Part 2: Tips for writing a great 'About Us' page for your ecommerce store
Your ‘About’ section on your company’s website serves as a shining opportunity to pitch your brand and more importantly you. This page, though small as it may be, is a marketing tool in its own right.
If someone is reading your company’s ‘About’ page it means they’re interested enough in your products or services to spend time on your website. And more importantly they are far enough down the sales funnel that they want to learn who they are about to do business with in order to get to the decision phase.
And as an ecommerce business owner, pitching yourself on your website is the one chance you have to give your potential customers insight into who you are, what you believe in, and why your business exists in the first place.
This article covers the elements of writing a perfect ‘About Us’ section – one that will inspire, inform, and, convert curious browsers into loyal customers.
What’s the purpose of an ‘About’ section?
The ‘About’ section of your website tells a story.
More specifically, it tells your story - the story of your company and brand.
It answers the most important questions of why and how your business came to be. It can also tell readers about your company’s mission, your goals, dreams, and plans for the future.
While ‘About Us’ sections can be lofty and mission-focused, they should always be rounded out with practical information about what the company does. You don’t want potential customers to read your ‘About’ text from start to finish without understanding the actual products or service offered.
Combining these three elements into one cohesive text is an artform. Doing so in a matter of a few paragraphs is a science.
Lucky for you, we’ve got some tips for writing the perfect ‘About’ page for your ecommerce business.
How to write the perfect 'About' section
The difficulty in writing an ‘About’ section is finding balance: Balancing the need to inspire and with the need to provide practical, serviceable information is no easy task. You need to be clear about what you sell without being salesy. It’s also acceptable to unabashedly state your mission, your goals, and aspirations without getting so dreamy that the message is lost.
Here are some tips to help you craft the perfect ‘About’ section:
TIP # 1: BE BRAND FOCUSED
TLDR; make sure your ‘About’ section accurately represents the spirit of your company, or else it won’t be effective.
As we mentioned earlier, your ‘About’ section is an opportunity to showcase your brand. So it’s critical that your brand voice and brand standards shine through in your text.
In order to do this, you’ll need to have a firm handle on what your company’s brand looks like, and, more importantly, what your brand’s voice sounds like.
Ensure that both your tone and language matches the ethos of your company and speaks to the solution you solve for your customer base. Depending upon what you sell, more technical language may be called for or perhaps humor and levity is more appropriate.
TIP # 2: BE VISIONARY
Calling all dreamers!
As we mentioned earlier, your ‘About’ section is an opportunity to be a bit lofty. After all, customers expect this. They want to know more than just what you sell, but why you sell it. To answer this question, consider putting together a concise mission statement.
A mission statement can be as little as one sentence and as long as a paragraph. And, in general, it should answer the following questions:
The answers to these questions don’t need to be concrete. In fact, they can be as lofty as the questions themselves. Missions like inspiring young women to take on leadership roles or encouraging people to live better lives, for example, are perfectly fine. These might even be called vision statements rather than mission statements.
If visionary does not fit with your brand, however, being straightforward can be equally effective.
Take the powerhouse fast-fashion brand Zara, for example. Zara’s mission, to “give customers what they want, and get it to them faster than anyone else,” could not be more straightforward.
It’s not exactly inspiring, but in this case it doesn’t have to be. People don’t turn to Zara for inspiration. Quite to the contrary, the store represents exactly what its mission conveys: Addressing customers’ fashion wants and needs quickly.
TIP # 3: TELL A COMPELLING STORY
Your ‘About’ section should chronicle the story of your company, but not like a dry history textbook.
It should answer the question of how your company got to where it is today.
When did it start? How has it evolved over time? And where is it going?
This is the story of your company or brand. To tell it well, you should turn to the basics of storytelling.
Instead of offering straight facts, such as, “We started our online company in 2017,” try engaging readers with a problem: “We realized that it was impossible to find wrinkle-resistant khakis at a reasonable price. So, finally in 2017 we decided to be the solution to that problem by starting our company, XYZ.”
The latter is clearly more engaging than the former because one of the elements shared by both storytelling and business is identifying a problem and offering a solution. The most satisfying stories begin with a crisis or a problem that a protagonist needs to solve. Similarly, the most successful businesses discover problems, or opportunities, and create products that serve as solutions to those problems.
Make your business that protagonist in the story of your company.
Remember that rattling off dates does not inspire; describing your sense for a good business opportunity and your ingenuitive solutions for problems, on the other hand, does.
TIP # 4: PROVIDE DETAILED INFORMATION ON WHAT YOU SELL
This is the part where things get more concrete: What do you sell?
Sharing your dreams, goals, and story are all important elements of an ‘About’ section, but, ultimately, browsers are on your page to buy products or services. They want to know exactly what it is that you sell in as much detail as is appropriate for an ‘About’ section.
Let’s go back to the khakis example. You could write something like, “Our company specializes in fabricating stylish, wrinkle-resistant men’s khakis in all standard colors and sizes.” Now your readers will know exactly what you sell. And, if they’re interested in potentially buying those products, they’ll stay on your site or favorite it for later.
It should be obvious that including too much information, like product specifications, would be silly. But linking to your products in your ‘About’ section wouldn’t be.
Giving interested shoppers a direct path to start shopping after reading your ‘About’ page is a great way to convert browsers into customers.
Michael is a freelancer from New York City. When he isn’t writing about how Kliken unleashes the marketing, you can find him reading, writing for pleasure, or traveling the globe.
Unleash the Marketing with Kliken
We’re Kliken. And we’re ready to help you take your ecommerce marketing efforts to the next level.
Putting together an effective ‘About Us’ section on your website is just the tip of the iceberg. Marketing your products online to likely buyers is the best way to get more traffic to your website and more sales.
And our services can help you do just that.
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