39% of small online stores lack a proper About Us page

At Hertwill, we partner with hundreds of small online stores and have noticed that 39% of these stores lack an ‘About Us’ or ‘Our Story’ page. Yet, analytics show that this is often one of the most visited pages, especially for new, unknown stores. This makes sense, as such pages add a crucial layer of trust.

Here are some tips for crafting a compelling ‘About Us’ page. While you don’t need to use all these suggestions, adopting a few can make a big difference:

1. Origin Story: Share how your store was founded. Talk about the origins, why it was created, and the passion behind its inception. This helps humanize your brand. 🎯

2. Meet the Team: Introduce the people behind the business. This could include founder bios. Knowing who they are buying from can strengthen the connection between your customers and your business.

Hertwill founders: Roland, in the middle, decided to go for the fake gold chain and leather jacket look because it was funny. Now he has to suffer as we use this picture everywhere.

3. Mission and Vision: Clearly articulate what drives your business. What are your goals, and what do you stand for? For instance, if you focus on offering only sustainable high-quality items, make sure to highlight this. 🌍

4. Visual Appeal: Use high-quality images or videos to break up text. This could include behind-the-scenes content, product manufacturing processes, or imagery that aligns with your store’s aesthetic. A picture of your team is particularly effective as it shows real people are behind the store, ready to stand by their products. Avoid generic stock photos to keep your site authentic. 📸

Behind the scenes photo of our first ever photoshoot, which we used in our About Us page.

5. Stay Connected: Make it easy for customers to reach you. Include contact information like a form, email, phone number, and social media links.

6. Social Proof: If you have any, like testimonials, social pages, or press mentions, consider including that to bolster credibility. 🌟

Also, don’t just ask an AI to write some generic “About Us” text—it can be even worse than having no page at all.

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