7 Tips for Creating an About Us Page for Your Online Shop

An About Us page is often one of the first places shoppers click when discovering a new online shop. It’s where they go to understand who you are, what you stand for, and why they should have confidence in your business. In a world full of digital storefronts, the About Us page can provide the human touch your brand needs.

What is an About Us page?

An About Us page is a dedicated page on your website that explains who you are. A typical About Us page tells a story about your brand. You can talk about your origin story, your employees, where you source your material, your inspiration, your values, or all of the above.

Why is an About Us page important in e-commerce?

A strong About Us page builds trust and connections with your target audience. When visitors feel like they’re buying from real people with real values, they’re more likely to convert and to come back.

Still not convinced? Here are some statistics found on Salesforce regarding About Us pages in e-commerce:

• Customers that visit an About Us page spend 22.5% more than customers that don’t.
  
  
• 52% of consumers say that when they land on a new website, the first page they want to see is the About Us page.

These two statistics alone confirm the importance of having a well-planned About Us page. Shoppers ultimately head to this page because they want to know if you are trustworthy. And if you do a good job communicating your trustworthiness, they will reward you.

Tips for creating an About Us page

Without further ado, let’s look at seven tips for creating a great About Us page.

#1 Tell your brand’s story

Storytelling is an important element in e-commerce, generally speaking, and your About Us page is no exception. Good storytelling helps your shop stand out from the competition. It brings a human touch to your shop.

Think of it like telling your origin story. People want to know that you're passionate about this niche, not that you got into the business just to make money.

In the example below from Ahinsa Shoes, we meet the founder, Lukáš Klimpera, a physiotherapist who tells users, “I wasn’t able to find healthy, high-quality and ethical shoes. So I made my own”. As the reader scrolls down, they meet the other people who made his brand possible, and we learn about their first pair of shoes and the process of getting the business off the ground.

Recommended reading:
Storytelling in E‑commerce: Why Is It so Important?

#2 Show the people behind the brand

The idea here is simple: Show who you are behind the scenes. This includes images of the founder, but also your employees.

Avoid stock images entirely because the most important thing on a great About Us page is to be authentic. Make sure you talk about your processes and why your employees are so happy (make sure they smile!).

On the Trusted Shops About Us page, we talk about the history of the company and how our products help both shoppers and retailers. But what good is a trust solution if you don’t know who’s behind the company? That’s why we introduce our CEO as well as some employees.

#3 Highlight your mission, philosophy and values

A brand’s values are becoming a more important factor in purchase decisions. If this is an element of your online shop, make sure you’re highlighting this fact in your About Us page.

This can include things related to:

• Sustainability
• Craftsmanship
• Local production
• Packaging

In this example from Wildflower Favours, the company explains who they are, what their ethos is, how they support conservation, and what the company does to be sustainable.

#4 Add social proof to build trust

It can make sense to add social proof to your About Us page. After all, service reviews are “about you”.

Having the opinions of your customers right there is a great way to show the relationship you have with your existing customers. You can do this with a reviews widget, but highlighting a special quote or two confirms your customer service is going beyond the call of duty.

In this example from Graphics Direct, they’ve highlighted some specific reviews they’ve received over the years while also displaying a reviews widget with some of the more recent reviews.

Recommended reading:
Trust Marketing: Building Confidence With Your Target Audience

#5 Add your credentials and awards

If you work in a specific niche or industry, it can be helpful to highlight your credentials so people know you are qualified to do what you do.

Likewise, highlighting your awards can be a great way to show off recognition for what you’ve done so far.

In this example from Pinknoise Systems, they highlight the company’s story, introduce their team, and follow it up with both the awards they’ve won and their industry memberships:

#6 Design for clarity and engagement

Just like the rest of your online shop, you'll want this page to be clear and well-designed. High-quality visuals and a clean structure will help you accomplish this.

Maintain landing page best practices:

• Headings
• Concise paragraphs
• Descriptive alt-texts
• Clear calls-to-action

A good call-to-action for your About Us page will probably direct them to your most important product category page, but you could also, for example, invite them to learn more about your brand or the industry/niche.

Remember to also keep the tone of your About Us page consistent with your brand voice.

In this example from Millésima, they start by saying clearly who they are: Leaders in the sale of fine wines. They continue to build trust by providing insights into their storage and delivery processes.

Scroll down the page to see a well-designed and informative site that talks about their broad selection of wines, the personalised advice they offer, the family-run business’s history, and finally, they invite you to learn more about buying wine.

Want to learn more about how Millésima partnered with Trusted Shops to find success in multiple markets across Europe? Read the Millésima customer story now.

#7 Keep updating the page

Brands change all the time, and that means your About Us page will need an update from time to time.

For example, you might pivot your marketing strategy with a new target audience. Or maybe you hit a new milestone for the company, like targeting a new international market or a specific number of employees.

It could even be something like a change to your logo or your brand colours. No matter what, you’ll want to come back and update the page once in a while to make sure it stays accurate and fits your messaging style.

Shutterstock/PeopleImages

About Us page FAQs

Why is an About Us page important for an online shop?

An About Us page builds trust by showing the people and purpose behind your brand. Shoppers want to buy from businesses they understand and relate to. A strong story can increase credibility, boost conversions, and set your shop apart.

What should I include on my About Us page?

Focus on your brand story, mission, team, and values. Add photos, social proof, and a clear explanation of what makes your shop unique. Keep the content authentic and conversational so visitors feel connected and confident purchasing from you.

How long should an About Us page be?

There’s no fixed length, but clarity is key. Aim for a concise story that communicates who you are without overwhelming readers. Break your texts into sections, use visuals, and provide enough detail to build trust while keeping it easy to scan.

How often should I update my About Us page?

Review and update your About Us page whenever your brand evolves. A good time to update the page is if you have new team members, milestones, product lines, or company values.

Conclusion

An About Us page with useful information about your company can help humanise your brand and build trust with new visitors. You won’t need to update it so often, but it is worth the effort to build a good page. If it’s been a while since you updated your page, go have a look and make sure it aligns with your brand’s voice and lets potential customers know who you are and why your company is worth a shot.