How to Add an About Us Page in Shopify (And What to Include to Make it Awesome)
December 7, 2019
For many brands, not just Shopify stores, the About Us page is a low-priority item next to everything else on the to-do list for launch. It’s little more than afterthought.
An About Us page in Shopify is more than just a secondary page to populate with generic content "just because."
The content on that page fills a number of roles from improving organic search marketing to setting the tone for your brand and what it stands for.
In this article we’ll look at how to add an About Us page in Shopify. We’ll also dig into what they are, the anatomy of an About Us page, and tips to make sure your About Us page helps turn visitors into customers.
What is an About Us Page?
An About Us page is a collection of information on your Shopify store that focuses on the biggest selling points of your brand. It presents your unique selling position, tells a story, and is intended to make a lasting impression with customers who want to know more.
eCommerce shoppers unfamiliar with your brand want to know more about who they’re giving their money to. Trust is a huge factor in online shopping and you better believe a customer will do their research if there is any concern over shopping with a new brand.
In fact, 52% of visitors to a brand’s homepage will use the About Us page to find out more about a company.
A prospective customer should be able to view your About Us page in Shopify and use that information to confidently make a purchase decision.
What’s Included in an Ecommerce About Us Page?
The contents of an About Us page will vary greatly because business and industry is different. Your audience, your personality and that of the owner, your products, your industry and more will all define what goes into your About Us page.
That said, there is a strategic approach to creating a good About Us page for eCommerce. For eCommerce, you want to accommodate a number of goals with your content:
Communicating your brand’s story
Summarizing your brand’s business model
Humanizing your brand with the faces of you and your team
Utilizing persuasive content that’s engaging
Describing your ideal customer and how you’ll help them
Showing off your wins to improve customer confidence and trust
What you include will vary, but keep in mind visitors expect to find certain types of information. In fact, one study from Huff Industrial Marketing asked respondents to weigh assets in brand content that impacted credibility.
While several of the listed content assets can and should be included in an About Us page, note how “about info and team bios” is rated as somewhat or very important over other content.
Make sure when crafting your About Us page in Shopify that your audience not just learn about you, but also why they should buy from you.
How to Add an About Us Page in Shopify
To add an About Us page in your Shopify store:
Step 1: Log into Your Admin Dashboard
Navigate to your admin dashboard by visiting the Shopify account login page. Enter your login credentials you used when you setup your store.
Step 2: Click on “Online Store” in the Left Menu
When you click on this option it will open the admin navigation for your store. Click on the “Pages” link in the navigation to see current pages in your store and to add new pages.
Step 3: Click “Add Page”
If you’re creating your first About Us page in Shopify, click the blue “Add page” button to open the new page creator.
Step 4: Add Your Content and Name Your Page
Clicking “Add page” opens the visual editor. This editor has limited functionality with only a few fields you can use to create your About Us page in Shopify.
Title – Use the title field to name your page. This is the title that will be displayed in the browsers title bar/tab.
Content – This is the body content of your page. The Content field is where you’ll put all the content for your About Us page including any images, videos, links, testimonials, etc.
Visibility – Determines the status of your page once you save it. You can either make it live, set it to publish at a specific day, or keep it hidden until you’re ready for the content to go live.
Template – Choose a template for the page. This impacts the visual layout of your content. The page templates available to you will vary depending on the theme you’re using in your Shopify store.
Search Engine Listing Preview – Use this section to edit the meta content for your About Us page in Shopify. By default, search engines like Google will use the page title and pull an excerpt from the page for search results. You can override this by defining a meta title and meta description for your page.
Step 5: Save the Page
When you’re finished adding content be sure to click “Save” at the top to avoid losing your work.
If you leave visibility as “Visible” then your content will be considered live when you click “Save”. Note that unless you link the page somewhere, such as in your menu, visitors won’t be able to easily access this content. However, search engines may still be able to index the content and display it in organic search even if it’s not linked in your menu.
Step 6: Add the Page to Your Menu
In order for your About Us page in Shopify to be visible to visitors, you need to add it to your menu. Do this by adding your new page to your menu.
Click on Navigation in the left menu.
Click the menu you want to edit. This is typically “Main menu."
In the menu page, you’ll see menu items currently visible in your navigation. Click “add menu item” to add a new link or page to your store’s main menu.
When adding a menu item, type the name for the menu item. This is the name that will be used for the link. Whatever you type here will be displayed in your menu exactly how you type it.
The “Link” field allows you to choose the page you want to link to. When you click in this field you’ll be given a list of active pages in your store.
You can either choose an internal page or type in a link to an internal or external page. When visitors click the menu item they’ll be taken to the designated page or link.
Click “Add” once you’re finished, then “Save menu” to make the new menu item visible in your store.
Customize Your About Us Page with Shogun
According to Adobe, 38% of visitors will leave a site if the content/layout is unattractive. With how much an About Us page can influence a prospective customer, you want as much control as possible over the visual experience.
Shogun allows you to build custom landing pages in Shopify using a simple drag-and-drop interface. By integrating with your Shopify store, this tool gives you control over a wide variety of elements that be added and customized with just a few clicks.
This way you can build an About Us page that really tells the story about your brand and allows you add vital elements that impact trust and credibility including images, video, testimonials from fans, customizable content modules, and more.
All without touching the code.
Once you’re done, Shogun lets you publish and add the new page to your navigation in seconds.
Tips for Writing an Awesome Shopify About Us Page
No matter what you’re selling in your online store, or what kind of business model you have, there are some best practices that go into a killer About Us page.
Promote Your People
Humanizing your brand and showing off your people is one of the best ways to set your brand apart from the competition. Your customers want to know who they’re doing business with and the people behind the brand.
This is a great opportunity to show off your team and take pride in your staff. But more than just the name and job title, you can create an engaging and fun experience for customers that helps them make a more personal connection with your staff.
Get creative with the details. Include info on:
Who they are
What they love
Fun hobbies and habits
Favorite things to consume (books, film, music, food, etc.)
Share Your Story
People love telling their own story as much as they love hearing a good origin story. This is your opportunity to build up your brand and share the story (and experience) of how you began, why you chose your products, and illustrate what drives you.
Brands often take this opportunity to define their culture and vision, which can be an important selling point depending on the brand and products.
For example, Taaluma Totes uses their About Us page to illustrate how they source products, their sustainable practices, and how they give back.
Beardbrand takes a more narrative approach to telling their brand story.
No matter the approach, be sure to tell your story. Share it honestly, and in your voice. Taking this personal approach over typical corporate-jargon creates a more personal connection with the customer and offers a substantial boost to credibility.
Include Real Numbers
Impress your customers and increase credibility by including numbers. For a first-time customer, reading that you’ve been operating for nine years with X number of products sold, Y amount donated to charity, or number of satisfied customers with five-star reviews might be all they need to make a purchase decision.
Check out how Merit uses real numbers in their About Us to add credibility and encourage customers to shop.
Every business has winning numbers. Consider what you can use to make a point about your brand’s mission, vision, and success.
Boost Engagement on About Us Pages with Images and Video
Plain text can tell your story, but it’s the least engaging approach and will have the lowest impact on customer conversion.
According to Adobe, if given 15 minutes to consume content, two-thirds of people would rather read something beautiful designed than something plain.
But it’s not just about making an attractive layout. Media like images and video have consistently shown to be more engaging. In fact, a recent study from Content Marketing Institute showcases the important of multimedia in marketing campaigns – from inbound content marketing to use of video and images on internal pages.
And then there’s proof of conversion: when video is used in eCommerce, as much as 73% of people are more likely to buy a product.
Your About Us page is a great opportunity to use images and video and there are plenty of ways to do that:
Share customer success stories
Show images of customers using your products
Include pictures of your team doing their work instead of just a head shot
Share videos and images from behind the scenes to humanize your brand
Show off how your products are made or sourced
Include Testimonials for Social Proof
When people aren’t sure what to do they often turn to peers and the behavior of others to help make a decision. This is principle behind the concept of social proof.
In 1969, scientists conducted an experiment in Manhattan to help understand and prove the concept. A single actor was positioned on a busy street where he stood and stared up at a 6th floor window on a building for one full minute. Only 4% of passers by stopped to look up at the building.
When the scientists increased the test from one actor to 15, 40% of passers-by stopped to look up at the window.
“Whether the question is what to do with an empty popcorn box in a movie theater, how fast to drive on a certain stretch of highway, or how to eat chicken at a dinner party,” said New York Times bestselling author Robert Cialdini, “the actions of those around us will be important guides in defining the answer.”
Your About Us page is a great place to use social proof to strengthen your credibility.
Instead of limiting customer reviews to product pages, pick the best customer reviews as well as user-submitted success stories and display them on your About Us page.
Check out how Common Deer incorporates this into their about page:
Include Your Contact Information
One of the top reasons customers decide to abandon a purchase is due to credibility. While there are a number of trust factors that impact credibility, contact information is a big deal.
Customers want to know they can reach you if they have a question or if there’s an issue after they make a purchase.
In fact, it’s such a critical point of trust that 51% of people think it’s the most important element missing from many company websites. Likewise, as many as 44% of prospective customers will leave a website if there’s no visible contact information.
While you can and should include that information in your header or footer, your About Us page is another great place to put this information.
Something as simple as a visual link to your contact page, or an image of your headquarters with basic contact info is sufficient.
Make Page Creation Easy with a Template
With all the elements to include in your About page it might seem daunting to decide how to layout the content. Instead of starting from scratch, use the page templates provided by your Shopify theme.
Also, Shogun comes loaded with ready-to-use templates for a variety of pages, including the About Us page in Shopify, to make adding and editing content even easier.
Your About Us Page in Shopify is a Huge Conversion Opportunity
There aren’t a lot of opportunities in eCommerce to gain the trust of your customer, and they tend to form a first impression quickly. By creating an About Us page in Shopify, you have one more resource customers can use to help them make a purchase decision.
While not every customer will visit the page, those who do are likely looking for indicators that you can be trusted. Follow the tips above to create a killer About Us page for your store, and use a tool like Shogun to make a truly engaging visual experience.
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Derek is the founder of Thunder Bay Media and lover of everything related to content writing and copywriting. He has 15+ years of copywriting, content writing, and digital marketing experience and is a featured guest blogger published by more than 30 marketing publications.