Auctiva Commerce Blog

It’s not uncommon that a web visitor will want to take a closer look at who they’re buying from before purchasing something from your store. That’s why a well written About Us page is an important part of your storefront. After all, you are the heart and soul of your business. Let’s take a closer look at how you can create the best About Us page for your store and make shoppers feel right at home.

Creating a New WebPage

Let’s create a new page for the About Us information. Most web visitors look for this information when they want to learn about who they’re buying from.  We’ve got a step-by-step tutorial for creating a new WebPage that you can read or just follow the abbreviated instructions here:

1. Log in to your Auctiva Commerce administration.
2. Hover your mouse over the Store menu and click on the WebPages option.
3. Then click on the Webpage icon in the Add WebPages box.
4. In the Page Title field enter “About Us” (without quotation marks).

Now let’s turn our attention to the actual content in this page. This information goes in the “Page Content” field. You can click on the HTML Editor icon if you want to use this tool to format your content.

About Us Content Approaches

Your About Us page is another store branding opportunity that allows you to communicate who you are and your business values to potential customers. This opportunity shouldn’t be taken lightly. Let’s sharpen our pencils and get ready for a quick writing workshop. First, let’s reflect on our store branding rules:

• Keep It Simple
• Keep It Brief (this is the Internet after all)
• Be informative, Be Yourself

With these rules in mind, let’s aim at writing about 150 words or 6-8 sentences for our About Us page. You can certainly write more if you like, but remember the most basic purpose of this page is to prove to skeptical buyers that you are a real person and not a scammer. That can easily be done in a few sentences, especially when you focus on being yourself. Make sure to personalize this text where possible and also clearly illustrate the benefits of doing business with you. To achieve this goal, let’s take a look at a few examples.

Writing Styles

Consider writing your About Us page in a first-person narrative if you run a very personal storefront. This is a much better writing style that can legitimize store owners who pride themselves on personal customer service. When writing a first-person narrative, you will use “I” rather than your proper name. You may also consider writing your About Us as a personal letter addressed to your customer. Here’s an example:

Dear Valued Customer,

Thank you for visiting my store. I started Fishermen’s Cove Online in 2002 to bring my 25 years of fishing experience to customers across the Midwest region. If you’re fishing the Great Lakes, I can help you find what you need to make your trip a great experience. I also fly fish many small streams throughout the year. But even when I’m gone fishing, I always put my customers first. My commitment to customer service means that you’ll always get your gear on time. I guarantee to ship 1 business day after payment has been received or I’ll pay your shipping charges for you.

Please email me <EMAIL ADDRESS GOES HERE> if you’d like recommendations or if you have any other questions. I’m always available to help you with your purchase.

Sincerely,
Ed Troutman
Owner, Fishermen’s Cove Online
Walled Lake, Michigan

In this example, we personalize the narrative and reinforce the benefits for shopping at this storefront in less than 150 words. Now it’s your turn. Ask yourself what kind of store owner you are and what benefits you provide to your shoppers. Make sure to connect your personal qualities to the needs of the customer. In the example above, Ed’s extensive fishing experience (especially within a specified region) is essential in his business serving his customers.

You can add a photo to your letter to if you want to personalize the About Us page even more. Feel free to try other approaches. You don’t have to write a letter. You could break the page down to different sections, such as “About Me” and “My Customer Satisfaction Guarantee.” Whatever you decide to do, make it consistent with your store branding found in other parts of your storefront.

Finally, check your spelling and grammar. Keep an eye out for typos. Click on the Finish button when you’ve completed your new About Us WebPage. Now it’s time to add this page to the footer of your storefront so that a web visitor can find it anywhere along the shopping experience. Click on the Preview icon for the About Us webpage and copy the URL of that page. We’ll need this for adding the footer link. We’ve got a step-by-step tutorial for adding a Footer link or you can follow the abbreviated instructions here:

1. Hover your mouse over the Store menu, then choose Theme> Customize Store Theme.
2. The Customize Store Theme view will load (it will look like your storefront). Click on the Customize Links button. A modal will load.
3. In the Link Text column, add “About Us” (without quotation marks) in the next available field then paste the URL into the Link Path field.
4. Click on the Save links button to finish.

Go to your storefront and make sure the link is working. It’s a good idea to update this page every so often with new information. Perhaps your business goals will change. You’ll need to make sure your store branding evolves with your business. This will give that personal touch that shoppers appreciate.

If you’ve created an About Us page and you’d like to share it with us, please leave a link in the comments. We’d love to see more examples of how store owners are customizing their shopping experience

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Store Tips Branding, Customer Communication