How to Write an About Us Page that Makes an Impact on Shopify

For a lot of ecommerce store owners, learning how to write an About Us page that resonates with customers might not seem particularly important. It’s easy to assume no-one bothers reading those pages, and that they spend all of their time looking at your products instead. 

However, in today’s world, customers are becoming more discerning about which brands they choose to buy from. Research shows that 82% of shoppers want to see evidence a company’s values align with their own, before they make a purchase. 

The only way a buyer can determine whether you share their values, is by looking at your “About Us” page. This makes writing a compelling page incredibly important.

So, how can you make sure your page hits home?

How to Write a Powerful About Us Page (with Examples)

A good About Us page doesn’t just help you build stronger relationships with your target audience. It also delivers a range of other benefits. A good About Us page can improve your SEO ranking, help increase your sales, and even differentiate you from the competition.

Here are some tips to get you on the right track. 

1. Share your Vision and Mission

Studies show that customers are more likely to buy from a brand when it has a clear, purpose-driven mission, that aligns with their specific values. Not only are they more likely to buy from your company, but customers will also be more likely to recommend you to their friends. 

Sharing your mission shows your customers that you have a specific purpose beyond simply making money. It helps to earn the trust of your target audience, and gives them a reason to invest in your brand. For instance, the “ByHeart” About US page shares a behind-the-scenes insight into the company’s mission, as well as its vision, processes, and values:

Remember, your vision and mission should resonate with your target audience, so make sure you do your research before you start writing. 

2. Share Your Brand Story

When customers visit your About Us page, they want to learn as much as they can about not just your company, but the people behind it. Authentic storytelling on your page gives you an excellent opportunity to connect with customers on an emotional level. 

You can tell your customers what inspired you to launch your company, what kind of challenges you’ve faced and overcome along the way, and even what you envision for the future. 

Leading with your story at the top of your About US page is a great way to make your content more memorable. Customers remember stories up to 22 times better than facts. 

For instance, the “CrapEyeWear” brand shares its story immediately on its About Us page, highlighting what makes it special and unique. 

3. Introduce Your People

Ultimately, people prefer to buy from other people, not faceless corporations. That’s why About Us pages and other sections of a website with photos of human beings generally drive more conversions than illustrations or stock photos. 

People want to make real, human connections with the companies they support. Encouraging your team members to get involved and share some of their story on your About page is a great way to make your business stand out. 

For instance, on the “Porter Road” About page, the co-founders share their experience through both written content, and an engaging video. 

The real human insights you include on your About Us page will help to inspire trust in your target audience, reassuring them that they’re working with real people. 

4. Include Social Proof

If you want to really increase trust among your target audience with an About Us page, social proof is an excellent way to do it. You don’t have to resort to only using reviews, testimonials, and five star ratings on your home page and product pages. 

In fact, the more you add social proof to your website, the more likely you are to earn sales. There are plenty of different ways to include social proof on your About Us page. You could include quotes from industry professionals who have reviewed your products. 

You might include images that show awards you’ve won, or certifications your company has been given. You could even show off the ratings of some of your top products, like “Rhode Skin” does here:

5. Get the Visuals Right

Remember, when learning how to write an About Us page, it’s not just the written copy you should be taking into consideration. While the words you include on your page are important, it’s the visual aspects of the page that will really grab customer attention.

Visual content captures more engagement, and resonates with customers on an emotional level, particularly if you use unique pictures (not just stock photos). 

Filling your About Us page with photos of your team, unique illustrations, and other eye-catching elements like video will keep customers scrolling. Just look at how “Fable Pets” uses compelling visuals to their advantage:

6. Drive Action with a CTA

Although your focus on the “About Page” might be on informing and educating your customers, you still want them to take action when they’re done reading. This means you still need a CTA button on your page that tells your customers what to do next. 

Your CTA could drive customers to your product pages, so they can check out what kinds of new items you have on offer. Or you could direct customers to your contact page so they can get in touch if they have any additional questions.

You might even include a number of CTA buttons so customers can choose exactly what they want to do next. For instance, “American Giant” has buttons for customers who want to learn about where they source their products, read their latest news stories, or find a nearby location:

7. Revise and Update Regularly

Finally, it’s important to remember that your About Us page might be a consistent part of your website, but the content there may change over time. As your brand evolves and you branch into new products and marketplaces, your “About Us” content needs to be updated. 

After you add your About Us page to Shopify, set aside some time once or twice a year when you can go back, and check the copy and content is still relevant. 

Ask yourself whether you need to update any information, add new employee profiles, or simply announce some of your latest achievements. 

Adding an About Us Page to Shopify: A Quick Guide

Now you know how to write an About Us page for Shopify that makes an impact on your audience, the next step is updating your website. The good news is that adding an About Us page to Shopify is usually quite straightforward. 

You’ll start by logging into your Shopify admin account and heading to the “Online Store” section, followed by “Pages”. If you’re creating an About Us page for the first time, click on the green “Add Page” button to create your page. 

‍

When the Editor appears, enter the content you’ve written for your About Us page. You’ll be able to create a content, and determine the visibility of your page by choosing a date on the right side of the panel for when you want to publish the content. 

Make sure you take a moment to edit the meta content for your About Us page, this will help to ensure your content gets the best possible ranking on the search engines. 

Once you’re finished, click “Save”. The next step is making sure your About Us page is visible to your visitors. To do this, click on the “Navigation” button in the left menu, and choose which menu to edit. Usually, your About Us page will go in your Main Menu, and your Footer menu.

On the menu page, you’ll see the items currently visible in your navigation bar. Click the “Add menu item” button to link your new page. Select your “About Us” page, and click “Add” followed by “Save Menu”. The new page should then be visible on your store. 

Creating the Best About Us Page

An About Us page is a valuable part of your Shopify store. With the right content, accompanied by attractive visuals and design elements, you can capture the attention of your audience and earn their trust. You might even find your About Us page helps to boost your SEO standing, and gives you an opportunity to connect with new buyers. 

If you need help creating or optimizing any part of your Shopify store, don’t hesitate to seek out the support of a Shopify Expert. Storetasker’s experts can help you create a range of pages for your store which pave the way for increased revenue and sales. Contact our team today.