How to Create the Ideal “About Us” Page (Including Templates & Examples)

Building a website often involves creating an “About Us” page, which is an essential part of any industry. However, many businesses treat this page as an obligation rather than an opportunity to establish trust, share their story, and showcase what makes them unique.

Hi there, my name is Ben Mellor. As a content creator, I want to shed light on the untapped potential of “About Us” pages and guide you on how to write your own, enabling you to forge lasting relationships with your customers when they visit your site.

The “About Us” section on your website, whether labeled as “About Us”, “Our Story”, “Our Mission”, or “Get to Know Us”, serves as an introduction to your brand. Think about when you invite someone for an interview at your company. Before delving into a deep conversation, you typically start by asking them to share a bit about themselves. Their response sets the stage for the rest of the conversation and determines its direction.

Unfortunately, many businesses overlook this logic when it comes to their “About Us” pages. As a result, these pages often end up hidden at the bottom of the website, overshadowed by copyright claims. This missed opportunity is significant, considering how challenging it is to attract visitors to your site.

If you manage to bring customers to your website, it's crucial to do everything you can to engage and retain their attention. This is where an exciting and well-crafted “About Us” page can make a difference. To create an effective page, it is essential to understand why customers visit it in the first place.

Customers typically want to determine quickly if they can trust and buy from your company. When shopping online, customers are curious before being convinced to make a purchase. Your ability to address their curiosity promptly and effectively will determine your success in selling products.

This perspective should shape your understanding of what an “About Us” page represents. It is a goal-oriented sales page with the primary aim of selling yourself first, ultimately leading to selling your products. This does not mean you have to explicitly say, “Buy from me” or “Look at what I'm selling.”

Instead, you can take a more strategic approach using methods such as storytelling. Everyone loves a good story, and customers want to know how your business began, the process behind creating your products, the challenges you overcame, and your most significant successes. Storytelling is one of the most effective ways to connect with your customers.

As Seth Godin put it, “Marketing is no longer about the stuff that you make but about the stories you tell.” Another method is using your “About Us” page to clearly communicate the value proposition – how your business improves customers' lives. Highlight the problems you solve and demonstrate how your products can make their lives easier.

Customers also love knowing who is behind the business or the team responsible for creating or sourcing the products. Welcome them into your world and your company through your “About Us” page. Including quick tips, candid photos, and team pictures adds a personal touch. Additionally, don't hesitate to showcase your business wins, achievements, awards, honors, and recognitions. These accomplishments validate your expertise and reputation in the marketplace, allowing customers to gain trust and confidence in your brand, making them more comfortable purchasing your products.

Remember, when customers click on your “About Us” page, they are curious and seeking convincing reasons to trust your brand and buy from you. If your website content is not optimized, it may be costing you sales. You can learn how to improve your website copy with our curated list of impactful tactics. Download the free reading list on copywriting tactics for entrepreneurs by clicking here.

Now, let's delve into how to write an effective “About Us” page. The most successful pages are constructed as engaging stories. If you can craft the perfect story, you will capture and retain customers' attention, answer their questions, and even inspire them to become a part of your mission or journey. So, let's explore how to construct the ideal story.

Begin by setting the stage. Introduce yourself clearly and concisely, allowing customers to understand who you are, what you do, and why your brand exists. These fundamental pillars form the basis of your entire story. It's important to capture customers' attention within the first 15 to 20 seconds, as their connection to the founder, brand, or mission will determine their continued engagement. Don't hesitate to reveal this information quickly. For example, “Hello, my adventurous tea lover! I'm Ben Mellor, co-founder of Tea by Ben. My wife and I began this tea company 11 years ago because we believed in using tea to positively impact people's lives. Let me share how we've achieved this.”

Next, introduce the problem. Highlight what was wrong in the marketplace or what was lacking in the world. Emphasize the severity of the problem and share what you discovered that kept you up at night. This section should clearly identify a problem or market gap, leading to the next part: how your brand took action.

Explain how you embarked on solving the problem once you discovered it. Briefly guide your audience through your journey, demonstrating your passion and belief that your business or product offers the solution. This section showcases your commitment to what you do or sell and how it addresses the problem.

The solution is the key selling point of your “About Us” page. You need to compel your audience to connect with your business by showcasing the value of your solution. Essentially, you want to earn the sale before the transaction occurs. Additionally, invite customers to envision their future after using your products or services. This paints a picture of the benefits they can expect and the positive impact that your solution can have on their lives. Inspire them to fall in love with your mission and become part of creating a better future.

When constructing your “About Us” page, it is important to maintain authenticity and align with your brand identity. Clearly define who “us” refers to. You don't have to share personal childhood stories or preferences. The main purpose is to introduce customers to your business or the people behind the brand, making them feel more comfortable doing business with you. You should consider two primary brand identity styles: corporate brand and personal brand.

A corporate brand focuses on the company itself, emphasizing its products, business motto, and unique selling points. While customers may have to search for information about the founders or team, this intentional choice shifts the focus to the company as a whole rather than individuals. If this style suits your brand, there is no need to include personal information on your “About Us” page. Define the “us” as your business.

On the other hand, a personal brand centers on showcasing individuals, their skills, talents, and achievements, with the business or product being a secondary focus. With a personal brand, the “About Us” page feels more like a conversation with the founder about their personal journey and beliefs, rather than an introduction to the entire company. If your brand leans more toward a personal brand, feel free to inject your personality into the page, as it helps build trust and transparency.

Another effective way to strengthen your “About Us” page is to highlight what others are saying about you. This can include testimonials, featured articles, awards, honors, and accreditations. These external validations lend credibility to your credentials and prove that you are who you claim to be.

It's important to address a common question that may be on customers' minds when they visit your website – what is it like to work for your company? While not every visitor is looking for a job, introducing them to your team can provide insight into your brand culture. You can achieve this through team pictures and profiles, sharing quotes from team members on your “About Us” page, or even integrating your Instagram feed. These approaches allow customers to see how you and your team work together, fostering a sense of trust and connection.

Always remember that your “About Us” page is ultimately about your customers. The content may revolve around you or your business, and the pictures may showcase you and your team, but the primary purpose is to ensure customers feel comfortable doing business with you and give them an opportunity to get to know you better. If you're ready to create your first business, start a free 14-day trial of Shopify. No credit card is required, and you can set up your store in just a few days to bring your brand to life. Click this link to embark on your business journey.

I hope this video has provided you with valuable insights on how to build trust through your “About Us” page. By treating it as a valuable asset and following these steps, you'll gain a competitive edge and be well on your way to cultivating a loyal customer following and attracting new sales. Don't forget to like and subscribe for more tips on starting and growing your online business. At Learn With Shopify, we specialize in supporting small business owners with big plans. I've been your host, Ben Mellor, and I look forward to seeing you next time.

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Frequently Asked Questions:

1. Why is the about us page important when building a website?

Answer: The about us page is important because it allows you to build trust, tell your story, and share what makes your brand unique. It helps customers determine if they can trust and buy from your company.

2. What should be included in an effective about us page?

Answer: An effective about us page should include storytelling, a clear value proposition, information about the founders or team, business wins and achievements, and persuasive content that builds customer confidence in your brand.

3. Should I view the about us page as a sales page?

Answer: Yes, the about us page should be viewed as a sales page. Its primary focus is to sell yourself or your brand, which will ultimately help sell your products. However, this doesn't mean you have to overtly ask customers to buy from you.

4. What are the two main brand identity styles to consider when writing an about us page?

Answer: The two main brand identity styles are corporate brand and personal brand. A corporate brand focuses on the company and its unique selling points, while a personal brand highlights an individual and their skills.

5. How can I introduce customers to my team on the about us page?

Answer: You can introduce customers to your team by including team pictures and profiles, about us videos showcasing your brand culture, quotes from team members, or adding your Instagram feed to show how you and your team work together.