The about page is one of the most important pages on any eCommerce website. Prospective buyers want to learn everything they need to know before making up their minds as to whether or not they want to buy from you - everything from pricing information down to social proof and media handles and email addresses for contact purposes! The about page will play a role in the decision-making process of potential customers and where it fails to capture the reader's attention, conversion rates will suffer. This podcast will: introduce why an about page is so important; show you how to plan out the information for your own killer about page, and how to create a strong call to action that will increase your conversion rate.

Why is the About page so important?Products and or servicesAn about page must clearly explain what your business does and offers in an easily digestible and engaging way. If website visitors can't quickly understand what your online business does and exactly what it offers to its target market they will simply move on and you will lose sales. Potential customers want the key information right up front. AuthenticityBe less corporate and more human. The about page is really helpful for building trust, especially for people who are looking to buy from small businesses. You can leverage that buying behavior honestly by talking about your humble beginnings. A compelling approach to do this is to tell a tale. Stories - particularly, personal stories - are an inherently human activity that may create a profound sense of empathy. Tell the story of how your firm began or some other element of your history that emphasizes what it does. If you are an artisan and you make handmade soaps, dog clothes, candles, baked goods, etc and you haven't moved to the point where you're fully manufacturing, or even starting to automate some of the processes when your business is made by your hands you can capture attention by telling your story and the pain points. Potential customers want to know and care about the artisan's journey. Creating a connection on an emotional level with your ideal customers will increase sales. The use of attractive images of you, your team members, your products or services helps create visual interest for the potential client. It helps them get a feel for who you are and what you're about and also carries the benefit of showing your potential clients your humanity. NavigationEven if you've got the most stunning "About Us" page that offers an awesome value proposition to the ideal customer, if users can't find it, it's useless. Your homepage and every other page on your website should have relevant links to your about page. The most damaging threat to the discoverability of your page is giving it a non-standard name. The simplest solution is to call the page "About Us" or "About [Company Name]," but there are other choices as well. Workable names include “Who Are We?” and “Meet the Team,” although unconventional Indie brands that have a very strong valued led business and want their customers to be on that that values journey, would benefit from having theirs about links on the main navigation. A values-led online business will want to pull in its target audience by aligning them with its mission and values. 🎵I bet you think your About Page is about you 🎵 Most online businesses overlook the fact that the about page is really about the visitors who are landing on their site and then clicking to learn more. The about page is less about blowing your own horn and more about the person visiting the site and why they should care about your website. Talk to the individual about why they should care about you and expand on the shared problems you are solving for them (your ideal customers). Address how you can help the right person overcome those problems while being relatable and making a point to mention what you have in common. When writing your about page, lead with the customer so that