The About us page

Information Pages: eCommerce Guide


The information pages play an important role in the sales conversion process by providing all the background information that your potential customers may need to know in order to make an informed purchasing decision.

They should answer the typical questions that shoppers might have about you and your products and services, such as your returns policy and contact details. If they know whom they’re dealing with and know far more about what to expect from you then they’ll be far more likely to buy.

About us page

The About us page is one of the most widely overlooked pages on eCommerce websites, despite the significant influence it can have on both driving traffic to your site and ultimately motivating people into making a purchase.

People like to buy from people and, in particular, people they can trust. So it is your chance to put a human face to your company and assure potential customers that your organisation is built on strong foundations.

The About page should give a summary of your business and its people. It should provide a brief history of your company, your track record and an overview of your products and services.

Remember that if customers cannot differentiate you from your competitors by the products alone then they’ll look at other factors, such as your About us page, in deciding where to make their purchase.

So avoid making your About us page just an afterthought and make the most of the opportunity to set yourself apart and give visitors a reason to buy from you instead of your competitors.

Often organisations make the mistake of using the About us page purely to talk about themselves. They fail to recognise that their website visitors are not actually interested in them personally. So when telling visitors about your company, focus specifically on what’s important to them.

And that invariably goes back to saying how your company is different and how this relates to your readers.

Show your credentials

Customers will feel more comfortable buying from a site that leaves a good company impression. Show your credentials by using your About us page to mention any:

  • Testimonials or reviews
  • Awards, accreditations and other recognition you have received
  • Work with charities or involvement in the community
  • Positive coverage in the news
  • Membership of professional organisations, such as an industry body or local chamber of commerce
  • Details of any registration scheme that you belong to

What’s more, if you do happen to be a member of any scheme or organisation then reinforce your message by displaying an image of their logo. However, always make sure that you are permitted to do so first.

What you need to consider

A well-conceived About us page can have a significant impact on the SEO of your site by providing useful information that helps people to find you in search engine queries.

Local searches: If your eCommerce site serves a clearly defined geographical area, such as a company that sells local produce online and delivers it directly to the customer’s door, then you should mention the places you serve, so that potential customers can find you in local searches.

Broader product queries: Your individual product pages tend to provide the information for highly specific item searches. But many people also look for products by making broader search engine queries. You can attract of this traffic simply by describing your product offering in the About us page using wider and more general terms.

Niche markets: Remember that some people also look for products by adding niche search terms, such as gender, age group and profession, or keywords such as outdoor, luxury or home entertainment. Therefore it may also make sense to mention what you specialise in and who your core customers are, as well as what you do and where you are based.

Commendations by others carry more weight than any compliments that you give to yourself. So let customers sing your praises by setting somewhere aside in your information pages for customers testimonials.