subject: Making The Most Of Your Ecommerce Website's About Page [print this page] Is your business struggling to find its identity on the World Wide Web? As a businessperson, you certainly have a concept of who you are as a company and what you want to accomplish, but do your customers? Your website's "about page" is a perfect place for your company to establish its role in the marketplace, and in your customer's lives. Following are some tips to help you build a clear and informative about page to establish your company's identity and build its credibility.
-Write in the first person plural. You want the tone of your about page to be personal but professional, and a great way to achieve this is by using the words "us" and "we" rather than "I" and "me". Even if you are the sole proprietor of your company, using the first person plural will help to establish your company as a legitimate business entity rather than a personal hobby.
-Speak the language of the industry. It won't hurt your about page's credibility to use jargon related to your field of business. Don't abuse the acronyms and word contractions, but if you occasionally use appropriate lingo, it can establish your place as an industry insider and a credible business.
-Share your mission statement. An about page is the perfect place to share your company's vision and purpose with the world. Take advantage of this opportunity to let customers know what your company is about and what makes you different from your competitors. Your about page can almost serve as a subtle sales pitch to your customers - brag a little and point out your company's unique features, but avoid pitchy-sounding verbiage and "calls to action". About pages should establish identity and credibility, and obvious sales pitches won't help you do either.
-Talk about significant experience, certifications, and awards. You may not have much of these to share if you are just beginning, but as your business grows, take the opportunity to update your about page to reflect recent accomplishments. Once you have been in business for several years, include your experience and any significant changes your company has made.
-Avoid talking about your personal life. Unless you are writing an about page for a blog, most people won't have a positive reaction if you ramble on about your dog and your family. If you started the company on your own, you can talk about how you started and what made you want to open your business, but don't get much more personal than that. You want customers to think of your company as a legitimate business.
Your about page is your best opportunity to give your company a face and explain what you are all about. Well-written about pages build credibility and help customers trust you with their money. Spending just a little time on your company's about page can greatly improve your company's reputation and revenue.
