All ecommerce websites have an ‘About Us’ page, don’t they? But do they all make the most of this essential feature?

What’s your first port of call when you arrive on a website shop that you’ve never come across before? Like most people, you’ll probably seek out the ‘About Us’ page to find out more and get reassurance before making a purchase from an online shop we’re not familiar with.

About Us Page

So why is it that so many of the less well known (after all Amazon and Tesco don’t need an ‘About Us’ page) website shops fail to make the most of  the opportunity to tell their visitors a bit about themselves - some don’t even bother to have an ‘About Us’ page atall.

Here are some thoughts on how to make the most of your ‘About Us’ page.

- Think of this page on your website shop as a ‘Why use us’ or ‘Why Buy from us’ page rather than just an ‘About Us’ page.

- Don’t hide your ‘About Us’ page - better to appear in the main navigation than hidden away in an obscure link at the bottom of your Home page.

- Create interest by talking about the background to your business; how it came about, its history, any interesting facts & features.

- Communicate in a style which you think is right for your customers and that reflects your preferred way of doing business.

About Us

- Put across a compelling reason to buy; why your product is unique/better than your competitors, your customer service ethos (plus key features, for example if you offer free or next day delivery, broadcast that fact)

- Include testimonials or mini case studies to back up your points, use customer quotes and even pictures if you can.

- Make your business more personal by including photos of yourself and/or the key staff (or even a video message)

- Include your shop contact details and encourage customer interaction and invite visitors to sign up for your newsletter.

- If you have a bricks and mortar shop/business as well, show photos of it.

- If you have any press/media coverage, then include it. Or if you’ve won any awards for your product or business, show details. If you support any charities, let people know.  

- Make sure your About Us page looks as professional as your website shop technology and/or your skills will allow. If you can afford to splash out on a bit of graphic design to enhance the page, then do so.