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When nailed, your about us page can be a key resource in turning potential customers into brand advocates
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Any experienced eCommerce merchant knows that a balance between the elements that convert customers and those that generate interest is essential for an eCommerce store’s long-term success. Whilst we may want to give this long branded experience, by doing so in excess we risk losing out on the primary purpose of an eCommerce store - getting sales.
But the inverse is also true - we often do not provide enough of a brand experience, leaving customers with little to latch onto and digest. This is usually done in the pursuit of optimising purely for conversion rate and making sales. And a great example of this in action is the lack of emphasis brands will put on the “about us” page.
Unlike your product pages, collection pages, or even your homepage, the “About Us” page exists as one of the only pages on your site dedicated purely to your brand.
Whilst the about us page may only be visited by 1% of people who click on your site, the fact that those visitors have chosen to go beyond your homepage tells you something more deeply rooted about them as potential customers. Those aren’t just potential customers, they’re potential brand advocates. So, you want to make sure you’re catering to the 1% with a stunning about us page.
A story of why people should care about your brand is a “nice to have” in the current eCommerce day and age.
Put simply, a lot of eCommerce ventures start as small business pursuits with little motivation, but blossom into much more popular ventures than their founders ever thought. However, a great story is somewhere within your business, provided that you’re willing to chip away and find it.
Maybe you started purely because you enjoyed making your products, or because you were inspired by other brands and wanted to follow suit. As long as you can convey an interesting and easy to digest story, you’ll be on the right path.
Some of the most recognisable brands in history are just as well known for the people behind their brands as they are for their products. Apple and Steve Jobs, Tesla and Elon Musk - the list goes on. We’re not saying that an individual needs to be the face of your brand, but the human touch should not be underestimated
A simple biography of the person(s) behind the brand is a great start, but try to take it a step further by including photos, real life stories of how they got involved in the industry, and more.
Doing so is a great step towards humanising your brand, strengthening the connection with potential customers, and showcasing your passion for your business overall.
You may be stumped by the idea of brand values. “The only thing my brand values is making sales,” you may say. However, each and every brand worth their salt has to value something on its way to making sales, otherwise you won’t survive long in the ultra-competitive eCommerce landscape.
Even if the only value you can think of is as simple as providing a great customer experience, that’s a great start.
A lot of brand’s values are created after the business has got up and running, and the brand has had a chance to reflect on what truly separates them. So don’t be scared to do the same. Look at each stage of your business, from product development through to CRM post purchase. You’ll find something that your brand values, without you even realising it.
Once established, and shouted about loudly, brand values are a powerful way to communicate what your brand stands for, why it matters, and what makes it special. Highlighting these underlying values in your about us page also enriches brand storytelling and attracts like-minded customers, increasing the chances of conversion, boosting average order value, and improving customer retention.
As much as we’d love for the about us page to exist as a 100% love letter to your brand, they’re also a super effective tool to move customers on to the next stage of the buying journey. An about us page’s CTA need not be a super direct message that asks customers to purchase tons of products, but should capitalise on customers interest to some extent. Whether it be encouraging an email sign up, directing them to a collection page, or encouraging customers to learn more about your brand via exploring blogs or other content, you need to convert that initial pique of curiosity into further engagement in some way.
By creating a cohesive brand narrative that flows throughout your about us page, and into the rest of your website, that 1% of your website visitors will be primed into becoming brand ambassadors, and will be long term customers who regularly shop with you.
Want to learn how we can build you a great about us page that encapsulates your brand’s identity, let’s talk!
