5 Tips to Rock with Your E-commerce ‘About Us Page’

Your “About Us” page plays a crucial role in whether people will buy from you. It’s always an emotional decision.

While the potential customers will only see things through their perspective, it’s still all about you.

True, there are people who will only buy from you if you’re selling at the cheapest available price. Those are people to ignore, according to my firm’s research.

Eighteen percent of clients and customers are only motivated to buy at the lowest price. They don’t take into consideration other important factors — the benefits you provide.

But even when they buy, they are the most troublesome.

They’re not repeat loyal customers and they’re the most-likely to return their purchase.

Even if you leverage the reach of Amazon, you can still target the other 82 percent. That’s especially true for those who can be motivated to buy after reading your About page.

They want to know about your approach.

More than half of their motivation to buy hinges on they think about you, your spokespersons and employees. They like characteristics showing excellent integrity, judgment, knowledge and friendliness.

To a much lesser extent they want to be able to trust your image, your product or service utility, convenience and lastly – price.

Your About Us page should focus on five elements:

1. What you sell

Prospective buyers want to know you speak with conviction, and what and why you love doing it. But you must be succinct.

You only have a few seconds to create a positive first impression. This calls for an astute elevator pitch.

Only after you’ve hurdled this obstacle can you be more successful in providing more information.

Keep in mind, too, different prospects will see your About Us page at different stages of the buying process. Sometimes it’s early – right away. Sometimes it isn’t.

2. How and why you sell

A good prospect will want to know why you sell – what are your values and beliefs. You can help your cause if you talk about how you solve needs and problems.

Don’t just say you’re the best at what you do. But differentiate your company with an illustration of how and why so prospects get the picture.

In other words, don’t just make grandiose claims by telling them. Show them.

3. Build comfort

In other words, focus on building trust. How? Your visitors want to feel comfortable with your company. Show what you believe.

Do a self-assessment of your goals and how best can you explain them to build trust. Then, explain what’s important to you.

4. Explain your story

Connect with your visitors by sharing content that interests them – enticing them with a branding story about obstacles and solutions to save them time and money while increasing revenue.

Start with a powerful headline. Insert lifestyle images of real people.

To build trust and confidence in your business, explain how you’ve become successful.

5. Get a commitment

Visitors inherently expect you to ask for their business. So make it clear what you want and how visitors will benefit.

So very early decide on your objective, keep it simple, plan accordingly and ask for a commitment to buy whatever you’re selling.

From the Coach’s Corner, related information:

Marketing Psychology: Choose the Best Colors for Online Sales — Here are color tips to improve visitor experience and to capture customers – including a great infographic on 40 facts about the psychology of colors.

Best Sales Pipeline Tips: Content Marketing, Follow-up and Marketing Automation — Here’s how you can maximize your sales pipeline with effective content marketing, prioritizing follow-up and marketing automation.

Build a Strong Sales Foundation by Being Defense-Minded — Sports is a great lesson for sales growth — build a strong foundation by being defensive-minded. Protect your turf first. Here are five tips for sales domination in your hometown.

Marketing: Solving the Puzzle of Competition — Marketing strategies: Using political lessons as a metaphor to beat your competition.

Tips for Your Site to Capitalize on SEO Trends — How to stay on top of your search-engine optimization game; plus, a helpful infographic: 16 SEO facts we struggle to understand. 

“People like to buy things they need from people they like. And somewhere we screwed it all up by making it some kind of crazy thing. It’s simply, ‘What do you need? What are you trying to solve? Do I have it?’ ‘Yes.’ ‘Is it the right price?’ ‘Yes.’ ‘Next.'” 

Irreverent Sales Girl


Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.

Startup Toolkit to Make a Hit on the Internet

First impressions are critical for entrepreneurs. People will buy depending on what they feel about you emotionally.

Just like your bricks and mortar location, your Internet presence will be strong if you always remember why people will buy from you.

It’s important to tap into the psyche of your prospective customers – there are five value perceptions that motivate customers to buy.

ID-100201828 stockimagesThat’s right, customers aren’t even aware of it, but they make a buying decision based on five psychological reasons about value: What they think about your spokespeople, image of your company, product or service utility, convenience, and price.

Yes, you have to implement the best sales techniques as there are a lot of people who will only buy at the cheapest price so ignore them.  

Now that you’ve laid a foundation for sales to make a hit on the Internet, here’s the remainder of your startup toolkit:

1. Create a credible name

Since the Great Recession, businesspeople and consumers have changed their outlook. The dot-com era of quirky names will not work as well these days.

Also, your name has to be relevant and easy-to-remember. That goes for your branding slogan or tagline, and your logo.

Product or service utility is important in a slogan and logo – answer the question that all visitors subconsciously ask, “What’s in it for me?” There’s a link between a simple logo and branding success.

2. Professional image

Your site needs to be low-key, but assertive in telling your story. Include a page that explains what you’re all about. That’s different from being too sales-oriented or ostentatious. Demonstrate you expect to earn your visitors’ business.

Make certain your site’s layout capitalizes on the natural movement of the eye, which is to upper left, over to the right and then down the side.

So a strong element needs to be on the left, too, such as a great graphic of video. The bottom line for profits: Size doesn’t matter but image and professionalism count.

It’s important to tap into the psyche of your prospective customers – there are five value perceptions that motivate customers to buy.

Professionalism also means an informative blog, which will help guarantee that you will have a higher search-engine placement. Encourage interaction.

Ideally, your blog is on your Web site. If you must maintain a separate blog, make sure it’s synchronized with your Web site. At any rate, here are search engine optimization strategies for a No.1 rated blog.

3. Showcase your team

Customers want to feel comfortable dealing with you and your staff. Buyers are impressed if you show pride in your workers. Show their images and bios on your site to point out their expertise.

4. Establish a strong reputation

Demonstrate your expertise as an authoritative resource. Become known as a leader in your industry. Make informed statements in newspaper articles and other online forums.

It’s true more and more people are relying on social media promotions. But publicity in a credible news medium – newspaper, TV or radio – will generate the most respect. Flaunt it. Here’s how to get news media coverage.

5. Testimonials

Become adept at generating testimonials. Go for it.

6. Videos

Relevant videos now play a key role. Here are video tips.

7. Social Media

Your social media – Facebook, Twitter or even LinkedIn – should be coordinated with your site. Again, encourage inter-activity.

There are two reasons to insert sharing buttons. It will enable visitors to share your Web site link with others, and you will be able to share your pages on your social-media accounts, too.

8. Proofread all copy

Obviously, errors do not promote professionalism. That means  you need to budget time to double-check all spelling and links to pages.

9. Fresh looks

Update your content as often as possible. Search engines and visitors will take note. But take care not to extremely change your look so you can continue to capitalize on your previous marketing initiatives.

10. Optimize

Be sure to use search-engine optimization techniques and coordinate your site with your social media. Take advantage of 14 strategies to rock on Google.

11. Contact information

Make it easy, very easy for visitors to get contact information – your location, telephone number and e-mail. But include your information in graphics so unwanted bots and spammers can’t pick up the information simply by crawling your site.

You’ll avoid countless unwanted e-mail spam, phishers, and telephone calls.

12. Prevent online threats

Remember British Petroleum’s online nightmare – the fake BP Twitter account? It generated 10 times the number of visitors than BP’s Twitter account. Use best practices to optimize your brand and manage your global Web reputation

From the Coach’s Corner, here’s more on online marketing:

How Small Businesses Can Capitalize on Cyber Strategies for Profit — Yes, it’s become important for small businesses to capitalize on cyber strategies for profit. Small and even regional retailers should be cognizant of three realities.

5 Strategies to Sell More from Your Web Site — Yes, Internet sales can be challenging. To paraphrase a line from the movie, “Field of Dreams,” it’s not always true that if you build it, they will come. There are many salient elements to keep in mind.

SEO — Google’s Tips to Increase Your Site’s Download Speed — How fast does your Web site download? Google announced that it determines site rankings, in part, by download speed.

“A strong foundation increases the value of everything you do.”

-Aaron Wall


Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.

Photo courtesy by stockimages at www.freedigitalphotos.net

Seattle business consultant Terry Corbell provides high-performance management services and strategies.