Ecommerce Marketing: The Anatomy of a Conversion-Focused “About Us” Page

We talk a lot about humanizing the ecommerce experience, and the About Us page is a great place to start! Unfortunately, many slap together a quick message from the CEO and tack on a mission statement and call it a day. If you’re guilty of the About Our CEO page when you could be rocking a stellar About Us page that builds customer trust and drives conversions, then this post is all for you.

So, what goes into an About Us page that takes care of customer comfort while still telling everyone what you’re all about? We think there are some must-haves and some never-do’s, but ultimately, you have to choose the components that work best for your business. Let’s take a look at the most important pieces of the whole, and you can test each option on your own ecommerce site.

Make It About You

Too many companies take one of two routes: an about the CEO page or an about the customer page. We’ve already mentioned the first, so let’s consider the second. Sure, you want to tell visitors what your company can do for them. The result could be a site that’s so customer-focused that those visitors never actually learn what your business is all about.

Instead of trying so hard to give those FAQs answers on your About Us page, really delve into what your ecommerce site is all about. If that means deleting what you’ve already got and starting from scratch, then we recommend doing so.

Let's be honest: "About Us" is a pretty specific page that most people won't land on accidentally. It's not going to be your most interesting, fresh, and compelling piece of customer-centric content. People visiting your About Us page want to know specifically about you - what kinds of people make up your company. So answer that.

Now, what goes on the new and improved page?

Logo and Tagline

We all need them. A logo visually identifies and defines a company. If yours is missing, visitors will notice. That tagline should always be present, too. Any chance you have to remind users what you do and why is a great way to keep your company at the forefront of their minds.

Introduce Yourself

A company introduction is a great way to sum up your story in a few sentences. Talk about when the company formed, who was responsible, why the site was established, and what your company hopes to accomplish. This is the first step toward building buyer trust—telling customers what to expect so you can live up to your promises later.

Tell Your Story

In a manner that’s consistent with your buyer personas’ psychographic dimensions, tell the story of your company and how you got started. Your mission is to reach those visitors, to make them laugh or feel some connection to your brand. Young, hip audiences might like an About Us page that’s entirely in comic strip form, while the professional crowd may prefer a fact-based tell-all that incorporates your struggles and successes.

Above all, be sure to tell everyone why you do what you do. How does your ecommerce site solve pain points? What gave you the idea to create your little online world? Who in your company takes important roles and why? Your About Us page is a window right into the company, so you want to be as real and as emotional as possible.

Testimonials

While a separate page with various reviews and testimonials is a great idea for SEO benefits, one or two on your About Us page is always recommended. Ask some of your favorite customers to tell the world what your company is about and how you live up to your promises.

Video Introduction

While a video might not be the best for some buyer personas, others will enjoy a glimpse into your company’s heart and soul. Filming your staff, CEO, and even the processes can go a long way toward creating customer delight. They’ll get to know you on a more personal level, and buyers crave personal touches.

Plans for the Future

Telling people what you’re doing now is always great, but there’s nothing wrong with making some promises for good stuff to come. Let buyers know they’ll be growing with you. Some love finding the next big thing before it’s big, so you could pick up some lifelong fans with just your preparations for tomorrow.

Contact Information

Never, ever forget to include as much contact information as you can. If you have different departments, let buyers know how to get in touch with each of them. This should include both email addresses and phone numbers, as buyers may prefer the immediacy of a call to an email.

Social Media Buttons

If your visitors want to connect with you on social media, they’ll go straight to your About Us page for the information. Even if you include these buttons on various other pages, users still expect to see this information included on the page that discusses your company.

SEO

Always optimize your pages for search. You can do this through title tags, H1 tags, image and video alt text, and hyperlinks. Rather than keyword stuffing, however, make sure you’re providing quality information that answers users’ questions about your company. That’s the best way to gain favor with Google.

With these components, you can build an About Us page that inspires customer trust and boosts conversions. The more personal you can get, the greater the connection your visitors will feel. Don’t hold back!