How to Create a Shopify About Us Page That Inspires Purchases
ECommerce shops are a special breed. With so many different aspects to take care of, you can't afford any mistakes or oversights!
This means that your product pages are fleshed out and complete, your shipping information is easy to find, and your about page is up-to-date and informative.
Your about page is a great way to connect with customers on an emotional level. It allows you the opportunity for storytelling, which builds trust and responsibility in your business model—something necessary when making such important decisions as purchasing something online.
So what should you include on your eCommerce about page?
In this blog post, we'll walk you through everything you need to know about your About Us page. From who you are as a business owner to what makes your products unique, we'll cover it all!
Ideas for what to include in your online store about page
Your about page is one of the most important pages on your website when it comes to increasing conversion rates. Why? Well, this summarizes what you're all about in a few short sentences—allowing you to instantly make an emotional connection with your buyer (or not).
Your About Us online store page is an opportunity to tell your story and inspire confidence in your audience.
In order to make sure that people actually visit your Shopify About Us page, you'll want to link to it clearly on any menu page that is frequented by your target audience.
Here are a few ideas for what to include on your About Us page:
A brief history of your eCommerce business
You don't need to go into too much detail here, but a short overview of how your company got started on your Shopify about us page can be helpful.
Here are some questions to spark ideas for the history that you'll include on your about us page:
- How did you come up with the idea for your eCommerce store, and what inspired you to start it up?
- How have you succeeded in building a loyal customer base, and what do you think sets your eCommerce store apart from others in this space?
- What are some of the challenges you've faced as an eCommerce entrepreneur, and how did you overcome them? How did you eventually find business success?
About Page example that does a great job at this:
Your mission statement
What is it that you're trying to achieve with your business?
In order to make your brand stand out, you need a mission statement that is both memorable and concise.
Your mission statement should be brief, but it should capture the essence of your eCommerce brand as a whole.
Your goal should be no more than one sentence long so as not to confuse customers or send them on an irrelevant tangent with too much information.
Get clear about the audience that your business serves and how it serves them in a way that's unique to other businesses in order to craft a meaningful mission statement.
About Page examples that do a great job at this:
Your company's core values
What are the core values of your company, and why do they matter to not only your customers but your employees as well?
Your company's values are the foundation of everything that you do, from your products and services to how customers interact with them.
On your about page, you should not only list out your company's core values but also explain how they guide everything that you do.
About Page examples that do a great job at this:
Information about your team
Customers like to know who they're buying from, so include some information in your page template about the people behind the scenes.
This could be a brief overview of each team member's role in the company or a more personal story about why they're passionate about the business.
You can also include headshots of each team member so that customers can put a face to the name.
About Page example that does a great job at this:
Press and media mentions of your online business
If you've been featured in any press or media outlets, make sure to mention it on your about page! This helps build trust and credibility.
If you don't have any press or media mentions yet, don't worry. You can still include other customer reviews and testimonials (which we'll talk about next).
About Page example that does a great job at this:
Social proof for your eCommerce store
Social proof is an incredibly powerful tool for increasing conversion rates.
Including customer reviews and testimonials on your about page is a great way to build trust and credibility with potential customers.
In addition to reviews, user-generated content (UGC) is another great way to show social proof on your about page.
This could be anything from customer photos and videos to product reviews. These are often sourced from social platforms such as Instagram and Tik Tok, so make sure you have somebody on your team that's in charge of curating this content.
About Page example that does a great job at this:
What sets your Shopify store apart
Why should someone buy from your eCommerce store instead of a competitor's store?
When someone visits your eCommerce store's about page, they should get a sense of who you are and what you're all about.
But more importantly, they should understand why they should buy from you instead of a competitor. Here are a few reasons why someone should choose to shop with you:
- You offer a unique selection of products that can't be found elsewhere.
- You pride yourself on providing excellent customer service.
- You offer competitive prices and frequent sales and discounts.
- You have a user-friendly website that makes shopping easy and enjoyable.
Take some time to highlight these reasons on your about page, and let your visitors know that you're the best option for their needs. By doing so, you'll give them one more reason to choose your store over someone else's.
About Page example that does a great job at this:
How to get in touch
It's important to include contact information on your Shopify about us page so that customers can easily get in touch with you.
You can include your email address, phone number, or even a link to your contact form.
Make sure that this information is prominently displayed and easy to find for your website visitors.
About Page example that does a great job at this:
A clear call to action
One of the most essential factors on your about page is a clear call to action (CTA) that tells visitors what you want them to do next.
It's important to have a clear next step on every page on your Shopify store in order to nudge your visitors down the funnel to purchase, therefore increasing conversion rates.
Do you want them to buy a product? Visit your blog? Follow you on social media? Whatever it is, make sure that your CTA is clear and easy to follow.
Placing featured or best-selling products at the end of your page template is a great way to include a CTA that directly leads to purchase.
About Page example that does a great job at this:
Tips for designing your about page template
Now that we've covered ideas for content that should go on your about us page, it's time to talk design.
When it comes to having an about us page on your Shopify store, there are a few key things you’ll want to consider when designing your new page in order to inspire confidence and encourage purchases.
Keep the design consistent
First and foremost, your about us page should be designed in a way that is consistent with the rest of your website.
Your store's about us page is an excellent opportunity to show off your brand's personality, so be sure to make it visually appealing.
This means using the same fonts, colors, and overall aesthetic as the rest of your amazing Shopify site. The last thing you want is for your about us page to stick out like a sore thumb!
Use just the right amount of copy to tell your brand story
Secondly, you’ll want to make sure that you use just the right amount of copy to tell your brand story. You don’t want to overwhelm visitors with too much information, but you also don’t want your page to be lacking in content.
You really want to avoid including huge paragraphs in your page templates because readers will likely just skim through them.
Instead, try to break up your content into shorter paragraphs or even bullet points.
A good rule of thumb is to keep your about us page readable in about 2-3 minutes. You wouldn't believe how quickly potential customers and visitors scroll through your site in order to make a purchasing decision!
Avoid using stock photos to create a more personal connection
Last but not least, you’ll want to avoid using stock photos on your about us page. While it can be tempting to use these kinds of photos in order to save time and money, they often end up looking fake and forced.
Instead, try to use real photos on your Shopify about us page that capture the essence of your brand. This could be anything from lifestyle photos to images of your team hard at work.
If you don't yet have the budget for a full-blown professional photoshoot, at least consider hiring a local photographer for just a couple of hours to get some great shots that you can use on your about page and beyond. Beautiful imagery is key when it comes to creating credibility and trust in your brand's story.
No matter what kind of photos you choose, the goal is to showcase your own story and brand values in a relatable way for your audience.
Some More Awesome Shopify Store About Us Page Examples
Now that we've gone over what to include in your Shopify About Us page, let's take a look at some examples of stores whose about page templates are killing it.
Use these as inspiration for your own about page with the goal of increasing conversion rates.
Dae
Dae does a beautiful job at welcoming new customers by outlining its unique value proposition and mission statement. The page design is friendly and informative without being annoyingly long and hefty to read.
Daring
Daring's Shopify about us page is a great example of what works for both in-depth readers and skimmers because it visually emphasizes key things about the brand such as pain points that they solve.
It even goes so far to rename their about us page title to "Our Mission" and place it prominently next to the store's main menu.
Although there's no clear CTA at the end of the page, it leaves you at their website's footer which is neatly organized and easily navigable.
Brightland
Brightland's about us page stands out due to its visual content and evocative storytelling that goes beyond just the products it sells. It does a really good job at not only describing its company values and important elements of the brand but also including a curated selection at the bottom of the page to encourage purchasing.
Eadem
The Shopify About Us page on Eadem's site is relatively short but packs a punch. It demonstrates social proof through the use of quotes from large publications about their products. Their additional sales page, Beauty Burden, goes into even further depth about their main selling point—uplifting women of color in the beauty industry.
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Creating an effective and inspiring Shopify About Us page can seem like a daunting task, but if you follow the tips we've provided and take inspiration from some of the great examples out there, you'll be well on your way to driving more sales and conversion rates for your store.
If you're looking for more tips on how to improve your eCommerce website's design, check out our post on how to build a $100k/year Shopify store.
Ciao for now!
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Do you have any other questions about creating an effective Shopify About Us page? Reach out to us using the form here and we'd be happy to chat!
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