"About us”, how to avoid losing the customer's trust in five offers

Website design is a very responsible and important moment in creating an online store. How well each tab will be designed and how high-quality the content will be, directly depends on the customer's trust, and therefore your income. One of the most common problems in site design is the “about us" tab. It is most often it turns away a potential client from cooperation with the company, and the buyer from buying in this online store. But what is the reason, and how to properly design this tab, let's look at this question in more detail.

Pseudo-facts about how companies mislead customers

Pseudo-facts, this is probably the most common problem of the “ about us " tab and the very reason why the client loses any desire to work with the resource. In the “about us " tab, you can often find interesting facts about the company and its history. Unfortunately, quite often what is written in this column turns out to be pure fiction. Owners of online stores are trying to expand their history, to give significance to their brainchild, hence it turns out that the online store was founded in 1829, and it does not matter that the Internet at that time was a figment of the imagination of science fiction writers.

Numbers in the “ About us" column”

In fact, the numbers that should still be specified in this tab are easy enough to check, which is often forgotten by resource owners. After the consumer understands that the “about” tab has been provided with the lines of a science fiction writer, any trust and desire to make purchases on this resource quickly disappears. None of the consumers will work with a resource that deliberately tried to deceive them. It does not matter how high-quality products you sell, consumers are now extremely sensitive to such precedents, which leads to a decrease in activity on the resource and its further fall to the bottom of search queries.

How to correctly create information for the “About" tab”

It is a mistake to assume that the “about us" tab is rarely visited. Even in stores whose products cost up to 50 units, the “about us” tab interests users. This can be said to guarantee that the buyer will receive their goods in one piece, without fakes and other things. To win the customer's trust, you need to be very careful about creating this tab, and especially pay attention to:

Numbers

Dates and numbers are the first mainstay of the company, the older the company, the more trust it has from the consumer. But do not forget that the Internet is the world wide web, and if you have at least a small desire, information about the date of Foundation of the company and its full history can be found in a few minutes. That is why when designing your site, be extremely careful using numbers. Use only those dates that you can argue with facts from the life of the resource. If you are completely honest with the consumer, they will respond with loyalty and trust, and this in turn has an extremely positive effect on profits.

Style

If you have an online store of youth clothing, you should not create a description of the company in the manner of a literary novel of the nineteenth century. Information about the company must fully correspond to the idea and spirit of the project. If this is youth clothing and paraphernalia, then you need to fill in the “about us " column in the appropriate style. Otherwise, the consumer may have doubts whether this description is your company's or someone else's copy.
Even if this does not happen, the consumer's eyes will clearly catch on the discrepancy between the store's style and the idea with this description, which may affect the final consumer rating for your resource.

History

The company's history is not just about numbers. Do not think that if you do not use numbers, but at the same time operate with non-existent facts, then no one will guess about it. In order to build the most loyal community around your service, you need to write about specific facts from the history of your company, while trying not to embellish. Many users turn away from the service not because the products have lost their quality, but because the store that appeared two years ago tells about its history of two centuries. In these days of total competition in the market, the reason for refusing to cooperate on the part of the consumer can be anything, including fictional facts in the description column.

Size

If your company is already several decades old and you have accumulated a lot of stories during this time, then you should not write them all in the “about us " column. Focus only on the most striking achievements and victories of the company, ignoring not too interesting stories. Try to stick to 5-8 sentences, this is more than enough to talk about all the positive aspects of your company, and after reading this text, the user will have a desire to trust you, and not a desire to fall asleep. No user will read the history of the company several pages long, in order to make sure that their sneakers bought in this online store will still arrive.

How to create a proper company description

The first thing you need to write is a greeting to the reader or a pleasant introduction. From the first lines, you should appear as friendly as possible, this has a positive effect on the subsequent reaction and trust of the user. The description itself must fully match the style of your resource. If you sell youth clothing, skateboards, and other cultural attributes-the description should be designed using slang phrases, so you can quickly earn the user's trust, and they will be sure that you not only sell these products, but also use them themselves. If your resource is engaged in providing legal services or other services and products that use specifics and seriousness, then the classic style is ideal for you, where dry facts are used without hyperbolization.

What in any case should not be included in the “about us " tab”

If you want to get a positive response from consumers, the first thing you should not use when writing a company description is hyperbolization. Do not say that you are the best in the world, provide the entire planet with a particular product or service — if the reality is not such. To get full loyalty from potential customers, you should operate with specific facts of your superiority over competitors, but in any case do not mention the names of companies or organizations. Everything related to competition with someone should be as blurry as possible, otherwise you can not only turn away from a potential client, but also get a number of complaints from the company that you were careless to mention.
You should also keep in mind the size of the world wide web and its capabilities. In any case, do not use facts that have nothing to do with reality in the description of the company. Not everything is possible, but at least one out of 100 potential customers will want to check your company for compliance with the description and will be extremely upset if what is written is strikingly different from the actual one.

Conclusion

In order to gain the trust of users and buyers, you need to operate only with reliable facts. No one but you knows about the true advantages of your company, which means that you are able to create the perfect, truthful and proven description. If the description of your company matches the General style and idea of the resource, you will be able to get full loyalty from users, which will have a very positive impact on both the statistics of visits and the final revenue of the service.