Your About Us page is one of the first supporting web pages you’ll desire to prioritize when building your business website, regardless of the industry you’re in.
It may leave by different labels—About, narrative, Mission—but these types of pages serve the same key purpose: to be the page for a brand to declare, “This is who we are.”
When a visitor wants to discover more about you or your business, the About Us page is what they’ll look for. Read on to discover how to craft the perfect About Us page for your business, and get inspired by About Us page examples from successful brands.
What is an About Us page?
An About Us page is a section on a website that provides information about a business, organization, or person. It’s an chance to inform your brand’s narrative, distribute your imagination or mission, introduce throng members, and outline your history and achievements. This is where you construct depend and credibility with customers.
In Shopify’s customer depend research, we found shoppers navigate to an About Us page to discover more about the brand and the people behind the products. According to one study, 59% of consumers surveyed said they would more likely purchase from a brand they depend. That number jumps to 79% of younger Gen Z consumers. Your About Page should address those two curiosities shoppers have to assist them with selection making.
Shoppers are also interested in a business’s mission and brand values. They’ll use the About Us page to determine if they distribute core values with the business and to decide if they desire to shop with you or not. Shared values, especially related to ethical and sustainable business practices, continue to drive buyer selection making.
Components of an About Us page
In contrast to a landing page, your About Us page should focus more on your brand identity and less on sales.
Here are some components to include in an About Us page:
Your brand narrative
inform shoppers the origin narrative of your business and why you started it. For the most impact, make it memorable and personal, so customers relate and connect with your brand. If your brand is your name or it was formed based on a personal brand, your business’s narrative can be one and the same with your founder narrative.
Who you serve
What do you propose and who is it for? assist shoppers view the worth of your product or service by sharing how it solves problems or needs. This is your distinctive selling proposition.
How you operate
If you propose a service, explain your operating schedule or how your products are made. If you have a distinctive way of doing things, display it. This builds credibility with shoppers and helps you stand out against competitors.
The face of your business
characteristic photos of the founders or key people on your throng. Customers like to view who they are buying from or working with. This can also include behind-the-scenes shots of your work space, studio, or retail store.
Persuasive content
Consider what step you’d like readers to receive next. Use additional content and calls to action (CTAs) to shift them forward towards that objective. This could include buttons, testimonials, an explainer video, data visualizations, links to blog posts, products, your social media accounts or newsletter.
Your About Us page is going to be about you, but that doesn’t cruel you can’t borrow some ideas from others, especially when it comes to structure and design.
The following are About Us page examples of different ways you can tackle layout and design for your own page.
18 About Us page examples
- Magic Spoon
- WP Standard
- Bossy Cosmetics
- Allbirds
- Buck Mason
- Chubbies
- Milk Bar
- Wild One
- BOOM! by Cindy Joseph
- Lunya
- Wild Fork
- 4ocean
- YETI
- 40 Colori
- MVMT
- Marie Forleo
- Cotopaxi
- Mailchimp
1. Magic Spoon
When in question, commence with a question. That’s exactly what Magic Spoon—a brand that creates well cereals for grownups—does with the introductory paragraph on its About Us page.
desire to receive it to the next level? commence your About page with a question that pulls on your spectators’s emotions. The makers of Magic Spoon pose an effective first question that makes you ponder:
“recall the carefree days of childhood, when you didn’t feel guilty about eating mountains of cereal with questionable nutrition?”
Don’t be afraid to use luminous, fun colors on your About Us page (assuming they’re part of your brand identity) to make your brand more memorable. Where Magic Spoon really shines is its comparison chart. It gives you a obvious visual of how its cereal compares to the competition.
Plus, Magic Spoon’s copy is relatable to its spectators. Why sound like a stiff corporate welcome packet when you don’t have to?
2. WP Standard
WP Standard’s About Us page is almost like a look book with a minimal amount of copy. The narrative is told through video, imagery, and sparse text that summons the concept of resilience, discovery, and embracing the essential.
Short video clips demonstrate WP standard’s values, showing customers rather than telling. It’s a departure from copy-driven pages, but it works in the favor of WP Standard as a brand of few words, or for brands that desire to declare a lot by saying very little.
3. Bossy Cosmetics
Bossy Cosmetics’ About Us page takes a more traditional way, 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 narrative, so making her the star of the page works. ponder about including additional elements, like Bossy has, that can strengthen your About Us page, such as a welcome YouTube video and links to associate charities and certifications.
When you craft your About page, don’t forgo innovation for the sake of being professional, especially if that isn’t a worth your brand stands for. What matters is that your brand is relatable to its target spectators and meets them where they’re at.
4. Allbirds
Allbirds’ brilliant use of elements like background videos and quippy phrases to draw in its spectators’s attention already make its About Us page that much more memorable. Scroll further and you’re met with a founder’s narrative, told in the third person.
While this way can work, be careful not to sound too stiff and unrelatable. To settlement that, Allbirds uses straightforward web copy and matches a face to a name by including images of its founders.
Consider using animation to display instead of telling how your product comes together. Add an straightforward-to-skim description of how your product stands out from the rest for some additional context.
5. 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 use visuals to inform your narrative and make a brand identity that goes beyond the usual wall of text.
One of the best parts of Buck Mason’s About Us page? Its calls to action (CTAs): “arrive have a drink” and “Stop on by.” They’re relatable and playful, and they sound like their target spectators.
Don’t ignore your CTA as a key part of your About Us page that can add to your brand identity. It’s an chance to convey what your brand is all about.
6. Chubbies
Chubbies capitalizes on two marketing strategies that add a ton of personality to its immediately memorable menswear brand:
- Excellent ecommerce copywriting
- Dynamic pictures of real people wearing its apparel
The combination works because it does a great job of being relatable to the exact spectators 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. ponder of the three things your target spectators values most. Then incorporate those values into your copy. Add imagery showcasing those values as a powerful illustration.
7. Milk Bar
Why inform a narrative with words when you can display it with plenty of images and compelling behind-the-scenes footage of your production procedure? That’s exactly what bakery Milk Bar does as soon as you land on its colorful About Us page.
However, this doesn’t cruel 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 recent York Times), for added credibility
- A short blurb on how it started
- Photos and information about its throng
8. Wild One
Sometimes straightforward works best. Like Wild One—a brand dedicated to making pet products—which offers a obvious and straightforward way to what it does, who it does it for, and what issue it solves.
Wild One does a great job of weaving the concept of “simplicity” throughout its copy and brand images. The tidy way to design with muted colors and short text assist drive the point home. Much like Wild One, a straightforward way to your About page might work best for your brand.
9. BOOM! by Cindy Joseph
BOOM!’s straightforward way 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 issue for aging women.
The biggest takeaway from BOOM!’s way is that it sets a view Our Products CTA high on the page. It’s secure to assume this way does a solid job of sending shoppers to its product pages.
Like BOOM!, try experimenting with your CTA. There’s no challenging 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 by ensuring your call to action is challenging to miss.
10. Lunya
One of the best ways to use your About Us page is to demonstrate your brand’s worth proposition. As a brand that sells loungewear, Lunya puts craftsmanship at the forefront of what makes it different.
Lunya uses a video to showcase its careful way to specific, construction, and standard. This goes along with the “display don’t inform” schedule that can make an About Us page so powerful.
As your users scroll to the complete, consider how valuable the “real estate” at the bottom of your About Us page is. Instead of creating a dead complete by finishing your brand narrative or simply listing brand values, entice your spectators to explore your products by linking to your bestsellers. Use Lunya’s way for encouragement.
11. Wild Fork
Wild Fork’s About Us page appeals to the senses. That’s intelligent considering it sells responsibly farmed meat.
Beyond mouth-watering meat, Wild Fork sells tranquility of mind as a meat alternative for health-conscious consumers. Its About Us page does a great job of explaining how it does this by:
- Adding visual infographics of its meat’s farm-to-fork trip
- Including captioned video of its procedure
- Featuring pictures of its best cuts of meat
- Clearly stating the benefits of its product (convenience, variety, freshness)
Once you’re obvious on your product offering, using a combination of different types of visuals can do a lot to drive your point home. Just like Wild Fork, don’t be afraid to mix and match visual elements to design an About Us page that captures attention and is distinctive to your brand.
12. 4ocean
4ocean’s About Us page puts its mission statement front and center. This way can work well for a mission-driven brand that’s working toward a objective its spectators can get behind. Visitors are greeted with a packed-width video that tells the founders’ narrative and captures the mission in their own words.
4ocean’s plastic crisis schedule is such a key part of why it creates accessories and apparel. It divides its About Us page into divide sections that leave in depth on its operations, the Osborne Reef, and its impact on the surroundings. Much like 4ocean, consider splitting your About Us page into specific subpages and showcase your worth proposition for the biggest impact.
15. YETI
YETI takes storytelling to another level on its About page.
The design helps inform the founders’ narrative. At first glance, you get the impression of the business values through imagery, looping video, and a obvious mission statement. Scroll down the page: you can view the people running the business and photos of them fishing.
Visitors can click through different stories about the brand’s sponsorships. It also showcases stories about inspiring people from the outdoors scene, such as the narrative behind Mark Engler, a legendary fishing navigator in the Colorado/recent Mexico area.
YETI tells its narrative. It also features key highlights about the brand that keeps visitors inspired and creates a excellent user encounter. These summaries assist showcase YETI’s distinctive qualities and earn depend with potential customers.
14. 40 Colori
40 Colori is a great model for About Us pages for tiny businesses. It provides a straightforward business overview, including a How We Work to provide customers an inside look at operations. 40 Colori’s page speaks directly to readers, telling a coherent narrative that increases depend and transparency.
Its summary explains who the business is, its brand values, and how it differs from other Italian menswear brands. The copywriting is obvious, straightforward, and written in a brand voice that makes 40 Colori sound credible and amiable.
15. MVMT
The MVMT About Us page is designed using sections that navigator the reader through its narrative.
It centers on the business’s two co-founders, who both dropped out of college. Leading with photos of the founders establishes a personalized way before getting into their product commitment and finally their business philosophy.
If you are struggling with how to structure your About Us page, you could pursue MVMT’s navigator by breaking it down into four straightforward parts:
- Our narrative
- Our products
- Our mission
- Our socials
This can assist you inform your narrative simply and effectively, letting readers quickly view who you are and what you do.
16. Marie Forleo
Marie Forleo builds connection with readers by designing her About page to look like a long-form note. It tells her narrative in a personal and amiable tone before focusing on the reader with a section aptly titled “Which brings me to you.”
Marie also builds depend with some solemn name dropping, including photos of her with Richard Branson and Oprah. These are included alongside links to press featuring her work.
For entrepreneurs who have a personal brand tied to their business, this style of About Us page is effective. You can treat your business as one significant chapter in a series of stories. commence at the beginning and complete where your reader is introduced as a character in your personal narrative.
17. Cotopaxi
The essence of a brand can be found in the feelings and meaning its name evokes. So another excellent place to commence your narrative is with the “why” behind your business name.
Cotopaxi takes this way, explaining the personal meaning the brand name has for its founders. It is the starting point to inform the rest of their narrative, through the actions they’ve taken in building the business and pursuing their factor.
18. Mailchimp
Mailchimp’s About Us page expresses the brand’s commitment to tiny businesses and throng. It kicks off with an overview of the founders’ narrative, showcasing their 20 years of encounter in web design and email, building credibility and authority.
The page demonstrates its brand values by explaining Mailchimp’s business population. Here it discusses Mailchimp’s commitment to learning and educating employees about tiny businesses, so that each employee it hires is a perfect addition to the throng.
One element that stands out on Mailchimp’s About Us page is its section on corporate citizenship. discover how the brand’s provide Where You Live initiative is helping non-profits in select cities.
Overall, Mailchimp’s About Us is authentic, truthful, and shows how it stands by its mission to back tiny businesses in real life and online.
How to write an About Us page in 5 steps
1. Set the scene
The best About Us pages accomplish their goals through telling a narrative about a brand. Introduce the characters or setting and establish the position quo or “the way things were” for you, your target customer, or your industry.
2. Introduce the issue
Describe the issue that called you (the main character) to act. explain who it impacted, how it impacted them, and why that matters.
3. Rise to the test
explain how you set out to discover a answer (i.e., commence your business). Highlight the obstacles you faced along the way.
4. Arrive at a answer
distribute details of how your business is pursuing its purpose and the milestones you’ve hit. Stories are all about representing transformation—starting in one place and ending up in another—which is something your About Us page should also do as visitors scroll through it.
5. Envision what’s next
Paint a picture of the upcoming for your business or state its mission and goals.
Here are some other components you might desire to add to your About Us page. These elements will not only assist to flesh out your narrative, but also define your brand and communicate your business’s rationale for being.
Your operating schedule
For some companies, their operating schedule is their distinctive worth proposition—a selling point that’s worth including on their About Us page.
This might include:
- How you cut out the middleman and pass the funds on to customers
- Where you source the materials for your product (e.g., manufacturing in a specific country or providing jobs to a sure throng)
- A breakdown of the portion of your returns that goes to a charity
If you are looking to strengthen your brand through transparency, your About Us page is a excellent place to do it. receive the chance to recap your supply chain, how your business works, and your business’s history, relating it back to your mission.
A straightforward way to do this is with an illustration or infographic that presents your operating schedule in an straightforward to comprehend manner.
Press mentions, testimonials, awards
Reviews, press mentions, or user-generated content (UGC) can be featured on your About Us page to display how you impact your customers or your industry.
There are a variety of ways to integrate social proof into your About Us page. Some of the most ordinary ways are:
- Embedding Instagram galleries of customer content
- Featuring the logos of publications that have covered you
- Highlighting a quote lifted from a customer review
Press mentions, awards, and other wins are ordinary examples of milestones that can be used to assist inform the middle of your narrative and construct depend. Here’s how cereal brand OffLimits approached this for its own About Us page:
Concrete numbers
Numbers provide you credibility, especially if you’re illustrating a issue you’re trying to solve or the advancement 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 as a way to highlight your business mission or to quantify your impact as a business.
Whether you’re introducing an industry issue or highlighting business achievement, tying eye-catching figures into your narrative can assist communicate your communication effectively.
An introduction to your throng
Putting a face to your brand helps to humanize it, communicate your business population, and shine a light on the people who power your business.
Even if you only characteristic the founders, your About Us page can be a chance to construct your personal brand. It is a place to construct depend with readers by sharing how your narrative and encounter makes you and your business a excellent fit to serve your economy.
A video or gallery of photos
If you can, you should mix up the media on your About Us page to add variety in your page design.
At the very least, you can include high-standard behind-the-scenes photos that provide visitors a glimpse into your business. If you’ve invested in digital marketing assets like videos or case studies, your About Us page is a excellent 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 desire to point people toward your best visual content on TikTok or Instagram. If you’re a freelancer, a link to your LinkedIn profile could assist construct credibility with a potential client.
Be sure to incorporate any relevant CTA links into your copy and ponder about how you can continue the visitor’s trip by encouraging them to:
- pursue your social accounts
- Opt into your email list
- Check out your products
- Apply for a job at your business
- Read your blog
About Us page templates
Keep in mind that writing your actual copy in the first person (e.g., I, we) will assist construct a more personal connection with your target spectators. 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 narrative (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 desire to be [STATE YOUR MISSION GOING FORWARD].
Some other inspiring templates to check out are:
However, a narrative is just the commence. A excellent About Us page doesn’t just inform the narrative behind a business—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 narrative into.
If you’re genuinely stuck on an About page, you may be tempted to use a paid or free About page generator. The issue is, no generator can write your business’s narrative. About Us pages are distinctive to your business and should be written with consideration in mind.
Another alternative is to use the About Us page templates above. If you’re strapped for period or just can’t discover the words, hire a copywriter. They’ll be able to interview you and your throng members and write a attractive on-brand About Us page for your business that you can use to connect with potential customers.
Building depend with your About Us page
When you’re starting out, it might seem like there’s not an awful lot to declare on your About Us page.
If you have a point of view and recognize why you’re doing what you do in service of your customers, you have enough to commence with. You can add the milestones you’ve crossed as you develop, improving your About Us page over period.
For those who are already well into their own narrative, receive a look at your analytics to view if recent visitors are regularly stopping by your About Us page.
Maybe it’s period to review it and commence treating your About Us page like the valuable online resource it’s meant to be.
characteristic illustration by Alice Mollon
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About Us Page FAQ
What is an About Us page?
How do I write an About Us page?
- Set the scene by introducing the characters and position quo.
- Introduce the issue that caused you to act.
- explain how you found a answer and the challenges you faced.
- distribute the milestones your business has hit.
- Describe the upcoming for your business or state its mission and goals.