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How to Write an Effective ‘About’ Page

Build trust by telling visitors what to expect when they buy from you.

When you’re running a small online business, you may think your product pages are the most important pages on the site. While listing an effective product page is certainly a priority, it’s also significant to pay special attention to your “About Us” page.

Whether your online business is on eBay or elsewhere, the About page is your chance to share important information about yourself and give visitors the confidence they need to buy from you. Here are some key elements to keep in mind when creating your About page.

Why ‘About Us’ matters

The purpose of an About page is to promote your online business and build trust with potential buyers. It’s your opportunity to highlight your experience and show you have a solid track record as a reputable, customer-focused seller.

Once shoppers have found what they’re looking for on your site, their primary question is going to be whether they can trust your company

Once shoppers have found what they’re looking for on your site, their primary question is going to be whether they can trust your company. The About page is the go-to page for visitors who want to know more about your history and reputation. Take advantage of this opportunity to tell shoppers why they should buy from you.

“It’s an opportunity to showcase your business, your products and yourself, if you wish, and add more of a human element to the usually impersonal online buyer-seller relationship,” notes an Auctiva EDU article.

Getting started on eBay

If you’re selling on eBay, there is a quick and easy way to get your “About Me” page started. Begin at the “Create About Me Page” and follow the wizard to set up your layout.

Be sure to note eBay’s guidelines for listings and About pages. Its policies are designed to protect you and your customers from any problems that could arise outside of eBay’s jurisdiction. Most notably, eBay prohibits the promotion of items that aren’t allowed on eBay and sales outside of eBay. That means you can’t add links on your About page that violate these policies.

You might also want to stop by the eBay discussion boards to see what other users are saying regarding the “About Me” page. You can get ideas for your page by reading threads about favorite About pages or advice others have asked for to start their pages.

If your online business is not on eBay, you can still create or update your About page on your own business website.

What should you include?

First, consider what writing style you want to use. Ask yourself who your target audience is and how you want your brand’s personality to be projected. Your writing style tells potential customers several things about you, such as what it’s like to work with you and the nature of your brand, says Jacob Gube, founder and chief editor of Six Revisions.

Is your audience going to appreciate a natural voice over a more professional one? Do you want to inject a little humor? For inspiration, browse the About pages of businesses that give the tone you want to convey.

When writing your page, the most critical information should be at the top, within the first two paragraphs. Talk about yourself and post an appropriate photo. This gives a human element to your company. Give a brief overview of what you do, why you started your business and how you landed at this point. You might even describe your collecting or selling passions.

Since many small businesses tend to be relatively young—and visitors are looking for reasons to trust your company—be sure to mention your experience and how it relates to your current business. Highlight your selling history to help reassure potential buyers that you know what you’re doing, and that they can count on you.

“There is something reassuring about a ‘brick-and-mortar’ location, even if your customers will never visit you there”

Visitors also want to know why they should buy from you over your competitors. Let them know about any special promotions you offer. Point out what makes your products interesting or unique and show them how your product has value.

“If you are selling something that you enjoy, it is easy to explain your passion, interest and knowledge of the products, thus demonstrating how you have used this zeal to build a unique website,” says marketing consultant Marcus Wickes. “This information could make you stand out from the many other sites offering the exact same product line.”

The About page should also include full contact information. Small businesses have an edge because “you can give your customers the personal attention they won’t get from the big guys,” Wickes adds. That’s also why it’s a good idea to include a physical address.

“There is something reassuring about a ‘brick-and-mortar’ location, even if your customers will never visit you [there],” he says.

Even if your online business doesn’t have a physical store location, you can still specify the city and state in which you operate.

Other details you might include

There are several other elements you might want to add to your About page, but just be sure your page isn’t too busy with text. Here are some suggestions:

  • Customer testimonials (Be sure to get their permission first, though.)
  • An explanation of how often you update your website
  • A list of awards and recognitions you’ve received
  • Logos of any associations you might be a part of (Again, ask permission first.)
  • A hit counter to track the number of visitors on your page
  • A link to a page that profiles key personnel
  • A link to your privacy policy
  • Links to your other websites and social media accounts (if permitted)
  • A link to media or news resources

Once you’ve completed your About page, ask a friend or professional mentor to look it over. Is it concise but thorough? Does it reflect your brand and personality well? Does it endear visitors to your business? Your About page is a reflection of you and your online business, and is one of the most important elements on your website.

About the author

Sarah Brown
Sarah Brown is a freelance writer who writes about e-commerce and small businesses. She recently graduated from Chico State with a journalism degree and is also a budding online entrepreneur, having launched two Web businesses and her own line of handmade products. Opinions expressed here may not be shared by The Online Seller and/or its principals.

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