How to optimize your About Page to Increase Ecommerce conversions

Your "About" page is one of the most visited on your site. It's also one of the most common access points to the sales funnel. If you're not familiar with it you, the sales funnel a nickname for the entire method that leads a visitor from the moment they click an external link on your page to buying an item. The minute a lead clicks on a link which leads to your website, they've entered the funnel and that's why the design of your site should aid in bringing them further into. So, as you might've imaged, it's vitally important to spend the time making a quality website.

If used correctly, it could perform a great job of the heavy lifting of converting leads into sales. And it can go a long way in making your company appear a trustworthy, friendly business. This is crucial, as customers tend to shop with the brands they are familiar with, who they trust, and whose image they like. Makes sense, right?

Stories and value

The primary purpose is to define the things your company is able to do for your target clients. What is the unique benefit it can provide to this particular reader?

The most effective method you can use to convey the message is to tell an engaging narrative. Stories are usually able to perform better at holding your reader's interest and bringing them into your "spirit" that is your business rather than just plain marketing-speak. If you are able to give them an understanding of who you are as well as why you do what you do (beyond the mere fact that you make cash) and also it will pay off on the time you invested.

But the most important words here are "give the customer." The page about as well as the entire customer experience, is about the client, so even though your story may be about you but it should be geared towards informing them how your business will be beneficial to them.

For that, try to imagine your page's content from your prospective customer's perspective. When you've got a clear idea of the customer's your mind, you can ask yourself several questions:

• Does it give them evidence that they can trust you?
• Do you think it shows that you're good at what you do?
• Does it give clear justification for why your company is the right one to buy from?
• Do they leave the book more confident that you won't rip them off?
• Finally, does it make it appear as if the company you run is managed by real people who care about their customers, rather than appearing to be an unrecognizable corporate entity that is trying to make money through the impersonal medium of the Internet?

Like Content marketing, you need to also carefully consider your demographic and what subjects they're likely to find interesting to include on your page about yourself. Keep in mind that your aim is to make sure that your visitors are to be in a position to like you and want to help you. It's a balancing act, for sure, but it's one that you need master for the results you want to see.

In addition to compelling text There's a second major aspect that you need to take into consideration when designing an about page.

Images and graphics

If you're looking to present yourself as the spokesperson for your organization, it will be a given that you'll want a photo of yourself on the About page. In particular, it should be a photograph of your face.

Utilize a quality image. No selfies from phones except if they are in line with the overall vibe of your business. Employing a professional photographer using a DSLR may appear like a waste of money however, it'll do wonders for your image as well as the professional image your image conveys. It's also worth noting that if you have a friend with a serious camera, and plenty of photography experience and experience, they may achieve results that, though less than stellar however, they are certainly better than average. If your final photo is clear bright, well-lit and high-res attractive, and superior to the one you could take yourself in the bathroom mirror, you're probably very good.

Optimize SEO to get the most out of it

Yes, SEO applies to your About page too. Was it your thought that you could get off easy here?

Keep your title at a minimum of 70 charactersand the description should be under 150 characters. The text on the part of your page's body should have at minimum 300 words.

Create descriptive and alt-text titles to your photos so that the search engines are able to more quickly crawl the images. Although you may want for customers to go to your landing page rather than your about page, remember that every step to your website is the potential first step into your sales funnel.

Make sure to include your physical address on the About page of your website, since it can aid in local SEO. You can also you might consider using schema text in order to enhance the ease which search engines will notice it. Finally, add one or two keywords across the page to make sure you get visitors from those searching for things related to the field you work in. It's likely to come as a natural. For instance, if the About page discusses your company's history and what is your business's mission then the text is bound to include relevant keywords.

Simple is the key

We're now at the "modest" part. Avoid bragging. Your customers know that if your business really is as awesome as you say it is, then you must be able to produce objective proof, by way of customer reviews and awards, sales figures or other evidence. instead of needing to step directly out to say "we're fantastic."

For both, stay clear of industry jargon and buzzwords like the plague. Remember that your about page establishes the tone of your business and most clients wouldn't want to do business with a firm which is too dull or pompous.

For the name of your page about you There isn't a single universally-accepted answer. "About Us," "Meet our Team," "Our Story," and so on are all valid. But if you're interested and have some spare time, it may behoove you to do several tests to determine the extent to which a specific title affects changes in conversion.

Many About Us pages have gotten better results by not titling the page "About Us" or anything else but instead naming it "The [Company Name] The Story." The human brain, as it turns out, loves a good story and is wired to react positively to even the promises of an idea.

Conclusion

if you take nothing else from this article If you only take one thing, it should be this: At the end of your about page put a button for a call to action that connects to your landing pages so that you can immediately bring visitors into your sales funnel. Anyone who took the time to look over your company's history is likely to be motivated to help you than a random stranger, surely.

This is all for now. Are there any additional ideas or techniques you've come across as useful? Do you have any striking examples of well-written about pages you'd like to share with our community? Send them to us in the comment section!

Image source: Serge Kij