problem: What are the pain points your readers face? mention industry issues intimately, and why your company is important.
- Rising action: What are a number of the issues you faced as you built your company? These difficulties could also be challenges your audience is currently facing—challenges that will help customers connect with you. Include important milestones you encountered along the way.
- Solution: Discuss how your company solves industry problems and the way you overcame obstacles.
- Follow up: Describe your mission statement, the longer term of your company cause you’ll support, and goals moving forward.
- These storytelling elements are rooted within the foundations of constructing an honest narrative and can assist you to capture your readers’ attention.
You may be wondering, “How does this format translate into an honest about page?” Let’s check out an example from Wrightwood Furniture, an eCommerce furniture website.
If you read through the Wrightwood Furniture Co. about page, you’ll notice they follow this narrative format almost to a T.
Check it out:
Set the stage: they begin out with an introduction, “We’re Doug & Mike, the father-son founders of Wrightwood”. the knowledge that follows includes how long they need been working within the furniture business.
Introduce the problem: Next, they include pain points including higher prices and terrible quality from big chain stores.
Rising action: Doug and Mike mention how these big chains want to be their partners, and now they’re their competition. And, they mention the explanations for the shift.
Solution: Doug and Mike next explain how they approach furniture sales and distribution differently by getting to obviate the middlemen. And, they top it off by including some impressive numbers like how their method “brings down prices by 40 percent”
Follow up: Finally, they mention their values—eco-friendly furniture, not mass-produced, no assembly required, one-of-a-kind designs, etc. You get the purpose.
After reading the Wrightwood Furniture Co. about page, I do know exactly who they’re, why they’re in business, what problems they solve, what they represent, and reasons why I can connect with their brand.
Now that you simply have storytelling down, let’s mention another way you’ll enhance your eCommerce about page.
Include information about your mission and business model
You might touch on your value proposition on your home page, but your about page is that the perfect place to travel into detail about why your company matters. If your business model or mission is exclusive to eCommerce or something that creates your stand call at a crowd, mention it.
Here are some things to think about addressing in an about page for your eCommerce business:
How does one source your materials? Are you eco-friendly? does one have a coffee carbon footprint? does one manufacture within the local area, and boost the economy? does one avoid unethical manufacturing practices? People like to hear about how you use it and not just why.
Do you support any charitable causes? If so, which ones? And, how does a sale contribute to an honest cause?
Did your business start in response to any world problems? for instance, the shoe brand, TOMS, started in response to hardships faced by children without shoes. Blake Mycoskie started a business, built giving back to the TOMS’ business model, and TOMS talks about it on their about page. It’s a superb approach.
Do you cut out the middleman? What does one do to assist customers to save on their eCommerce purchases?
Are you fighting against big eCommerce monopolies in any way? does one open the door for other companies to succeed?
These are all great bits of data to incorporate in your eCommerce about page. they’re the guts of your story and provides your audience a reason to attach with you.
Share any impressive numbers
People love statistics. If you’ve got impressive numbers, then include them on your about page.
Wrightwood Furniture Co. does this on their about page once they mention how big companies that use storing and driving services increased costs by around 30-50 percent of the value of the merchandise. They also mention how the Wrightwood method, shipping directly, brings down prices by 40 percent.
TOMS uses this strategy on their about page too. They include the subsequent impressive numbers—numbers that make me want to shop for their shoes:
Since 2006, our community has given nearly 100 million pairs of shoes to people in need.
Now, for each $3 we make, we give $1 away.
This team developed relationships with over 200 non-governmental and humanitarian organizations in 80 countries worldwide.
If a corporation says they built their business around charity, it’s critical to point out how they need to impact the community and the way consumer purchases contribute to the cause.
Introduce your team
You’re the CEO and founding father of your eCommerce business, and that’s great. You’ve accomplished tons and deserve the spotlight.
But, people also want to understand about others that help keep the wheels turning at your company. Who are your team members? Who is your team of executives? Who helps with marketing? Sales? Operations?
HelpScout is one company that’s not afraid to share the limelight with its team members.
- Remember content is king
We’ve heard “content is king” numerous times it’s become everyone’s favorite digital marketing cliche. It’s also the truest slogan altogether the land.
Don’t believe it? Here are just a couple of content marketing stats that will knock your socks off and have you ever quickly donning a “keep calm and content market on” shirt:
Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders compared to followers.
Content marketing costs 62% but traditional marketing and generates about 3 times as many leads.
Conversion rates are nearly 6x higher for content marketing adopters than non-adopters.
If you would like to boost your about page, then consider adding a video, infographic, or gallery of pictures