How to write an ‘About Us’ page without being boring

Every year, thousands of businesses lose potential customers because of the lack of a proper About Us page.

Remember, in business, if certain activities do not directly bring you revenue, that does NOT make them unimportant. Writing an About Us page is one of them.

In this article, you’ll learn:

• How to write the perfect eCommerce About Us page in 5 easy steps
• Elements of a good About Us page
• Examples of great About Us pages to inspire you

Why is an About Us page important for your eCommerce website?

1. It acts as a spokesperson for your brand

The About Us page helps evoke emotions in your customers and tells them a story about you. it helps the customer understand who you are as a brand and how you are impacting people’s lives.

Your About Us page will do this for you — spread brand awareness and leave an impression in customers’ minds.

2. A new visitor is more likely to visit an About Us page

A recent survey by Hubspot reveals that 31% of respondents said that an About Us page is the most important element in an eCommerce website when they visit it for the first time.

This means you’re literally driving away customers if you leave your About Us page blank!

3. Shows authenticity

In a recent survey, 85% of consumers say they’ll only consider a brand if they trust it.

We published an eCommerce Trust Report which highlights a clear picture of the Indian online consumer and how brands can win their trust. Get your free copy of the whitepaper today!

What should a good About Us page have?

1. A brand story

You need to tell a story about your brand to gain attention from otherwise distracted customers.

2. Information about your team and founder

Humanizing your brand by talking about the people behind will give your customers a glimpse into who powers the business.

3. Accolades and awards

Has your business received awards or been featured somewhere? Showcase your recognition by including logos or images of the featured story.

4. It should LOOK good!

Include good visuals in your About Us page which also reflect your brand. The best practice would be to use original images rather than stock photos.

5. Where can they connect to you?

A good About Us page will also have links to the social media profile of the business. Ideally, this can be added at the end of the page and acts as a call to action.

How to write the perfect content for a captivating About Us page

Step 1: Brainstorm points about your brand

Start with your mission statement and what inspired you to start your business.

Here are some questions to help you write about your brand:

• How does your brand differ from competitors?
• Does your business stand for a greater cause — sustainability, NGO, planting trees?
• What problem of your customers do you solve?
• How will their lives change when they use your product?

Step 2: Declutter, bring in clarity, and put together your story

Communicating your brand through a story means simplifying your message and making your products seem attractive to your customers.

In fact, neuroscientists claim that the average human being spends more than 30% of their time reading, listening to, or watching a story unfold.

Answer these questions to put write your brand story for your About Us page:

• What is your customer’s challenge(s)?
• How does your product solve help overcome it?
• How will your customer's life look like when they buy your product?

Step 3: Structure your About Us page

Now that you have your story ready, decide how you want your About Us page to look like. What sections should it have and then write down the subheadings you want.

Also collect visuals for the page — images, videos, logos, and testimonials. Add social links and other relevant calls to action.

Step 4: Align with your brand

Brand consistency is important. Make sure the colour scheme and fonts of your About Us page are also consistent with that of your general branding, and that it matches the theme of the rest of your website.

Remember, consistency is important in building trust with customers online.

Step 5: Revise, proofread, and edit

Make the copy as clear and concise as possible. Edit out any clutter or fluff and keep your messaging simple. Also, you should occasionally revise the content of the page after it has been published, and keep it updated.

Here are amazing examples of an About Us page of thriving D2C eCommerce businesses

1. Phool

2. Terracotta by Sachii

3. Sleepy Owl

4. 4700 BC

Now that you know everything on how to write an About us page for your eCommerce website, it’s time to take action and set up your page.

You can follow the 5 steps mentioned here and keep in mind what a good about us page contains. But you don’t have to feel overwhelmed by all the details. At the end of the day, it’s your brand story that you’re writing. And no one knows it better than you.

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