"Who are these guys?"
This is a question that many consumers probably ask themselves when they buy on your site. In this article, I will explore the state of mind that underlies the question and how to address the underlying concerns.
Doubts and Concerns
Visitors who find on your site something that they desire but have never heard of your company may be scared of being scammed. How do they know that typing their credit card and other personal information will result in prompt delivery of what they ordered? How can they trust that the objects they receive will work properly and that you will be responsive in case of problems?
Buying online has become a habit for many people, but caution is always required when they consider an unknown site. After all, they can not touch or smell the goods. They can not try things.
Some buyers may have practical concerns, such as knowing where a company is located so that shipping is reasonable. Others want to make sure that their personal information, including the ones they order, will remain private. Still others are walking around on a site, wondering if this is a bargain, they may feel good about condescending.
When all that is taken care of, an informative "About" page will go the remaining distance to calm the visitors for the first time.
Scammers do not bother to create a business story with its values and original photos. Consumers know it. Consumers are reassured by the original content on your "About" page.
To create a trusted link, an "About" page should include unique details, such as the name of the company that created the business and the reasons why it was disturbed as well as the reasons for staying there. Communicate the story in a real and distinct way – not like a faceless bureaucracy.
Some companies use their "About" page to introduce their staff, including a full name, a photo, and a mini-profile with information about their background, habits, or tastes. This gives the visitors confidence.
Other companies focus on values and commitments, rather than on staff. For example, a company that sells refurbished toner cartridges could highlight on its "About" page everything it does to help the environment, from using equipment to recycled office to reduce its carbon footprint.
Blingsense, an online jewelry retailer, talks to visitors about the company and, most importantly, who he has in mind when he creates original jewelry:
- "Blingsense is a handcrafted sterling silver jewel with precious stones."
- "We bring together selected Greek designers to produce unique handcrafted jewelry for avant-garde individuals."
- "Our jewelry is for dynamic individuals whose social lives are busy and who wear their jewelry as an extension of their personality."
- "We are based in Greece, our customers are mainly based in the US We offer free shipping worldwide."
- "Life is too short to wear boring jewelry!"
- "We were featured in Vogue UK (April 2017)."
Other options include (a) describing how you make or select the products you sell, (b) explain how you are managing to ensure high quality goods at fair prices, (c) describe your work culture, d) the media coverage you received. Although not required, humor animates things. For example, I once saw a Hawaiian-based company talk about how it organized "board meetings" (that's a pun) when the surf was up.
In fact, some companies offer a section "About" in several parts, with separate pages describing business leaders, its history, mission, values, processes, and more. The key is to include original and compelling writing, not a text that simply fills the space. Avoid congestion and business jargon. Sprinkle informative and animated photos.
Brand image premium
A thoughtful "About" page does more than calm nervous customers. This adds to the identity of your business. It highlights your style, your story, your values, your benefits and, in the best case, your uniqueness.