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At the core of every successful business lies the strong bondage between the company itself and its customers. The question is, how do you create that bondage? For online businesses, this relationship begins when a visitor shows interest in what your store offers and becomes a buyer.
According to a survey by Komarketing, more than half (52%) of the respondents said they would visit an online store's About Us page first before any other page.
More than 52% of respondents chose the About Us page over testimonials, marketing collateral, or even blogs to be their first destination when visiting an online store.
The About Us page is an essential digital asset and one of the most visited pages of your website. It directly deals with the consumer and helps them to learn more about your brand and how your product can solve their situation.
In this article, we’ll demonstrate how you can utilize the marketing power of the Shopify About Us page and discover helpful practices to create an impressive one to put your brand forward in the best light.
A Shopify About Us page is where you show your brand authenticity to potential customers by clearly presenting your business and answering all the critical questions that visitors to your website might have.
One important thing to remember is that your About Us page should not focus solely on your company. What does this mean?
At the bare minimum, your Shopify About Us page has to emphasize who your target customers are, what they are interested in or concerned about, and how your business provides them with a solution to their specific situation. It should be customer-centric–secure relationships with customers, instill trust, and give them a reason to buy.
Take CORPUS NATURALS, a natural skincare brand from the U.S., as an example. The brand clearly states all the different aspects and elements that make its brand authentically and uniquely “natural”. From all the information presented on CORPUS’ Shopify About Us page, potential customers could instantly see how the brand relates to them and solve their pain points regarding vegan-plant-based skincare products.
CORPUS bases its whole business on finding solutions and products that go beyond expectations of what the ordinary traditional “natural” skincare stands for
In short, here’s how you can write a good About Us page on Shopify - answer these question:
So, does your Shopify business need an About Us page? With all the things said above, yes, you do need one. Here’s more specific why:
Firstly, the About Us page plays a vital role in creating a foundation of credibility and likeability that encourage potential customers to take action - buy your product.
Imagine your brand as a person. Generally, people can’t make secure relationships if they aren’t allowed to get to know each other well at the beginning. The same applies to how visitors turn into potential buyers and later become brand-loyal customers. They visit the brand’s website, learn about it, feel a liking to it (or even fall in love with it), and then decide to purchase its product.
Secondly, the About Us page also creates a human touch to your business. By incorporating information about your people on the About Us page - attaching faces, names, and bios to your product and services - you are reassuring customers that decent people are working behind the brand’s solution.
Lastly, the About Us page helps customers narrow their options and determine if they will shop from you.
Let’s say Angelina wants to buy an organic skincare product. She is considering two brands. Brand number one showcases itself as a top-notch luxurious brand in the industry, while brand number two prides itself on natural skincare and sustainable solutions for the community. Chances are, Angelina would find an instant click with the latter brand.
There are a few steps to creating a Shopify About Us page. Follow our below guide:
1. Log into your Shopify account and go to Online Store > Pages on your Shopify admin dashboard.
2. Click on the Add page button to create a new Shopify page.
3. Edit the content of your About Us page.
Don’t forget to hit Save once you’re done editing the content of your Shopify About Us page.
4. Add your newly created Shopify About Us page to the website’s menu.
To publish your new About Us page and enable customers to see and navigate it, you must create navigation to the page on your website.
Firstly, go to Navigation in your Online Store dashboard. Then, click on the Main menu to include your About Us page as a menu item of the Main menu.
When adding a menu item, you’ll need to type in your About Us page’s Name (the name you want to appear in the menu) and select the Link of the page you’d like customers to navigate to.
Note that you can choose an internal or external link for your About Us page. Click Add once you’re done.
Lastly, don’t forget to hit the Save menu button to complete this step.
Voila, we have just guided you through all the steps to create an About Us page on Shopify.
Check Shopify’s tutorial on how to create an effective About Us page.
We’ve discussed the basics and how you can create a standard Shopify About Us page in the above sections. However, if you want to use the About Us page to make an impression with your audience and truly captivate potential customers, it’s time to level up the game with a page builder.
GemPages page builder helps you take control of your page design and craft your own customized About Us pages without knowing anything about coding. You can easily drag and drop all the design elements onto your page and tell an authentic brand story with videos, stunning visuals, and testimonials.
It’s easy, satisfying, effective, and time-saving. Here’s an example of how you can create a memorable About Us page using GemPages:
1. Create a new page in your GemPages dashboard
In your GemPages dashboard, click on Create New.
Next, choose a page type in the drop-down menu. To create an About Us page, select Landing Page.
Note: You can create other page types by clicking on More Types. See different pages you can create using GemPages.
Also, read this article and learn more about how to build a striking landing page.
2. Choose a template to build your About Us page
Choose from GemPages' extensive library of ready-made templates built for any industry or any purpose to get selling faster.
Browse through the GemPages templates library and pick one that catches your eye.
Hover on the template and hit Preview to see the template in action before selecting. Hit Start Editing to apply the template and GemPages will start creating your new page.
3. Drag and drop your elements to craft a stunning About Us page for your brand
After a split second, you will see the new page in the Editor, ready to work.
Check this article and learn more about how to create a new page in GemPages.
You may need some inspiration to take the next step and create an awesome About Us page. We have some exciting examples of how GemPages’ customers have been able to build impressive About Us pages and showcase them on their brand’s websites. Let's take a tour of these original pages!
Meet our trendy and comfy fashion brand - Lucy & Yak! The brand’s About Us page is an example of what we call ‘Make it unique and authentic’. Lucy & Yak stands out amongst all competitors with their visualized brand story of how owner Lucy and Chris, with their Yak, embarked on an incredible journey selling their fashionable iconic dungarees over the five years since the brand ever started.
We say the brand topped the job crafting an enthralling About Us page. Firstly, it’s not a page with chunks of long text, and secondly, it’s a whole page with creative illustrations that keep any potential customer interested in what the brand is all about! Once engaged in Lucy & Yak’s story, we feel the energetic vibration and fall in love with the brand’s authenticity.
Lesson? Photos, videos, animations, quotes, and even links could all play an essential role in enhancing your brand tale and motivating customers to move further on the customer journey from your About Us page. More often than not, a bold move toward creativity can easily win you the game.
Lucy & Yak demonstrated a brand story that set them apart from the competition on their About Us page. Truly inspiring and strongly vibrant - we fell instantly for them!
Here’s another fashion brand that nailed their About Us page, but with a different vibe. ‘Bold. Elegant. Timeless’ are the values Topaz claims to represent on their website.
A professional About Us page that is minimalistic yet powerful. The brand successfully created a story flow to capture the attention of any potential customer:
Attractive hero banners
Topaz Boutique Swimwear brought about a sensation that speaks loudly for the brand, just as CEO/ fashion designer Natasha Rose stated in her personal story: “My story is one of perseverance, ambition, and sheer will”.
Topaz Boutique Swimwear’s About Us page.
Topaz Boutique Swimwear’s About Us page.
Topaz Boutique Swimwear’s About Us page.
Topaz Boutique Swimwear’s About Us page.
POPBAE is one fashion brand that gets the customers right to the matter:
We are POPBAE - No need to wait bae, just choose it.
Their About Us page appears as glimpses of the various fashionable assets they offer customers. Fresh, healthy with a fantastic life - the brand explains its core values as you scroll the page.
POPBAE’s About Us page is designed like a magazine covering various aspects of the lifestyle of its target audience. You can even see the CTA at the end of the page to call potential customers to follow their social media of 4K+ followers.
So simple yet smart. We say that each brand can make a twist, do something different, and add some spice to how they present themselves on the About Us page!
Let's look at some of the GemPages' About Us page templates that would not only please you but also make your customers fall in love with your brand.
This About Us page template is beautifully designed with a touch of professionalism and sophistication. As green and organic as it appears, the page template has all the critical sections of an outstanding About Us page: the story, who we are, and what we do (our mission & vision).
Even better, there's a section for testimonials, benefit and certificate statements, and a new collection feature with CTA to invite customers to 'Shop Now'.
The template is a win for any brand that wants to showcase itself brilliantly, effectively, and outstandingly on the About Us page.
The GemPages’ Skincare About Us page template hits the spot for any elegantly designed and high-converting Shopify About Us page
This About Us page template is simple yet efficient, incorporating all the best elements. Not only does the page template help you to tell the brand story, but it also features your unique product collection and invites potential customers to take action and purchase products right away from the About Us page.
Moreover, the design includes the following:
In a nutshell, the template is easy to apply and has everything a brand needs to create a trustworthy and dynamic impression on its shoppers.
The GemPages’ Apparel & Accessories - Sporting Goods About Us page template is how you can craft a memorable brand story and convert visitors into customers, simultaneously
Here's an About Us page template that brings some spark to your brand story. As customers visit the page, he embarks on a journey of how the brand started, how the product was made, product quality statements and numbers, and an inspiring video of how the brand voices its vision and mission.
Also, as you scroll down the page, there's a contact form section for interested customers to connect with the brand. Awesome!
Overall, we use three words to describe the Food & Drink template: warm, lively, and trustworthy.
The GemPages’ Food & Drink About Us page template covers all the essential elements of a heartwarming, impressive About Us page!
There are a few things customers pay attention to when deciding whether you’re the right brand for them. Many counts, however, it is vital for them to feel connected and motivated by what your brand offers as a solution to their problem or needs.
Customers need to feel secure to begin to trust you. This translates into how well you show the visitors to your website, or, to be more specific, potential customers glaring for information on your About Us page - that you thoroughly care about them and understand their problems. In one sentence, you should make the content on your About Us page customer-centric.
Here are a few suggestions on how you can nail this:
La Tierra Sagrada Hair made an impression with the story of how founder Stefani embarked on finding natural hair care products for not just herself but people in the community struggling with the same issue as her. And the best part is the support and encouragement she got from the community - her brand’s About Us page customer reviews.
Stefani made an appearance on the brand’s About Us page with her personal inspiring story. As a bonus tip and trick, we see how a customer review section can make one’s brand story stand out and become lively.
Aside from telling an authentic story of the brand, it’s also vital to define your mission and vision clearly. According to a Zeno survey on the power of purpose, it’s concluded that if customers see that a brand has a strong mission and vision statement, they are:
Skin Matter voiced out their passion for natural skincare products and ingredients that speak for themselves:
“SKIN MATTER stands for environmentally responsible and naturally efficient skincare & self-care products for modern people. Buzz words like “clean beauty” or “green beauty” do not stop at better ingredients and formulations, that is a much broader concept that begins with ingredients and production, but also includes sustainable packaging and responsible distribution.”
Well-said and powerfully stated!
Skin Matter’s About Us page focuses on the brand's drive towards organic skincare and sustainability.
Since your customers are humans (we all are), it’s wise to showcase the real people’s faces behind your product or service to enhance brand trust and credibility.
Consider featuring your whole team (if you are a small business) or your brand’s key persons (maybe different teams) with photographs, short bios, and videos to make your business more authentic and human to the customers.
You can also help buyers to contact a specific team or person in your business by including contact information.
Meet Kokada, a company dedicated to healthy and organic snacks, and the team behind the business. Kudos to how the brand creatively showed their humans and deliciously demonstrated ways humans can eat their product. Yummy!
Kokada nailed their About Us page with a warm faces-behind-the-business section. Furthermore, they brilliantly managed to use the section for a customer recommendation - ‘Favorite Way To Eat Kokada’.
The About Us page should be the place you wow customers. So it’s a good idea to showcase your business’ impressive numbers and achievements. According to Business.com, here’s what you can feature:
And so on
Take Snow Fox Skincare as an example of how a brand sound solid on their About Us page.
Accompanied by the strong statement of CEO Phoebe Song are solid certifications and numbers that prove the brand’s trustworthiness and professionalism.
Your About Us page should lead customers to action once they’re done reading or absorbing the information you’ve provided on the page (or certain sections of the page).
In other words, utilize the power of CTAs and move customers further along the buyer’s journey when they’re on your About Us page. Ask customers to
And so many more!
L’Atelier has a contact form section at the bottom of their About Us page. The brand even lets out a space for customers to ask questions or leave any messages on the contact form. Awesome!
Encourage customers to take action with CTAs. Here’s an example of how L’Atelier gets in touch with potential customers on their About Us page.
Voila! You are now fully prepped with the ultimate A - Z guide on Shopify About Us pages (with all the essential knowledge, steps, tricks, and even inspiration to create one efficiently).
After all, a well-thought-out About Us page will help put your business in the best light possible - attract customers and motivate them to move further in the customer journey.
So, what are you waiting for? Let’s get into the work and create an awesome Shopify About Us page for your brand right now!