The about us page is usually one of the most visited website pages. It is where a customer heads to when they want to know more about you as a company, what you stand for and how you can help them. However, this page can often be overlooked or undervalued by e-commerce sites.
So how do you make the most of your about us page and better engage your website visitors?
1. Include a clear sense of mission and values
More and more consumers want to buy from sites with whom they have a shared sense of mission and values. This page is a place to clearly state your purpose and company/brand values. If you look at the ‘about Waitrose‘ page, you will read about how they source their produce, their work with charities and what they are giving back. It includes information such as:
“We want to know where our food comes from, how it’s been produced and what it contains. It all starts with long-term relationships with our farmers and suppliers, and continues with our beliefs in championing British produce, supporting responsible sourcing, treating people fairly and treading lightly on the environment. This is the Waitrose Way. But it doesn’t stop there. With your help in branch and online, our Community Matters scheme has donated £14 million to local charities chosen by you.” Waitrose
When you tell customers what you stand for, you are connecting and engaging with them on a different level. Whilst this won’t motivate every consumer, it will definitely resonate with some. It helps to build up a picture of the kind of company you are.
2. Tell your story
The about us page is the perfect place to tell your company’s story. If you are a family run business people want to know! Customers always want to know about the people involved. If it works, tell your story via a video. This is the way websites are going. People no longer expect to read reams of text. A short video, of a couple of minutes, is often much more effective. Everyone loves a good story and it will help your business come alive.
Ben and Jerry’s have a fantastic about us page. They tell their story really well. It starts with a fun video entitled ‘explore some of the great moments in Ben & Jerry’s ice cream history’. This is followed by their story broken down in to decades. Its not one monotonous page of text and data. It is interesting, well presented and gives browsers the option to dip in and out of their story using the different decade tabs. Definitely one worth a look!
3. Your team – who you are
Website visitors love to see the people with whom they are interacting. They enjoy seeing people: from the owner of the company to the person that handles customer service. Make sure you have good photographs or images, displayed in a way that is in keeping with your company style and brand. Children’s furniture company, Great Little Trading Company, have a page dedicated to what they call their ‘testing team‘. This page describe how all their product are tested by the very people who will use them: children. Photographs of the children testing the products and their names are also included. This page enhances their brand: a fun, creative company, with their customers, children, at its heart.
Employee testimonials also work really well. They can showcase your culture and give customers a glimpse of the staff having fun behind the scenes. Rent the Runway do this really well. If you scroll down to the ‘us’ section of this page, notice how their staff testimonials say something about what they do and how they work.
4. Customer testimonials
Testimonials should be all over your website. On the about us page you have the opportunity to take one or two testimonials and paint a fuller story of how a customer’s life was changed or impacted because of your products.
Find one or two testimonials that have really engaging stories. They should resemble the key customer personas’ stories. For example, if you sell jewellery and engagement rings, customers may want to see a story about a woman who got her rings from you and images or even a short clip from her wonderful wedding.
5. Links to products and a call to action
Recognising that many people visit the about us page, make it easy for them to get to the products that interest them. One way to do this might be to personalise the page with previously viewed products or items that match their persona profile.
Make sure you include a clear call to action and an on ramp, (on ramp is explained in previous blogs which can be found here) enabling visitors to easily purchase products and engage with you.
- Add a call to action with appropriate products.
- Add on ramps with a newsletter sign-up and clear content offerings.
- Link to blog posts that specifically highlight customer stories or what the company has done to extend its mission (for example, charity work).
What have you done with your about us page? How have you made it stand out? Have you found it engages new visitors and potential customers? If you have any other ideas that you can share, we’d love to hear from you.
Today, it seems there is very little else to say aside from, “come on Wales!”. However, if you have five minutes there is also lots going on in the e-commerce sector. Take five minutes and have a quick skim through my regular news and insights…
In other news…
Mizzen+Main CMO says there’s no such thing as a typical day at the e-commerce startup
Why you may need to be aware of booby traps when hiring a new SEO
The 16 Best Facebook Pages You’ve Ever Seen
Why Your Brain Craves Vacation Time
Did you ever imagine that your take away lunch might be delivered by a robot or ‘ground drone’?. Well, that is exactly what Just Eat are planning. Read the full story here.
1 billion+ users.......
A few months ago, WhatsApp, which is owned by Facebook, went past its billionth user, and it will get bigger (“We still have another 6 billion people to get on WhatsApp,” the company wrote in a blogpost). Last year, it delivered more messages than traditional SMS text messages. Read the full story here.
Fish! by Stephen C. Lundin Ph.D., Harry Paul, and John Christensen.
In my last blog, which you can read here, I gave seven good reasons to consider a rebrand. In this post I look at four of the many reasons why a rebrand is a really bad idea!
Four reasons not to rebrand:
1. To solve internal issues
A rebrand will not fix internal issues in your business. For example, if your business has acquired a bad reputation, you need to fix that before you rebrand. Rebranding is something you do once you’ve got your act together, not as an attempt to solve business issues. Rebranding is also costly and time consuming so you need to properly plan the process out carefully. Your customers are not stupid they will see through a new name/logo pretty quickly
2. New management but no real changes
It may sound obvious but if the new management won’t change anything, then you should not rebrand.
Always take into consideration the cost of rebranding. If you can’t afford it, then don’t do it. The flip side to this argument is that if your brand is actually damaging your business the expense may be worth it to attract back your target market.
4. Still current
Does your well-established brand still resonates with current and prospective customers? If so, don’t change just for the sake of it, or because it might help generate more sales. The old adage “If it ain’t broke, don’t fix it” applies here. One good example of this is the Olympics, don’t mess with a classic. When London won the bid they wanted to inject a new modern, fresh twist on the logo. Unfortunately, it was met with resounding disproval and even hostility. ABC News reports that the logo, which cost $800,000 to create, was generally deemed as childish, ridiculous, ugly, and in no way representative of London or the Games.
So there you have it, some of the reasons why a rebrand isn’t always necessarily the best idea. In my next post I look at your unique selling point. Why you need to have one and how best to find it.
“Branding done right isn’t a fix, its a swagger”
Many people think that if they’re not attracting the right people it is because they don’t have the right name or image and what they need is a change or a re-design. With all the love I can muster, if you are not growing what you have, it is not because of your logo. If you are not connecting with potential customers, no amount of design can create a long term fix. If you do have momentum however, the right brand can be a catalyst to new levels of growth.
Here’s the deal: if you aren’t currently connecting with people right where they’re at, no amount of rebranding/design can solve your problem.
"Rebranding without momentum is kind of like dressing up for your prom and forgetting to court a date. Think about it." Matt Edmundson
Here are my top seven good reasons to consider a rebrand:
- Be memorable
- Change of philosophy
- New markets
Branding is such an important aspect of any business, its your culture, who you are. But you’ve got to make sure any rebrand is done for all the right reasons.
- If your brand is not memorable (for all the right reasons), if people confuse you with someone else, all of your marketing efforts will be a waste of time and money. Or if you don’t own the trademark or your brand name or trademark is too close to another trade marked company causing brand confusion.
The management team or company philosophy has changed.
A management change could result in a change in the company’s philosophy and values – all good reasons behind a rebrand. A successful rebranding involves overhauling a company’s goals, message, and culture — not just changing a name or a logo. If your current branding is not in alignment with your brand values and culture then this is definitely time for a rethink. One good example is the brand ‘Burberry’. In the 1990s it was associated with gangs and some pubs and bars even stopped people from entering if they were wearing Burberry clothes. In 2001 Christopher Bailey took over as creative director, he kept the name and the distinctive check pattern for which they were famous but rebuilt the brand through newer, more modern styles of clothes and celebrity endorsement from the likes of Emma Watson and Kate Moss.
Your brand is outdated. What may have been current ten years ago, is no longer inline with a) what customers want b) what you are selling/providing c) the look and feels seems inappropriately old fashioned. You can conduct market research to give you a feel for whether this applies.
You’ve moved or expanded beyond your geographical name. This applies to businesses with their location names in their title.
Merger or Acquisition. When companies merge or acquire other companies (and even when they break apart), a rebrand is often required.
A new line of business or market. When a company enters into a new line of business or market that is not cohesive to the existing brand identity, they may need to rebrand. For example, whilst Coca-Cola haven’t exactly done a rebrand, their numerous different type of coke – coca-cola – diet coke, coke zero, coke life, and coke all appeal to different target markets, all with different advertising. They diversified their brand as they grew their range of products.
Predicted growth. When a company is expecting growth, especially international growth, it may rebrand products and services into one consolidated brand. This is often done for consistency and to save money over time. One good example of this is the cleaning product Cif. This was previously called Jiff in a number of countries. However, this is very difficult to pronounce in some languages, so the company changed the product name to Cif, to save confusion and for uniformity/money saving worldwide.
I’m sure there are many more valid reasons to consider a rebrand but hopefully the above should get you thinking. In my next blog I will look at all the reasons why not to rebrand.