Your Magento ‘About Us’ Page is More Important Than You Think

By the time you’ve reached the final design stages of your Magento website and the whole thing is looking like a masterpiece, it’s rather tempting to just blast out any old ‘About Us’ page just to get the white space filled. After all, how important can it really be…at least compared to the rest of the site?Surprisingly, the answer is very…as in very important indeed. While it’s fair to say that the ‘About Us’ page might not be the first page you go to when paying a visit to any given site, ask yourself how many you’ve read in the last year or so. Chances are it’s a lot, and what’s more you might not realise it but the content of such pages probably had a huge bearing on whether or not you went ahead with a buy.Your landing pages give the shopper a first impression of your business as a whole – your ‘About Us’ page gives you the chance to script your own first impression of the team behind the brand. Get it right and you’re golden, but put them off with a page they’re not impressed with and you’re unlikely to ever see them again.      Tell a Story, Tell it RightThere’s a story behind your Magento store and you should share it with your shoppers. Show them how light-hearted you are by admitting it was all done on a whim, or perhaps talk about your life-long dreams being fulfilled after any given hardships – as long as it’s true and meaningful, it will strike a chord with the reader. As mentioned, it’s all about establishing humanity and you won’t achieve this by using generic business mission statements that could have been written by any old robot.Establish Your VoiceThe way you write throughout your ‘About Us’ page should represent your true voice and the voice that you will use across your website. Be it academic, formal as it gets or much more jovial, it’s one again about building your brand with a human voice and making sure you remain consistent with it.Mention Real NamesIf there’s anyone that deserves a specific mention having helped build or run the business, give them a well-deserved shout out. Talk about the most important people to the business, what they do, who they are, what’s special about them and so on. And if possible, include real pictures of yourself and the team.Add TestimonialsTake a few extracts from the testimonials your buyers have sent your way and include these on your ‘About Us’ page. Be it in a side bar or incorporated in the body of the text itself, just be sure to back what you’re saying with the voice of the people if at all possible.Mixed MediaPlain text ‘About Us’ pages are boring, boring, boring…end of story. By contrast, hit an ‘About Us’ page that’s bursting with photographs, video clips and all manner of mixed media to help tell the brand’s story better and you’re much more likely to both pay attention and remember them.