The About Us page fills a number of roles for businesses, including search engine marketing (SEM) and optimization (SEO), customer relationship building and providing background into who and what it is. And while eCommerce websites are packed with important pages that provide product/service information and convert consumers, did you know that the About Us page is one of the most important pages of your eCommerce website?

There is a pretty good chance that you’ve read a company’s About Us page before buying a product or service online. Customers tend to establish a certain level of trust with the company before purchase. And when it comes to building trust, customers tend to believe personal recommendations the most. So much so, that 31% of customers say trustworthiness is the most essential aspect that leads to purchase. However, having the About Us page with the right information further increases that trust and the likelihood of conversion. In fact, data shows that more than half of customers want to read the About Us page during the phase of consideration.

The exact contents of the page will differ from business to business, as will the brand positioning. No matter the personality of a store or its owner, or the type of merchandise being sold, there are some best practices that go into building an About Us page. If crafted well, it could turn a simple eCommerce store into an appealing brand icon. Keep reading to understand how to create an outstanding page that radiates with trust and empathy.

The biggest mistake when writing an eCommerce About Us page

Having the About Us page is a necessity, and it’s rare to find any online business lacking it. However, it’s very common they end up following a certain structure that lacks a personal touch. This can be a problem, since providing details about the company, its mission, its story and ways to solve customer’s problems on a single page is a great way to build trust with first-time visitors.

Customers don’t just want to know product details anymore — they want to know more about you and your business on a personal level. Here are a few key questions page should aim to answer:

• Who are you?
• What do you do?
• How can your business improve or change customer lives?
• What is your story behind your brand?
• What separates you from the competition?
• What’s your mission and vision?
• How do you successfully do what you’re doing?

Share your story 

Showing your personal and human side is extremely powerful when it comes to building trust with potential customers. Storytelling, if done right, has the power to deeply connect with your audience. At the same time, it creates a level of trust and empathy. Just like a person connects with the story while watching a movie or reading a book, your customers should be able to connect with your story while reading the About Us page.

Don’t hesitate to talk about your humble beginnings and why you do what you do. The more genuine it sounds, the more consumers trust it. Once they have engaged with your story, explain to them how you can solve their problems and which one. Tell them about your current products and share with them your future plans and how you want to grow along with them.

Include testimonials and customer feedback

It’s not a secret that 90% of customers admit that positive reviews and feedback greatly influence their decision to buy. However, simply saying “I’m the best” won’t cut it. You have to show your potential prospects that you have the capability and proven track of success. The numbers and results speak more than words, so be sure to include reviews and feedback of satisfied customers.

Consider colour, images and video

If the About Us page looks too copy heavy, visitors could be turned off. To keep their attention and break up the large copy blocks, consider adding images, infographics or a video. Through photos and videos, you can show something unique about your company, how your product has impacted society, even how happy customers are using your product/service. Having said that, don’t add photos or videos without any context. Too much of it could make the page seem unprofessional.

Adding a bit of colour (as it relates to your brand) is one way of highlighting important information that you want visitors to notice. While blue happens to be the most used colour online, your company colours say a lot about your business, even if it’s not your intention. For a quick look at the colour psychology required to boost conversions, click here.

Don’t forget your call-to-action (CTA)

You are an eCommerce business after all. Way too many businesses forget to include a simple call-to-action in their About Us page. It’s important that you don’t let your potential prospects leave without completing a certain action; whether that’s buying a product or contacting you.

Having a simple CTA button at the bottom of your page can do wonders for your conversion rates. Depending on your business model, aim for a simple and actionable sentence, such as:

• “Check out our newest product”
• “Get your __% discount now”
• “Schedule a free consultation”
• “Shop now”
• or even a simple “Learn more”

You can also consider sending them to your social media accounts or having them sign up for you newsletter (if you have one) to keep you top-of-mind for future purchases.

Turn the About Us page into a new sales tool

Just remember, the About Us page is one of the most visited pages of every eCommerce business. It’s important that you provide your potential customers with the information they are looking for. Share your story, include feedback of satisfied customers, communicate your mission, explain how you can solve customers’ problems, implement a CTA — and watch your conversions go up.