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What makes your brand unique? We’re all looking for new ways to connect to our customers and build better relationships online. It’s easier said than done, which is why this week we’re digging into an often-overlooked introduction to your brand: your About Us page. 

For many businesses, an About Us page is just boilerplate- but it doesn’t have to be. Chances are, your online store already has an About Us page, but it’s probably not operating at full capacity. That’s a shame, because these pages can be a fantastic tool for establishing trust, building your social presence, and increasing conversions.

Crafting an About Us Page that Goes Beyond the Boilerplate

What’s the Goal of an About Us Page?
Honing in on Your About Us Page Content
About Us Page Design
About Us Page Structure
Get Creative with Your About Us Page

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Pinterest graphic for the article How to build an about us page that goes beyond the boilerplate from Selz the ecommerce platform for growing businesses

It might not seem intuitive, but it’s true. Let’s talk about some ways to turn your About page into a valuable tool for growing your business. 

What’s the Goal of an About Us Page?

Consumers shopping online have an unprecedented range of options. They can turn to big marketplaces like Ebay and Amazon. They can shop with industry leaders like Best Buy and Ikea, and any one of a huge number of independent online stores. 

Your About page is there to explain why they should specifically buy from you. 

There are a ton of different ways to make that argument. You can explore your mission, and connect customers to the vision that inspires your business. You can tell your story, explaining why and how your business chose to do things differently. You can introduce your team, or showcase the process you use to create your products. 

Regardless of your industry, you can use your About Us page to humanize your business. In a web dominated by massive corporations, it’s a chance to showcase your personal “main street” approach.

Read: Growing Business 101

Everyone wishes they had an About Us key on their keyboard. Crafting a great About Us page sounds easy and it's the hardest thing to do because it is so important.

Honing in on Your About Us Page Content

So what do you want to say?

Before you get too deep into (re)writing your About page, it’s important to spend some time figuring out your unique value proposition. 

Remember: these pages generally operate best on an emotional level. Brainstorm about the parts of your business and your story that your audience will find relatable or inspirational.

From here, you can start working on your copy. Remember: dense text on a page is a huge turnoff. You need to say more with less and cut back wherever possible. 

Not sure where to start? Take a look at the tone you’ve struck on your social media, in your web copy, and in your emails. While you’re at it, check out our template for developing your brand voice.

Framing is key here, so let’s talk about some different ways to showcase your business on your About Page.

Tell Your Story

First up, the classic. A quick, emotionally-engaging history of a business is perhaps the most common element you’ll find on About pages across the web.

This approach to an About page is popular because it jumps directly to the things that make your business unique. It’s also great for establishing authority- after all, this approach lets you lay out your credentials, personal and emotional investment, and understanding of the industry.

Essentially, it says: “We’re the experts, because x, y, and z.”

Share Your Values

What does your business care about? What do you stand for? Consumers appreciate businesses with a vision and are especially likely to buy if your core beliefs line up with theirs. 

Check out this About Us page example from Sevenly.

Sevenly's About Us page is simple and smart.

Notice that this mission statement is broad enough to encourage interest without driving anyone away, and clearly states the results they’ve seen. Statistics are a plus with these kinds of appeals. They also break down the ways that their business practices interact with their mission. 

Structurally, this page is tightly written, a quick read, and they broke up the text so readers can easily jump to the information that interests them most. 

Showcase the People Behind the Brand

Whether highlighting your company founders, your team, or both, bringing the people on the other side of the screen to the forefront is a great way to make your brand feel more human. In turn, that humanity helps to establish the sense of trust that is so vital to shopping online. 

After all, when consumers enter their personal financial information into your site, they are trusting you to handle that information with care. They believe that they will receive their product in good condition and in a timely manner. It’s a lot easier to trust a business when you know who you’re buying from and who will be handling your order. 

Some businesses are particularly reliant on personality as a means of increasing sales.

For example, if you’re selling your latest ebook, your About page is vital to showcase your authority. After all, readers will need to look at your unique personality, experience, and approach to decide whether they want to learn from you.

Similarly, if you sell workout plans online, your background and education are vitally important to a customer choosing between a range of options. 

About Us Page Design

You don’t need to choose any one approach from the list above- in fact, your page will have the biggest impact if it combines a range of approaches. In the same way that a persuasive essay combines rhetorical devices to get a point across, your About page can hit potential customers with a range of appeals to help lock down the sale.

The most important point here is to avoid getting too dense. Big blocks of text are a huge turnoff to most online shoppers. Instead, think about the range of ways that you can get information across in a small space, and remember that blank space is okay.

Video is a popular tool for introducing your business. Visually dynamic content like this is great, because it takes up minimal space on the page, but can showcase a lot of information and personality. Similarly, infographics and visuals from your workspace say a lot with a little.

For more tips and tricks to help you design a quality page with a single focus, check out our fantastic guide to crafting an ecommerce landing page that converts. 

About Us Page Structure

Many About pages use a similar structure. While you don’t have to follow it exactly, this can be a great way to frame your thinking.

Introduce the Brand

Start with a quick bit of background that establishes authority. 

Introduce the Problem

Here, you’re introducing the issue that your business seeks to solve. This sets you apart and defines your niche. 

Your Solution

This is essentially a quick rundown of your processes and your product. What sets your business apart? Why is your product the best option for the customer?

Social Proof

Show the customer that other people think you’re great too, whether that’s via reviews, customer testimonials, press coverage, or another external source.

Moving Forward

In a nutshell, you’re moving into your mission statement. It’s a chance to share your excitement and vision with the customer.

Let’s Go

While you don’t want to use a lot of sales language on your About Us page, many businesses choose to end with some form of call-to-action. 

Whether it’s a Shop Now button, links to your social media, or some other form of engagement, you’ve gotten to know each other- now it’s time to make that count. 

For example: 

“We’ve spent our entire lives hiking, camping, and backpacking, but we felt like we couldn’t find sustainably-sourced products at prices we could afford. That’s why all of our products are 100% organic and crafted with a reasonable budget in mind.

Want to get to know us better? Check out our features in Outdoors Magazine and Middle-Class Hiker.

We see our work as part of a broader movement to reintroduce Americans to the great outdoors and help families experience the natural world without breaking the bank.

Ready to get out there? Shop now.”

Get Creative with Your About Us Page

While it can be helpful to follow a template, your business has specific needs and a distinct aesthetic. Lean into that to find a style and feel that matches your business.

Check out these About Us Page Examples

This About Us page example from Stitch Fix starts with a quick elevator pitch about the company, followed by a large image.

We love the simple power of Stitch Fix's About Us page

It catches the eye, gives the basic information necessary for a first-time visitor, and makes it easy to navigate to more detail below.

ArtVersion keeps things simple. They say what they do, then jump directly to the team you’ll be working with if you choose their agency. 

Design Agency Artversions About Us page gets quickly to the point and directs web visitors to important information

The North Face starts by building authority and showcasing their company history, before jumping directly to their mission statement- all in the space of two sentences.

We love the North Face's About Us page.

Essentially- the opportunities are endless. So get creative, speak to your ideal customer, and (most importantly) be yourself. It isn’t easy standing out online, so take advantage of the opportunities afforded you by your About Us page. You’ll be glad you did.

About the author

Bryce Patterson

Bryce is a writer and content marketer at Selz, and a freelance writer for tech companies including Churn Buster and Evergreen. He gives ecommerce business and non-profits a more human, relatable voice. He has written a novel, worked on a comic book, and played in a handful of bands. Bryce lives in Colorado.

4 comments

  1. Mike O'Brien

    Interesting post! Love the focus on structure- it’s super helpful for putting together a page like this.

  2. Lacey

    I’ve been looking for this! Thanks I think that writing your About Page is one of the hardest pages to come up with. I also believe that it will keep changing as a website evolves. Thanks for the pointers!

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