Consumers aren't just buying products—they're buying into brands. Many users consider a company's values, mission, and ethics before making a purchase. If your brand story isn't highlighted, you may miss out on value-driven buyers.
Adding a "Who We Are & What We Stand For" section low on the page helps reinforce your brand's mission, sustainability efforts, ethical sourcing, or community involvement. When users connect with your values, they're more likely to trust and support your brand.
This manifesto applies if you're seeing these signals in your store:
- Cart abandonment rates above 70% or users dropping off after viewing products but not converting
- Low average order values (under $75) despite selling premium or purpose-driven products
- High traffic from social media or content marketing but conversion rates below 2.5%
- Your brand has sustainability, ethical sourcing, or community impact initiatives that aren't prominently featured
- Store receives 1,000+ monthly visitors on Shopify, WooCommerce, or similar platforms with customizable landing pages
Add a dedicated brand values section to your landing pages using these steps:
- Shopify Setup: Navigate to Online Store > Themes > Customize. Add a new "Custom Content" section 2/3 down your landing page, above the footer but below product showcases.
- Content Structure: Create a 3-column layout: left column for mission statement (150-200 words), center for key values icons with brief descriptions, right for impact metrics or certifications.
- Visual Specifications: Use 1200px max width, 60px vertical padding, background color that contrasts with main page (light gray or brand secondary). Include 2-3 high-quality lifestyle images showing your values in action.
- Mobile Optimization: Stack columns vertically on screens under 768px. Reduce text by 30% and use larger touch-friendly icons (minimum 44px).
- Technical Implementation: Use semantic HTML with proper headings (H2 for section, H3 for value pillars). Add schema markup for organization details to boost SEO.
<section class="brand-values" style="padding: 60px 20px; background: #f8f9fa;">
<div class="container" style="max-width: 1200px; margin: 0 auto;">
<h2>What We Stand For</h2>
<div class="values-grid" style="display: grid; grid-template-columns: 1fr 1fr 1fr; gap: 40px;">
<!-- Your value propositions here -->
</div>
</div>
</section>
Timeline: 2-3 hours for content creation, 3-4 hours for design and implementation.
Track these metrics to measure the impact of your brand values section:
- Page scroll depth: Expect 15-25% increase in users scrolling to your values section within 2-3 weeks
- Time on page: Look for 20-30% increase in average session duration on landing pages
- Conversion rate lift: Monitor for 0.3-0.8% improvement in landing page conversion rates over 4-6 weeks
- Brand engagement: Track 10-20% increase in social media follows or newsletter signups from landing pages
- AVOID: Placing brand values above the fold or before product benefits - users need to understand what you sell first. BEST PRACTICE: Position values section after product showcase but before testimonials.
- AVOID: Using generic stock photos or corporate buzzwords like "innovative" or "customer-centric." BEST PRACTICE: Show real behind-the-scenes content and specific impact numbers.
- AVOID: Making the section longer than 400 words total - users scan quickly. BEST PRACTICE: Use bullet points, icons, and digestible chunks under 50 words each.
- AVOID: Inconsistent messaging between your values section and product descriptions. BEST PRACTICE: Audit all page copy to ensure brand voice alignment across touchpoints.
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