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MAKE PERFECT ABOUT US PAGES 👇
When you’re getting started in ecommerce,you’ve got a million things to do. Creating the perfect About Us page probablyisn’t your top priority. So, what do you need to know to quickly setup an effective About Us page? Hey all, it’s DINESH KASHYAP going to share 12 easy steps to creating an effective About Us page for your dropshippingstore. But, before we dive in... What’s the Purpose of an About Us page? Your About Us page helps you to establishtrust with customers, by letting them get to know who you are. Why is this important? As Simon Sinek said, “People don’t buywhat you do; they buy why you do it.” Your About Us page needs to introduce yourbrand, values, and mission to your customers. The idea is to humanize your brand, so that your customers can relate to you on a more personal level.
Relatable brands are profitable brands. So how do you communicate your brand’s mission on a single webpage? Simple: Just follow these steps. Step #1: Realize that your About Us page,isn’t about you. Your About US page is actually about your customers, and their need to bond with you before they’re willing to buy. This is crucial for you to keep in mind. Every single thing on your About Us page must be tailored towards the needs of your customers. So, don’t share the entire history of your business, or list out all of your accomplishments. Write only about what is most interesting,and relevant to potential buyers. How do you make sure you get this right? Well, when creating your About Us page, constantlyask yourself, “Why would my customers care about this? What’s in it for them?” You can also count the number of times you write the words ‘I’ or ‘we,’ and the number of times you write the words ‘you’or ‘your.’ If you do a good job of relating your storyto your customers, the numbers should be roughly equal.
Step #2: Maintain your branding. Your About Us page is the epicentre of yourbranding. It’s where you get to boil down the ‘who’‘why,’ ‘what,’ and ‘how,’ of your business into one simple web page. So, make sure you show off your personality. If you’re quirky, create a quirky page! If you’re serious, create a serious page. Whoever you are, let it shine through everyelement of your About Us page. Yellow Leaf Hammocks is a socially consciousbusiness, tackling extreme poverty through sustainable employment. They do this by selling hand-woven hammocksfrom artisans in Thailand. So their brand addresses a serious issue ina positive, fun way. As a result, their About Us page containsstatistics related to the poverty the company is addressing. At the same time, the page is colorful, vibrant,and full of pictures of happy people who are benefitting from the company’s efforts. This makes for a meaningful, compelling brandpage. If you check it out, you’ll find yourselfeager to order one of their hammocks!
Step #3: Create an engaging design. No one likes to read walls of text — especiallyon a mobile device. What’s more, the human brain processes visualcontent 60,000 times faster than text. And with the abundance of visual content onlinetoday, people expect to find pictures, videos, and graphics on your About Us page. So, bring your page to life by using thesevisual elements. Think about what you need to say in writing,and what might be better communicated through images, graphics, or a short video. How many words should your About Us page be? Well, marketing expert Neil Patel recommendsthat you keep your About Us page under 500 words. Fashion brand Whipping Post keeps their AboutUs page, short and sweet. There’s a few carefully chosen sentencesshowcasing the company’s dedication to simplicity and quality. But, the real work is done by the large imagesand a short video which showcases their earthy and masculine brand.
Step #4: Include a mission or vision statement. Customers want to know that you’re in businessfor more than just profit. So, tell them: Why are you selling a particularproduct, and what do you hope to accomplish beyond making money? Nike for example, strives to bring inspirationand innovation to every athlete in the world. Maybe you’re trying to make mom’s liveseasier by selling cute children’s clothing online. Or perhaps you’re selling watches so thatyour customers feel confident--and show up to work on time. Try to convey your values, your culture, andwhat makes you different from your competitors. Keep it short and to the point. It should be inspirational and motivating.
Step #5: Share your story. Your customers want to know how your businessgot started and what the circumstances were. Don’t be afraid to get personal. Your story is a key opportunity to createa connection with your customers. Ecommerce store Harper Wilde shares theirunique story in an extremely compelling way. They start with the headline, “It startedwith a question... why are bras so expensive?”--a questionmany of Harper Wilde’s potential customers have probably asked themselves. The About Us page then guides customers througha relatable, humorous story of why this bra company got started. There’s a link in the description belowif you’d like to read the rest of their page yourself. So, what’s interesting about your story?
Step #6: Include social proof.Social proof is great because it lets customersknow why others love your brand. This puts customers at ease and builds trust. You can use social proof in your About Uspage in the form of reviews or testimonials. You can also include the logos of any majorpublications you’ve been featured in, or of any awards you’ve won. If you don’t have these things yet, don’tworry. Even one positive review can do wonders foryour credibility and authority. And if you don’t have any reviews, considerincluding screenshots of some fun interactions you’ve had with customers on social media. Glam Seamless does a nice job with this ontheir About Us page, including a live feed of customer’s Instagram photos featuringtheir products. However you do it, including social proofon your About Us page will make your brand all the more trustworthy. Next up on our list of top tips…
Step #7: Show off your team. Add another emotional element to your AboutUs page by adding details about the people behind the business. This is a great way to shatter the image ofa faceless company, and connect on a human level. An added benefit? Your employees will feel more valued. Pure Cycles, for example, shares images ofall of their staff, and the images are fun and full of personality. So, even it’s just you working on your businessright now, include a photo and a bit about yourself!
Step #8: Add an opt-in form for your mailinglist This tactic gives visitors to your About Uspage a chance to learn about your business. It also gives you the opportunity to nurturevisitors into paying customers. Why is this effective? Well, you can assume that anyone who visitsyour About Us page is interested in your business and might like to know more. For example, when QualityStocks added an opt-inform on their About page, it resulted in a 158% increase in subscriber growth.
Step #9: Include Links To Your ProductsYou want to optimize your entire website for sales. And, after a visitor has learned about yourbrand, they’ll be more likely to trust your business and might be ready to buy. So, it’s a great idea to add links to afew choice products on your About Us page.Estee Lauder approaches this in a unique way. After sharing their story, they give visitorsthe option to ‘shop the story’, by sharing three products related to what they’ve justshared. Simply, give interested visitors an easy transitionto browse your products. Remember, keep the focus on your customer,let your brand’s personality shine through, and don’t be afraid to get personal. What’s your mission statement? We’d love to know, so share it in the comments below — we read them all! Thanks for READ , and if you liked this BLOG remember to hit the subscribe MY EMAIL button below, And until next time, learn often, market betterand sell more.
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