When you’re getting started in e-commerce, you’ve got a million things to do. Creating the perfect About Us page probably isn’t your top priority. So, what do you need to know to set up an effective About Us page quickly?
Today I’m going to share 9 easy steps to creating an effective About Us page for your dropshipping store. But, before we dive in…
What’s the Purpose of an About Us page?
Why is About Us page important?
As Simon Sinek said,
“People don’t buy what you do; they buy why you do it.”
Simple: Just follow these steps:
- Realize That Your About Us Page, Isn’t About You
- Maintain Your Branding
- Create An Engaging Design
- Include A Mission Or Vision Statement
- Share Your Story In About Us Page
- Include Social Proof
- Show Off Your Team In About Us Page
- Add An Opt-In Form For Your Mailing List
- Include Links To Your Products
Step 1: Realize That Your About Us Page, Isn’t About You
How do you make sure you get this right?
Well, when creating
“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 story to your customers, the numbers should be roughly equal.
Step 2: Maintain Your Branding
Your About Us page is the epicentre of your branding. 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 every element of your About Us page.
Yellow Leaf Hammocks is a socially conscious business, tackling extreme poverty through sustainable employment. They do this by selling hand-woven hammocks from artisans in Thailand. So their brand addresses a serious issue in a positive, fun way. As a result, their About Us page contains statistics related to the poverty the company is addressing. At the same time, the page is colourful, vibrant, and full of pictures of happy people who are benefitting from the company’s efforts. This makes for an important, compelling brand page. If you check it out, you’ll find yourself eager to order one of their hammocks!
Step 3: Create An Engaging Design
No one likes to read walls of text —especially on a mobile device. What’s more, the human brain processes visual content 60,000 times faster than text. And with the abundance of visual content online today, people expect to find pictures, videos, and graphics on your About Us page.
So, bring your page to life by using these visual 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 recommends that you keep your About Us page under 500 words. Fashion brand Whipping Post keeps
Step 4: Include A Mission Or Vision Statement
Customers want to know that you’re in business for more than just profit. So, tell them: Why are you selling a particular product, and what do you hope to accomplish beyond making money?
Nike, for example, strives to bring inspiration and innovation to every athlete in the world. Maybe you’re trying to make mom’s lives easier by selling cute children’s clothing online. Or perhaps you’re selling watches so that your customers feel confident -and show up to work on time.
Try to convey your values, your culture, and what makes you different from your competitors. Keep it short and to the point. It should be inspirational and motivating.
Step 5: Share Your Story In About Us Page
Your customers want to know how your business got started and what the circumstances were. Don’t be afraid to get personal. Your story is a key opportunity to create a connection with your customers.
E-commerce store Harper Wilde shares their unique story in an extremely compelling way. They start with the headline, “It started with a question… why are bras so expensive?” -a question many of Harper Wilde’s potential customers have probably asked themselves. The About Us page then guides customers through a relatable, humorous story of why this bra company got started. So, what’s interesting about your story?
Step 6: Include Social Proof
Social proof is great because it lets customers know why others love your brand. This puts customers at ease and builds trust. You can use social proof in your About Us page in the form of reviews or testimonials. You can also include the logos of any major publications you’ve been featured in, or of any awards you’ve won.
If you don’t have these things yet, don’t worry. Even one positive review can do wonders for your credibility and authority. And if you don’t have any reviews, consider including screenshots of some fun interactions you’ve had with customers on social media.
Glam Seamless does a nice job with this on their About Us page, including a live feed of customer’s Instagram photos featuring their products. However, you do it, including social proof on 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 In About Us Page
Add another emotional element to your About Us page by adding details about the people behind the business. This is a great way to shatter the image of a faceless company and connect on a human level. An added benefit? Your employees will feel more valued.
Pure Cycles, for example, shares images of all of their staff, and the images are fun and full of personality. So, even it’s just you working on your business right now, including a photo and a bit about yourself!
Step 8: Add An Opt-In Form For Your Mailing List
This tactic gives visitors to your About Us page a chance to learn about your business. It also allows you to nurture visitors into paying customers.
Why is this effective?
Well, you can assume that anyone who visits your About Us page is interested in your business and might like to know more.
For example, when QualityStocks added an opt-in form on their About page, it resulted in a 158% increase in subscriber growth.
Step 9: Include Links To Your Products
You want to optimise your entire website for sales. And, after a visitor has learned about your brand, 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 a few choice products on your About Us page.
Estee Lauder uniquely approaches this. After sharing their story, they give visitors the option to ‘shop the story’, by sharing three products related to what they’ve just shared. Simply, give interested visitors an easy transition to 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.
For more tips about your business check 20 Best E-commerce Tips And Tricks.
Muammer is a Marketing Analytics Manager at Turkcell. His mission is to empower entrepreneurs and to help them achieve their goals. He also has a passion for illustration.