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1. Keep your design simple.
Limit the use of fonts, colors, and GIFs that can be distracting and take your eye away from the actual content of the web page. Short paragraphs and bullet points make information clearer and more likely to be read. Ian Lurie, CEO of Internet marketing company Portent Inc. recommends keeping paragraphs shorter than six lines.

This is especially important when it comes to mobile responsiveness, which is a major factor in how websites rank in Google’s algorithm. The better a website’s ranking, the higher it’ll appear on the search engine results page (SERP). If a competitor is mobile-friendly and your website isn’t, you could slide further down in your customers’ search results.

2. Get personal.
Just as brick-and-mortar stores invest heavily in their storefronts to represent their brand image, e-commerce retailers must create high-quality online experiences that match brand perceptions, Tom Lounibos, co-founder of SOASTA, told Business News Daily.

To that end, your About Us page should not be a dry block of text about your business. Emily Brackett, president of design and branding firm Visible Logic, recommends including a good photo of you or your team to make the experience more personal for your customers.

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