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Did you know that the most visited page on any website is the ecommerce store about page?

Your ecommerce store About page is singlehandedly one of the most effective ways to communicate to potential buyers who you are, what you do, and why you do it.

A boring About page isn’t going to impress anyone. But an About page that strikes a chord with your ideal customer? You can bet that they’ll be more likely to buy from you, thus connecting with your brand and increasing your sales.

Whether you infuse your About page with a personal story and humor, share your business values and vision, or you simply write a letter to your ideal customer, your ecommerce store About page is something not to skip over on you to do list.

Here’s how to engage your ideal customers with your store’s About page.

Tell your story, but don’t fabricate it.

Customers read the About page because they want to know more about why you do what you do. They want honesty and transparency. What makes your business unique? With an abundance of online stores, customers have so many options. Writing your ecommerce store About page in a way that your target buyer will care about is the perfect way to invite the right people to stick around and politely show the door to people who are not.

Tiny Devotions ‘Our Story’ page is a great example:

Put your values on display.

Some entrepreneurs shy away from the vulnerability it takes to put your values on display; however, I find that sharing your company values build trust, and it also encourages the right customers to stick around.

Philanthropic t-shirt company, Sevenly, does this well by sharing their mission and core belief:

Put your face on it.

Seriously. As a creative entrepreneur, usually the business is just you behind the computer screen. And since the majority of your customers may never meet you face to face, put your face on your About page instead. If you aren’t the focus of your brand (and even if you are), let us see who’s behind the scenes.

This husband and wife team from elSage designs based out of Washington State not only share who’s behind the scenes, but they take you through the entire process of how they create one of their designs:

Include a call-to-action.

What do you want your buyers to do when they reach your About page? Do you want them to like your Facebook page, follow you on Instagram, or shop the store? Direct your buyers where you want them to go once they read your About page, like Indie Lee does with links to watch her story or shop:

Highlight your expertise.

Add images and videos to make your About page engaging and interesting. Are you a writer? Then tell your story with words. Are you an artist? Then tell your story through imagery. Are you a web designer? Then tell your story with imagery and words, so we can see your skills.

Portland-based artist, Flora Bowley, invites you to watch a video of her artistic process right when you hit the About page:

She also follows up with more videos at the bottom of her About page:

Make it easy to find.

Add your About page to the main menu and footer menu of your ecommerce store. Don’t make it difficult for your customers to find out more about your business:

Share your business goals.

Do you have any interesting business goals? Maybe you want to sell one of your digital paintings to someone in every country in the world or you want to reach 10,000 sales of your ebook this year. Maybe you give a percentage of your sales to a social good organization or nonprofit. Let people in on your goals and ask them to join you! Customers love feeling like they are part of something bigger than themselves instead of just another customer.

Put some personality into it.

What is your brand’s personality? Is it based on your personality? Do you have a specific tone or voice that you create everything from? Frank Body is a perfect example of a brand that writes from the voice of Frank who is funny and wants to help you with his products:

If your brand is based on your personality, then write your About page in your voice. If this is hard for you to write, think about recording yourself talk about why you started your business, what you create, and who you love helping most. Writing in your voice is one way to resonate with your ideal customers.

Write a letter to your ideal customer.

Use the language that you would in a conversation with your friend. Why did you start this business and why should the customer care? Really think about engaging with your ideal customer in a way that shows them how you got to where you are today and how they are a part of that story.
Tweak it.
Your ecommerce About page is never set in stone. Come back to your ecommerce store about page again and again as your business grows and evolves.
Have fun writing your story and sharing it with your audience: you never know which one of them might become your next customer.

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About the author

Kristen Runvik

Content strategist and holistic herbalist with experience in collaborative content creation and strategy implementation, multidimensional and highly creative content development, ecommerce growth, and medicinal plant, flower, and herb expertise.

Kristen is also the Founder of Lagom Body Co., a multidimensional skincare and lifestyle brand.