{"id":19295,"date":"2014-05-06T00:00:00","date_gmt":"2014-05-05T22:00:00","guid":{"rendered":"https:\/\/trilogi.com\/blog\/the-value-of-a-well-crafted-about-us-page\/"},"modified":"2014-05-06T00:00:00","modified_gmt":"2014-05-05T22:00:00","slug":"the-value-of-a-well-crafted-about-us-page","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/en\/the-value-of-a-well-crafted-about-us-page\/","title":{"rendered":"The value of a well-crafted About Us page"},"content":{"rendered":"<p>It happens all the time. You try to find out who\u2019s behind an online store and land on a page with thousands of characters repeating the same old words: \u201cInnovative online store\u201d, \u201cdynamic, flexible eCommerce\u201d, \u201cindependent experts\u201d, \u201ccommitted company\u201d and, most common of all, \u201cthe number one online store\u201d or \u201cthe leading eCommerce in the industry\u201d.<\/p>\n<p>After this pile-up of adjectives, each more glowing than the last, our blood boils when there isn\u2019t a single contact address, phone number or anywhere to ask about a return or an order status, or simply to help me make up my mind during checkout.<\/p>\n<p>In the end, so many fine features and adjectives achieve the opposite: instead of informing us, they push us away with their jargon and coldness. And worst of all: if they all say the same thing, how am I supposed to stand out?<\/p>\n<p>One thing must be crystal clear: the About Us page of your <strong>online store<\/strong> is your company\u2019s calling card. Just as you take care, polish and review every detail of your r\u00e9sum\u00e9 (and if you don\u2019t, that\u2019s a problem), you should also take care of how you talk about yourself.<\/p>\n<h2>Your online store has a calling card: its About Us page<\/h2>\n<p>If you look after your corporate image, banners, product, packaging and logistics to improve your online reputation, it makes no sense to neglect this section of your site. And WATCH OUT! Filling it isn\u2019t the same as taking care of it.<\/p>\n<h3>Things we\u2019re tired of seeing on About Us pages<\/h3>\n<ul>\n<li>Superlatives praising the online store as the very best without any online reputation to back it up. Recommendations on online reputation: <a title=\"I have a reputation! You know that very well\u2026\" href=\"https:\/\/trilogi.com\/blog\/en\/i-have-a-reputation-you-know-that-very-well\/\">https:\/\/trilogi.com\/blog\/reputacion-online\/<\/a><\/li>\n<\/ul>\n<ul>\n<li>\u00a0Long, dull, lifeless copy to fill the page and suggest that more sentences mean more history. You build your history with your customers; looking longer doesn\u2019t mean you have more track record or better experience.<\/li>\n<\/ul>\n<ul>\n<li>\u00a0No way for potential buyers to get in touch. A phone number or email can help someone decide to buy. You\u2019re unsure, you look up who\u2019s behind the store, and they answer you quickly without you having to go to the Contact page. It\u2019s true the About Us section is there to show who\u2019s behind an online store, but it doesn\u2019t hurt to provide every detail that makes a sale easier.<\/li>\n<\/ul>\n<ul>\n<li>\u00a0Ignoring the physical channel and not mentioning whether there are nearby physical stores. The online store helps the physical channel as long as marketing strategies coexist across both sales channels.<\/li>\n<\/ul>\n<h3>Things we\u2019ve liked on About Us pages:<\/h3>\n<ul>\n<li>Telling the online store\u2019s story with a fun, original and highly attractive design. That\u2019s the case of <a href=\"http:\/\/www.beatrizfurest.com\/historia-bf\">http:\/\/www.beatrizfurest.com\/historia-b<\/a><a href=\"http:\/\/www.beatrizfurest.com\/historia-bf\">f<\/a><\/li>\n<\/ul>\n<p style=\"text-align: center;\">\n<ul>\n<li><span style=\"line-height: 1.5em;\">Telling how the store and the company began from a personal perspective, illustrating the whole journey with photos. A good example is the clothing store <\/span><a style=\"line-height: 1.5em;\" href=\"http:\/\/www.nicethingspalomas.com\/ecommerce\/pages\/page.cfm?id=536\">http:\/\/www.nicethingspalomas.com\/ecommerce\/pages\/page.cfm?id=536<\/a><\/li>\n<li>Highlighting your added value in this section, as <a href=\"http:\/\/www.solivera.com\/about-us\">http:\/\/www.solivera.com\/about-us<\/a> does so well<\/li>\n<\/ul>\n<p>To differentiate your <strong>online store<\/strong> and make it stand out from others, be concise, practical, clear and creative to tip the scales in your favor.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It happens all the time. You try to find out who\u2019s behind an online store and land on a page with thousands of characters repeating the same old words: \u201cInnovative online store\u201d, \u201cdynamic, flexible eCommerce\u201d, \u201cindependent experts\u201d, \u201ccommitted company\u201d and, most common of all, \u201cthe number one online store\u201d or \u201cthe leading eCommerce in the [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2507],"tags":[],"class_list":["post-19295","post","type-post","status-publish","format-standard","hentry","category-emarketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The value of a well-crafted About Us page | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"It happens all the time. 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