Trust can be an issue in the ecommerce industry.
When customers go to a brick-and-mortar store, they’re able to evaluate products in person. They know exactly what they’re going to get before they make their purchase.
Unfortunately, that’s not always the case with online stores. The item that arrives at the customer’s doorstep might not be quite what they were expecting.
Customers also need to trust that your store is secure, as online shoppers are often the victims of identity theft, ransomware and other forms of cybercrime.
For a customer to make a purchase on your Shopify store, they’ll need to share sensitive contact and financial information with you. And to make customers comfortable with that, it helps if you reciprocate by sharing information about your business.
A comprehensive About Us page makes customers more likely to trust that your site is secure and your product images/descriptions are accurate. This, in turn, will lead to more sales for your store.
Below, we’ll go over what makes the top About Us pages on Shopify so effective, which you can use as inspiration for your own About Us page.
The best About Us pages emphasize the human side of business. It’s not enough to just vaguely talk about your values. You need to associate real people with your brand.
For example, the K-Swiss Our Story page identifies the company’s founders as “two Swiss brothers” who “moved to California."
K-Swiss shows how to use storytelling on your About Us page. From Shakespeare to Michael Bay, all stories have the same basic structure: there’s conflict, and then there’s resolution. For marketing purposes, this is usually translated into the following formula: there used to be a problem, but then we developed our products and fixed it. In this case, the K-Swiss founders drew on their Swiss roots to improve tennis shoe design by incorporating elements from leather ski boots.
Whatever it is that you sell, there are likely other stores that sell similar items at similar price points. These storytelling elements give customers a reason to remain loyal to your brand over all their other options.
What problem inspired you to start your business? How do your products solve that problem? Be sure to include this information on your About Us page.
Also, note how K-Swiss has added links to their most impressive products right under the description of their history. This is a good idea to copy for making some extra sales on your store, especially if you can work it into your story organically.
The MVMT Our Story 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 is very effective at instilling trust.
Quad Lock also features an image of their co-founders on their About Us page, and they take the extra step of including their Twitter handles as well.
By providing access to their individual social media accounts, the Quad Lock team gives the impression that they’re confident in the quality of their service. After all, if they expected that customers would often be unhappy or upset, why would they make it so easy to contact them directly?
Leesa takes using media on an About Us page to the next level by adding a video demonstration of their product.
On some level, visitors are aware that staging, lighting and Photoshop can be used to make your products look better in photos than they do in real life. It’s harder to hide flaws in video, so they’re a more compelling way to show potential customers what you have to offer.
Learn more about Leesa and how Shogun saved them over $250,000 and 6 months of development time by reading our Leesa case study.
Just as visitors are aware that the images on your site only show your business in the best light, they know that your copy does the same.
You have a bottom-line incentive to talk up your strengths and ignore any possible weaknesses, so any claims you make about yourself will ring hollow to a certain degree.
That’s why it helps to let others do the talking for you. If the ones doing the talking for you are well-known and respected, that’s even better. On the Cotopaxi About Us page, there are positive quotes from Outside, Business Insider and Forbes.
The style of your About Us page should reflect your overall brand. In the case of this Haus About Us page, the streamlined design is as simple and elegant as their furniture. And, of course, there are photos of the store and the top executives for that all-important visual connection.
When it comes to pictures of your staff on your About Us page, there’s no reason to limit yourself to just the leadership. If your team is larger than a handful of people, highlighting that fact will bring attention to all the work that goes into your products and therefore make them seem more valuable. The Death Wish Coffee About Us page includes photos of everyone from the CEO and CFO to the roasters and customer service reps.
Other design points worth mentioning: Death Wish Coffee catches the visitor’s attention with a GIF that depicts a bag of their coffee emerging from loose coffee beans at the top of the page. They establish the problem that they solved (“Mike Brown saw a need for coffee that was both strong and delicious to serve his groggy morning customers”) in the very first paragraph.
If you have a unique business model, your About Us page gives you an excellent opportunity to explain exactly what makes you different from similar stores.
That explanation must be concise. Otherwise, the visitor might get distracted and back out before they’ve been convinced that you’re better than your competitors.
Taaluma Totes certainly has a unique business model: their products are made with traditional fabrics from many different countries (there’s an Afghanistan Tote, a Nigeria Tote, etc.) and 20% of the profit from each purchase is given to the country where the traditional fabric is from.
They use an illustration to explain all this, which is an especially efficient way to communicate their value.
While Taaluma Totes uses imagery to tell visitors about their service, Wrightwood goes in the opposite direction with a text-heavy About Us page.
Generally, you don’t want to have too much text on any page of your site. The approach works in this case, though, because Wrightwood breaks the text up into short paragraphs and uses colloquial language (an excerpt: “unlike the big, inefficient retailers, we find some really cool, eco-friendly furniture“) that mimics the tone of a personal letter. Personality is always the key to an effective About Us page.
When it comes to personality, a little humor goes a long way.
By giving their resident dog the title of “Head of Security” and a magic eight ball the title of “Business Advisor,” Tattly sets a light-hearted tone for their Shopify store. It reminds visitors that their business isn’t just an organization looking to generate revenue and maximize profit — it’s made up of actual people. That makes it easier to trust.
Again, vague language about your values isn’t going to cut it for your About Us page. Your copy needs to be specific to the story of your business for you to make a connection with visitors.
The Finisterre About Us page features a section written by the founder. What’s notable about this is that the section uses the pronoun “I." “We” is a little fuzzy; with “I” the visitor knows exactly who they’re listening to. If it makes sense for your store, this is a powerful method for injecting some personality into your ecommerce About Us page content.
Another way to combat vagueness is to use statistics to help tell your story. The Mavi About Us page shows the visitor the number of units they’ve sold globally, the number of countries they’re available in, the number of stores they have open, the number of employees they have and their number of social media followers.
The Hummingbird Bakery About Us page provides us with yet another example of the problem-solution formula. They describe how there was “a lack of any places in London to enjoy the taste of truly authentic American-style baking." So, Hummingbird came in and has “played a lead role in bringing cupcakes and Red Velvet cake to popularity in the UK."
Also, notice how Hummingbird doesn’t just use any photo of their staff on this page — they use a photo where both the employee and the customers are smiling and laughing. It looks like a place that you’d enjoy going to.
At the bottom of the Bulletproof About Us page, there’s a map that shows the visitor the closest locations where they can find Bulletproof products.
If your business has brick-and-mortar stores in addition to your Shopify store, you should add a map to your site as well. This will help visitors envision the physical footprint of your brand (and it should create some extra foot traffic for you, too).
Drinkfinity features many of the best practices we’ve detailed in the Shopify About Us page examples above: they explain what makes them unique, the language is clear and concise and there’s a generous use of images.
But most of all, the Drinkfinity About Us page just looks good. With its clean design, vibrant colors, and custom graphics, you can tell that a lot of talent (and probably a decent amount of money) went into this page. And if Drinkfinity was willing to invest in this page, it follows that they’ve likely invested in making their products, customer service and everything else about their business just as good.
It doesn’t matter how well-written your About Us page copy is — if the page has a cluttered layout, low-quality pixelated images or any other design flaws, it reflects poorly on your business as a whole. This will cause visitors to back out and look for another option that has a more professional appearance.
So, don’t let your efforts to create an effective About Us page go to waste. Be like Drinkfinity. Dress your About Us page up in an attractive design so that you give visitors the right impression about your business.