When creating a website, the About Us page is one of the first supporting pages you’ll likely design, regardless of the industry you’re in.
They may go by different labels—About, Story, Mission—but these types of pages generally serve the same key purpose: to be the page for a brand to say, “This is who we are.”
When a visitor wants to learn more about you or your business, the About page is the page they’ll look for.
Unfortunately, About Us pages are often treated as an obligation rather than an opportunity to build trust, tell your story, and share what makes you you.
What are About Us pages?
The problem with most About Us pages is that they’re an afterthought—a link buried at the bottom of a site that leads to a few hastily written paragraphs about a company.
What an About Us page should be is a goal-oriented sales page, one that focuses on highlighting the biggest selling points of your story and brand at the top of the page, making a strong first impression on curious customers
In Shopify’s customer trust research, we found that shoppers navigate to an About Us page to learn more about the brand and the people behind the products. Your About Page should address those two curiosities shoppers have to help with decision making.
Shoppers are also interested in a company’s mission. They’ll use the About Us page to determine if they share core values with the business and to decide if they want to shop with the business or not.
In contrast to a landing page, your About Us page is the ideal place to accommodate a number of objectives:
- Communicate the story of your business and why you started it.
- Describe the customers or the cause that your business serves.
- Explain your business model or how your products are made.
- Put a face to your business, featuring the founders or the people on your team.
- Incorporate persuasive content (e.g., an explainer video, data visualizations, links to blog posts) that might otherwise clutter your homepage.
In short, your About Us page is a home for your founding story, a place to show off your business wins, and a sales page that answers the most pressing question new customers have about your business, outside why they should buy your products:
Why should they buy from you?
21 About Us page examples
Your About Us page is going to be about you, but that doesn’t mean you can’t borrow some ideas from others, especially when it comes to structure and design.
The following are examples of different ways you can tackle your About Us page design.
1. Magic Spoon
When in doubt, start with a question. That’s exactly what Magic Spoon—a brand that creates healthy cereals for grownups—does with the introductory paragraph on its About Us page.
Want to take it to a level higher? Start your About page with a question that pulls on your audience’s emotions. The makers of Magic Spoon pose an effective first question that makes you think:
“Remember the carefree days of childhood, when you didn’t feel guilty about eating mountains of cereal with questionable nutrition?”
Additionally, don’t be afraid to use bright, fun colors on your About Us page (assuming they’re part of your brand identity) to make your brand more memorable. Now, where Magic Spoon really shines is its comparison chart. It doesn’t hold back on giving you a clear visual of how its cereal compares to the competition.
Plus, Magic Spoon’s copy is relatable to its audience. Why sound like a stiff corporate welcome packet when you don’t have to?
2. Oceanpark Swimwear
The name Oceanpark Swimwear immediately lets you know what it sells. This means its About Us page doesn’t have to rehash that same angle. Instead, it showcases the problem it solves with a series of quotes—a much more compelling start to an About Us page than “We sell swimwear.”
The swimwear brand adds relatability by including candid pictures of the founders and their dogs. And it elaborates on the story of how the brand came to life.
You can do the same with your brand—especially in the retail space. Tell the real story of how your product came to life. Share struggles, a-ha moments, and the key parts of the journey that got your brand where it is today. Candid storytelling is simple yet powerful marketing that’s as old as time.
Going along with the same storytelling theme, BRADY capitalizes on the effect that telling a story—with its own angle and personality—can create for a brand.
Everything on its About Us page—from the simple black-and-white format to the images—screams quality and innovation. As you craft your About Us story, consider infusing it with your brand personality by using different branding elements. Bonus points if you can sprinkle in reasons why your customers should trust your brand over others. To illustrate, BRADY states its focus is on producing the world’s “finest performance brand.”
BRADY’s About Us page goes on to explain why its valuable: “Our fabrics and materials fuse natural elements with cutting-edge technology. Designed with the body in mind.”
Do the same and your About Us page has already done half its job.
4. Bossy Cosmetics
Bossy Cosmetics’ About Us page takes a more traditional approach, with plenty of text. Yet what’s worth noting is that it sets the picture of its founder front and center.
The founder is an integral part of the brand’s origin story, so making her the star of the page works. Think about including additional elements that can strengthen your About Us page. Much like Bossy Cosmetics, this can be additions like:
- Brand-related Instagram posts
- A welcome YouTube video
- Links to partner charities and brands
- Pictures of your customers using your product
- Interactive timelines that show company milestones
When you craft your About page, you don’t have to forgo creativity for the sake of being “professional,” especially if that isn’t a value your brand stands for. What matters is that your brand is relatable to its target audience and meets them where they’re at.
Allbirds’ brilliant use of elements like background videos and quippy phrases to draw in its audience’s attention already make its About Us page that much more memorable. Scroll further and you’re met with a founder’s story, told in the third person.
While this approach can work, be careful not to sound too stiff and unrelatable. To counter that, Allbirds uses simple copy and puts a face with a name by including images of its founders.
Consider using animation to show instead of telling how your product comes together. Add an easy-to-skim three-step description of how your product stands out from the rest for some additional context.
6. Buck Mason
Buck Mason—a menswear brand—doesn’t shy away from images to showcase the soul and origins of its California roots. It’s a great example of how you can include visuals to tell a story and create a brand identity that goes beyond the usual wall of text.
One of the best parts of Buck Mason’s About Us page? Its CTA: “Come Have A Drink.” It’s relatable, it’s playful, and it sounds like its target audience.
Don’t ignore your CTA as a key part of your About Us page that can add to your brand identity. It’s a great opportunity to convey what your brand is all about.
7. Iya Foods
The clearer you can explain what you do—the problem your product solves—the better off you’ll be. Iya Foods nails it with its introductory sentence on its About page: “We re-imagine everyday foods made with better ingredients.”
As a heart-centered brand that cares about its global impact, Iya Foods emphasizes that key part of its brand in its mission statement. Describing your brand values and what you stand for is one of the best ways to reach your audience.
It’s key to remember that this approach doesn’t have to be boring. Add ingredients that showcase what makes your brand great.
Iya Foods effectively adds images, its social media links, and even the notable publications it’s been featured in, giving it plenty of credibility.
Chubbies capitalizes on two marketing strategies that add a ton of personality to its immediately memorable menswear brand:
- Excellent copywriting
- Dynamic pictures of real people wearing its apparel
The combination works because it does a great job of being relatable to the exact audience it’s trying to reach: men who like irreverence and fun, and who prioritize relaxation.
As you craft your perfect About Us page, work backward. Think of the three things your target audience values most. Then incorporate those values into your copy. Add imagery showcasing those values as a powerful add-on.
9. Milk Bar
Why tell a story with words when you can tell it with plenty of images and compelling behind-the-scenes footage of your production process? That’s exactly what bakery Milk Bar does as soon as you land on its colorful About Us page.
However, this doesn’t mean it completely ignores the fundamental components of an About Us page that makes it effective. Note that Milk Bar also includes:
- A list of charities it works with
- Where it’s been featured (The New York Times), for added credibility
- A short blurb on how it started and its team
10. Wild One
Sometimes simple works best. Like Wild One—a brand dedicated to making pet products—a clear and straightforward approach to what you do, who you do it for, and what problem you solve can do the trick.
Wild One does a great job of weaving the notion of “simplicity” throughout its copy and brand images. The clean approach to design with muted colors and short text help drive the point home. Much like Wild One, a simple approach to your About page might work best.
Don’t forget to include a CTA or contact form on your About Us page. If your audience is going out of its way to click on your About Us page, it’s likely they’ll want to opt in to your newsletter or even a first-time buyer coupon.
Wild One does this by offering a referral discount. Your About page can be about your audience just as much as it is about your brand. A special offer at the end can help with that.
11. BOOM! By Cindy Joseph
BOOM!’s straightforward approach to its About page works. Why? Because it’s designed for conversions. It clearly states who its product is designed for, what it values, and how the brand got started by solving a problem for aging women.
The biggest takeaway from BOOM!’s approach to its About Us page is that it sets a See Our Products CTA above the fold. It’s safe to assume this approach does a solid job of redirecting traffic to where it matters: its product pages.
Like BOOM!, try experimenting with your CTA. There’s no hard rule that says your CTA needs to live at the bottom of your About page. Consider placing it near the top as part of your introduction. Have it stand out like BOOM!’s fuchsia button by ensuring your call to action is hard to miss.
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As a brand that sells loungewear, Lunya puts craftsmanship at the forefront of what makes it different. One of the best ways to use your About Us page is to illustrate your brand’s value proposition.
Lunya uses a video to showcase its careful approach to detail, construction, and quality. This goes along with the “show don’t tell” strategy that can make an About Us page so powerful.
As your users scroll to the end, consider how valuable the “real estate” at the bottom of your About Us page is. Instead of creating a dead end by finishing your brand story or simply listing brand values, entice your audience to explore your products by linking to your best sellers. Use Lunya’s approach for inspiration.
13. Wild Fork
Wild Fork’s About Us page appeals to the senses. That makes sense considering it sells responsibility farmed meat.
But beyond mouth-watering meat, Wild Fork sells peace of mind as a healthy meat alternative for health-conscious consumers. And its About Us page does a great job of walking us through exactly how it does this by:
- Adding visual infographics of its meat’s farm-to-fork journey
- Including captioned video of its process
- Including pictures of its best cuts of meat
- Clearly stating the benefits of its product (convenience, variety, freshness)
Once you’re clear on your product offering, using a combination of different types of visuals can do a lot to drive the point home. Just like Wild Fork, don’t be afraid to mix and match visual elements to come up with an About Us page that captures attention in a way that’s unique to your brand.
4ocean’s About Us page puts its mission statement front and center. This approach can work well for a mission-driven brand that’s working toward a goal its audience can get behind.
4ocean’s plastic crisis mission is such a key part of why it creates accessories and apparel, it divides its About Us page into completely separate sections that go in depth on its operations, the Osborne Reef, and its impact on the environment. Much like 4ocean, consider splitting your About Us page into specific subpages and showcase your value proposition.
Scroll down the page: you can see the people running the business and photos of them fishing.
When website visitors visit the brand’s About Us page, they get all the information they need to determine whether to engage with the company or not.
Yeti takes storytelling to another level on its About page. Visitors can click through different stories about the brand’s sponsorships, like providing gear for Heroes and Horses. It also showcases stories about inspiring people from the outdoors scene, such as the story behind Mark Engler, a legendary fishing guide in the Colorado/New Mexico area.
Yeti tells its story. It also features key highlights about the brand that keeps visitors inspired and creates a good user experience. These summaries help showcase Yeti’s unique qualities and earn trust with potential customers.
16. 40 Colori
40 Colori is a great model for About Us pages for small businesses. It provides a nice company overview, including a How We Work to give site visitors an inside look at operations. 40 Colori’s page holds promise to readers, telling a coherent story that increases trust and transparency.
Its summary explains who the company is, its brand values, and how it differs from other Italian menswear brands. The copywriting is clear and straightforward, which makes 40 Colori sound credible and friendly.
The MVMT About Us page makes use of sections to tell different parts of its story.
It centers on the company’s two co-founders, who dropped out of college, and includes photos of them to put a face to their names before getting into their product promise and finally their company philosophy.
But what’s worth noting about the website design here is that you can break it down into three sections you can also use to organize your own About Us page:
- Who you are
- What you sell
- Why you do it
18. Marie Forleo
Marie Forleo structures her About page like a long-form letter to the reader. It tells her story in the format of a condensed autobiography before refocusing on the reader with a section aptly titled “Which brings me to you.”
For entrepreneurs who have a personal brand that goes with their business, this style of About Us page might be better. You can treat your business as one important chapter in a much larger series of stories, starting at the beginning and ending where your ideal reader is introduced as a character.
The essence of a brand can be found in the feelings and meaning its name evokes. So another good place to start your story is with why your business bears a certain name.
Cotopaxi takes this approach by explaining the personal relevance the brand name has for its founders, before continuing to tell the rest of their story through the actions they’ve taken in building the business and pursuing their cause.
20. WP Standard
WP Standard’s About Us page is almost like a look book with a minimal amount of copy or details about its origin. Instead, the story is told through a video, imagery, and sparse copy that summons the idea of resilience, exploration, and embracing the essential.
In a way, its About Us page is more of an “about the customer” page that casts shoppers as the exploring protagonists in its video before bringing it back to its promise as a company.
It’s a departure from the copy-driven pages we covered above, but it works in the favour of WP Standard as a brand of few words, or for brands that want to say a lot by saying very little.
Mailchimp’s About Us page expresses the brand’s commitment to small businesses and community. It kicks off with an overview of the founders’ story, showcasing their 20 years of experience in web design and email.
The page continues to explain Mailchimps’ company culture. Here it discusses Mailchimp’s commitment to learning and educating employees about small businesses so that each employee it hires is a perfect addition to the team.
One element that stands out on Mailchimp’s About Us page is its section on corporate citizenship. You’ll learn how the brand invested over $12 million through Big Change Starts Small to help get small businesses off the ground and running, plus, how it works with local organizations and universities to create positive social impact in its hometown of Atlanta.
Overall, Mailchimp’s About Us is real, honest, and shows how it stands by its mission to support small businesses in real life and online.
How to write an About Us page, step by step
The best About Us pages accomplish their goals through telling a story about a brand.
Every story needs a protagonist, and so does every About Us page.
In some cases, that might be you or your founding team. In others, you might treat your business as its own character with a distinct story.
Either way, stories are all about representing change—starting in one place and ending up in another—which is something your About Us page should also do as visitors scroll through it.
You can craft a narrative for your About Us page by using the following formula:
- Set the scene. Introduce the characters or setting, and establish the status quo or “the way things were” for you, your target customer, or your industry.
- Introduce the problem. Describe the problem that called you (the main character) to act.
- Rise to the challenge. Explain how you set out to find a solution (i.e., start your business) and the obstacles you faced along the way.
- Arrive at a solution. Share details of how your business is pursuing its purpose and the milestones you’ve hit.
- Envision what’s next. Paint a picture of the future for your company or state its mission and goals.
Here are some other components you might want to incorporate into your About Us page, not only to flesh out your narrative but to define your brand and communicate your company’s reason for being to customers.
Your business model
For some companies, their business model is their unique value proposition and can be a selling point that’s worth including on their About Us page.
Some examples of this might include:
- How you cut out the middleman and pass the savings on to customers.
- Where you source the materials for your product (e.g., manufacturing in a specific country or by providing jobs to a certain community).
- A breakdown of the portion of your revenue that goes to a charity.
If transparency might strengthen your brand, your About Us page is a good opportunity to summarize your supply chain, how your business works, and your company’s history, and relate that back to the mission that drives you.
This is often accomplished with an illustration or infographic that presents your business model in an easy-to-digest manner, like this one used by Taaluma Totes that explains how it sources materials for its products and how donations help support the country of origin.
Press mentions, testimonials, awards
Reviews, press mentions, or user-generated content can be included on your About Us page to share how you’re impacting your customers or your industry.
There are a variety of ways to integrate social proof into your About Us page, from embedding Instagram galleries of customer content to featuring the logos of publications that have covered you to highlighting a quote you lifted from a customer review.
Press mentions, awards, and other wins are common examples of milestones that can be used to help tell the middle of your story.
Numbers give you credibility, especially if you’re illustrating a problem you’re trying to solve or the progress you’ve made as a business (e.g., number of items sold or years you’ve been in business).
Consider the stats you can use on your About Us page to make a point about your company mission or to quantify your impact as a business.
Whether you’re explaining the industry problem that comes up early in your story or highlighting the milestones at your story’s climax, tying eye-catching figures into your narrative can help you communicate your message more effectively.
An introduction to your team
Putting a face to your brand helps to humanize it, communicate your company culture, and shine a light on the people who power your business.
Even if you only highlight the founders, your About Us page can be a chance to build your personal brand and share how your story and experience makes you and your company a good fit to serve your market.
A video or gallery of photos
If you can, you should mix up the media on your About Us page to add variety and break up the text in your page design.
At the very least, you can include high-quality behind-the-scenes photos that pull back the curtain and give visitors a glimpse into your business. Or, if you’ve invested in digital marketing assets like videos or case studies, your About Us page is a good home for them as well.
Social media links and calls to action
Your About Us page can also be used to funnel visitors to other web pages or online presences, whether it’s a blog post or social profile. If you’re an ecommerce brand, you’ll want to point people toward your best visual content on TikTok or Instagram. If you’re a freelancer, a link to your LinkedIn profile could help build credibility with a potential client.
Be sure to incorporate any relevant CTA links into your copy and think about how you can continue the visitor’s journey by encouraging them to:
- Follow your social accounts
- Opt into your email list
- Check out your products
- Apply for a job at your company
- Read your blog
About Us page templates
Keep in mind that writing your actual copy in the first person (e.g., I, we) will help build a more personal connection with your target audience. Your About Us page is about you, so don’t shy away from that.
Hit the following points and you should have the structure for a story (not necessarily the copy you’ll use) that you can incorporate into your About Us page narrative.
[FOUNDERS] started [COMPANY] because [EXPLAIN PROBLEM IN YOUR INDUSTRY].
That’s why [DESCRIBE JOURNEY TO SOLUTION].
Along the way, [SHARE MILESTONES AND WINS].
We want to be [STATE YOUR MISSION GOING FORWARD].
Some other inspiring templates to check out are:
However, a story is just the start. A good About Us page doesn’t just tell the story behind a company—it shows it.
Many ecommerce website builders will include an About Us page in your starter template. For example, Shopify’s Parallax theme provides an About Us page template you can copy and paste your story into.
If you’re genuinely stuck on an About page, you may be tempted to use a paid or free About page generator. The problem is, no generator can create the story behind your business. About Us pages are unique to your business and should be written with consideration in mind.
Another option is to use the About Us page templates above. If you’re strapped for time or just can’t find the words, hire a copywriter. They’ll be able to interview you and your team members and write a beautiful About Us page for your business you can use to connect with potential customers.
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Building trust with your About Us page
When you’re starting out, it might seem like there’s not an awful lot to say on your About Us page.
But if you have a point of view and know why you’re doing what you do in service of your customers, you have enough to start with. You can expand upon what milestones you’ve crossed as you grow, improving your About Us page over time.
And for those who are already well into their own story, it might be worth taking a look at your analytics to see if new visitors are regularly stopping by your About Us page.
Maybe it’s time to take another pass at it and start treating your About Us page like the valuable online asset for your business it’s meant to be.
Illustration by Alice Mollon
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About Us page FAQ
What is an About Us page?
Your about page introduces you to your customers. Share who you are, why you started the brand, your vision and mission, and how you plan to grow. Treat your About page like your store’s résumé, and make sure it’s updated at all times. The more you share about yourself, the closer your customers will feel to your brand.
How do I write an About Us page?
- Set the scene by introducing the characters and status quo.
- Introduce the problem that caused you to act.
- Explain how you found a solution and the challenges you faced.
- Share the milestones your business has hit.
- Describe the future for your company or state its mission and goals.
Why do websites have About Us content?
While you don’t technically need an About Us page, it’s definitely a good idea. About Us content is a way for customers to learn about you and create a sense of trust in your brand. If they feel connected to you and your brand, they’ll be more willing to purchase your products.
How do you add an About page in Shopify?
Log in to your Shopify admin dashboard and click on “Online store” from the left hand side menu. Click on “Add page,” create your content there, and name the page ‘“About.” Save the page and then add it to your menu.