When running an eCommerce store, it’s easy to focus solely on look and feel of your site and the quality of your products. But one critical page often gets overlooked — the ‘About Us’ page. This page isn’t just a place to slap a company history or a few vague statements about values. Instead, it’s a powerful tool for creating a personal connection between your brand and potential customers, fostering trust, loyalty, and engagement.
The Importance of a Compelling ‘About Us’ Page for Your Ecommerce StoreImagine walking into a brick-and-mortar store. One of the first things you notice is the environment — the décor, the music, the ambiance. These subtle details help you form an impression of the store. In the digital world, your ‘About Us’ page serves a similar purpose. It gives shoppers a peek behind the curtain, showing them who you are, what you stand for, and why they should care about your business.
Why an ‘About Us’ Page Matters
An online store can sometimes feel faceless and impersonal. The ‘About Us’ page breaks down this barrier, adding a human touch to your business. It helps shoppers understand the people behind the brand — your motivations, your story, and your passion. This personal connection goes a long way in creating trust and confidence, which are essential for converting a potential customer into a loyal one.
When people feel a connection to a brand, they are more likely to remember it, return to it, and share it with others. A compelling ‘About Us’ page can turn your eCommerce store from a mere website into a memorable experience, fostering emotional engagement and driving brand loyalty.
In a saturated market where competitors are just a click away, a well-crafted ‘About Us’ page can be a game-changer. It provides you with a unique platform to stand out from the crowd. Here, you can share what makes your brand unique — your mission, values, and story. It’s an opportunity to show customers why they should choose you over others.
A generic ‘About Us’ page that lacks personality or uniqueness will blend in with thousands of other pages out there. In contrast, a distinctive, engaging page that tells your story, reflects your brand’s voice, and showcases your commitment to customers can make your store unforgettable.
By providing insights into your brand’s history, your team, and your business ethics, you give potential customers reasons to trust you. Transparency about your business operations, along with genuine storytelling, can alleviate concerns about product quality, ethical standards, and customer service, encouraging customers to take the plunge and make a purchase.
Key Elements of a Good ‘About Us’ Page
1. Tell YOUR Story
At the heart of a great ‘About Us’ page is a compelling story. This is where you can talk about the journey that led to the creation of your brand. Did you start your business from a small garage with just a dream and a few bucks in savings? Was your brand born out of a need to solve a specific problem you personally encountered? Or maybe your business is a family legacy passed down through generations?
A strong narrative that highlights the challenges, the triumphs, and the evolution of your business can be incredibly engaging for customers. It humanizes your brand and allows customers to relate to you on a more personal level. Don’t shy away from showing vulnerability — discussing mistakes and how you overcame them can make your story even more authentic and relatable.
2. Your Value Proposition
Your value proposition is what sets you apart from your competitors. It’s the promise you make to your customers about what they can expect from your products or services. Clearly stating your value proposition on your ‘About Us’ page helps potential customers understand what makes you unique.
Your value proposition should answer these questions:
- What specific problem does your product solve?
- What benefits can customers expect?
- Why should they choose you over a competitor?
Incorporating your value proposition into your ‘About Us’ page helps potential customers understand exactly what you stand for and what they will get out of engaging with your brand.
3. How You Do Business
Consumers are interested in the ethics and values of the companies they purchase from. Are your products sustainably sourced? Do you support local communities or donate a portion of your profits to charitable causes?
Detailing how you do business — your practices, your commitment to quality, your ethical standards — is a powerful way to differentiate your brand and connect with customers who share your values. It’s not just about selling a product; it’s about aligning with a set of values that your customers can support and feel good about.
4. Highlight Your Team
Behind every great brand is a team of passionate people who make it all happen. Showcasing your team on your ‘About Us’ page can help build a more personal connection with your audience. Consider including photos, short bios, and even fun facts about key team members to give visitors a sense of who is behind the brand.
By showing the faces and personalities behind your business, you remind customers that they are not dealing with a faceless entity, but real people who care about their needs and experiences.
5. Customer Testimonials and Social Proof
Adding customer testimonials or other forms of social proof to your ‘About Us’ page can further establish trust and credibility. Potential customers are much more likely to trust you if they see others having positive experiences with your brand. If you have press mentions, awards, or notable collaborations, include them here to bolster your credibility.
Why a Good ‘About Us’ Page is Crucial for eCommerce Success
An ‘About Us’ page might not directly sell a product, but it does sell something equally important: your brand. It humanizes your eCommerce store, establishes trust and credibility, and differentiates you from your competitors. By sharing your story, your values, and your team’s passion, you invite customers to become a part of your journey.
Don’t let your ‘About Us’ page be an afterthought. Put time and thought into crafting a narrative that speaks to your audience, reflects your brand’s voice, and showcases what makes you unique. In the world of eCommerce, where relationships are everything, a compelling ‘About Us’ page can be the key to building lasting connections with your customers.
Scott Sanfilippo began his eCommerce journey in 1994 by co-founding one of the Internet’s first online retailers, TheFerretStore.com, which was acquired by PetCo in 2006. In 2001, he co-founded the eCommerce design and marketing firm Solid Cactus, which was acquired by web.com in 2009. Today, Scott is the General Manager of Your Store Wizards and lives in Delray Beach, FL. Scott can be contacted at scott@yourstorewizards.com.