How to Create an About Us Page That Makes Your Customers Fall in Love

Marketing Digital ·

Did you know that the "About Us" or "Who We Are" page is one of the most visited pages on most of the websites we develop?   Without a doubt, your potential customers who don't know you well yet and are considering buying from your store will make sure it's a site they can trust before making a purchase.   And above all, they want to know who is behind the website—that behind the virtual facade there are serious professionals committed to the final customer satisfaction.   That's why today I'd like to talk to you about how to create an About Us page that makes your customers fall in love, whether it's an online store, a blog, a corporate website, a news site, or any other type of website.   <h2 id="h-qu-es-exactamente-la-p-gina-sobre-nosotros">What EXACTLY is the About Us page?</h2>   The "About Us" or "Who We Are" page is the section or category of a website that descriptively summarizes how the business was born, who is part of the responsible team, and above all, explains the mission, vision, and values of that business on the Internet.   Knowing this, you surely now understand a little better the importance of this page within a website, especially for those who visit you and don't yet know your online store.   However, if you have an online store, you might find yourself, like most business owners, struggling to talk about your company, your story, and your team.   Are you creating your website and don't know where to start when creating an About Us page?   If so, your online store's "About Us" page is probably still unfinished, or if it is finished, it's likely written very similarly to your competitors' online stores, and above all, without the personality and essence that those who decide to read it are looking for.   So, to help you in this mission, today I bring you 6 simple techniques to give a more "human" touch when creating an About Us page.   But before anything else, I'd like to clarify the question you're probably asking yourself right now, if you haven't paid much attention to this section of your website yet:   <h2 id="h-por-qu-necesito-una-p-gina-sobre-nosotros-para-mi-tienda-online">Why do I need an About Us page for my online store or website?</h2>   Just as a major brand already has a consolidated reputation and no one hesitates to buy their products even online, buying for the first time from a new online store can be considered a risk, and therefore, the visitor will want more information about your company to make their purchasing decision.   <h3>Trust</h3>   To generate this trust and get people to dare to buy, we need to achieve 3 levels of trust: 1) Trust in the product 2) Trust in the seller (in this case, the copywriting of the online store must shine) 3) Trust in the company   As you've probably noticed, few online stores have an "About Us" page that meets the visitor's expectations and answers their main questions:   What story or process is behind the product? Can I trust this company? Will I buy from this store or better from one I already know?   Additionally, visitors to your online store will be interested in knowing who is behind the project.   <h3>BENEFITS</h3>   Creating an About Us page that shows who you are, where you come from, what you do, and why you do it is the best letter of introduction for your brand and your best sales argument:   <ul><li>It helps you gain the trust of your visitors</li><li>It differentiates you from your competitors</li><li>It increases the chance of converting your visitors into customers</li></ul>   <h2>4 TIPS for creating an About Us page that makes your customers fall in love</h2>   In the search for how to write an "About Us" page that connects with those people who want to know more about the backstage of your business, here are some of the best tips.   Always implement them following your corporate culture, brand voice, and buyer persona profile, to stay aligned with your marketing strategies:   <h3>1. Tell the company's story with storytelling</h3>   The simplest and most common way to write an "About Us" page is to tell how your company was born, why it was born, and the progress it has made along the way. But it wouldn't be the most effective way to convey inspiration and connect with your customers. Many brands like Apple have known how to inspire from their beginnings and have effective communication that stems from their roots.   <figure class="wp-block-image size-large"><img src="https://www.evox.com.uy/core/storage/2021/11/iphone-apple-2-1024x576.webp" alt="how to write an “About Us” page" class="wp-image-385217"/></figure>   I'm sure that to have your own company or <a href="https://www.prestashop.com/es/blog/como-crear-tienda-online" target="_blank" rel="noreferrer noopener">create your online store</a>, you've had to overcome dozens of obstacles that initially prevented you from starting your business and having it online today.   And it doesn't matter if you've been in business for a long time or are just starting. Go back to the origin and talk about the original founders and their reasons, their ideals, and their purposes for starting this business. I'll share two techniques that will help you tell your story when creating an About Us page:   <h4> A - The three spheres of the <a href="https://www.evox.com.uy/el-circulo-dorado-que-te-separa-del-exito/">Golden Circle</a> </h4>   To help you with the theory of leadership specialist Simon Sinek, you must define <a href="https://www.evox.com.uy/el-circulo-dorado-que-te-separa-del-exito/">the three spheres of the Golden Circle</a> to have an inspiring brand: 1 — WHY? The purpose of your brand 2 — HOW? The method your brand uses to achieve the purpose 3 — WHAT? The result your brand offers and how it transforms its customers   <h4>B - Brand Storytelling</h4>   You can also apply storytelling, using our EvoxBrand method of 7 steps to structure your company's story, where the customer is the center of the entire narrative and your brand is the figure that guides the customer to success:   <ul><li>A character... (the customer)</li><li>Has a problem... (the problem your company solves)</li><li>And meets a guide... (the company)</li><li>Who gives them a plan... (your method to solve the problem)</li><li>And calls them to action... (accompanies them in executing the plan)</li><li>To avoid failing... (failures are unresolved fears and pains)</li><li>And finally succeed... (achieve the result the company offers)</li></ul>   Obviously, these steps are much more complex and deserve a separate post where we explain how to apply each step. But for now, you can contact us if you need help with your brand storytelling or creating an About Us page. If your story is too long, break it down into important facts, significant for the customer, so that you can create a timeline that tells how your company discovered a problem, developed a method to solve it, and helped its customers do so.   Do you remember too many key events?   Choose those that interest your audience the most and describe them using storytelling on your "About Us" page.   If you've just created your store, don't invent a fake story; talk about your purpose, how you want to change the world with your venture, how you want to help people with a problem that your company is an expert at solving.   <h3>2. Share your passion</h3>   <figure class="wp-block-image size-large"><img src="https://www.evox.com.uy/core/storage/2021/11/emprendedor-1024x540.webp" alt="how to write an “About Us” page" class="wp-image-385218"/></figure>   In this aspect, simply ask yourself these two questions: "What am I passionate about in what I do?" and "why?"   Actually, this is something you already know; you just need to tell your customers. If you're not very sure why you sell the items you've selected, it's because your brand lacks the first circle of the golden circle, the WHY.   From a psychological point of view, if your brand doesn't have a purpose, you'll end up communicating that your mission is simply to make money and that you don't care about people.   Share the love and passion for the industry in which you sell products.   When you explain what makes you enjoy your work, you are humanizing the shopping experience.   Ultimately, when creating an About Us page, you should seek to make the customer feel that they are not buying from just any website, but from an online store of a company that shares vision, values, purposes, ideas, ways of seeing life and living it.   <h3>3. Explain the company's vision or mission</h3>   If you offer "revolutionary" products or services that are different from other companies in your sector, you must explain your company's mission or vision!   Take the opportunity to tell the customer what problem your offer, products, or services can solve for them.   Then, indicate what your expectations are for the future of the company: help convey to potential customers the idea that supports your business.   Highlight the mission and vision from the perspective of the problem you solve or the result you achieve, thinking about how it would change the world, people's lives, if you help many people with your solution. That way, you will create an About Us page that shows the reason for being of your company.   <h3>4. Use images to connect more</h3>   <figure class="wp-block-image size-full"><img src="https://www.evox.com.uy/core/storage/2021/11/mesa_restaurante.webp" alt="how to write an “About Us” page" class="wp-image-385219"/></figure>   Use images to show your customers what your company is like on the inside. You can focus on the team, your workspace, or the place where you receive customers.   You can also use images to accompany your story and the most important moments.   The important thing is to convey a real image of your company and show that behind those products made with so much effort, there is a team of highly trained people who strive to make everything ready.   If within your company culture, transparency is a value, always include captions or descriptions, putting first and last names of each member of your work team and collaborators.   Do you want to create an About Us page that stands out for its images?   Great, but try not to let the graphics steal prominence from the information. Use images strategically to highlight what's important and to connect with the customer.   <h3>Conclusions</h3>   Creating an effective About Us page helps the company convey its essence to customers. You can start with any of these ideas. However you do it, always remember these tips:   <ul><li>Tell your story customer-oriented, showing how your company can guide them to success.</li><li>Give a privileged place to your passion to further fill your purpose.</li><li>Share your vision and mission.</li><li>Use the Golden Circle to polish your company's communication.</li><li>Use images to illustrate your story.</li></ul>   Do you already know how to create an About Us page for your online store? With these tips I've just given you, you have a clear strategy at your fingertips to differentiate yourself from the competition.