All entrepreneurs, big and small would have gone through the herculean task of creating an elevator pitch. An elevator pitch is a super short sales pitch that is used to attract a customer/investor. “About us” section of your e-commerce store is essentially an elevator pitch for your store. In the age of increasing competition and reducing attention spans, an effective about us page would help your audience decide why they should invest their time and money on your products.
Top 10 tips to take your E-commerce “About us” from good to great.
Simon Sinek, a famous marketing consultant came up with the theory of the golden circle. Most famous companies in the world market the “why” behind their products more than the “what”.
Use the “about” section to tell your audience “why” you started the store. Make the story interesting but more importantly be honest.
Here is a great example of “why” story well told.
2. You are unique. So let your audience know!
Every successful business has an USP (Unique Selling Proposition). It might be your products, your customer service or anything that makes you stand out from the crowd. Once you figure out your USP make sure to let your audience know about it.
A great example is the about us page of cultivated wit – a creative agency. They understand clearly that their USP is humour and they don’t refrain from telling their audience upfront about it.
3. Get to the point ASAP
Attention of your readers is a precious resource. Do not squander it by beating around the bush. Make sure you communicate what you do in the first few lines. Your audience have come to your “about us” page to understand more about your business.
It is the first sign of interest that your potential customer is showing towards you. This interest needs to be carefully nurtured to convert your audience into customers.
Here are some thumb rules to make effective communication:
- Jump to the point immediately.
- Communicate your value proposition in the first paragraph.
- Use simple and clear language to communicate your USP.
- Highlight the problem that your product/service solves for the potential customer.
4. Make it visual
Instead of writing your company history as text, a well designed infographic can communicate the same message in a much more attractive manner. Similarly, instead of just adding the names and designations of your team members, add their images too to give a more human connect to your page.
A well made video explaining your product/service can be a great addition to your “about us” page. Several open source and proprietary tools like Biteable, Filmora and Animaker allow you to make effective videos with minimum effort.
For example: Doomtree is a website for a group of musicians who come together on a regular basis to make some great music.
5. Let your audience know that they can trust you.
About us page is a great place to create a bond of trust with your audience. Boost trust factors by mentioning Return , Refund, Shipping policy and contact details. Policies are usually on different pages but great websites keep the links from the about us pages too.
6. Make it easy to view on mobile
According to data released by StatCounter, 51.3% of all web visits last month came from mobile devices compared to 48.7% of visits from traditional computing platforms. The internet usage in mobile devices has surpassed the desktop usage for the first time last year. In this scenario, a good chunk of your traffic is going to be from mobile devices. Thus it makes sense to make sure that your “about us” page looks great on mobile.
Here are some tips to optimize your content for mobile from Social media Examiner.
7. Encourage audience to contact you
A simple difference between why a customer would choose you over your competitor is trust. There are several simple trust signals that should be on your website to create the trust with the audience. One of the most important trust signal is providing your audience the ability to contact you.
Make sure you add your contact details on your about page. Adding a contact form is also a great way to let your audience know that you are always willing to talk to them and sort out their concerns.
Till this point of the article we have discussed all the elements that are expected from a good about us page. Sometimes it is the truly unexpected that really makes your page stand out. Surprise your audience with something creative that makes your page stick around with your audience long after they have left your site.
Here is a great example of a great about us page with a “surprise” element. Marie Catrib’s is a restaurant, so you might think their “About Us” page would be your typical “here’s how we started, here’s what we believe in, and here’s our food” story. Marie Catrib’s “About Us” page does tells us that — but it does so in an unconventional way. Immediately, the user’s eyes are drawn to a header that says, “It’s okay to make a mess, experiments can lead to beautiful things.” Quite philosophical, for a place to have dinner.
But next comes the story about the owner, which starts in an unexpected way — “It’s hard to imagine, but at one time Marie was banned from the family kitchen.” A line like that draws in the audience, because we know it’s not going to be typical.
9. Simple is the new cool!
Creating a simple yet effective page takes much more effort and time. The ultimate goal of your “about us” page is to communicate what you do to your audience. Anything that hinders this effective communication needs to be scraped mercilessly.
The about us section is where you get to brag a little about you and your business but a lot of people tend to go overboard with it. Adding unnecessary jargons and business lingos to your description may make you sound more important but it does not serve the purpose of effective communication. Avoid using jargons as much as possible and make sure keep your copy as simple as possible. Maintaining a conversational tone also helps boost connectivity.
10. SEO Optimization
The most important trait of a great web page is its ability to be found. Optimizing your About page for SEO make sure that search engines are able to find your page and take them to the right people.
An “about us” page is another exciting opportunity for you to create a connect with their audience. It is an opportunity for you to communicate what you do with your audience in an effective and entertaining way. Like all great opportunities it takes a master to use it right. These are 10 simple tips that you can steal from the masters who have seized their opportunities and made it great.