The About Us page is one of the most overlooked yet high-impact sections on an e-commerce website. While it doesn’t always get the spotlight like a homepage or product page, it plays a key role in shaping how potential customers perceive your brand. In fact, it’s often one of the most visited pages on a site, especially for new visitors trying to decide if they should trust you with their time, attention, or money.
Unlike product descriptions or blog content, the About Us page is where your brand gets personal. It’s your opportunity to tell a compelling story, explain what sets you apart, and give your visitors a reason to care. Whether you’re a DTC brand selling skincare, a SaaS startup disrupting a space, or a lifestyle company with bold values, your About Us page is where you build the bridge between who you are and what your customer needs.
A great About Us page doesn’t just list facts or company milestones. It inspires trust, creates emotional alignment, and nudges the reader one step closer to conversion.
What Is an About Us Page?
An About Us page is a dedicated part of your website that tells your brand’s story, introduces your mission, and explains who you are as a company. It goes beyond basic company details—it’s where businesses showcase their personality, values, and why they exist in the first place. When done right, this page can communicate your unique selling points and connect with your audience on a human level.
The purpose of the About Us page is threefold: inform, connect, and convert. It informs by telling the visitor what your brand does and why it was founded. It connects by creating emotional resonance through storytelling, shared values, or relatability. And finally, it can help convert visitors by instilling trust and giving them confidence that they’ve found a brand worth buying from.
It’s important to understand how the About Us page differs from other similar pages. A company history page is often more factual, focusing on timelines and milestones. A Team page typically introduces individual team members and showcases internal culture. The About Us page, in contrast, brings together story, mission, values, and impact in one cohesive narrative. It can include some of the above elements, but it’s more strategic—it answers the visitor’s unspoken question: “Why should I care about this brand?”
A strong About Us page is not just about what your company does, but why it exists and why it matters to your customers. It makes a first impression that sticks. And when your product pages and ads are doing the hard selling, this page is doing the deep convincing.
Why the About Us Page Is Crucial for Conversion
Many brands treat the About Us page as an afterthought—something to quickly check off during a website build. But in reality, this single page can be a quiet driver of trust, loyalty, and conversion. For first-time visitors, it’s often the bridge between curiosity and commitment.
When someone lands on your site and doesn’t immediately recognize your brand, they instinctively look for credibility signals. Product pages show what you offer, but the About Us page tells them who you are—and why they should trust you. A well-crafted About Us page can separate you from the noise in a landscape where scams, dropshipping clones, and low-quality products can damage customer confidence.
This page allows you to show your human side. Visitors want to know who they’re buying from, what your values are, and what makes your product different from the 10 others they’ve seen in the last hour. And unlike an ad or product description, this page doesn’t need to push the sale. It builds emotional alignment by telling the story behind your brand—what problem you’re solving, why you care, and how you’re committed to helping your audience.
In conversion-focused terms, the About Us page reduces friction. When a customer is hesitant, especially in e-commerce, it’s usually due to a lack of trust or emotional investment. This page can reassure them that your business is run by real people, that you stand for something, and that their money will be well spent.
Data also backs up its importance. According to Nielsen Norman Group, users often look for About pages during early visits to a site, especially when deciding whether to trust a brand. And a study by KoMarketing found that over 50% of users say they want to see an About page when they visit a new brand’s website. Ignoring this touchpoint means missing an opportunity to convert skeptics into believers.
An effective About Us page might not close the sale directly, but it warms up the customer, addresses objections before they’re voiced, and strengthens the overall funnel. It’s where conversions start, not where they end.
Key Elements of a High-Converting About Us Page
A high-performing About Us page isn’t just a brand bio — it’s a curated narrative that addresses trust, differentiates your business, and nudges users closer to action. Below are the core elements every About Us page should include to drive conversions, build credibility, and create emotional alignment.
A Clear and Honest Mission Statement
Your mission shouldn’t be buried or bloated with marketing fluff. It’s the “why” behind your business — the real reason your company exists. Whether it’s making sustainability more accessible, helping busy parents save time, or offering premium quality at a fair price, your mission connects your product to a larger purpose.
It also sets expectations. A clear mission helps visitors quickly understand your priorities and determine whether your values align with theirs. Authenticity here matters more than polish. Keep it focused and human.
Your Brand Story: The Journey, the Problem, the Spark
The heart of your About page is your story. This is where you move beyond the product and into your journey — what problem you saw, what inspired your solution, and what you learned along the way. This isn’t just storytelling for the sake of drama — it’s storytelling with strategic purpose.
Your story helps establish emotional resonance. It reassures customers that you understand their struggles and positions your business as the result of real-world experience. It humanizes your brand — and makes it easier for people to remember you.
Meet the People Behind the Brand
Even in the world of AI and automation, people buy from people. Introducing the founders or team members can foster connection and trust, especially for small or emerging brands. If your brand voice is casual, showcase personality. If it’s more professional, highlight credentials and experience.
Photos, quotes, or short bios can make this section more impactful. It’s also your chance to reflect company culture, inclusivity, or local roots — all powerful elements in establishing rapport.
Social Proof and Trust Signals
Trust is non-negotiable, and showcasing social proof reinforces it. This can include press mentions, testimonials, influencer shoutouts, or even user-generated content. If your product has been featured in publications or endorsed by recognizable names, show it here.
Visual trust signals like security badges, industry certifications, or sustainability logos also strengthen credibility, especially if users are considering a first-time purchase.
Real Photos — Not Just Stock
The imagery you use says as much about your brand as your words do. Real images of your team, workspace, process, or product in action reinforce authenticity. If your competitors use polished, generic stock photos, you can stand out by keeping things real.
Shoppers are increasingly skeptical — showing real people in real contexts is a powerful way to build trust and make your page more memorable.
A Value-Focused Call to Action (CTA)
Your About Us page doesn’t need to be the end of the user journey. It’s a key opportunity to guide visitors further down the funnel. Whether it’s exploring your bestsellers, joining your email list, or starting a free trial, there should always be an optimized CTA.
Make sure the CTA reflects the tone and content of the page. After building trust, keep the momentum going with a clear next step.
How to Write a Compelling About Us Page (Step-by-Step)
The About Us page is often underestimated, yet it plays a vital role in shaping brand perception, deepening customer trust, and nudging visitors further down the funnel. Done right, it communicates your brand’s why, proves credibility, and connects emotionally with your ideal audience.
Here’s a refined and expanded step-by-step process for crafting a high-converting About Us page.
Step 1: Make It About the Customer
The most common mistake brands make is making their About page entirely about themselves. While the page should include your story, your audience is ultimately wondering: “What’s in it for me?”
Frame your narrative around how your business exists to solve their problem. Instead of listing your company’s milestones or internal culture, highlight what your mission means to them. For example, if you sell ergonomic chairs, don’t focus solely on technical specs — explain how your product helps users work comfortably for longer, avoid pain, or boost productivity.
You can use phrases like:
“We built this for people like you who…”
“You deserve tools that…”
“We believe your experience should be…”
Make the customer feel seen, understood, and empowered. Your origin story is only relevant in the context of how it enables you to serve them better.
Step 2: Talk TO Your Customers, Not AT Them
The tone of your About page is just as important as its content. Avoid robotic, overly formal, or jargon-heavy language. Instead, write like a human speaking to another human. Use second-person language (“you,” “your”) to create an inclusive, approachable tone.
Instead of:
“We deliver high-quality, scalable solutions through our proprietary workflow systems.”
Try:
“You get simple, scalable tools that help your business grow — without the usual headaches.”
Use sentence structure and vocabulary that also match your brand voice with your customer voice— whether playful, professional, minimalist, or bold. The goal is to make readers feel like they’re having a genuine conversation, not reading a pitch deck.
Step 3: Tell the Story Behind Your Brand
Humans are wired to respond to storytelling. A compelling brand story fosters emotional engagement and makes your company more memorable and relatable.
You don’t need to write a novel — just answer:
What inspired you to start the business?
What problems did you notice or experience?
How did you turn an idea into a solution?
What values guided you along the way?
Even if your business journey was unconventional or messy, that’s often what makes it interesting. Be honest. The more authentic your story, the more likely your audience is to trust and root for you.
You can structure the story like a classic narrative:
Problem → Realization → Turning Point → Solution → Today
This storytelling format builds tension, resolves it, and demonstrates progress — all while bringing the reader along.
Step 4: Highlight Your Values and Differentiators
Why should customers choose your brand over dozens of alternatives?
Your About page is the best place to state your core values and key differentiators. Are you focused on sustainability, transparency, affordability, ethical sourcing, or craftsmanship? Say so — and back it up with tangible proof.
Let your values shine through in both your words and visuals. Avoid vague buzzwords like “innovative” or “customer-centric” unless they’re accompanied by examples that show how you bring those values to life.
Your unique value proposition (UVP) — what makes you different and better — should be clearly stated or strongly implied here. If your UVP is speed, show testimonials praising fast delivery. If it’s luxury, your copy and design should reflect sophistication.
Help the visitor answer: “Why you?”
25 About Us Page Examples That Convert
Creating a high-converting About Us page doesn’t mean following a single formula—it means aligning your story, values, and voice with what your customers care about most. Whether you’re a growing DTC brand, a SaaS company, or a service-based business, the best About pages combine authenticity with strategy. They build trust, establish credibility, and move visitors closer to becoming customers. Below are 25 About Us standout examples across different industries, showing how brands turn simple stories into persuasive, conversion-driving narratives.
1. MUD\WTR
MUD\WTR’s About page reads like a personal journal. It starts with the founder’s journey, detailing how and why the brand came to life. What sets it apart is the honesty—it’s not polished corporate speak, it’s storytelling with purpose. The tone feels like a conversation, which resonates with readers who care about mindfulness, wellness, and intentional living. This level of relatability builds immediate trust.
2. Notion
Notion uses simplicity to its advantage. Their About page focuses on product vision, the people behind the platform, and the cultural values that drive their work. Instead of stuffing the page with generic mission statements, Notion tells you who they are and what they believe in. Combined with clean visuals and human faces, it gives visitors a sense of transparency and professionalism.
3. Allplants
Allplants crafts a compelling About Us page by focusing on its mission to make plant-based eating easy and delicious. Their tone is friendly and inspiring, reinforcing their commitment to sustainability. They also back up their story with numbers, like meals delivered, which adds credibility. Including their team and highlighting their chefs builds a connection and communicates authenticity.
4. Gorgias
Gorgias, a customer service platform for e-commerce, presents a well-balanced About page that explains what they do, who they serve, and what drives them. The timeline format they use to share their growth story gives context without overwhelming the reader. It’s especially strong for B2B because it mixes emotional appeal with performance-driven results.
5. Blume
Blume takes a values-first approach. Their About Us page puts empowerment and inclusivity at the center, showing a commitment to changing how skincare and wellness brands speak to younger generations. It doesn’t focus heavily on products but instead explains the “why” behind the brand. This emotional storytelling is what builds long-term loyalty.
6. Bench
Bench, a SaaS accounting solution for small businesses, showcases its mission with clarity. Their About Us page is polished but approachable, mixing company values, team photos, and a clear explanation of what they solve. It communicates both competence and warmth—ideal for business owners looking for trusted partners.
7. United By Blue
This e-commerce brand leads with purpose. United By Blue emphasizes its commitment to cleaning oceans and reducing plastic waste. Their About Us page includes impact metrics and photos of real cleanup efforts. It’s a great example of using environmental credibility and transparency to build brand trust with eco-conscious customers.
8. Mailchimp
Mailchimp blends brand personality with clarity. Their About page includes quirky illustrations, a brief history, and forward-looking statements that tie into their evolving mission. It feels confident and customer-focused without being overly corporate. The brand voice is strong and memorable, which helps reinforce their position as both innovative and user-friendly.
9. Soko
Soko uses its About page to emphasize ethical practices, supply chain transparency, and artisan empowerment. It combines product context with a broader impact story. The visuals are high quality, and the storytelling highlights not only what they do but why it matters. This makes Soko a strong example of purpose-driven ecommerce.
10. Grow
Grow, a data dashboard SaaS, keeps things clear and concise. Their About Us page starts by defining the problem they solve and shows how they empower companies to make data-driven decisions. It includes their core values and introduces their leadership team. The structure is ideal for B2B audiences who want to get straight to the point without sacrificing authenticity.
11. Outdoor Voices
Outdoor Voices uses imagery, simplicity, and a focus on movement and lifestyle to drive their About page. They tell a story that aligns perfectly with their activewear audience, inviting readers to “do things” and lead balanced lives. The casual tone and lifestyle emphasis create an emotional hook for health-conscious shoppers.
12. Help Scout
Help Scout does an excellent job of blending culture and product. Their About page introduces their values, remote-first team, and social impact projects. They even share open positions and diversity data, which reinforces transparency and company culture. It’s a perfect mix of tech and heart, appealing to purpose-driven B2B buyers.
13. Brooklinen
Brooklinen makes their About page feel personal and customer-first. They explain how frustration with overpriced bedding led them to start the brand. The language is casual and warm, and they feature real photos and approachable storytelling. The page reflects their branding well—luxury without the markup.
14. Clearbit
Clearbit’s About Us page is direct and data-driven, just like their product. They clearly define their mission, showcase their values, and feature their team. It’s well-structured for B2B—transparent, efficient, and aligned with the kind of audience they attract: people who value actionable insights and clarity.
15. Brightland
Brightland’s About page is as rich and artistic as their olive oil. It’s rooted in storytelling, touching on heritage, sourcing, and health. The visual design matches their premium product positioning. Their About page helps elevate them from a commodity to a lifestyle brand with a mission.
16. Buffer
Buffer embraces transparency at every level. Their About page includes not just company history and values but links to their salaries, roadmap, and internal processes. It’s a masterclass in building trust, especially for users who care about ethical business practices and open culture.
17. DAME
DAME tackles taboo topics with confidence. Their About Us page is bold, mission-led, and full of attitude. They combine product innovation with social change, and the tone of the page reflects that perfectly. It’s a great example of niche branding that speaks directly to their ideal customer.
18. Omsom
Omsom uses its About page to celebrate Asian identity and break down cultural stereotypes. The founders’ personal story is front and center, which makes the brand feel human and heartfelt. It’s a striking example of using brand voice and visuals to create differentiation in a crowded space.
19. Wildbit
Wildbit’s About page isn’t flashy—it’s thoughtful. They talk about work-life balance, building software slowly, and focusing on people over growth at all costs. It resonates deeply with their target customers: developers, designers, and creators who value mindfulness and team culture.
20. Artifact Uprising
This brand tells a story rooted in emotion. Their About page is focused on memories, quality, and storytelling through print. It uses strong visuals and meaningful copy to position their product as a keepsake rather than just a photo book. The emotional appeal creates long-lasting resonance.
21. Klaviyo
Klaviyo does a great job of explaining their evolution, vision, and values. It’s a mix of brand journey, leadership showcase, and cultural transparency. They also show how their customers are central to their growth story. It makes for an engaging B2B About page with depth.
22. Italic
Italic flips the e-commerce model on its head, and their About Us page explains exactly how. They focus on value, quality, and supply chain transparency. The page breaks down their “no brand markups” philosophy with clarity and confidence—making it one of the most persuasive mission-driven pages out there.
23. Lemonade
Lemonade’s About page is fun, visual, and mission-focused. They showcase their give-back model and their bold stance on transforming the insurance industry. It’s friendly but sharp—just like their brand voice—and their visuals help reinforce their challenger brand position.
24. Bearaby
Bearaby makes their About page feel soft, welcoming, and restful—exactly like their product. They focus on sustainable sourcing and mental wellness, and the copy is slow, rhythmic, and sensory. Their tone aligns perfectly with the emotional benefit of using their products.
25. Ritual
Ritual’s About page is science-backed but customer-focused. They highlight transparency, testing, and traceable ingredients. The layout is clean, and they use microcopy to answer customer concerns throughout. It’s a smart blend of technical credibility and lifestyle branding.
To Wrap Things Up
Your About Us page is more than just a place to share your brand story—it’s a powerful conversion tool. It can help potential customers understand who you are, what you stand for, and why they should trust you. Whether you’re a startup, a DTC brand, a SaaS provider, or an agency, crafting a compelling About Us page allows you to create a stronger emotional connection with your audience.
By including key elements like your mission, values, credibility markers, and a clear CTA, you turn what’s often an overlooked web page into a trust-building asset that supports the entire customer journey. And with the examples we’ve shared, you have a wide range of inspiration to model your own high-converting About Us page.
About Us Page FAQs
What’s the difference between an About Us page and a Mission or Team page?
An About Us page typically covers your brand’s story, values, and purpose. It gives a broad overview of who you are and what you stand for. A Mission page dives deeper into your company’s guiding principles and goals, while a Team page highlights the individuals behind the brand, often with bios or headshots. These pages can work together, but the About page acts as the anchor for your brand’s identity.
Should I include a call to action (CTA) on my About Us page?
Yes—every About Us page should have a CTA. Whether it’s directing users to your product catalog, encouraging newsletter signups, or inviting contact, a CTA helps guide your visitors toward the next step. The key is to make it relevant to the narrative you’ve just shared.
How long should an About Us page be?
There’s no perfect word count, but clarity and impact are more important than length. Some effective About pages are just a few concise paragraphs, while others tell a more detailed brand story. It depends on your industry, audience, and tone, but always aim for readability and relevance.
