How to write the perfect “About Us” page for your e-commerce (even if you don’t know what to say at this point)


Hasn’t there ever been a time when you chose not to buy from a shop because the clerk was unpleasant and didn’t treat you well?
That’s how it works.
Customers aren’t just looking for a product – they want to have a pleasant shopping experience. And keep in mind that the same goes for online shops.
You need to build trust and make customers feel like they can relate to your brand’s values (this is the first step toward creating a loyal customer).
And to do that, it’s imperative that you create an “About Us” or “Who we are” page on your e-commerce site.
Don’t worry if you don’t know how to because that’s exactly what we’re going to explain in this post. 😉

Why you must absolutely have an “About Us” page in your e-commerce

Let’s start with a definition of what an “About me”, “About us”, or “Who we are” page is:

It’s a page of your website that explains the story of your business and gives more personal information about you and your team.

And now you might say, “Sure, sure, that’s nice. But what good does it do?”
The goal of your “About Me” page is to build trust and empathy (thanks to reinforcing your brand values), which then leads to more sales.
After all, we can’t lose sight of the fact that this is all about sales. But aside from humanizing your business, the “About Us” page serves some other functions:

Basically, there’s no doubt that creating it will be useful. 😉

How to write an irresistible “About Me” page for your online shop [with pleeeeenty of examples]

We know…
Writing something decent about yourself can be an absolute nightmare.
But you’ve already seen how necessary and useful it is, so we’ll give you some guidelines to help you tell your customers who you are in an entertaining (and profitable) way.

Phase I: Talk about and for your customers

Surprise #1. Even though the page is called “About us”, in reality, you’re going to talk about your customers. They aren’t interested in how wonderful you are or how amazing your stock management system is.
Quite the opposite.

What they are most interested in isn’t you and your business, but rather what you can do for them or how your products can improve their lives.

And that’s exactly where you should start. We’ll give you 3 basic ideas:

A. Clearly define who it is you’re talking to

We’ve talked about this on many occasions: your client is the nucleus of everything.
If the buyer doesn’t identify with your message, it is nearly impossible to generate sales. Therefore, once again, the first thing you need to do (if you haven’t done so already)… is to define your ideal customer.

B. Identify the main problem your buyer persona has (and provide the solution)

Let’s see an example in action.
The children’s shoes that SeeKaiRun sell have fun and original designs that also respect the natural movement and growth of the foot.
pagina about us ecommerce
Their message goes straight to a pain point common among parents who want their kids to be stylish but also worried about their feet developing properly.

C. Explain how you solve their problem with items from your shop

When we talk about pain points, we don’t always refer to a problem that needs to be solved.
It can also be a wish, a desire to buy something or simply wanting to spend some time looking at neat things in a place like La Frikilería.
Sobre Nosotros La frikileria EN
This shop is filled with oddities, collectibles, and unique gifts to spend some time browsing through (and to end up buying, most likely).
Take a look at how the page begins – it starts by explaining what you can find in the shop. That’s the first thing you should clarify in your “About” section.

Phase II: Build trust

Without trust, there are no sales.
And say goodbye to loyalty, which is essential to locking in recurring sales, as we saw in this other post.
That’s why humanizing your brand is of the utmost importance. You are not an abstract being. There are real people behind the company, and that is what your customer wants to see (and should know). Here are 3 easy tips to help you be more ‘human’:

A. Tell the story of your company

There is nothing more boring in the eyes of the buyer than a repetitive unproductive text like the typical:
“Our company has been a leader in the sector for over 25 years. We have a team of the best specialists in the field to address your needs.”
This description could be for a shop selling home appliances just as much as it could be for an e-commerce selling perfumes or a website selling sports equipment. It is completely impersonal.
It tells your customer nothing and is relatively useless to them. It also fails to create any type of engagement.
Who could identify with a description like that?
You should aim for just the opposite: look at the ‘About Us’ page for Konfidence, a retailer in the UK that makes swimming life jackets for kids and babies.
how to write an about us page
These vests were invented by some parents that couldn’t find safe and comfortable swim gear for their children, and that’s the story they share.
Don’t you think other parents wanting to safely teach their kids to swim would identify with those parents?
What’s more, it even builds more trust knowing that the life jacket in question was designed by other parents for their own kids; the story itself is what lures in the customers.
To drive this point home, we’ll give you another great (and even sweeter) example so that you can really see the power of storytelling on an “About us” page.
Joe&Sheps is an English e-commerce shop that sells flavored popcorn throughout Europe, the USA, and Canada.
about us page
Every time they went to the USA, they would come back with popcorn to give as gifts to their friends and family… until they decided to try making their own right there in the UK.
The rest, as they often say… is just good storytelling. 😉
Extra: Check out the “About Us” page and look for the “Why is our popcorn different?” section. As we said before, more than just building trust, the goal is for customers to see what separates you from the competition.

B. Use social support

Remember when we talked about “social proof”?

Social proof in marketing means making the user feel like their buying decision is the right one because it is backed by other people like them.

That is to say, your business will be more trustworthy if other people not associated with your e-commerce say so. And if they have made purchases and speak about their own experiences, even better.
We’ll remind you of two incredibly effective ways to include social proof in your online shop:

  • Customer testimonials: You can put them below each product card.
  • Logos: From the providers or companies that have purchased from you.

The testimonials, like the logos, should obviously genuine and real.
If you don’t have this type of social proof available, it’s best to ask for it directly, but never make it up yourself. A single piece of social proof that seems “fishy” or smells like a lie will have the exact opposite effect of what you want.

C. Show that there are real people behind the business (yes, with photos and videos)

It’s rather easy to lose sight of the fact that behind an e-commerce there are real people writing emails and packaging orders.
Don’t let your customers forget that your online shop is still a shop “like any other”, with real people, flesh and bone, working there (to generate empathy, those people need to be seen).
Take a look at the “About Us” from Mr. Wonderful.
It’s completely aligned with their brand image, their communication style, and their customers. And, furthermore, they add videos to the mix (a must for any business at this point).
about us page mr wonderful
Also be sure to check out how they:

  • Specify all the countries they sell in.
  • Include logos of the companies they work with.
  • Display social media numbers.
  • Show Instagram photos of customers with their products.
  • Have a section about charity work.

All of these points help reinforce everything that we’ve been saying throughout this post.
Empathy, authority, values, building trust…

3. Tell them what they have to do

Did you know that the “About me” or “Who we are” page is often one of the most visited?
Well, it is. It’s typically among the top 10.
With that in mind, the question is: “What can I do with all that traffic that ends up there?”
Take advantage of it, of course.
And that’s exactly why your “About” page must absolutely include these 3 elements:

A. The famous CTA button

A Call to Action is one of the best ways to drive your visitors to exactly where you want them to go.
Try including:

  • Links to other pages on your website
  • Your lead magnet
  • Some offers

But don’t forget to give customers who make it to that page “something to do”.
For example, you can lead them directly to your highlighted products or those that are on sale. Have a look at how it’s done by ScotteVest (an e-commerce for clothes designed to carry electronic devices).
about us page example
And they even do it with customer testimonials just to reinforce their button with some social proof.

B. A form or subscription

If your potential customer makes it all the way to your “About us” page, it’s because they want to know more about you, so… keep them informed!
One simple idea is to tell them to subscribe to your newsletter, just like Swivells, manufacturers of Swing shoes for daily use, does.
e-commerce about us page
By the way, look at how they also use social proof with the photos of their customers taken from their social media accounts.

C. A map with your location and contact info

The methods of contact should be visible in any business. If your customer wants to get in touch with you and can’t figure out how to, you are likely to lose that sale.
Furthermore, if you have a physical shop, your customers will assume they can find you on Google Maps. Don’t let them down!

Now is the moment to show yourself to your customers

You’ve already seen how absolutely essential it is for you to have a “Who we are” or “About us” page on your e-commerce site.
As a farewell gift, we’ll leave you with one last piece of advice: don’t hide this page behind obscure names or buried in second-level menus.
Make it clearly visible in the main menu of your home page so that it’s easy to find. If they click, it could be the beginnings of a new sale. 😉