How to Create an Engaging About Us Page for E-Commerce Sites (With Examples)

Your About Us page is your chance to tell your story, share what drives you, and show the human side of your business. Whether it’s the passion that inspired you to start your e-commerce store, the values you stand for, or the team working behind the scenes, this page helps customers connect with you on a deeper level. And when people feel connected, they’re more likely to buy from you, trust your brand, and keep coming back.

For an e-commerce store, where you don’t have a physical presence to build that trust, your About Us page is like inviting customers into your world.

In this guide, we’ll show you how to create an About Us page that’s informative, genuinely engaging, and impactful.

Step 1. Structure an engaging About Us page

An effective About Us page ou Our story page showcases your brand’s unique personality, builds trust with potential customers, and reinforces why your business is the right choice. By presenting your mission, values, and achievements in a relatable way, you can turn casual visitors into loyal customers.

This page also helps establish credibility, demonstrating your professionalism while giving your audience a sense of who you are and what drives you. When done well, your About Us page becomes a powerful tool for differentiation and engagement. Here’s how to structure it effectively.

Brand story

In this section, share the origins of your business. Talk about what inspired you to start, the challenges you overcame, and the passion that fuels your brand. Make it personal by weaving in anecdotes or pivotal moments.

Your story or company culture helps customers understand the “why” behind your business, creating a deeper connection. People love to support brands with relatable or inspiring backstories.

Pro tip: Use storytelling techniques like setting the scene, building up the conflict, and ending with how your brand came to life.

Learn more: How to Build Your Brand Narrative

Mission and values

Customers want to know what you stand for, especially in today’s socially-conscious marketplace. This section helps you align with your audience’s values.

Clearly state your mission in one or two sentences. Highlight the core values that define your business, such as sustainability, quality, or innovation.

Pro tip: Use bullet points or short paragraphs to keep this section easy to read. Include examples of how your values influence your business practices or products.

Meet the team

Showcase the people behind your brand with photos, names, roles, and brief bios. Add fun facts, quotes, or their favorite product from your store to add personality.

Humanizing your brand builds trust. Customers feel reassured knowing there are real people dedicated to creating their experience.

Pro tip: Use a casual, approachable tone in this section. Group photos or behind-the-scenes shots work particularly well.

Achievements and social proof

Social proof reassures potential customers by showing others trust your brand. Achievements reinforce that you’re an established and reputable business.

Highlight major milestones, awards, certifications, or partnerships that show credibility. Include customer testimonials or reviews from happy clients. If you’ve been featured in the media, mention it here.

Pro tip: Use logos of partnerships or media mentions and include short, impactful customer quotes with images if possible.

Bestsellers

Showcasing your bestsellers on your About Us page is a subtle way to guide customers toward popular products while reinforcing your brand’s appeal.

Mention your most-loved products with a brief description of why they stand out. Highlight features like customer favorites, innovative design, or high-quality materials. You can even include short testimonials or reviews specific to these products.

Pro tip: Add product images with links to the product pages for easy navigation. This encourages conversions and helps showcase your brand’s unique offerings.

Call-to-Action (CTA)

An effective CTA provides a clear path forward, helping turn visitors into customers or subscribers.

Conclude with a clear CTA encouraging visitors to take the next step. Examples include: ‘Shop Now’, ‘Learn More About Our Products’, ‘Join Our Newsletter for Exclusive Updates’, ‘Contact Us for Questions’…

Pro tip: Make your CTA buttons stand out visually with bold colors or animations.

Social media links

Social media links extend your brand’s presence beyond your website, offering another way to engage and build loyalty.

Add icons or links to your social media platforms so customers can follow you for updates, promotions, and behind-the-scenes content.

Pro tip: Place these links either in a dedicated section at the end of your About Us page or integrate them subtly throughout the page.

Contact

Including a contact page reference or a direct contact section on your About Us page makes it easy for customers to reach out with questions, feedback, or inquiries, reinforcing your brand’s accessibility and customer-centric approach.

Add a clear and concise contact section with options like an email address, phone number, or a contact form. You can also include links to your customer support page or FAQs for additional assistance.

Pro tip: Place the contact details at the end of your About Us page to ensure visitors know how to reach you without navigating away. Use engaging language like “We’d love to hear from you!” to make the invitation to connect more welcoming.

Step 2: Use great visuals and a responsive design

Visual elements are the first thing visitors notice on your About Us page, making them crucial for creating a strong impression. High-quality images or videos can effectively convey your brand’s personality, professionalism, and own story in a way that words alone cannot. Showcase real photos of your team, workspace, or products to add authenticity and help customers connect with your business on a personal level.

Avoid relying on generic stock photos, as they can feel impersonal and fail to represent your brand’s unique identity. Instead, opt for original visuals that align with your message and reflect the genuine essence of your business. If possible, include behind-the-scenes footage or videos to give customers an inside look into your operations or creative process.

Equally important is ensuring your About Us page is fully responsive, meaning it adapts seamlessly to different devices and screen sizes. A responsive design improves user experience and signals professionalism and attention to detail. Whether viewed on a desktop, tablet, or smartphone, your visuals and layout should remain clear, engaging, and easy to navigate.

Step 3: Optimize for SEO

Your About Us page is a hidden gem for driving organic traffic and improving your site’s visibility. By optimizing it for SEO, you can attract more visitors while maintaining an engaging and authentic tone. Here’s how to do it effectively:

Incorporate keywords strategically

Identify a primary keyword that aligns with your niche and target audience. For a camping store, it could be “About Us page for camping gear store,” while a supplement store might use “About Us page for health supplement store.” Use this keyword naturally in the following places:

• Title: Create a headline that reflects your brand and keyword, e.g., “About Us | Your Trusted Camping Gear Partner.”
• Meta description: Summarize your page with engaging text like: “Learn about [Your Brand], the go-to store for camping enthusiasts. Discover our mission, values, and quality gear for your next adventure.”
• Headings and content: Use the keyword in subheadings and throughout the body, ensuring it fits naturally and doesn’t feel forced.

Improve readability and navigation

Structure your page with clear H1, H2, and H3 tags, breaking up content with bullet points and short paragraphs. This makes the page easier to read while helping search engines understand your content hierarchy.

Use SurferSEO for optimization

SurferSEO is an excellent tool for fine-tuning your About Us page. It provides actionable insights by analyzing top-ranking pages for your target keyword. Here’s how to use it:

1. Content editor: Enter your keyword (e.g., About Us page for camping gear store) and create your content directly in the editor. SurferSEO will suggest keyword density, word count, and related terms to include.
2. On-page optimization: Follow SurferSEO’s recommendations for headings, paragraphs, and internal links to make your content more competitive.
3. Keyword variations: Incorporate related keywords suggested by SurferSEO, such as “camping gear experts” or “outdoor adventure supplies.”
4. Competitor analysis: Use SurferSEO to analyze what works for high-ranking pages in your niche, then adapt those strategies to your page.

Combining strong keyword placement, visual optimization, and SurferSEO insights, your About Us page will rank higher in search results, attract more visitors, and leave a lasting impression on your audience.

Step 4: Keep the tone relatable and authentic

The tone of your About Us page is what brings your brand to life. It should reflect your unique voice while making visitors feel like they’re having a conversation with a trusted friend. Here’s how to make your tone relatable and authentic:

Write in a conversational tone

Use natural, friendly language that mirrors how you’d speak to your customers in person. A conversational tone helps break down barriers and makes your brand feel approachable. For example, instead of saying “We specialize in outdoor equipment solutions,” you could say, “We’re here to help you gear up for your next adventure.”

Avoid jargon

Skip overly technical or industry-specific terms unless absolutely necessary. Remember, your audience may not be familiar with specialized language, so keep it simple and easy to follow. If you must include specific terms, briefly explain them to avoid alienating readers.

Connect with empathy

Show that you understand your audience’s needs, challenges, and values. For instance, if you run a supplement store, acknowledge their desire for health and well-being by saying, “We know how important it is to find supplements you can trust—that’s why we’re committed to transparency and quality.”

Reflect your brand’s personality

Whether your brand is playful, professional, or adventurous, let that personality shine through in your writing. Consistency in tone helps reinforce your brand identity and makes your About Us page feel more genuine.

Read also: Best Writing Tones for E-commerce (Pro Tips to Stand Out)

Step 5: Test and update regularly

An About Us page isn’t a static part of your website—it should evolve as your brand grows and changes. Regular testing and updates ensure that your page remains relevant, engaging, and aligned with your business goals. Here’s how to approach it:

Monitor engagement metrics

Use tools like Google Analytics to track how visitors interact with your About Us page. Key metrics to watch include:

• Time Spent on Page: A high average time suggests that visitors are engaged with your content.
• Click-Through Rates (CTR): Measure the effectiveness of your call-to-action (CTA) links.
• Bounce Rate: A high bounce rate may indicate that your page isn’t meeting visitor expectations or is difficult to navigate.

Gather audience feedback

Ask your customers for feedback through surveys, social media polls, or email questionnaires. Find out what they loved about your About Us page and what they think could be improved.

Pay attention to questions or comments your customers frequently make—these can offer insights into areas where your page may need clarification or enhancement.

Update content periodically

Keep your About Us page fresh by revisiting it regularly to:

• Highlight New Milestones: Celebrate achievements like awards, partnerships, or product launches.
• Reflect Team Changes: Add new team members or update profiles to keep the page current.
• Align with Branding Updates: Ensure the tone, visuals, and messaging stay consistent with your overall brand identity.

Test different elements

Experiment with variations in content, layout, or CTAs to see what resonates most with your audience. For example:

• Try different headlines or images.
• Test CTA placements to improve conversions.
• Use A/B testing to compare versions of your page and identify what performs best.

Inspiring About Us page examples

Looking for ideas to create your own About Us page? Here are some standout examples from successful e-commerce brands, along with insights on why they work:

Toms

Toms leverages their One for One® mission to make a powerful impact. Their About Us page focuses on the positive social change they bring by giving back for every purchase made. It includes customer stories, videos, and visuals of the communities they support.

Why it works:

• Creates an emotional connection by showcasing the social impact of purchases.
• Clearly communicates the brand’s purpose in a way that inspires action.

Nike

Nike’s About Us page tells a story of innovation, perseverance, and excellence. They focus on their history of empowering athletes and pushing boundaries in sports. The page features dynamic visuals, inspiring quotes, and a timeline of achievements.

Why it works:

• Appeals to emotion and ambition, tying their story to their audience’s aspirations.
• Includes a mix of history and forward-thinking innovation.

Casper

Casper, the mattress company, uses humor and a conversational tone to make their About Us page stand out. Their story focuses on simplifying sleep and revolutionizing an industry often seen as traditional. The page is approachable, fun, and visually engaging.

Why it works:

• Uses humor to differentiate themselves in a competitive market.
• Highlights their customer-focused approach in an engaging way.

Takeaways for your About Us page

These examples highlight key elements that make an About Us page shine:

• Authentic storytelling that aligns with your brand values.
• Clear communication of your mission and purpose.
• Visuals and a tone that resonate with your audience.
• A strong call-to-action that encourages deeper engagement.

Use these examples as inspiration to craft an About Us page that tells your story, connects with your audience, and drives action.

Bringing it all together: Your About Us page as a trust-building tool

Creating an engaging About Us page for your e-commerce business is an opportunity to tell your story, build trust, and connect with your audience on a deeper level. By structuring your page thoughtfully, incorporating visuals, optimizing for SEO, maintaining an authentic tone, and updating it regularly, you’ll create a page that informs and inspires action.

Remember, your About Us page is often the first place potential customers go to learn who you are and why they should choose you. Make it count by reflecting your brand’s personality, values, and vision. A compelling and well-maintained About Us page will set the foundation for stronger customer relationships and lasting loyalty.

Contact us today to discuss how we can bring your brand’s story to life and create a lasting impression on your audience!

FAQ

Why is an About Us page important for an e-commerce website?

An About Us page builds trust by showing the human side of your business. It helps customers understand your mission, values, and what makes your brand unique, which can increase conversions and customer loyalty. It also improves SEO, driving more traffic to your site.

How to write an About Us page on Shopify?

Shopify makes it simple to create an About Us page. Go to your Shopify admin, navigate to “Online Store” > “Pages,” and click “Add Page.” Use Shopify’s intuitive editor to structure your content into sections, such as your story, mission, and team. Make sure to include authentic visuals, internal links to key products or collections, and a CTA like “Shop Now” or “Learn More.”

What should I avoid when creating an About Us page?

Avoid using generic stock photos, overly technical jargon, or making the page solely about your business without considering your audience. Focus on authenticity, keep the tone engaging, and ensure the content addresses why your brand matters to your customers. A successful About Us page includes essential elements such as your brand story, mission statement and values, social proof, team introductions, and a compelling call-to-action (CTA). Leaving these out can make the page feel incomplete or ineffective.