Do you have an idea about  "about us" or "Who are we? pages are the second most visited pages? Don't miss the opportunity to make it a decisive page for visitors to your site. In this article, we will guide you through writing a complete and attractive "about us" page to gain the trust of your new customers.

What is the role of this key page?

While the big brands are preceded by their reputation, buying for the first time from a smaller online store is often considered risk-taking. Before buying, your visitors like to find elements on your site which confirm your professionalism and reassure them.

By doing a little research, we noticed that many e-commerce sites underestimate the importance of the page "about us" and often content themselves with a meager paragraph.

However, there are many questions that other pages on your site cannot necessarily answer: What is the ethics of this seller? How is the product made? Why should I choose this company over any other company?

And then naturally, your visitors are curious to know who is hiding behind your web pages.

An attractive “about us” page that highlights your identity and strengths is one of your best selling points, and it will-

• Earn the trust of your customers

• Differentiate yourself from your competitors and demonstrate your skills

• Convert your prospects into customers

Practical tips for writing your page

Where to find inspiration?

Before you start working on your page, take a few minutes to see what your competitors' “about us” pages look like. Observe their tone, and what information they have chosen to share on their page. You will see what are the important elements for your sector, and what are the elements from which you can differentiate yourself.

In the same way, go in search of ideas that inspire you on the sites which you like most. Some sites are very creative and are sure to give you ideas.

Build your presentation

The "about us" page sometimes makes the white page dizzy for those who wonder what they might say that is interesting for their visitors.

But it is precisely by putting your client at the heart of a deep reflection that you will be able to define the key information for your page. The marketing approach consists of presenting all the important information about your company in the form of a response to the needs of your customers.

 Here is a list of questions to get you started in building your page:

• How did you get the idea to create your business?

• What are your activities? your products?

• What are your commitments/values?

• Who are your customers?

• Do you have a physical store?

• What is your geographic coverage (in which areas do you deliver your products)?

• What makes your business unique?

• Who are you and who is your team?

Showcase your strengths

Do you have many years of experience? Special expertise? It's time to put them forward. Likewise, if you have received an award or been the subject of a press article, there is nothing like it to illustrate your words.

Do not hesitate to also collect positive feedback from your customers in order to create a beautiful “Testimonials” section, preferably with their names and photos. This is a real plus for your site.

Everyone loves stories, tell yours

How and when did you get the idea to open your shop? Under what circumstances did your business arise? Was it a passion that pushed you to start an enterprise? How did you get the idea to sell these particular products?

After answering the basic questions, and highlighting your strengths, touch your visitors by adding your personal touch: an anecdote, a funny detail, an unusual event… This is called storytelling. No need to tell extraordinary facts: an anecdote that your visitor can identify with will remain in his memory much longer.

Write especially for your customers

You have certainly had the opportunity to meet them and speak to them verbally. If you have a physical store in addition to your e-commerce site, then you have the chance to be able to trade with your customers every day.

What questions are you asked the most? What subjects seem to be particularly close to their hearts? What vocabulary do they use?

Listen carefully so that you can write a text that speaks directly to your customers, that is to say by choosing the tone and vocabulary that best suits them.

Further reading What Is Lead Generation?

Bring your page to life with elements that convert

Use visuals

Although you have already written rich content, it is the visual aspect of your page that creates the first impression and makes your visitor want to continue reading it. For a pleasant and non-soporific reading, structure the information into several short paragraphs with titles and sub-titles.

Of course, photos are essential, especially if they are taken by a professional. The result is definitely worth it.

You can possibly embellish your page with small icons, use the colors of your site, and play with typography.

Video, the perfect way to reach your target

Video has been a dominant trend on the internet for a few years now, and it is only asserting itself in 2021. A video on your “about us” page gives you even more possibilities to express your personality and differentiate yourself from your competitors. You can, for example, present your team, your products, your region. The video gives you all the freedom to make the spectator travel in your universe.

Bonus: using a video on your page boosts both its conversion rate and its SEO. You can hire an SEO company in Indore to do this for you.

Make this page a point of interaction with your client

The goal is to engage your client, so give him all the possibilities to do it directly on this page.

On each occasion, place links that direct to certain pages of your site, such as "discover our new collection", or "subscribe to our newsletter".

Finally, finish your page by inviting your visitors to contact you, with your contact information and/or a link to your contact form.

I hope you enjoy writing your "about us" page and wish you good online sales!