How to Create an Impressive Shopify About Us Page? (+Examples & Templates)

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.

To get customers’ impressions and interest, creating an About Us page is a fundamental step, as it is frequently accessed when customers first enter a website. The About Us page directly deals with the consumer and helps them to learn more about your brand and how your product can solve their situation.

In this GemPages 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.

Learn more: Shopify Tutorial: Everything For Success [2024]

What Is A Shopify About Us Page?

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.

Learn more: Website Branding in eCommerce — a Complete Guide + Examples & Best Practices [2024]

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:

• Who you are: Portray your business in the most authentic way possible. Tell your brand story, motivation, mission, and values. Denote precisely what you stand for and how that correlates with your target audience. Most importantly, don’t be afraid to show human faces behind your product or service.
• What you sell & How you make your products or services: Tell potential customers about your product (or service) and how they are made. You can go further and define your business model.
• Why customers should buy from you: Describe your target audience and prove how you can solve their problem by providing them with the right solution - your product. Illustrate one with sound quality, attention to detail, and effort put into perfection.
• Incorporate evidence: Display numbers, videos, infographics, and any data that might support your above points. Persuade customers that your product is the solution they’ve been seeking.

Why Do You Need A Shopify About Us Page?

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:

• To establish trust and credibility with visitors

The About Us page plays a vital role in creating a foundation of credibility and likeability that encourages 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.

Pro tip: Personalize your product to make it unique on the big market. Personalization is the key to delighting your customers.

• To humanize your website to viewers

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.

• To help customers in the decision-making process

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 after looking through the About Us page.

Learn more: Transforming Words into Wealth: 10 copywriting hacks for the best conversion

How to Create an About Us Page on Shopify?

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.

• The page title: The name of the page and how it will show in your menu on the website;
• The page content: The content that you want to display on your About Us page;
• Visibility: The status of your page - you can choose whether customers can view the page or not (Visible or Hidden);
• Theme template: If you have a template you’re applying for your store (or a few pages), set it to be your Shopify About Us page template for brand image and display consistency;
• Search engine listing preview: Add your About Us page meta description to help visitors see the page’s description in their search results.

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.

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How to Create An About Us Page on Shopify with GemPages?

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 with no 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.

Here’s how you can create an impressive About Us page using GemPages:

1. Create a new page in your GemPages dashboard

In your GemPages dashboard, click on Create new page.

To create an About Us page, select About Page. There are already page templates for you to choose from depending on your needs, where you can start an instant About Us page for your store. Otherwise, you can create your own About Us page to your liking with “Start from scratch”.

Tip: You can create other page types by using different templates that GemPages offers. See different pages you can create using GemPages or how to create a striking landing page that sells with GemPages.

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

Click the “Select” button for the About page template that fits your brand, and you will see the new page in the Editor, ready to work. You can start designing your stunning About Us page effortlessly with all the high-converting elements.

Learn more: How to create a new page in GemPages.

Customize your Shopify store pages your way

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Examples of Shopify About Us Pages to Talk about Your Brand

You may need some inspiration to take the next step and create an awesome About Us page. We have some exciting examples of stores that created impressive About Us pages and showcase them on their brand’s websites. Let's take a tour of these original pages!

1. Lucy & Yak

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 a boutique 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!

Pro tip: Not only the About Us Page, Shopify Blog is also a place for you to share more deeply about your brand story. Don't miss this channel. Writing a blog post for SEO or designing a blog page with a high-converting theme are extremely effective ways.

2. Topaz Boutique Swimwear

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:

• CEO/ fashion designer Natasha Rose’s footage and work images
• A brand story that speaks volumes about how Rose started her passion for fashion and strived toward the unique Topaz Swimsuit
• Brand awards for Best New Swimwear Brand of the Year and so many more
• And finally - a section to feature her best products at the end of the page with CTAs to encourage customers to make purchases

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.

3. POPBAE

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 a good example of a brief about us for clothing brands, glimpsing 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!

4. Murad

Murad is a famous cosmetics brand that has started their journey since 1989. They have dedicated years in experimenting and producing high quality cosmetic products. This turned into their unique selling point, which they wanted to highlight in their About Us page. 

Murad created another way to say about us by showcasing their significant achievements. This approach not only gives website visitors the closest view of who this brand is and what services it provides, but also impresses with its long history of development and achievements presented in an appealing interface.

Murad's About Us page also features Dr. Murad's famous quote “Skincare is not superficial because it is healthcare. When you have beautiful skin it is a sign that you have a healthy body and mind.”, conveying the brand's powerful message to visitors.

Pro tip: Landing on Murad’s homepage, visitors will firstly be notified with the store’s email popup box. it’s a must-have element for any Shopify store.

5. Magic Spoon

Unlike other brands that focus on elegance and simplicity, Magic Spoon provides different types of cereal, so they aim to bring a closer and more friendly look as their products appear in everyday meals. 

Magic Spoon’s About Us page was designed as a message directly from their founders Greg and Gabi, sharing their journey with cereal and Magic Spoon. The portraits of the two founders were drawn along with the cereal wallpaper to create a feeling of closeness. 

This is a creative and novel way to communicate with visitors, while proving that “real people” are right there behind the website to bring their best products to customers. Not flashy and no need to put too much information on the About Us page, Magic Spoon can still develop a lasting impression on viewers.

6. Bossy Cosmetics

Bossy Cosmetics' About Us page adopts a more classic style, featuring a substantial amount of text. Notably, it prominently showcases the founder, highlighting her significance in the brand’s story.

Since the founder plays a crucial role in the brand's origins, emphasizing her on this page is effective. Consider incorporating additional elements like a welcome video on YouTube and links to affiliated charities and certifications, as Bossy does, to enhance your About Us page.

When creating your About page, prioritize creativity over strict professionalism, especially if professionalism isn't a core value of your brand. The key is to ensure that your brand resonates with its target audience and connects with them on their level.

7. Allbirds

Allbirds effectively captivates its audience with engaging elements like background videos and witty phrases, making its About Us page particularly memorable. As you scroll down, you encounter the founder's story presented in the third person.

While this method can be effective, it’s important to avoid sounding overly formal or distant. To counter this, Allbirds employs straightforward web copy and personalizes the narrative by including images of its founders.

Consider incorporating animations to visually demonstrate how your product is created rather than simply describing it. Additionally, provide a concise, easy-to-read overview of what makes your product unique for added context.

8. Chubbies

Chubbies effectively employs two marketing strategies that infuse its instantly recognizable menswear brand with personality:

• Strong eCommerce copywriting
• Vibrant images of real individuals sporting its clothing

This blend resonates well with its target demographic—men who appreciate a lighthearted, fun approach and prioritize comfort.

When creating your ideal About Us page, start by considering the three key values your target audience holds dear. Integrate those values into your text and include visuals that exemplify those principles for added impact.

9. BOOM! by Cindy Joseph

BOOM!’s direct strategy for its About page is effective because it focuses on conversions. The page clearly identifies its target audience, outlines its core values, and shares how the brand originated by addressing a challenge faced by aging women.

The key takeaway from BOOM!’s strategy is its prominent placement of a "See Our Products" call-to-action (CTA) near the top of the page. This tactic likely proves effective in guiding shoppers to its product pages.

Like BOOM!, consider testing different placements for your CTA. There's no rule stating that your CTA must be located at the bottom of your About page. Instead, think about positioning it at the beginning as part of your introduction, ensuring that it stands out and is easily noticeable.

10. 4ocean

4ocean’s About Us page prominently features its mission statement, which is particularly effective for a brand focused on a cause that resonates with its audience. Visitors are welcomed with a full-width video that shares the founders’ story and articulates the mission in their own words.

The brand’s plan to address the plastic crisis is central to its development of accessories and apparel. 4ocean organizes its About Us page into distinct sections that provide detailed insights into its operations, the Osborne Reef, and its environmental impact. 

Similarly, consider dividing your About Us page into dedicated subpages to highlight your value proposition for maximum effect.

Shopify About Us Page Templates Designed by GemPages

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.

The Skincare About Us Page

This About Us template Shopify 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

The Food & Drink About Us Page Template

Here's a Shopify About Us page template that brings some spark to your brand story. As a customer visits 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!

Learn more: The A-Z Guide on How to Add Video to Shopify Product Page

The Furniture About Us Page Template

GemPages’ About Us page for interior stores highlights the hard work the product design team puts into making their goods. From a catchy video, value and belief to quoted testimonials, team information, images of the making process, everything you need to show the true self of who your brand is.

Not only furniture sellers but also handmade businesses may also find this template useful as it concentrates on describing the meticulousness of each item before reaching the customer. Simply drag and drop your brand's images and products, rewrite your story and fill in the numbers, you will instantly have your brand's own unique About Us page.

Not ready to commit but still want to kick the tires?

No problem! Get started with GemPages' free plan. Explore wonderful features that can do wonders for your store.

Start for free

How to Write A Successful About Us Page (+Examples)

1. Start with a Stunning Page

First impressions matter, especially on your "About Us" page. Make it visually engaging and captivating from the start to keep visitors interested. A beautifully designed page not only grabs attention but also reflects the quality and dedication behind your brand.

One of the easiest ways to create a compelling "About Us" page is by using high-converting templates that are already half-done for you. 

Pro tip: With GemPages, Shopify merchants have access to over 200 CRO (Conversion Rate Optimization) templates tailored for various niches. These templates simplify the design process, allowing you to focus on telling your story while showcasing your brand in the best possible light.

Here’s how to make the most of a visually stunning "About Us" page:

• Select a template that suits your brand’s personality and aligns with your niche.
• Use visuals that resonate with your audience, such as team photos, product images, or behind-the-scenes shots.
• Incorporate strategic design elements, like bold headlines and engaging call-to-action buttons, to guide readers through your story.

Brands like Wander skincare create a visually stunning "About Us" page that feels both professional and welcoming. By combining a polished layout with authentic photos and vibrant visuals, they convey their dedication to quality and authenticity right from the start.

2. Focus on Your Target Audience - Your Customers

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:

• State how your brand started with a vision and mission to solve particular concerns of a target audience;
• Explain what’s your product or service capability to deliver customer satisfaction related to the matter;
• Provide evidence of customers that already found your solution effective (testimonials, customer reviews, and so on).

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.

Learn more: How to Add Reviews to Shopify to Build Trust and Boost Sales

3. State Your Brand’s Mission and Vision

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:

• 4 times more likely to buy from the brand
• 6 times more likely to protect the brand in the event of a misstep or public criticism 
• 4.5 times more likely to favor the brand and recommend it to friends and family 
• 4.1 times more likely to instill trust in the brand

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.

4. Show Your Brand’s Human Face

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’.

5. Use Emotional Language

Your “About Us” page should evoke emotions that resonate with readers. Customers often make buying decisions based on how a brand makes them feel, so using emotional language can be a powerful tool to forge a deeper connection.

But how can you make website visitors feel something through words alone? Carefully chosen language can evoke empathy, curiosity, and reassurance, transforming your “About Us” page from a simple bio into a compelling narrative.Studies show that content written with emotional language can outperform purely factual content by almost double.

Here are a few ways to use emotional language effectively:

• When addressing your audience’s pain points, use words like “frustrated,” “had enough of,” and “tired of.”
• Spark curiosity with phrases like “fascinating,” “hidden,” and “secret.”
• Offer reassurance by saying “in good hands,” “rest assured,” and “we’ll walk you through.”

6. Choose an Image That Packs a Punch

An eye-catching image on your “About Us” page is key to making an immediate connection with your audience. Without it, the page may feel like an overwhelming block of text, deterring visitors from diving in. The right image should be one that not only captures attention but also reflects the essence of your brand.

Instead of a standard profile photo, consider an image that supports your story and brings out your brand’s unique character. This could be a snapshot of your workspace, a product in action, or even a team photo. You could also take it a step further by adding a video that introduces you and your brand in an engaging, personal way.

Here are a few ideas for impactful images:

• Use a high-quality photo that showcases your brand’s personality or workspace.
• Consider a product photo that emphasizes what you’re offering.
• Add a video if you want to give a more personal touch and connect with visitors on a deeper level.

Check out Neil Patel’s About page, they uses a professional video of himself speaking directly to the audience, adding a personal touch and building trust. This approach immediately establishes a connection, drawing visitors in and setting a relatable tone for his brand. 

7. Instill Trust and Credibility with Social Proof and Impressive Numbers

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:

• The number of satisfied or current customers
• The CEO’s experience and relevant certifications
• Your experience in the industry or related field
• The number of years you’ve been running the business
• Your team’s or key members’ experience or relevant certifications
• Awards or recognition you or your team have received
• Company’s or product’s certifications such as ISO, sustainability
• Data and numbers on customers satisfaction such as customer reviews, the number of customers

And so on

Take Snow Fox Skincare as an example of how a brand sounds 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.

Pro tip: Customers need assurance that their personal information is safe and their transactions are secure. Building trust with your online customers is the key to success. Adding Trust Badge on Shopify store. Why not?

8. Use CTAs to Encourage Customers to Take Action

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

• Follow you on social media
• Subscribe to your blog
• Provide email (get customer’s contact information)
• Shop your collection
• Browse your catalog
• Try your free trial

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.

Conclusion

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!

FAQs about Shopify About Us Page

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