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How to write an e-commerce store about page that actually sells

This blog was provided by Krista Walsh. Krista is a freelance copywriter for e-commerce small businesses. Her writing and messaging strategies help her clients speak to their customers’ values and emotions, for meaningful sales. Connect with her at kristawalshcopywriter.com.

Does the about page really matter? Many e-commerce store owners think that the about page belongs buried in their website footer, alongside cookie-cutter information like the privacy policy and shipping details.

But the about page is one of the most visited--and therefore most important--pages on your website. And it’s even more valuable for smaller e-commerce businesses that don’t have widespread brand recognition. New customers clicking on to your home page may not have a solid idea of what your company “is about.” It’s up to you to have an about page that tells them.

That’s why your about page is a huge opportunity to turn new leads into customers and even long-term advocates for your brand. It’s where you can go beyond talking about your products and share what makes your company special--why customers should choose your company over any other.

What most e-commerce store owners get wrong about their about page

Many store owners view the about page as outside the sales funnel. They treat their about page like a boilerplate, where they share necessary information but don’t sell. By thinking this way, they’re missing an opportunity to convert new leads into big-time, loyal customers.

Think about it. If someone cares enough to read your about page, they’re going to be a pretty invested customer. If they connect with what your about page says.

So if you don’t get anything else from this article, know this: Your about page is very much a part of the sales journey a customer goes through on your website. Make it count.

Keep reading to find out how to write an about page that actually sells.

Consider why and how people are arriving at your about page

There are a few key reasons most people visit an e-commerce store about page. Knowing these can help you write an about page that gives people what they were looking for (and calms the doubts they have).

By clicking on your about page, customers are likely trying to answer one or more of the following questions:

Can I trust this company?

Is your store legitimate? Buying from a new company online is an inherent risk. There’s the chance that the website is a scam, that the product quality isn’t what it claims to be, that the company is unethical. Leads head to your about page to get a sense of the company’s legitimacy.

Does this company align with my values?

More and more consumers are voting with their dollars. A 2018 study found that 68% of people would switch from a well-known brand to an unknown brand if the unknown brand was purpose-driven. And a whopping 78% of Americans believe that companies have a duty to positively impact society.

Many leads click on your about page because they need a reason beyond your products’ features to buy. They want to know what your company stands for or if your company has a do-good mission.

Is this the type of company a person like me would buy from? (Does this company “get” me?)

Because there are so many options for most types of products out there, many consumers want a feeling of connection with a brand to make their choice easier. That’s why some leads might be looking to your about page to get a clearer sense of your company’s brand and how well it lines up with their identity.

This is especially true if you sell a personal or subjective product, like intimates, skincare, home decor, or art.

What’s the through-line?

Do you have a large catalog of products? If so, visitors to your website may be looking for clarity. What is the one-sentence explanation of what you sell? Sometimes, people feel paralyzed without context.

What to write on your about page (with examples)

There’s no one-size-fits-all formula for an e-commerce store about page (how boring would that be?). However, there are some elements that all e-commerce stores should include on their page in order to optimize it to sell:

A headline that summarizes your USP or mission

Readers should be able to get the gist of your about page from the headline. I like to think about this by asking this question: “If your company were a Netflix show, what would the one-sentence description be?” Netflix television descriptions are notoriously to-the-point. Because when people have a lot of choices, clarity always wins out over cleverness.

For example, Fresh Roasted Coffee has this headline: “Fresh Roasted Coffee is completely committed to providing our customers with the highest quality coffee on earth.”

For another example, look at Rothy’s: “We’re inspired by the remarkable women of today, and we’re proud to craft sustainable styles that help them effortlessly move through their day.”

A “Why Us” statement

This a place for you to reiterate your USP (unique selling proposition), which is marketing speak for what makes your company different and better than your competition.

For inspiration, here’s how Superfit Hero wrote its about page USP: “Our signature products have been tested and approved by athletes size XS-5XL, making Superfit Hero the most inclusive premium activewear brand on the planet.”

A paragraph that tells your company’s story

This paragraph is the meat of your about page. It’s where you pull back the curtain and share your company’s story with your customers. It’s important for this section to be written like a story so that customers can digest it quickly and remember it later.

Let’s break down an example from SKYLAR:

  • Like any great story, their paragraph starts with a problem. “When I searched for a fragrance that did not contain allergens and harmful chemicals and smelled fresh and sophisticated, I couldn't find one.”
  • Then, it goes into the journey/search for a solution. “I soon realized that many of my friends were searching for the same thing and their friends. In an organic way, my conversations with real women helped to shape Skylar. After many months of working with world-class perfumers and testing our products in real life ...”
  • Finally, it ends with the triumph (your products serving customers): “We created a collection of perfumes that gave us the answer we were all looking for. Skylar is a brand of natural perfumes that you can feel great about spritzing.”

Credibility boosters/social proof

Don’t ask your readers to just take your word for it. Use your about page to load up on social proof to win over even the most skeptical of consumers. Here are some common elements to add to increase your credibility:

  • Any features in media you’ve gotten
  • Certifications (USDA Organic, Fair Trade Certified, B-Corporation)
  • Quotes from media, an influencer or celebrity, or one-two particularly great quotes from a customer
  • Customer images using the product

A call to action

Your about page is part of the customer’s journey from the first impression to buying from you--but it should definitely not be the last stop. So, include a call to action at the end of your page to tell them where they should go next.

Your call to action can be simply “Shop,” but it could also be a different ask. Once you have your about page written, include a call to action that feels most natural. Here are some examples:

  • Join our community (Instagram link)
  • Stay informed (email list)
  • Read about our mission (link to mission page)
  • Refer a friend (link to share page)
  • Save now (email capture/coupon code)
  • Questions? (link to FAQ page)
  • Get in touch (link to contact)
  • Learn more about [subject of expertise] (link to blog)

The overarching goal is to keep your customers moving through your website, rather than clicking away. Where should your customers go after reading your about page?

Other things to write on your about page (optional)

  • A “Meet the Team” or “Meet the Founders” section. This can humanize your brand significantly.
  • A “How It’s Made” section. This section is a good one to include if your USP centers on the production process. (E.g. handmade products, sustainably made products…)
  • A “Meet the Community” section. If you have a robust following on social media, featuring it on your about page can drum up excitement.

About page mistakes to avoid

Making these mistakes could cost you the opportunity to turn a reader into a buyer.

Throwing away your headline with “About Us” or similar

Your headline is your only chance to make a compelling case for people to keep reading. Don’t throw it away on a headline that doesn’t say anything new. Common culprits are, “About Us,” “Our Story,” and “Welcome!”

Naming your about page something “cute” in the navigation

Just call your about page “About” in the navigation, rather than something like “Our Truth,” or “The Backstory.” Not only does this confuse Google, it confuses readers who are looking for your about page but can’t find it.

Not having enough information

One or two lines is too short for your about page because that’s not enough to inspire confidence in your company, let alone clinch a sale. Aim for at least 250 words.

Not breaking up text with images and subheads

It’s okay to have a longer than usual about page. Just make sure you’re not presenting it as one long block of text, even if you have paragraph breaks. Incorporate subheads, images, and maybe even videos to make it easier to read.

Ending the page with nothing but your footer

Don’t sit back and just hope that readers will scroll back up and click on another page. Give them a gentle nudge to go where you want them to go next, with a call to action button.

Your about page should be optimized to sell

The biggest mistake you can make with your about page is simple: treating it like a non-sales page. While it is different from a product page or home page in that there’s nothing to buy directly on the about page, an optimized about page can actually be more powerful for your sales in the long run.

A good about page can foster a deeper connection between your brand and your customers. And deep connections don’t just make a one-time sale, they create long-term brand advocates.