E-commerce Link: Let's Talk About You
4. Is the content up-to-date? If your About Us content never changes, users have little reason to engage with it or return to it. Include your About Us section in your editorial calendar and create expectations about how the content should reflect changes in your company. If possible, integrate your social media activity.
5. Does the content reflect a voice and distinct message? Drawing on social media content is one way to infuse your About Us section with an active voice. Think about where else you can draw inspiration for this section's content. Consider the crowd-funding website Kickstarter. The short videos produced by aspiring entrepreneurs (more than 30,000 posted last year) include excellent and myriad examples of future companies distilling their value propositions.
Remember: The more users understand and identify with a company, the more likely they are to care and become customers.
Sharon Bautista is a senior user experience designer at Designkitchen, a Chicago-based interactive agency, and a colleague of regular E-commerce Link columnist Cristin Siegel. Reach her at firstname.lastname@example.org.