Introduction

The “About Us” page is one of the best ways to connect with your customers on an emotional level, to show them your personality, and to help them understand the values of your brand. By crafting a high quality “About Us” page, you will be better equipped to convert a visitor into a long term customer. Here's how to create a compelling "About Us" page for your Shopify store:

Creating a Compelling Shopify “About Us” Page

Tell Your Story

  • Key Points:
    * Share the story of your brand, highlighting how it started and what it aims to achieve.
    * Tell your brand's unique story, and what makes it different from the competition.

    • This will give your brand more context and personality.

Use Authentic Language

  • Key Points:

    • Write in an authentic, and relatable tone.
      * Avoid jargon, and over-complicated language, and instead write with a conversational voice.
      * Keep it easy to read, and easy to understand.

Highlight Your Values

  • Key Points:

    • Clearly communicate what you stand for, and what your key values are.

    • Make sure that your values resonate with your target audience, and that you are able to show how they tie into your products.

      • Use your values to connect with customers on a more personal level.

Showcase Your Team

  • Key Points:
    * Introduce your team members with clear images, and short, but engaging descriptions of who they are, and what their role in the company is.

    • By showcasing the people behind the brand, you will add a human element to your company, which will help with connecting with potential customers.

    • Make sure that everyone in the team is fully represented, and that all photos and bios are kept up to date.

Use High-Quality Images

  • Key Points:

    • Use high quality images throughout your “About Us” page, to help capture user attention.

    • Utilise a wide variety of images, including portraits, and photos of your team at work.

    • Try to create a page that is visually engaging, and easy to browse through.

Address Customer Needs

  • Key Points:
    * Clearly show users how your brand can solve a problem for them, or how your products can improve their lives.

    • By presenting your brand as a viable solution, you will be better equipped to attract new customers.

    • Use clear and direct language when explaining the problems that your brand solves.

Include Social Proof

  • Key Points:

    • Add testimonials, case studies, and any other form of positive customer feedback to your “About Us” page.

    • By showing evidence of good feedback, you will increase your chances of converting new customers.

    • Always make sure to use feedback that is accurate and genuine.

Clear Call to Action

  • Key Points:

    • Use a clear call to action, telling users what you would like them to do next.
      * By using strong, action oriented language, you will encourage users to explore more of your site, and to purchase your products.

    • Use a clear, eye catching and action oriented call to action.

Make It Scannable

  • Key Points:
    * Use a good visual hierarchy, with headings, subheadings, bullet points, and short paragraphs, to make sure that your page is easy to read, and easy to navigate.

    • Users will often quickly skim through content, looking for specific information, so a scannable page is essential.
      * Make sure your text is easy to read.

Test Regularly

  • Key Points:
    * Make sure to regularly test your page, and make changes, based on user data, and other metrics.
    * You should always look for opportunities to improve, by making use of data to improve your site as a whole.
    * Continual testing and analysis is key for long term success.

Conclusion

By following all the above steps, you can greatly improve your “About Us” page, build brand trust, and create new customer relationships. Remember to test all options to see what works best for your unique brand and target market.