You may consider that you have thought about everything important in designing your ecommerce website. You have products or services in place, an easy way for customers to purchase them, some affiliate marketing accounts set up for additional income, but your conversion rate is still not as good as you would like. The problem might be in your About Us Page.
Your ‘About Us’ page accomplishes several things. It gives your Online Business credibility. It also personalises you, as the owner, to your potential customers. When visitors know there are ‘real’ people behind the business, they are more likely to make a purchase from your site.
What A Good ‘About Us’ Page Should Have
First and foremost, it should have some information about your company: what you do and why you do it. This is an appropriate place to include your Mission Statement, as well. If there is something interesting about the history of your company and how it got started, that is always information visitors enjoy reading. If you have an extensive background in the particulars of your industry, then include that as well.
Another good piece of content to include on your About Us Page is a listing of the things that makes your Online Business different from the competition. What do you specialise in? Is it a firm commitment to excellent customer service? Or is it providing the most unusual products found across the world? Whatever it is that distinguishes you from all the other online vendors, you should make it part of this page.
Of course, there should always be several ways to contact you included here. Most people will want at least an Email address and phone number. Be careful about including a physical location if it is your home address. You can always choose to simply list a city and state if you do not have a different business address to provide. This can be more important than you might at first imagine. The absence of an address can make it appear as if you do not want to be found and provide a negative impression of your Online Business.
And finally, some general information that is not included in any of the above sections might be applicable in your case. Think about the various correspondence you have gotten from past clients. Do many people inquire about shipping options or merchandise returns? You may want to include an FAQ section, or simply provide a link to other pages that could help a customer easily find the information they are seeking.
Answer Your Customers Questions
Most people who seek out your About Us Page are looking for particular information. They may want to know where you come from, or why you feel qualified to be the best supplier of your merchandise.
Maybe visitors just want to see your photo and assure themselves that a real person exists behind the marketing materials and content. You want to be accessible to your customers and make it easy for them to find the information they want before deciding to make a purchase.
If you have not put much thought into your website’s ‘About Us’ page, you may be missing out potential sales. Take an honest look at what you’ve got posted and use these tips to change it into a dynamic part of your internet marketing efforts.
