Ecommerce Design: Writing an About Me' Page

Your 'About Me' page is an opportunity to inspire trust in your customers. We offer tips on how to write excellent ecommerce content for your ‘About Me’ page.

With so much focus being placed on writing ecommerce content for product description pages and shipping FAQs, a storefront owners’ About Me page can often be overlooked -- but it really shouldn’t be.  This is the page on your ecommerce site that inspires confidence in potential buyers.

Getting Started: What is an 'About Me' Page?

In this case, the title really says it all. From your online storefront or business Web site or blog, readers can click the About Me or About Us hyperlink to learn more about you, your business and your services.

Almost all companies that host online storefronts, Web shops, online auction and other selling marketplaces let you customize your About Me page. You should develop content for it before you even launch an online store. If you don’t create a good About Me page, then you risk sending shoppers elsewhere to make a purchase.

About Me Page Content

For smaller online sellers and retailers, the About Me page is often a personal reflection of yourself or your business. It includes content that will show customers that you are indeed a legitimate seller, and that they can feel safe when making a purchase from you.

There are standard objectives to consider as you create the content for an About Me page. The following four topics will help guide you in creating an excellent About Me page to boost buyer confidence.

1. Tell Customers who you are. Provide a good overview of your business and its history.  For online sellers using eBay and other marketplaces, you don’t need to write in such a way that you sound like a business. Instead, keep it honest and write it about yourself and the selling experience you have as an individual person conducting transactions online. The goal of this section will be to confirm that you are a legitimate business or individual whom consumers can trust.

2. Describe your expertise and skills. Buyers want to know the person they are dealing with is a professional who understands their needs and requirements.  If you are selling a specific category of product or a service, tell your customers how you got started and why you had such an interest in this particular category.

3. Use quality photos to validate your statements. High-quality, professional-looking photos validate your written content.  Some ideas for complementary images include a photograph of you, a picture of your retail store if you have one, or even an image showing your personal handiwork in progress.

For example, if you sell handcrafted birdhouses, a nice photo of you doing woodworking will highlight your skills and abilities. Or, if you sell animal-free products, add a photo of you taken with some furry critter friends.  The image you choose should authenticate at least one subject or statement you have included in your About Me page.

4. Don’t skimp on contact info. Contact information confirms that you exist beyond a URL.  Contact information validates you as a legitimate person or small business. Providing it tells potential customers that they're free to contact you with questions or concerns.  Unfortunately, the Web is full of About Me pages that offer nothing but a fill-and-submit contact form or a basic e-mail address.

If you want customers to feel safe enough to give you a credit card number, you have to prove that you and your business exist.  You can legitimize your business by making sure your About Me page offers customers a number of ways to reach you. Provide a phone number, a mailing address and also an e-mail address. Consider adding hours of operation and a time zone by the phone number you provide.

Note that using PO boxes and free Web mail accounts (like Hotmail or Gmail) will lower the trust factor.

Set the Right Tone for About Me Pages

Before you start writing an About Me page, consider the tone of the page and how you want to present yourself to the customer. Writing the content in the first or third-person -- “I am” or “we are” versus "The Company is" -- plays a big role in how customers perceive you.

Writing in the first-person is like having a face-to-face conversation with the customer, while the third-person will make you appear more corporate.  One tone is not necessarily better than the other,  it just depends how you want your business to be perceived.

A caution for small online sellers: savvy customers who know you are a individual seller and not a business with retail outlets, may think that using third-person in your About Me page is a bit pretentious.  

The best advice: keep it simple, be descriptive, and make sure the tone stays true to your business.

Vangie Beal is a veteran online seller and frequent contributor to ECommerce-Guide.com. She is also managing editor of Webopedia.com. You can tweet with her online @AuroraGG.

Do you have a comment or question about this article or other e-commerce topics in general? Speak out in the SmallBusinessComputing.com E-Commerce Forum. Join the discussion today!


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