Your About Us page is one of the first supporting web pages you’ll want to prioritize when building your business website, regardless of the industry you’re in.
It may go by different labels—About, Story, Mission—but these types of pages serve the same key purpose: to be the page for a brand to say, “This is who we are.”
When a visitor wants to learn more about you or your business, the About Us page is what they’ll look for. Read on to learn 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 company, organization, or individual. It’s an opportunity to tell your brand’s story, share your vision or mission, introduce team members, and outline your history and achievements. This is where you build trust and credibility with customers.
In Shopify’s customer trust research, we found shoppers navigate to an About Us page to learn 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 trust. That number jumps to 79% of younger Gen Z consumers. Your About Page should address those two curiosities shoppers have to help them with decision making.
Shoppers are also interested in a company’s mission and brand values. 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 you or not. Shared values, especially related to ethical and sustainable business practices, continue to drive consumer decision 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 story
Tell shoppers the origin story 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 company’s story can be one and the same with your founder story.
Who you serve
What do you offer and who is it for? Help shoppers see the value of your product or service by sharing how it solves problems or needs. This is your unique selling proposition.
How you operate
If you offer a service, explain your business model or how your products are made. If you have a unique way of doing things, show it. This builds credibility with shoppers and helps you stand out against competitors.
The face of your business
Feature photos of the founders or key people on your team. Customers like to see 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 take next. Use additional content and calls to action (CTAs) to move them forward towards that goal. 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 mean 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 doubt, start with a question. That’s exactly what Magic Spoon—a brand that creates healthy cereals for grownups—does with the introductory paragraph on its About Us page.
Want to take it to the next level? Start your About page with a question that pulls on your audience’s emotions. The makers of Magic Spoon pose an effective first question that makes you think:
“Remember 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 bright, 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 clear visual of how its cereal compares to the competition.
Plus, Magic Spoon’s copy is relatable to its audience. Why sound like a stiff corporate welcome packet when you don’t have to?
2. WP Standard
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 want to say a lot by saying very little.
3. Bossy Cosmetics
Bossy Cosmetics’ About Us page takes a more traditional approach, 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 story, so making her the star of the page works. Think about including additional elements, like Bossy has, that can strengthen your About Us page, such as a welcome YouTube video and links to partner charities and certifications.
When you craft your About page, don’t forgo creativity for the sake of being professional, especially if that isn’t a value your brand stands for. What matters is that your brand is relatable to its target audience and meets them where they’re at.
4. Allbirds
Allbirds’ brilliant use of elements like background videos and quippy phrases to draw in its audience’s attention already make its About Us page that much more memorable. Scroll further and you’re met with a founder's story, told in the third person.
While this approach can work, be careful not to sound too stiff and unrelatable. To balance that, Allbirds uses simple web copy and matches a face to a name by including images of its founders.
Consider using animation to show instead of telling how your product comes together. Add an easy-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 tell your story and create 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): “Come have a drink” and “Stop on by.” They’re relatable and playful, and they sound like their target audience.
Don’t ignore your CTA as a key part of your About Us page that can add to your brand identity. It’s an opportunity 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 audience 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. Think of the three things your target audience values most. Then incorporate those values into your copy. Add imagery showcasing those values as a powerful illustration.
7. Milk Bar
Why tell a story with words when you can show it with plenty of images and compelling behind-the-scenes footage of your production process? That’s exactly what bakery Milk Bar does as soon as you land on its colorful About Us page.
However, this doesn’t mean 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 New York Times), for added credibility
- A short blurb on how it started
- Photos and information about its team
8. Wild One
Sometimes simple works best. Like Wild One—a brand dedicated to making pet products—which offers a clear and straightforward approach to what it does, who it does it for, and what problem it solves.
Wild One does a great job of weaving the notion of “simplicity” throughout its copy and brand images. The clean approach to design with muted colors and short text help drive the point home. Much like Wild One, a simple approach to your About page might work best for your brand.
9. BOOM! by Cindy Joseph
BOOM!’s straightforward approach 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 problem for aging women.
The biggest takeaway from BOOM!’s approach is that it sets a See Our Products CTA high on the page. It’s safe to assume this approach does a solid job of sending shoppers to its product pages.
Like BOOM!, try experimenting with your CTA. There’s no hard 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 hard to miss.
10. Lunya
One of the best ways to use your About Us page is to illustrate your brand’s value 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 approach to detail, construction, and quality. This goes along with the “show don’t tell” strategy that can make an About Us page so powerful.
As your users scroll to the end, consider how valuable the “real estate” at the bottom of your About Us page is. Instead of creating a dead end by finishing your brand story or simply listing brand values, entice your audience to explore your products by linking to your bestsellers. Use Lunya’s approach for inspiration.
11. Wild Fork
Wild Fork’s About Us page appeals to the senses. That’s smart considering it sells responsibly farmed meat.
Beyond mouth-watering meat, Wild Fork sells peace 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 journey
- Including captioned video of its process
- Featuring pictures of its best cuts of meat
- Clearly stating the benefits of its product (convenience, variety, freshness)
Once you’re clear 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 unique to your brand.
12. 4ocean
4ocean’s About Us page puts its mission statement front and center. This approach can work well for a mission-driven brand that’s working toward a goal its audience can get behind. Visitors are greeted with a full-width video that tells the founders’ story and captures the mission in their own words.
4ocean’s plastic crisis plan is such a key part of why it creates accessories and apparel. It divides its About Us page into separate sections that go in depth on its operations, the Osborne Reef, and its impact on the environment. Much like 4ocean, consider splitting your About Us page into specific subpages and showcase your value proposition for the biggest impact.
15. YETI
YETI takes storytelling to another level on its About page.
The design helps tell the founders’ story. At first glance, you get the impression of the company values through imagery, looping video, and a clear mission statement. Scroll down the page: you can see 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 story behind Mark Engler, a legendary fishing guide in the Colorado/New Mexico area.
YETI tells its story. It also features key highlights about the brand that keeps visitors inspired and creates a good user experience. These summaries help showcase YETI’s unique qualities and earn trust with potential customers.
14. 40 Colori
40 Colori is a great model for About Us pages for small businesses. It provides a simple company overview, including a How We Work to give customers an inside look at operations. 40 Colori’s page speaks directly to readers, telling a coherent story that increases trust and transparency.
Its summary explains who the company is, its brand values, and how it differs from other Italian menswear brands. The copywriting is clear, straightforward, and written in a brand voice that makes 40 Colori sound credible and friendly.
15. MVMT
The MVMT About Us page is designed using sections that guide the reader through its story.
It centers on the company’s two co-founders, who both dropped out of college. Leading with photos of the founders establishes a personalized approach before getting into their product promise and finally their company philosophy.
If you are struggling with how to structure your About Us page, you could follow MVMT’s lead by breaking it down into four straightforward parts:
- Our story
- Our products
- Our mission
- Our socials
This can help you tell your story simply and effectively, letting readers quickly see 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 letter. It tells her story in a personal and friendly tone before focusing on the reader with a section aptly titled “Which brings me to you.”
Marie also builds trust with some serious 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 important chapter in a series of stories. Start at the beginning and end where your reader is introduced as a character in your personal story.
17. Cotopaxi
The essence of a brand can be found in the feelings and meaning its name evokes. So another good place to start your story is with the “why” behind your business name.
Cotopaxi takes this approach, explaining the personal meaning the brand name has for its founders. It is the starting point to tell the rest of their story, through the actions they’ve taken in building the business and pursuing their cause.
18. Mailchimp
Mailchimp’s About Us page expresses the brand’s commitment to small businesses and community. It kicks off with an overview of the founders’ story, showcasing their 20 years of experience in web design and email, building credibility and authority.
The page demonstrates its brand values by explaining Mailchimp’s company culture. Here it discusses Mailchimp’s commitment to learning and educating employees about small businesses, so that each employee it hires is a perfect addition to the team.
One element that stands out on Mailchimp’s About Us page is its section on corporate citizenship. Learn how the brand’s Give Where You Live initiative is helping non-profits in select cities.
Overall, Mailchimp’s About Us is authentic, honest, and shows how it stands by its mission to support small 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 story about a brand. Introduce the characters or setting and establish the status quo or “the way things were” for you, your target customer, or your industry.
2. Introduce the problem
Describe the problem that called you (the main character) to act. Explain who it impacted, how it impacted them, and why that matters.
3. Rise to the challenge
Explain how you set out to find a solution (i.e., start your business). Highlight the obstacles you faced along the way.
4. Arrive at a solution
Share details of how your business is pursuing its purpose and the milestones you’ve hit. 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.
5. 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 add to your About Us page. These elements will not only help to flesh out your narrative, but also define your brand and communicate your company’s reason for being.
Your business model
For some companies, their business model is their unique value 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 savings on to customers
- Where you source the materials for your product (e.g., manufacturing in a specific country or providing jobs to a certain community)
- A breakdown of the portion of your revenue that goes to a charity
If you are looking to strengthen your brand through transparency, your About Us page is a good place to do it. Take the opportunity to summarize your supply chain, how your business works, and your company’s history, relating it back to your mission.
A simple way to do this is with an illustration or infographic that presents your business model in an easy to understand manner.
Press mentions, testimonials, awards
Reviews, press mentions, or user-generated content (UGC) can be featured on your About Us page to show 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 common 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 common examples of milestones that can be used to help tell the middle of your story and build trust. Here’s how cereal brand OffLimits approached this for its own About Us page:
Concrete numbers
Numbers give you credibility, especially if you’re illustrating a problem you’re trying to solve or the progress 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 emphasize your company mission or to quantify your impact as a business.
Whether you’re introducing an industry problem or highlighting company success, tying eye-catching figures into your narrative can help communicate your message effectively.
An introduction to your team
Putting a face to your brand helps to humanize it, communicate your company culture, and shine a light on the people who power your business.
Even if you only feature the founders, your About Us page can be a chance to build your personal brand. It is a place to build trust with readers by sharing how your story and experience makes you and your company a good fit to serve your market.
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-quality behind-the-scenes photos that give 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 good 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 want to point people toward your best visual content on TikTok or Instagram. If you’re a freelancer, a link to your LinkedIn profile could help build credibility with a potential client.
Be sure to incorporate any relevant CTA links into your copy and think about how you can continue the visitor’s journey by encouraging them to:
- Follow your social accounts
- Opt into your email list
- Check out your products
- Apply for a job at your company
- Read your blog
About Us page templates
Keep in mind that writing your actual copy in the first person (e.g., I, we) will help build a more personal connection with your target audience. 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 story (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 want to be [STATE YOUR MISSION GOING FORWARD].
Some other inspiring templates to check out are:
However, a story is just the start. A good About Us page doesn’t just tell the story behind a company—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 story into.
If you’re genuinely stuck on an About page, you may be tempted to use a paid or free About page generator. The problem is, no generator can write your company’s story. About Us pages are unique to your business and should be written with consideration in mind.
Another option is to use the About Us page templates above. If you’re strapped for time or just can’t find the words, hire a copywriter. They’ll be able to interview you and your team members and write a beautiful on-brand About Us page for your business that you can use to connect with potential customers.
Building trust with your About Us page
When you’re starting out, it might seem like there’s not an awful lot to say on your About Us page.
If you have a point of view and know why you’re doing what you do in service of your customers, you have enough to start with. You can add the milestones you’ve crossed as you grow, improving your About Us page over time.
For those who are already well into their own story, take a look at your analytics to see if new visitors are regularly stopping by your About Us page.
Maybe it’s time to review it and start treating your About Us page like the valuable online asset it’s meant to be.
Feature illustration by Alice Mollon
Read more
- How To Create Your Landing Page Design (+ Examples for Inspiration)
- Ecommerce UX: Design Strategies and Best Practices for 2024
- What Is Conversion Rate Optimization (CRO)? How To Get Started
- How To Hire an Ecommerce Expert for Your Business in 2024
- Ecommerce Analytics: How To Analyze Data for Your Business (2024)
- How To Use Customer Value Management To Increase Sales
- Launch Your Online Store in 2024: The 15-Point Ecommerce Checklist
- Google Analytics for Ecommerce in 2024 (Complete Guide)
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 status quo.
- Introduce the problem that caused you to act.
- Explain how you found a solution and the challenges you faced.
- Share the milestones your business has hit.
- Describe the future for your company or state its mission and goals.
