Your About Page is the most underrated brand-building asset

Guest Author

Do you hear that?

That’s the hundreds of thousands of dollars invested by several business in both Google and Facebook advertising just to make sure their brands stand out.

And yes, for every $1 spent on Google ads, an average of $2 in revenue is made.

That’s right, users spend 33% of their time online on their social media platforms, so you can reach them when you invest in effective digital marketing campaigns.

But the advertising market has already adapted phenomenally since everyone has taken to digital marketing to boost their brand’s identity.

Advertising rates are more competitive, ad costs have increased, cost-per-click has gone up – and like ripped jeans and the ever-present hype for Apple products, this trend isn’t going to go away anytime soon.

In the next couple of years, the best businesses that will survive will also have the best brands.

Will you focus on building a brand that builds a long-term relationship with your customers? Or are you content with simply gaining a few Facebook likes every now and then?

Before you answer that, consider this. When we built WooThemes back in the day, our products were open-sourced.

Meaning, all the code for all our software products (yes!) were available to anyone.

Everyone with an access could simply take the code, repackage it and resell it!

So how was WooThemes able to grow into an eight-figure business?

One of the biggest reasons was our strong brand loyalty. Since we had a long-term relationship with our customers, WooThemes developed into a brand that they wanted to interact with and buy from – over, and over, and over again.

That’s how powerful a solid brand is. That’s why you also need to get concerned about building it.

And in today’s video, we’re going to zero in on the most underrated brand-building asset that most Ecommerce stores often neglect: your About Page.


Simply put, an About Page tells your customers what your business is all about.

At first glance, it may seem insignificant.

But if you take a look at your website statistics, you may find that the About Page is one of the most visited pages! Here at CM Commerce, it’s the fourth most visited page – seen by both potential customers & team members.

It’s like online dating. If they like your profile, they’ll make an effort to get to know you more.

Likewise, if your About Page is relatable to your target audience, they’ll intentionally decide to connect with you and do business with you over time. Just make sure your online picture looks like you in real life, okay?

4 Tried-and-Tested Ways to Transform Your About Page
into a Brand-Building Asset

1. Upgrade your About Page and then link to it prominently

If your About Page features a basic page template and a simple paragraph with a generic company description, here’s what you’re really telling your site visitors:

“Hi, thanks for visiting our website. We’re company X and we’re just like any other company. Please trust us and be our customer even though you don’t really know anything about us and we’re practically strangers on the Internet. Hope to do business with you!”

What if you’ve already invested in upgrading your About Page?

Tell your customers about it!

Link to it in the Home Page.

Put it in the Testimonials area.

Heck, you can even include it on the Contact section of the website. Make it visible to everyone who visits your website.

2. Show what you look like

Humans are visual creatures.

For you to start an emotional connection with your customers, place a picture of yourself or of your team on your About Page.

In a world of automated messages and auto-responders, it would boost the authenticity of your relationship with your target audience if you include images in this page.

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3. Show why and what you stand for

In here, we’re going deeper. It’s about giving snippets of who you really are and what you stand for in your life.

Talk about your values and your vision – as a person and as a company.

Tell people what makes you different from other businesses they’ve considered working with.

Touch their hearts and appeal to their emotions by letting them know what motivated you to start your company in the first place. Why sell that service? Why offer that product?

Tell your story – your unique story – and talk to them as if you’re talking to someone you’d like to be friends with.

Opening up a little bit can help you a lot: it’s vital in making a connection with your potential customers and building a strong and sustainable brand for your business.

4. Link to your About Page in your Welcome Email

You’ve done the hard part – upgrading your About Page, making it authentic and compelling enough so you’ll stand out from the crowd and have a deeper connection with your audience.

There’s one last thing you need to do.

Here’s the easiest – and also the most neglected – way.

Make the most out of your About Page by upgrading it and telling everyone about it.

Someone subscribed to your mailing list? Send a Welcome Email linking to your About Page.

Someone downloaded your freebie? Include your About Page in the email containing the download link.

Someone bought something from you? Here’s a Welcome Email with a link to your About Page.

Help your audience get to know you better.

After all, people want to know the real people they’re doing business with.

Use your About Page to your advantage. Make it an effective brand-building asset.

By all means, link your About Page in the comments below! I’d love to check them out and see friendly faces. See you next week.


Building a brand is like online dating. If your prospect doesn’t connect with your About Page, they’re not interested in getting to know you further. Click To Tweet In a world of automated messages and auto-responders, adding a nice human touch would help boost the authenticity of your relationship with your target audience. Click To Tweet Your About Page is one of the most visited pages in your website. You can either ignore this fact or use it to your advantage. Click To Tweet