Showcase Your Company Values—They Matter to Your Customers
Consumers want to support brands that align with their beliefs. If your values aren't clearly stated, you miss the chance to connect with like-minded customers who care about more than just the product.
Dedicate a section on your About Us page to highlight your core values—whether it's sustainability, craftsmanship, transparency, or customer-first service. Keep it concise, authentic, and visually engaging. When people resonate with your values, they're more likely to become loyal advocates.
- Your About Us page gets less than 3% of total site traffic or has a bounce rate above 70%
- You see high cart abandonment rates (above 65%) but strong product page engagement, suggesting trust issues at checkout
- Your brand sells in competitive markets where customers have multiple options and need reasons beyond price to choose you
- You have clear company values but they're buried in footer links or scattered across different pages
- Your store generates over $50K monthly revenue where brand differentiation directly impacts customer lifetime value
Create a dedicated values section on your About Us page that builds trust and emotional connection with visitors.
- Content Structure: Write 3-4 core values with 1-2 sentences each explaining what they mean in practice. Keep total word count under 150 words to maintain engagement.
- Visual Design: In Shopify, add a new section to your About page template. Use a 2-column grid on desktop (switches to single column on mobile) with 40px spacing between value blocks.
- Implementation: Navigate to Online Store > Themes > Customize. Add a custom HTML section with this structure:
<div class="values-grid">
<div class="value-item">
<h4>Sustainability</h4>
<p>Every product uses recycled materials...</p>
</div>
</div>
- Styling: Use your brand's primary color for value headers, maintain 16px minimum font size for readability, and add subtle background colors or icons to make each value visually distinct.
- Timeline: Complete implementation takes 2-3 hours including content writing and design adjustments.
- About Us page engagement: Target 15-25% improvement in time on page and 10-15% reduction in bounce rate within 4 weeks
- Conversion impact: Track visitors who view About Us page before purchasing - expect 8-12% higher conversion rates for this segment
- Brand recall: Monitor customer service inquiries and reviews for mentions of your values - should increase 20-30% over 8 weeks
- Traffic flow: Watch for 5-10% increase in About Us to product page navigation using Google Analytics behavior flow reports
- AVOID: Writing generic corporate speak like "We value excellence and innovation." BEST PRACTICE: Be specific about how values show up in your products or service, like "We test every product for 6 months before launch."
- AVOID: Placing values at the bottom of a long About Us page where only 20% of visitors scroll. BEST PRACTICE: Position values in the first 2 screen heights for maximum visibility.
- AVOID: Using more than 4 values - this creates decision paralysis and dilutes your message. BEST PRACTICE: Focus on 3 core values that truly differentiate your brand.
- AVOID: Making values look like an afterthought with poor design or tiny text. BEST PRACTICE: Give values prominent visual treatment with consistent styling and adequate white space.
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