How to Use Your ‘About’ and Information Pages to Increase Your Sales

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About pages on online stores are often completely overlooked. In fact, a lot of online stores won’t even have one. By foregoing an about page or not putting any effort into creating one, you’re potentially missing out on conversions and loyal customers.

Consumers are drawn to companies that can tell a meaningful story, and want to know more about who they’re shopping with. Not only that, becoming familiar with a company builds trust and convinces them that they’re actually going to receive what they pay for.

Writing a Natural and Authentic About Page

Writing an about page shouldn’t be hard or time consuming. You don’t need your 10 step business plan laid out. All this page really needs to do is let your potential customers know who you are and why you’re doing what you’re doing. So, don’t over think it. You don’t need to fill your about page with fancy words from a thesaurus. A concise and authentic company story is the way to go! Simply write how you regularly communicate to your customers with a personable and helpful voice.

Another thing people love to learn about is a brand’s journey. You don’t need to write out every step you’ve taken long the way, but a little backstory shows that your company has purpose and passion. You can also include a little about your future goals. A quick line about how you’re always looking to improve your products gives a little reassurance to customers that you’re not going to suddenly close up shop before they can receive their order.

Make It Engaging

Your about page can also be more than just words. Different types of media can draw added interest and get people excited to learn more. Documenting your workspace can add authenticity to creative businesses, while testimonials and success stories can increase credibility and convince people to buy. Integrating these elements into your about page will tell a richer and more engaging story.

Lastly, keep your about page current. The last thing a potential customer wants to see is information that no longer applies. This gives off the impression that you don’t put time and effort into your company, and therefore, probably not your products either.

Extra Tips

If you’re not a natural wordsmith, don’t fret. The easy solution is to use a template! Oberlo has some fantastic about page and information page templates that you can quickly and easily customize to suit your online store. You can also check out some great examples here, and be sure to avoid some of these mistakes.

Hopefully you’re now convinced that a great about page is absolutely necessary. If you already have an about page that’s not doing you any favors, try implementing some of these tips to update and refine it. You’ll see how many more visitors to your site convert into sales!