If you have been a loyal reader of our Blog section for a while (kudos for you, BTW! 👏) you know that about two years ago we shared some tips on how to write the perfect About Me page for bloggers. Well, now it’s time to take a walk down memory lane, so to speak. This time, we are talking about tips on creating an About Us page content for your e-commerce website.
If you google the term “the most important pages on a website”, and check the results on the first page, you’ll see that all the articles agree on one thing 一 the About Me/About Us page is the second most visited page on a website (after the homepage, of course).
Need some proof? How about the fact that, according to research conducted by KoMarketing, 52% of website users do visit an About Us page? Yes, you have read that right! These statistics only prove that visitors/potential buyers need to establish a connection with a brand and trust the company before they can buy a product.
As you can see, attractive website design does its part of the job, but the truth is if you don’t have a copy that represents your brand in the light it deserves, you are going to fail to drive sales to your e-commerce website.
But, fear not, Themes Kingdom team has your back. To help you come up with a compelling About Us page content, we have prepared for you the following tips. Hey, not everyone manages to write a killer copy. It’s not that easy! But, with our help, we are sure you are going to manage it.
Let’s get to it!
What should an About Us page contain?
Before you can move onto defining the structure of this page and actually writing it, you need to be aware of how visitors’ minds work.
Visitors come to your website while searching for solutions. If your products offer a solution for the issues in question, visitors are going to want to stay on your website a bit longer. That’s when they turn to other pages, to check information about your company and see everything you have to offer.
Sure, the “real tea” about your company hides somewhere in Google reviews or reviews left on your company’s social media accounts, but users, at this point, don’t want to “dig out the dirt”. It’s not what they came to your website to do. They need an instant connection to build trust in your company, and if you can give that to them, they will move to your competitors’ websites. They need a reason to stay on your site, and they need it fast!
Once your visitors have checked the About Us page content and created images in their heads about your brand, the shopping process can officially begin.
Or not. Depending on how good copy on your About Us page was.
Out of all the things we previously mentioned, there’s one thing you need to remember: an About Us page content provides you with a chance to connect with visitors on a more personal, human level, by showing them some basic principles your brand stands for. So before you start writing this page, think about giving your visitors something they can relate to.
Writing an About Us page
When you are writing an About Us page for an e-commerce website you need to keep in mind several things:
- About Us page content needs to be a compelling story that explains how you (and your team) started a business.
- It needs to explain why and how you make your products.
- It needs to tell a well-put-together story that provides an answer to the question of why someone should buy a product from YOU.
- This page needs to persuade visitors to take action 一 buy your product.
These are just some main guidelines.
Now it’s time to roll up the sleeves and explain how you are actually going to do it. Let’s go through this task step by step.
It’s just like writing a school essay
Before you get inside your head and start overthinking about how actually to write the About Us page content, remember this: it’s just like writing a school essay.
Yeah, we know, writing school essays
Here’s a more in-depth look at what you should write about:
- Start from the beginning (no surprise there!), by answering questions who you are and why you started the business in the first place. Explain the way things were in the industry “back in the day” and how you gathered the team. This way you will slowly slide into the problem explanation. Keep in mind that it is always a good practice to start with a darn good introduction sentence, an interesting punchline, which will hook the visitor to read the rest of the story.
- Explain the issue you have come across (which should be the same issue your visitors have). Once you explained the problem, emphasize how you solved it. You can even mention what it was like for you and your team to go through the trouble of finding the solution.
- Share some stats and facts that will boost your credibility level. It’s time to show your brand’s success by mentioning the names of the people who have trusted you.
- At the very end of the text, you should close the deal with a powerful conclusion, explaining what your company’s future aspirations are and where you see the company in the next few years to come.
Keep in mind that every good story has a strong character that goes through that story and overcomes all the obstacles. People love heroes. In this case, the protagonist is your company (and the team behind it).
Now comes the time to remember you are not in school anymore and that you need to adjust the writing style according to your buyer persona and the image you want your brand to portray.
So, who is your buyer persona? Where does he/she live? What is his/her motivation or aspiration? What about goals? Having a young, 18-year-old hipster with big dreams for a buyer persona is not the same as having a 60-year-old man that is keeping all his savings so he can spend it on traveling the world with his wife.
If you want to create the best About Us page content possible, you need to go deep into defining your ideal customer.
If we had to give you one, universal tip on how to choose the right writing style, we would say that it’s always a good idea to opt for a conversational, friendly tone which will be enjoyable for a visitor to read. Additionally, be sure to leave out the industry terms, acronyms and jargon aside, and tell a story about your company like you would tell it to a friend. Check out Mailchimp’s About Us page to see what we mean. If you are interested in writing an About Us page content in a more serious manner, be sure to check the copy Airbnb decided to go with.
How to write a compelling introduction
Again, there is no proper way to do so.
Just be sure to speak from your hearts in a way everyone can understand. Be honest.
How to develop a story
Once you got the first few sentences covered, it’s time to explain the problem you came across in your industry, why and how you managed to solve it. It’s time to get to the product creation (and mention your business model if you’d like to).
Alongside all of this, it is always a good idea to add different types of content to the About Us page content that will show your company’s credibility. You can add:
- testimonials, statistics, and facts about your brand,
- images, illustrations, background animation or videos.
Including stats and facts is actually what we did in our About Us page, when we named how many people use our themes every day. Sharing facts and testimonials is always an excellent way to explain how the company is living its mission. This step will help your visitors build trust in your brand.
If you are just starting out with your e-commerce business, you probably don’t have a lot to share. But, don’t worry, with the time you will have some interesting testimonials, awards, and press to include in this part of your website. Until then, you can include the year you first started thinking about your business, how you met your team members, exciting facts about meeting your first customer, etc.
What about images, illustrations, and some other graphics? Well, you need to know that even if you are planning on writing a short, 200-word content, you can’t have just text laying around. It’s too dull, and your visitors will get bored reading through it after the first paragraph. That is why we would advise you to include some professionally created photos, illustrations or even a background animation (that fits the overall design).
If this tip seems to plain for you, opt for a video. Did you know that one of the most significant marketing trends in 2018 was video and that 81% of people who watched a brand’s video were convinced to buy that brand’s product or service? Video content skyrocketed in 2018 and for a good reason. Including a video can definitely improve your customer experience.
In the end, all that is left to do is to make a powerful conclusion that will get stuck into your users’ minds. This move is clearly easier said than done. So, one tip we can give you is to write a few sentences which all provide the finishing touches on everything you have previously mentioned. A couple of sentences that will serve as the cherry on top.
If you want your company’s About Us page ending to be complete, we would advise you to include:
- Contact details. You can add a full address or at least state your city or town.
- Social media handles.
- A call to action.
The first two bullets are pretty self-explanatory. Your contact details need to be up-to-date and transparent throughout the whole site.
The third bullet is probably the most important of the three. At the very end of this page’s text, be sure to add a call to action button that will drive your visitors to the product page. That way, if users go to your About Us page first, you can lead them to your products page.
Check for errors
In the end, all that is left to is to check your About Us page content for errors and spelling mistakes. Typos are truly your worst enemies. Not paying attention to spelling mistakes looks unprofessional and like you haven’t put any effort into writing About Us page.
Here are the things you need to pay attention to, text-wise:
- the structure of the text and how clear it is,
- the flow of the text,
- a compelling introduction and conclusion,
- grammar issues and punctuation.
However, this final checkup isn’t supposed to be only about the text. You should check how the images fit together, in fact, how all of these content types fit together. We would advise you not to do this step all by yourself, but to get opinions from your team members.
Is that it?
Yep, that’s pretty much all you need to know about creating About Us page content for your e-commerce website. It’s not that hard, is it?
So, what are you waiting for? Get to business and start writing About Us page today. Go channel your inner copywriter and make a killer copy that will drive sales to your e-commerce website.