Is your business family run? If so then maybe you should be narrative focused.What you need to decide is where to focus your efforts: There are also subtextual calls to action which are less explicit ( see the example below).ĭo keep in mind that most ‘About Us’ pages do not and cannot fulfill all of these elements. A good example would be ‘For more information and in order to purchase our product please click here (which you want to turn into a hyperlink which will take customers directly to your e-store or listing)’. Call-to-action – At the end of your ‘About Us’ page you want a clear call-to-action, meaning you need to guide visitors to the next step you want them to take.You will be surprised how far a good customer review can go. Today, you can say anything you want about the products you sell but when it comes from an objective third party this adds real value to a potential shopper who wants to be certain of your item’s utility and quality. Social credibility – People today want to read reviews of other shoppers who have already bought and used your product.Additionally if you are offering a warranty, make sure to highlight this – it shows that you believe in the quality of your product. Or maybe your product is the most expensive but is the highest quality when compared with your competition and will stay in mint condition for years to come.

Maybe you offer the most value for money in your niche market. Value for money – Tell shoppers why your product is good value.You can also add pictures of your products but in this case I think pictures of people are more effective as product pictures can already be seen in the item listings (in this regard I highly recommend reading about this case study). Especially if your warehouse or offices are located in America, many people want to support businesses which create jobs locally.

Visual stimulation – This can be pictures of the staff and workers which shows shoppers that your business is run by real people who they can relate too.

Think of a billboard with a gorgeous man and woman driving a convertible – most people want to be part of that ‘story’ and therefore their desire to own said car increases dramatically. Customers want to feel that your product is unique and that by buying from you they themselves will essentially become a part of your narrative. That is why consumers are willing to pay exorbitant amounts for brand name items.

The narrative – Beyond buying a product, people want to buy into a story.

I would like to share the notes which are important to hit when building this part of your site: Now that you understand how important it is to have a memorable and impressionable ‘About Us’ page.

Generate about us page online