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How to write an About Us page
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.
- How About Us pages work
The problem with most About Us pages is that they’re an afterthought—a link buried at the bottom of the page 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, making a strong first impression on curious customers
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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 its products:
Why should they buy from you?