Crafting A Compelling Ecommerce About Page

Let me say something that might get me kicked out of the marketing clubhouse: A lot of your messaging problems are really meaning problems. I’ve been on both sides of this, the executive war rooms debating word choice for hours, and the in-the-trenches moments trying to help people feel something again after their fourth webinar of the day. And here’s what I know: People don’t need more clarity. They need coherence. A real narrative doesn’t just “position” you. It places people inside your world. It helps them make sense of what’s happening, what’s changing, and what the hell to do next. I’ve built brand stories in some of the most exhausting, commoditized, and acronym-choked spaces around, and the only thing that’s ever worked is leading with a story that connects. Not sells. Not shouts. Connects. That’s the job now. Not perfect messaging. Not jargonless clarity. Connection. With conviction. A great narrative: Moves faster than your org chart. Helps your people explain what they do at dinner. Shows your customers they’re not alone in what they’re navigating. Keeps everyone, inside and out, anchored when the product pivots, the market shifts, or the next shiny AI tool hits the stage. I’ve had execs cry during message reviews. Not because it was emotional. But because it was true. Because for the first time in years, they could hear themselves inside the story. If your story doesn’t feel like it belongs to the people building your company? It won’t matter to the people buying from it. Narrative isn’t frosting. It’s the frame. And right now? It’s the only strategy that cuts through the noise without adding to it.

Here is a massive opportunity for your business👇. When I work with clients on their digital presence, oftentimes, we start with their website. Either they don't have one or one that is outdated and ineffective. It's like a billboard sitting in the middle of the desert. When was the last time you looked at your website statistics? Basics like how many unique visitors per month? Is it going up, down, or flat? How long do they stay on your website (bounce rate)? Are they taking the action you want them to? There is much more to it than that, but today, I want to discuss your About page. Yes, it is the page where most owners, coaches, and entrepreneurs talk about themselves without regard to the website visitor reading it. Do people want to know about you, your background, and your credibility? Of course! But because the About page is the second most visited page on a business website, you have an opportunity to "soft sell" your products or services. Instead, write content (copy) for THEM at the beginning of this page. Make it emotional, addressing their biggest pain point and how you help people like them solve it. This requires you to know your ideal client and their pain points. Then speaking (writing) in a language that resonates with them and entices them to take the next step. Rethinking the About Page: ▶ Narrative: Shift from a corporate timeline to compelling storytelling. ▶ Value Proposition: Highlight benefits, not just services/products. ▶ Human Touch: Introduce the team, humanizing the business. Credibility: Add testimonials. A 2020 study shows 87% of consumers rely on online reviews. ▶ Clear CTA: Guide visitors toward the next steps. ▶ Speak to their pain points even on the About page ▶ Have a video from the CEO to put a face to the business. Optimization Outcomes: ▶ Better engagement reduces bounce rates. ▶ Enhanced trust through transparency and connection. ▶ Boosted conversions due to visitor-centric content. There you have it! Now stop what you are doing, look at your About page, and see if it's doing what I mentioned. If not, fix it! If you don't know what to do, seek guidance from someone with the experience and know-how to take you through a digital transformation. This will be your best investment in yourself and your business in 2024.

Your USP isn't just a feature. ...it's the foundation of your story. Most people get this completely wrong. I've seen countless businesses struggle to connect with their audience because they treat their USP like a bullet point list instead of a compelling narrative. Here's what truly matters when turning your USP into a story hook: ✅ Emotional Connection Transform features into experiences that resonate with your audience's desires and challenges. ✅ Personal Journey Show the evolution and purpose behind your unique solution, not just what makes it different. ✅ Clear Value Translation Bridge the gap between what you offer and how it changes your customer's life. ✅ Authentic Voice Let your brand personality shine through instead of using corporate jargon. ✅ Problem-Solution Framework Structure your story around the specific problem you solve and why your approach matters. ✅ Memorable Elements Include distinctive details that make your story stick in people's minds. The most successful brands don't just list what makes them unique - they weave it into a narrative that captures attention and builds trust. Your USP becomes powerful when it's not just about what you do differently, but why it matters to your audience and how it transforms their world. Stop treating your USP like a feature list. Start using it as the foundation for stories that connect, engage, and convert. 🔔 Follow Mike Hays for more content strategy insights ♻️ Share to help others transform their messaging

Your ABOUT page is not all about you. It’s all about the reader. Sounds counterintuitive? Here are the most common copy mistakes and how to fix them: In 90% of the websites people focus on: ❌ Writing only about themselves and their accomplishments ❌ Writing in the 3rd voice and putting themselves on a pedestal Most of the copy is bland, boring, and feels like you’re reading a CV. It doesn’t create any connection or trust. This makes you less relatable and you distance yourself from your reader. So put yourself in the shoes of the reader. They’re scanning your About page to see what you’re all about. And understand if you are the right person to solve their problems. Take them on a journey to create emotion, build trust, and take action: 1. Start with a great value proposition → who you are, what you do, who it’s for  2. Connect with the situation your reader is going through 3. Show what's at stake if they don't solve the problem 4. Inspire them to see an expansion and their brighter future self 5. Share your story: how you overcame the challenges (and how they will too) 6. Highlight what makes your approach unique 7. Establish authority: results, testimonials, press, certifications, etc. 7. Be relatable by showing your personality, values, and hobbies 8. End with CTA: how they can work with you or contact you Remember: you’re still sharing your story… But in a more empathic, conversational, and persuasive way. It’s not about WHAT you say but HOW you say it. - P.S. Need a fresh pair of eyes on your copy? I can help you edit or re-write your LinkedIn About section and website. Send me a DM for more info. #copywriting #websites #persuasion #empathy #copy4impact

Before someone buys, there's a tiny window of emotional readiness. They’re in the mood. They're ready to say “yes.” And that window closes fast. So what happens when they click your ad and land on a page with: • Zero context for what they saw • No emotional reinforcement • Just “Buy Now” You’ve already lost. The Fix: Message Matching + Emotional Bridging Instead of “cool ad → cold landing page”, do this: • Mirror the ad's language and emotion at the top of the page • Restate the benefit they just saw in a deeper, more personal way • Ask yourself: “If the ad was the promise, does the page feel like the payoff?” Example: Ad says: “You’re not lazy. Your planner just isn’t designed for ADHD brains” Page should open with: “Welcome. You’re not broken. This planner was built for how your brain actually works” Small change. Massive impact. You didn’t lose the customer. You lost the moment.

Your brand is not your logo and colors! 🚫 And the most important parts don’t need to cost a lot of money. 💰 A CMO friend who'd seen my writing about the importance of brand in the new B2B playbook was worried about the expense involved with building a brand. I reminded her that brand: ✅ Is how people FEEL about you when you’re not around ⛔ Is NOT logo, colors, typography, visual identity; those are just means to convey the emotion Building a brand comes down to 5 tasks, each more critical than the next. The most important ones don’t need to cost a lot of money; working with an agency is great, but with my friend’s content and comms background, she could lead the first three on her own. 1️⃣ EMOTION — the 1 to 5 words you want people to feel when they think of you  Brands operate on an emotional level (the Amygdala), not logical (frontal lobe).  Design for Apple, safety for Volvo, performance for BMW.   At Marketo, we were “affordable and easy to use”. 2️⃣ GALVANIZING STORY — a compelling narrative that explains the WHY for your product, and its impact Doug Kessler of Velocity Partners says the Galvanizing Story explains the need for a company's product and its impact. It answers, Why does the company exist? Why should someone care? Why now? It has 5 parts: - The change in the world: What makes the status quo unacceptable? - The new potential: The opportunity created by the change. - The obstacle: What’s preventing the customer from responding to the change? - The breakthrough: The reason the obstacle can now be overcome, often due to a new technology or business model. - The pay-off: The benefits of overcoming the obstacle and taking advantage of the new potential. As Doug points out, the story should have mojo and jolt people to action. 3️⃣ COPY AND TONE — how you talk about yourself Tagline, boilerplate, “About Us”, approved words people can copy and paste. Also a style guide for how you sound. 4️⃣ ACTIVATIONS — memorable ways to share your brands emotion & story This makes the brand active in your market, including advertising (digital, outdoor, media), content, experiences, events, community... 5️⃣ VISUAL IDENTITY — your brand’s unique look to convey your emotion and story Logo, colors, typography, and visual language. The goal should be to remove your name/logo and people can still know it’s you. Once defined, don’t change these lightly; it takes years for people to learn your brand. (When you’re sick and tired of it is when the market is finally starting to hear you!) Note: Most people put visual identity before activation. However, companies usually already have a visual identity, and I'd argue you can often successfully rebrand with only steps 1-4, without changing your visual identity. The exception is if your visual identity is at odds with your emotion or story, or if you need to signal a major change by changing how you look. All that said, I’m NOT a brand expert, so let me know what am I missing in the comments!

I spent 10+ hours learning to write stronger calls to action this week. 14 concepts I plan to use: 👉 1. Call to Action vs. Call to Value A call to action is for people ready to buy - keep it as simple as possible. A call to value reminds the prospect of the great outcome they're going to get. 👉 2. Use the phrase "I want to ____" in your button or link copy. Fill in the blank with a desired outcome. THIS: "I want to grow my business" NOT: "Download it now" 👉 3. Use the word "show" THIS: "Show me outfits I'll love" NOT: "Sign up now" That's a real example where the change resulted in 123% more clicks. 👉 4. Use first person language on buttons. THIS: "I want to double my revenue" NOT: "Double your revenue" 👉 5. Think of links as a door. People don't know what's on the other side so it's scary to click. Make it less scary for them. 👉 6. Focus on ONE action. Don't compete with your own CTA by making multiple asks. 👉 7. Lead with action verbs. THIS: "Unlock your marketing potential and download our free strategy guide" NOT: "Download our guide" 👉 8. Use an "If" statement. Weave a specific problem and solution into your CTA. Example: "If you're ready to maximize your profit and grow to 50k months working part-time hours, book a call with me to discuss what next steps would look like for you." 👉 9. Avoid generic phrases. Your CTA should work even if there was no other copy around it. Don't settle for "Click here," "Download now," "Submit," etc. 👉 10. Avoid hesitant language. Be more confident than "Let me know if you want it" or "If you need me..." 👉 11. No jargon or vague language. Address a specific problem using language your target audience uses. Don't say stuff like: "If you want to live your best life and step into your full potential..." 👉 12. No negative language. THIS: "Are you ready to lose 10-25 pounds of that menopause weight?" NOT: "Are you struggling to lose weight with menopause?" 👉 13. Write your CTA before you write anything else. It gives you a north star to guide the rest of your writing. 👉 14. Make sure your CTA includes two things: ✅ Why they should act ✅ Why they should do it NOW Want more useful tips like these? This week on LinkedIn I'll share: • How I turn newsletter subscribers into buyers • A formula you can use to strengthen your niche • How I'm growing my LinkedIn following 👉 Follow me and hit the 🔔 at the top right of my profile to turn on notifications so you don't miss those posts. Thanks for your interest!

Your CTAs are failing. Here’s how to fix them. Your Call to Action (CTA) is the final push that turns attention into action. But too many CTAs fall flat—vague, uninspired, or buried where no one notices them. Here’s the truth: A killer CTA doesn’t just ask for a click or a sign-up; it commands attention, creates urgency, and shows the value of taking action. 📝 Here are 8 principles for writing CTAs that actually convert: 1️⃣ Clarity Beats Cleverness Don’t confuse them—be direct. 💬 Before: “Learn More.” 💬 After: “Get Your Free Guide Now.” 2️⃣ Create a Sense of Urgency “Limited Time Offer” works for a reason. 💬 Example: “Act before midnight to save 50%.” 3️⃣ Make It Personal Talk directly to your audience. 💬 Example: “Your deal is waiting—claim it now.” 4️⃣ Highlight the Benefit Show what’s in it for them. 💬 Example: “Boost your productivity in just 10 minutes a day.” 5️⃣ Simplify the Action One clear step—no hurdles. 💬 Example: “Sign up with one click to get started.” 6️⃣ Place CTAs Strategically Put them where they can’t miss them. 💬 Tip: Above the fold, at the end of emails, and on landing pages. 7️⃣ Use Strong, Action-Oriented Verbs “Claim Your Deal” > “See the Offer.” 💬 Example: “Book Your Spot Today.” 8️⃣ Test, Refine, Repeat Learn what works and double down on it. 💬 Example: Test “Get Started Now” vs. “Start Your Free Trial Today.” ✨ The best CTAs are clear, bold, and deliver on their promise. 💬 Challenge: Take a look at your most recent campaign’s CTA. Does it inspire action or leave room for doubt? Share your favorite CTA tips or examples below—I’d love to hear them! ♻️ Share this post with your team and save it for future campaigns. ✅ Follow Tom Wanek for more actionable marketing insights to level up your campaigns today.

𝗪𝗵𝘆 "𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗦𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴?" Stories resonate. They create emotional connections and make you and your brand memorable. In a world where consumers are bombarded with information, a compelling story cuts through the noise. 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝗬𝗼𝘂𝗿 𝗪𝗵𝘆 Begin by understanding the core purpose of your product. What problem does it solve? Why does it matter? Your “why” is the foundation of your story. 𝗖𝗿𝗮𝗳𝘁 𝗮 𝗛𝗲𝗿𝗼’𝘀 𝗝𝗼𝘂𝗿𝗻𝗲𝘆 Think of your product as the hero in a journey. Identify the challenges your customers face and position your product as the solution. Show the transformation from struggle to success. 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁 𝗥𝗲𝗮𝗹 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝘀 Use testimonials and case studies to showcase real-life applications of your product. Share stories of customers who have benefited from your product, emphasizing the positive impact it has had on their lives. 𝗨𝘀𝗲 𝗩𝗶𝘀𝘂𝗮𝗹 𝗦𝘁𝗼𝗿𝘆𝘁𝗲𝗹𝗹𝗶𝗻𝗴 Combine your narrative with powerful visuals. Personalized graphics, videos, and infographics can bring your story to life and make it more engaging. 𝗖𝗿𝗲𝗮𝘁𝗲 𝗮 𝗖𝗼𝗻𝗻𝗲𝗰𝘁𝗶𝗼𝗻 Speak directly to your audience. Understand their needs and aspirations. Your story should reflect their journey and show that you understand and can meet their needs. 𝗖𝗮𝗹𝗹 𝘁𝗼 𝗔𝗰𝘁𝗶𝗼𝗻 End your story with a strong call to action. Encourage your audience to take the next step, whether it’s trying your product, signing up for a newsletter, or engaging with your brand on social media. With product storytelling, you can transform your marketing narrative and make your products unforgettable. It’s not just about what you sell; it’s about the story you tell.

The story is NOT the product. Or is it? I spend a lot of time crafting brand and product narratives. And while those stories mean A LOT to the marketers and founders who craft them. They're never going to mean as much to the customers who read them compared to the actual product. This is why strong narratives don't always sell products and why high-growth products don't always have strong narratives that they promote. Narratives matter. A lot. A strong brand or product narrative can give your entire marketing program a box to be creative within, a lane to swim fast, and a foundation to build strong messaging that resonates with your market. A strong narrative enables consistency, reach, fame, and association—the very drivers of effective brand and product marketing. And a strong narrative can create an emotional connection with your buyers that differentiates you from your competitors in a BIG way. Even still... I can align with your narrative top to bottom... I can learn from your narrative and become a smarter professional... I can even evangelize that same narrative with you... But unless that narrative leads to a product or service that I want and can afford, it's not going to be the boon of growth you think it is. The million dollar question then? How do you do both? How do you tell a compelling story that reaches, associates, evangelizes, and aligns but that also sells products? Simple. → Make the story the product ← Our job is not to CREATE a remarkable story about our product. Our job is to TELL the remarkable story about why we built our product in the first place. Big difference. If the narrative is the genesis (the origin story) of every product decision you made, and not just the sizzle and sparkle you bolted on at the end, then people who buy your story will also buy your product. Because story means product and product means story. We are not fictional fairytale authors who sprinkle sizzle and sparkle over our products so they fly off the shelves. We are non-fiction storytellers. Emphasis on "teller." I've done both. Creating narratives never works. You either dress it up and inflate expectations or dress it up and sound like an inauthentic, hyperbolic, manipulative, untrustworthy sycophant. Make your story the product, the product the story. And if that doesn't work... Work on the origin story part, because you probably need a better genesis for your product, not more sizzle and sparkle.