You’ve only got a couple of seconds to grab a new website visitor and convince them not to leave if you want to generate a sale. When you’re focused on seconds, every red flag or positive website sign is magnified, because customers don’t have time to waste. You need to be seen as a trusted, reliable store.

While most businesses focus trust-building efforts on landing pages, there’s one vital spot you can’t skip: The About Us page. So, say hello to (your) About Us page template and guide to ensuring your store is at its best.

Your About page is a common location that any customer can go to at any point, especially if they have questions about how to contact you or what your values are. This means it is a potential location of convincing any potential customer that you won’t steal their cash or give them a product they wouldn’t wish on the worst of their enemies.

If they don’t trust you, a new customer won’t buy from you.

The About page is also a common destination for customers at any point in the buyer’s journey, even those who’ve already gone through the funnel. Repeat customers are the most valuable to any business, and this section allows you to nudge them each time they consider a purchase.

It’s time for your store to focus on building trust so you can generate the sales that keep your business growing.

So, if you want to improve and need a little help, keep reading. You’ll see an About Us page template with help on sections that should be displayed in this order:

  1. Header
  2. Your story
  3. Trust badges
  4. Social proof
  5. Reminder of how you make life easier for your customers
  6. Showcase your conditions
  7. Footer

 

By the time you finish this article, you will have learned:

  • Why you need a consistent brand personality, including colour
  • Simple ways to build trust with potential customers
  • How an About Us page can help generate sales for your company

Review Your Ecommerce Basics

About Us Page Template

    1. Header
    2. Your story
    3. Trust badges
    4. Social proof
    5. Reminder of how you make life easier for your customers
    6. Showcase your conditions
    7. Footer

 

The best way to start your journey through building customer trust is by reviewing what is already on your website. This practice gives you a list of what’s already there and helps you determine what is missing or needs work.

Start with some of the basics, such as having your contact information on every page (especially important on the About Us page). This makes a perfect header or footer and enables your customers to reach out if they have a problem. A phone number also helps you present your business as a legitimate one, not just an amorphous online company that might just as well have  1 or 1,000 employees.

This also gives you a chance to help customers make a decision, like pointing them to that About page where you answer common questions. It is an especially good place to list the guarantees and promises you offer because these are core to your ability to be a good ecommerce partner.

Your sales pages need high-quality photos of your products. Presenting people who use your products, in photos or videos, is a smart way to prove what you say about how they operate and how much people enjoy them. It’s a good idea to include a few of these throughout the About Us page, priming customer to consider a purchase as they read about you.

Demonstrate Your Existing Trust

About Us Page Template

  1. Header
  2. Your story
  3. Trust badges
  4. Social proof
  5. Reminder of how you make life easier for your customer
  6. Showcase your conditions
  7. Footer

 

Trust badges are another must-have.

Trust symbols show that you’ve been authenticated by a trusted company, typically a credit card issuer or customer protection company. Most guides will suggest you add them to your website, especially in your product, shopping cart, and checkout pages.

We believe they’re especially important for your About Us page.

Trust badges give your customers a sense of security when it comes to the way you handle their data. They also increase conversions. They can cover a wide range of actions and activities on your website, including privacy, notifications, payment methods you accept, industry certifications, awards, and more.

The About Us page allows you to make a general case and share all fundamental information about your company in order to build a comprehensive picture of how trustworthy external groups see you. There are a few ways to include this on your page:

  • Put your most important award in your header. This can include things like a No. 1 ranking for a certain product type, award from a small business organization, or that you’re an Amazon partner.
  • Give your trust badges their own section after you tell your story (we’ll get to that next). This is just a quick header — such as “A Most-Trusted Brand” — followed by the images. The more you include here, the better.

One final note about your site is to encrypt it with Hyper Text Transfer Protocol Secure (HTTPS), the secure version of HTTP. If your site isn’t secure, browsers will notify your visitors and it can send them fleeing from your sales pages.

Everything you look for in a website or ecommerce store when you want to shop should be found on yours.

Tell Your Story

About Us Page Template

    1. Header
    2. Your story
    3. Trust badges
    4. Social proof
    5. Reminder of how you make life easier for your customers
    6. Showcase your conditions
    7. Footer

 

Trust starts with honesty, including your brand. Every company has a personality because the people behind it do. If you try to scrub this away, you can make your company feel less personal, which makes it harder to trust.

The About Us page is the perfect location to demonstrate your personality. Tell the story of your store or brand’s creation the same way you’d talk about it with friends or business partners. We also suggest you be as up-front and open as you can be. Share what makes you different, including some of the struggles or joys that your founders had during their lives.

You want to demonstrate a clear identity and personality, so people know what’s important to you. If a customer connects with these qualities or personality aspects, they may be more likely to buy from you.

We think it’s a promising idea to start here so that you have a clear definition of who you are. This gives your team a place to return to when they try and showcase that personality across product descriptions, sales copy, images, and colour. Your website should have the same voice as your social media posts and marketing. It’s okay to double-up on the same images and to share your own blog post.

Without going all Norman Bates à la Psycho, put yourself in your mum’s shoes and see if you like what your company stands for and how it shows that.

When people feel like they’re buying from a person, they’re more comfortable. As you make them more comfortable, you become more trusted through the sales funnel.

Colour Is Important Too

Your company colours say a lot about your business, even if you don’t mean them to do that. A quick online search will find a wide range of articles and infographics discussing human colour associations. Here’s a quick distillation of that for an ecommerce store:

  • Red: Energetic and urgent. Increases the heart rate and sense of immediacy, so it’s great for exciting things and sales.
  • Pink: Feminine, romantic, and indulgent. It is often associated with products for women when the marketing is about feeling sexy, intimate, or proud about femininity.
  • Orange: Fun and aggressive. Orange makes people pay attention and can call up our feelings of ambition as well, making it well-suited for purchase buttons and CTAs.
  • Yellow: Optimistic, hopeful, and youthful. Yellow makes us feel a bit better and like we’re young again. The sense of whimsy it creates encourages browsing, window shopping, and unplanned purchases.
  • Green: Money and nature. Your ecommerce store should turn to green if you have a tie to natural products, holistic medicine, or a commitment to the environment. It’s also successful when you’re selling a service or class associated with growing a business or helping your customer make money.
  • Blue: Trust and security. We are loyal to blue things, seeing them as strong and honest. It’s one reason you’ll see many electronics companies that target government contracts using this colour. Plus, Twitter’s blue checkmark to show that someone is verified.
  • Purple: Calming and elegant. Beauty products often turn to purple because it helps us relax and feel pampered.
  • Black: Power and exclusivity. Luxury cars and brands like to cloak themselves in black because we view it as sleek, exciting, and indomitable. Black is a good trust colour, even if it is just your background around a logo because it enforces a sense of authority.
  • White: Clean, clear, and honest. In our minds, white is often associated with purity and transparency, so a company using it gets these benefits too. Many newspapers will mix black and white in their logo. Companies like Wikipedia brand themselves largely in white with other colours just to add definition.

If your logo is very detailed, you can also get away with moving between multiple colour sets. These combinations generate different feelings about your company or the promises you make. Match those feelings to different pages where a specific message is needed.

Try using a black-and-white logo on pages where you need significant trust, like your About Us page. It’s also useful for FAQs, blog-like pages with explanations or How-To’s, and pages that describe your service or product use instead of being focused on pushing a sale.

Shift to a red-focused logo on sales and contact pages to push people to connect, purchase, or join your newsletter.

Planning and decision-making have different feelings associated with them. Your site can use different colours to encourage the actions you want taken next.

Get Engaged on Social

About Us Page Template

    1. Header
    2. Your story
    3. Trust badges
    4. Social proof
    5. Reminder of how you make life easier for your customers
    6. Showcase your conditions
    7. Footer

 

Social is the chief area for you to post, comment, and otherwise act to become known and become trustworthy. Your potential customers will look to social in order to judge who you are and the service you provide.

A simple Facebook or Twitter widget that showcases your interactions and recent posts is an easy and effective way to showcase your and your clients’ social media activity on your About page.

Happy tweets and Facebook posts that recommend a product are gold. Roughly 85% of consumers say they trust online reviews as much as a personal recommendation. There’s nothing that says you can’t highlight those in a section on your About or any other page.

If you want to keep things simple, just write a header of “See What Our Customers Are Saying About Us” and then use a carousel of screenshots to flip through some of your most positive reviews. It’s an easy win.

There are side benefits of maintaining a social presence. Social makes it easier to keep contact info, pages, FAQs, and of course that About Us page up to date. Social customers will ask questions or want links to these. That’s a healthy reminder to clear out the cobwebs regularly.

Bonus Tip: Social Has Its Own About Section

One important note about social efforts is that your profile must remind people about who you are and what you stand for. Every profile page on a social account is a mini-About page. Treat it like that and showcase who you are here too.

Providing location information helps in giving your social profile a more genuine feel. Think of how you display your address as well. Reading it, we’re inclined to think that a real person lives in a city like Knoxville or London, while an amorphous business lives at a PO box.

Show How Your Products Make Life Easier

About Us Page Template

    1. Header
    2. Your story
    3. Trust badges
    4. Social proof
    5. Reminder of how you make life easier for your customers
    6. Showcase your conditions
    7. Footer

 

The final piece of trust is highlighting content that is designed to let the customer know that you’ll actually help them achieve what you claim you will. Product demos, how-tos, explainer videos and articles all demonstrate the value of your product and can show it in action.

Use a combination of content types that all focus on a single value proposition or benefit and present these to your visitors. Link to them on your About Us page in order to keep the customer moving forward to learn about products and then buy them. It’s an important part of your sales funnel.

Seeing is believing, so help them see and believe.

With our About Us page template, you can use galleries and subheaders for images or videos related to the current product. Link directly to the videos or pages that make it easiest to see your products in action.

Demonstrating your products in action is always a smart move, even if the videos feel like an old infomercial. Getting customers to do the demonstrating for you comes off as extremely authentic. And, it makes a bigger splash with those looking to buy from you for the first time.

Set Your Conditions

About Us Page Template

    1. Header
    2. Your story
    3. Trust badges
    4. Social proof
    5. Reminder of how you make life easier for your customers
    6. Showcase your conditions
    7. Footer

 

The last section to discuss in our About Us page template is the terms of your store. While it’s a smart idea to have a specific page that discusses all of your terms, there are likely ones worth mentioning on this page too.

Look for terms that fit in with your existing narrative around trust, such as an explanation of how you manage payments or use personal data that may be collected. You can also direct users to “Learn More” with buttons or links to go to the full terms page.

This section is especially important for specialty shops. For instance, if you sell mince pies, then you’ll want some information on how they’re shipped and how fresh they’ll be. You can also note when your seasonal items are offered or if customers should expect some delays.

Highlight important information that you need to provide to set the proper expectations.

Review Your Page ASAP

The final check for your About Us page template and your overall site is to run through it like a potential customer would.

Start from an ad or social post and go straight to a landing page. Add a product to your cart or shop some more. This may show you that you need better search bar placement or a row of related products along the bottom. Finally, move through the shopping basket and purchase process.

Whenever you have a question, jump to the About page to see if you can find an answer. If you can’t, it’s time to update your About Us page template with that answer. It’ll improve your ability to respond to customers and solve many of the concerns people have that might cause them to leave.

Again, verify that you’re being upfront about everything as the customer moves through the purchase process. Hidden fees or terms, shipping costs, taxes, and more should be clear. Being honest engenders trust.

Fine print should be legible and only used if you need it. These details are important for your About information, but they can seem shady even if nothing is wrong.

Be Trustworthy, Then Prove It

The about us page template outlined above only work if you’re an honest company. Trust falls apart when you upset people or deliver poor-quality products. It also evaporates when you’re a jerk. Don’t be one.

Review company practices and policies as well as product quality to make sure you’re being honest about value and what you represent. Then, and only then, will you be able to benefit from the practices talked about above:

  • Create a brand identity and choose the right colour to promote it
  • Build an About Us page template that ensures you’re honest and open
  • Get active on social and ask people for reviews, then share them on your site
  • Show people your products in action to verify your claims
  • And review your site for missing trust cues such as HTTPS support and trust badges

Those are some of the best tools to get you started on the right path. Here’s one final question to help you think about this on a larger level: What’s the one thing a company can do to earn or lose your trust?

Let us know in the comments below.

Average 5 (1 votes)
[Total: 1    Average: 5/5]
Jake Rheude

Jake Rheude

Jake Rheude is the Director of Marketing for Red Stag Fulfillment, an ecommerce fulfillment warehouse that was born out of ecommerce. He has years of experience in ecommerce and business development. In his free time, Jake enjoys reading about business and sharing his own experience with others.