Ecommerce can feel a little impersonal at times.
Shoppers experience your brand through a screen instead of in person, where they can touch and handle the products before making a purchase.
As a result of this detachment, shoppers might forget your brand or even mix you up with a competitor.
To avoid this, it’s important to make a strong impression on every visitor. One excellent way to leave a mark is through your About Us page.
A comprehensive About Us page helps differentiate your brand, connect with your potential customers, and make you more memorable.
In this article, we’ll go over some of the best About Us page examples out there and break down the reasons they resonate with shoppers.
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Let’s go over a few iconic About Us pages and what they do well.
The About Us page examples below present their stories, personality, and accolades with finesse and branded page design.
The team at K-Swiss understands there are multiple contributors to their brand’s history.
Their About Us page is divided into three sections: Our Story, Our Athletes, and Our Collaborations.
Their brand story page goes through a timeline of events, from their founding in 1966 through different product releases, accolades, and endorsements.
This section of the About page helps establish their authority, reliability, and long history in the trade.
Their athletes section features various K-Swiss tennis players, including the iconic Venus Williams.
This section of their About page establishes social proof, sharing how the best of the sport use their products.
Finally, their collaborations section highlights the various brands and influencers they’ve worked with.
This also adds social proof while building partnerships, as it showcases they’re open to working together.
#cta-paragraph-pb#K-Swiss used Shogun Page Builder to speed up their development time 6X and save $100,000 while they were at it. On top of it all, they also improved conversions by 10%!
Leesa keeps it simple at the top of the page, subtly demonstrating the portability of their mattress in a box product.
Their mattresses aren’t only easily shipped to your door, but as they say, they’re “meticulously designed, exceptionally comfortable.”
Leesa’s About page highlights the quality of their materials and process, bringing readers along on a visual journey.
Scrolling down, readers encounter a section where they can flip through the different steps Leesa takes in creating a mattress.
Visitors can flip through concept, prototyping, research and testing, and the final build to learn more about each step.
The quick transitions make for a seamless storytelling experience.
After establishing their story and quality, Leesa’s About page explains their purpose by sharing their social impact.
With 41% of consumers choosing brands with a clear commitment to social causes, this is a brilliant distinction to showcase on their website.
#cta-paragraph-pb#Learn how Leesa saved over $250,000 and six months of development time. Read the case study.
Adnams, a carrier of premium beers and spirits, infuses a fun sense of adventure into their About page. Their website features experiences such as brewery tours, “distill your own” spirits, and group tastings.
Based on their product offerings, readers can readily tell the brand’s personality is defined by excitement and group bonding experiences.
The About Us page reflects this masterfully with its wording, image choices, and colors.
The copywriting is a great example:
“Our stores, hotels, pubs, and inns reflect our individuality and the personality of our incredible teams. Our focus, and theirs, is to create memorable moments and to give our customers experiences that delight.”
Moreover, Adnams incorporates video, colors that pop, and headlines such as “pioneering spirit” to invoke imagery of adventure and journeying.
Finally, they highlight their values and focus on sustainability, a smart move since 44% of shoppers prefer brands with a clear commitment to sustainability.
So, this section benefits both the environment and the company’s bottom line.
This About page opens strong with background on the company’s founding.
Readers are introduced to the founder above the fold, quickly explaining his motivation behind Cambridge Mask Co.
Below the founder’s story and vision, visitors find a timeline of the company’s history.
This helps establish credibility by showing that Cambridge Mask Co has been in business for years.
The Cambridge Mask Co About Us page also talks about their current team, partnerships, and the product itself (masks).
They explain the credentials of their product, highlighting the most important points first, then giving readers a place to learn more should they so choose.
This is an excellent way to give readers the most pertinent information upfront while allowing the more research inclined to delve deeper.
#cta-mini-pb#Get our free About Us templates. Learn more
The sustainable apparel brand, PANGAIA, has a particular aesthetic.
They feature lots of natural scenes with monochromatically-clad humans in them, just as we see in this above-the-fold image on their About Us page.
Referring to themselves as a “materials science company”, they simply describe their mission of “bringing problem-solving innovations to the world through premium lifestyle products and experiences.”
They follow this upon scrolling down with who they are—”scientists, technologists, designers”—and their mission and vision to “inspire and accelerate an Earth Positive Future.”
Accompanying this message is an image of a pollinating bee, something we’d cease to exist without.
Following this high-minded mission is a slider showing the products themselves, which are made in a sustainable way.
The page ends with links to learn more about the brand, the materials they use, and the innovations they are undertaking to accomplish their big vision.
La Blanca sells swimwear, loungewear, and athleisure clothing.
Their About page helps visitors envision themselves enjoying the sun and surf with bright, vibrant lifestyle images.
As visitors scroll, they’re given a balance of eye-catching images and brand benefits.
For example, La Blanca highlights that their swimwear has multiple areas of adjustment to ensure a perfect fit for all body types.
They wrap up with a prompt to gather user-generated content using a hashtag while displaying models of various body types in their swimwear.
The Bondi Sands About page opens to a GIF of the ocean, with rolling waves, bright sunshine, and happy swimmers.
It’s a beautiful image that captures the eye with movement, transporting visitors to those sunny beaches.
Their About Us page then moves on to accolades and certifications, such as their reviews, the size of their global community, and their vegan and cruelty-free tags.
This is an effective visual way to highlight “why should you trust us” in one line.
Additionally, the Bondi Sands About page uses motion to make their reviews more interesting.
Their list of reviews appears alongside GIFs of their product in use, as well as prompts to read further reviews should visitors want to see more.
The Urban Writers is a platform that connects writers and other freelancers with projects to create books, articles, and more.
Their About page highlights the organization’s purpose, from their background and mission to the pain point that inspired the creation of the business.
Scrolling down, visitors can learn more about the founders and team members behind The Urban Writers, hovering over photos to reveal information about the person and their role.
When it comes to pictures of your staff on your About Us page, there’s no reason to limit the display to just the leadership.
If your team is larger than a handful of people, highlighting that’ll bring attention to all the work that goes into your products, which makes them seem more valuable.
This About page works well because the “product” of the website is actually the expertise and work of the individuals behind it.
Understanding the team powering the business is a good way to showcase different people and skills.
The page then wisely wraps up with a call to action (CTA) to apply to join the team.
The Acadian Estates & Custom About page does a few things well: It introduces the founder stories, highlights services, and explains how they work.
First on the About page, co-founder Blake Gautreau explains why they started the company.
A common theme among many About pages is stating the pain point and how their brand addresses it.
Then, the page moves on to a crystal-clear summary of their services.
This section works well because it’s succinct, easy to skim, and uses icons to help tell the story.
Finally, right before the CTA to book a consultation, the About page shares what the Acadian Estates & Custom process looks like, from consultation to creation.
The MVMT Our Story page starts off with a strong tagline: “Designed in LA, Worn Across the Globe.”
This automatically establishes them as a global brand with local (to Californians) roots.
The page provides another example of the problem-solution formula with its “we started MVMT to disrupt the overpriced and outdated models of the fashion industry” line.
MVMT uses more than just text to tell their story; it includes a picture and even the signatures of their two co-founders.
This sort of personal touch goes a long way toward building trust.
Following their personal note, they talk about their products, their mission, and how fans can stay in the know via social media.
They wrap it all up by linking to all the social media you can find them on and their blog. Their last CTA is to sign up for their newsletter to get 10% off—a great way to grow their email list.
This jewelry brand takes the opportunity in their About Us page to declare their overarching mission statement to bring designer jewelry to all types of buyers.
They also bring up their claim to fame—taking the “jewelry market by storm by being the Original Waterproof Jewelry Brand.” The photos give a behind-the-scenes look at their operations.
They continue with a quote from their founder and CEO, Catarina Oliveira, that strengthens the message of their mission:
“I never complied with the idea that the jewelry industry has always rhymed with exclusivity and high prices. I founded Hey Harper to democratize high quality designer jewelry. Jewelry doesn’t need to be gold or expensive to be long lasting – it needs quality, and that’s not a luxury but a standard! Our pieces are designed to empower women to be true to themselves and use jewelry as a tool for self-expression and self-empowerment.”
Finally, they use icons to highlight the main features of their products, a looping GIF showing off one of their pieces, and some parting copy about their craftsmanship.
TULA Skincare sees the importance of putting their best foot forward. In their About page, they plug their founder, Dr. Roshini Raj.
Dr. Raj is a practicing gastroenterologist with degrees from Harvard and New York University—talk about an impressive face for a brand!
The page ends on a personal note from the founder, with her explaining the purpose behind TULA Skincare and the reason she founded it.
The Death Wish Coffee About Us page leads with the provocative headlines “Rebellious By Nature” and “Fueled By Death”, followed by an explanation that they believe the term “death wish” is a sign of living life to its fullest.
What a powerful way to get the attention of their curious visitors!
Scrolling down, you learn about their strict quality requirement for their beans and the labor that farmed them.
It’s obvious that they care about not only their product, but the people involved in getting it to their roasters.
They wrap up the page by talking about their team and the history that led the brand to their current success. They clearly understand how essential their employees are to the growth of the brand.
Dedicated vegans and certified nutritionists, the Aussie brothers that started Future Kind found it difficult to get supplements that were vegan. So, they made their own.
Their About Us page starts by quickly telling their story of launching their evidence-based, 100% vegan vitamin line.
They follow that up by defining what makes them different from their competitors—clean, organic ingredients; sustainable practices; and vegan, cruelty-free ingredients.
Further, they explain why buying directly from them is better than going through a retailer.
Popular supplements like omega-3s, vitamin D3, and collagen are usually derived from animal sources like fish, sheep wool, and cow parts. Future Kind highlights how their same supplements only come from sustainable, plant-based sources.
They go on to talk about their work with animal sanctuaries and sustainability initiatives.
Finally, they wrap it all up by showing off their full line of supplements with a CTA to Shop All. If the rest of the page convinced you to buy, it’s easy to start shopping from here.
If you have a unique business model, your About Us page gives you an excellent opportunity to explain precisely what differentiates you from similar stores.
That explanation must be concise, though.
Otherwise, the visitor might get distracted or bored and back out before they’re convinced you’re better than your competitors.
Taaluma Totes certainly has a unique business model: Their products are made with traditional fabrics from many countries and manufactured in the USA. The proceeds then go on to fund microloans in the origin countries.
Beyond that, Taaluma Totes leverages their press coverage from Shark Tank, TedX, Business Insider, and more to provide social proof and establish credibility.
They have a section with quotes directly from the Shark Tank “sharks” about their business concept.
Daring Foods’ About page opens with a powerful statement: “Why chicken needs to CHANGE.”
They unveil the problem they’re trying to fix immediately—namely, that chicken is great, but the process needs to be fixed.
Right below their strong opening statements, their copy masterfully explains why there’s a problem with how chicken is farmed today:
“It turns out that there are certain compromises that have to occur to provide us with all that chicken. How the animals are raised, what they eat, the amount of animal waste that’s generated. And it’s not sustainable. It might seem hard to believe, but changing your chicken might just change a lot of things. For the better.”
The copy and design work together in perfect harmony to tell a complete story.
It starts with a problem statement, explains why it’s such a large issue, then closes with the solution: “Making chicken better by making it out of PLANTS.”
Turkish brand Mavi combats any vagueness on their About page by using statistics to tell their story.
The page highlights the percent reduction in water and energy consumption their denim uses compared to the industry average, as well as the sustainable wash processes they utilize.
Displaying their story in statistics is a powerful way to condense information and let visitors know what the brand is all about.
They continue with their mission, vision, and values, which focus on their 30 years in the industry that have gone toward creating “an exceptional pair of jeans, in both fit and quality, using less water and energy.”
Social investments are also important to them, which the brand allocates 1% of EBITDA to fund.
Mavi ends simply with an Instagram UGC collage, showing their products out in the real world.
Innovation is no stranger to the coffee industry, but Copper Cow has developed something truly unique—single-serve Vietnamese pour-over lattes.
Their Our Story page starts with a note from the founder, Debbie Wei Mullin, talking about how she launched the company to share her culture in a sustainable way.
Scrolling down, you learn more about the product—traditional Vietnamese coffee that anyone can brew at home. Not only that, but the coffee is produced in a way that’s fair to farmers and sustainable to the environment.
They add a call-out for retailers that may want to become part of their wholesale program, as well.
No About Us page is complete without a focus on their values, which Copper Cow highlights with four memorable phrases—Be a Good Citizen, Bring Others Along, Act Like Owners, and Fail Forward.
To take it home, they include gushing praise from well-known publications and provide a selection of best sellers to allow visitors to start shopping right away.
Branch recognizes the importance of being comfy during those 40 weekly working hours, whether at home or the office. Their About Us page addresses employers directly above the fold.
As you scroll, you learn the story of the brand—the CEO found that buying office furniture was a big hassle.
They follow up by talking up how their products are comfortable, high-quality, and affordable.
Finally, what is an About Us page without social proof from adoring customers. Branch uses a slider to show off their five-star reviews, with a link out to a dedicated page with thousands of reviews from their store and beyond.
At the bottom of the page, they showcase their commitment to creating sustainable products and giving back to social initiatives.
The About Us page examples above all do something well, whether it’s segmenting their stories or introducing their team.
Use them as inspiration for your own About Us page to help visitors learn more about your brand, mission, vision, and company as a whole.
We hope this article helps you improve your own About Us page or create one that proudly reflects your brand.
When you’re ready to create a custom About Us page, you can use Shogun to put all these learnings to work for your brand.
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