What an About Us Page Is Really For

What an About Us Page Is Really For

This article comes from shopify.

What an About Us Page Is Really For

What an About Us page should be is a goal-oriented sales page, one that focuses on highlighting the biggest selling points of your story and brand, making a strong impression on curious customers.

In contrast to a landing page, your About Us page is the ideal place to accommodate a number of objectives:

  • Communicate the story of your business and why you started it.
  • Describe the customers or the cause that your business serves.
  • Explain your business model or how your products are made.
  • Put a face to your business, featuring the founders or the people on your team.
  • Incorporate persuasive content (e.g. an explainer video, data visualizations, links to blog posts) that might otherwise clutter your homepage.

In short, your About Us page is a home for your founding story, a place to show off your business wins, and a sales page that answers the most pressing question new customers have about your business outside why they should buy its products: Why should they buy from you?

How to Write an About Us Page

The best About Us pages accomplish their goals through telling a story about a brand.

You can craft a narrative for your About Us page by using the following formula:

  • Set the scene: Introduce the characters or setting, and establish the status quo or “the way things were” for you, your target customer, or your industry.
  • Introduce the problem: Describe the problem that called you (the main character) to act.
  • Rise to the challenge: Explain how you set out to find a solution (i.e. start your business) and the obstacles you faced along the way.
  • Arrive at a solution: Share details of how your business is pursuing its purpose and the milestones you’ve hit.
  • Envision what’s next: Paint a picture of the future for your company or state its mission and goals.

Elements You Can Include in Your About Us

1. Your business model

For some companies, their business model is their unique value proposition and can be a selling point that’s worth including on their About Us page.

Some examples of this might include:

  • How you cut out the middleman and pass the savings onto customers.
  • Where you source the materials for your product (e.g. manufacturing in a specific country or by providing jobs to a certain community).
  • A breakdown of the portion of your revenue that goes to a charity.

2. An introduction to your team

Putting a face to your brand helps to humanize it, communicate your company culture, and shine a light on the people who power your business.

Even if you only highlight the founders, your About Us page can be a chance to build your personal brand and share how your story and experience makes you and your company a good fit to serve your market.

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