The about page can be one of the most powerful selling tools at the disposal of the online retail when used properly. Unfortunately, most online retailers merely end up with an about page that bores their visitors rather than a powerful selling tool.
The following is a simple idea that should be explored — it’s not a formulaic solution to the challenge of selling your products, building your brand, or creating community … it’s just a tool.
The about page isn’t about you or your company … it’s about your visitor.
For the time being, think of it this way: Your about page is about your visitor, while your company profile (if you need such a page) is about the company.
It’s definitely possible to combine the two and create a page that speaks to the visitor while still establishing your brand, but it’s something only a skillful copywriter will be able to achieve a good balance.
Convey How You Help People
It’s going to be tough to shake the tendency to talk about your company, but you have to do it if you hope to keep the eyes of your visitors reading your content.
Let them know how your company helps people achieve something they need and want. This reveals that you’re not just in it for the money, but also interested in helping people reach their goals.
Stress How Much You Care About Your Customers
Customer service is one of the most — if not the most — important elements of doing business online as a retailer. Customer have the ability to receive good customer service and support before they purchase anything when they shop at brick and mortar retail stores, so it only makes sense that you do the same.
Stress the idea that you’re just as helpful by revealing multiple ways to get in touch, offer to answer questions, explain products, and provide
Provide Some Sort of Promise
Whether you’re talking about the overall satisfaction, the customer experience, or pricing, making some sort of promise to your visitors will help you win over customers looking for trustworthy companies.
This helps establish your store and brand as a reputable place people can go to for their needs. Over time, as you build your testimonial and review portfolio, customers will find it easier to buy products from you, which in turn helps boost your profit.