To be successful in the world of e-commerce, your website needs to be fully functional, beautiful and filled with important information.
And while most take the time to make their homepage and product catalog(s) perfect, many often neglect the "About Us" section, which is a shame since it actually plays such a vital role when building a successful online store.
Believe it or not, the "About Us" section of your website makes your online store more human. It informs your customers that there's a friendly team working behind the scenes, one that's committed to providing a trustworthy shopping experience. That's why it's so important when building your online business to take the time to tell customers exactly who you are, what you're selling and why they can trust you as an online merchant.
Here we will see what the exact role of the "About us" page is and how can you best customize it.
I- What is its role ?
The "About us" page inspires trust, reassures your visitors and makes your store seem reliable. It gives a face and story to your website. From this page, the users understands that behind the e-store there are real-life people and will be more likely to forgive any mistakes.
Furthermore, a well-conceived "About us" page differentiates you from your competitors and can play a decisive role in the purchasing process. Your customers will much prefer buying from a website which is friendly and has a story, rather than from any of the big "factory" websites.
With the PrestaShop CMS pages, you can very easily create this page, which will be an added reassurance for your customers. Along with the "Legal Notice" page, it is proof that the company actually exists. Case in point : hoax companies tend to leave out the "about" section… don’t follow their example !
Last but not least, a complete and thorough page plays a considerable strategic role : it optimizes your site. By using targeted key words when writing your page, you gain visibility on search engines. An entirely free method to enhance your visibility on the web !
II- Tell your story!
When telling your company story, do not hesitate to be original and to highlight your personality. Here are a few tips:
a. Answer this question : Who am I?
This question may seem obvious but it will put a name and personality on the person behind the scenes. You should talk a little about yourself : your studies, your likes and dislikes… Always aim to get your customer’s sympathy.
b. Talk about your activity
How did you get the idea to open your store ? How long has it been on-line ? What do you sell ? What is your added value compared to competitors (free delivery, after sales service or high-quality products…) ? Think of all the questions that will capture your customers’ attention.
As an example, the e-shopkeepers at “Ode à la Rose”, an online florist, explained how they had the idea of selling flowers online.
The "About us" page of Ode à la Rose
c. Illustrate your text
Do illustrate your "the team" paragraph with photographs. Your visitors will be able to put a face on each team member, increasing their feeling of sympathy towards your store.
Take example on the Brazilian store Amo Muito which regularly updates pictures of its team and offices.
The "About us" page of Amo Muito, a Brazilian store
In conclusion, remember that how you write about yourself and your store depends on your personality and activity. If you are short of inspiration, have a look at what your competitors are doing, or you can even take inspiration from websites and blogs that you particulary like.
III- Make a "call for action"!
You can use this page to encourage your visitors to follow you on social networks. Redirect them to your Facebook, Twitter or even Pinterest pages by encouraging them to become a fan of your brand. If you write a regular newsletter, this is the perfect place to add a subscription box, and don’t forget to redirect them to your catalogue !
In conclusion, don’t forget that your "About us" page is key and it is really important not to neglect it. Take the time you need to properly write it up : avoid any spelling mistakes and space out your text. Have your friends read over it before you post it online to gather their feedback and correct any remaining mistakes. Update your page every once in a while so that it does not remain static. This will not only be good for your store, but will also enhance your site optimization.
Our last piece of advice : use a friendly tone in order to create a feeling of proximity with your customers. Try to make them smile, since we all know in the world of business that if you have a happy customer the deal is half sealed!