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How to Write an About Us Page for Your Shopify Store

Your About page is where hesitant buyers go when something feels off and they're deciding whether to leave the cart. A missing or generic About page usually answers that question for them — and not in your favor. This guide walks through what to actually write, with verified examples from successful Shopify brands, so the page does the trust-building job it's supposed to do.

⏱ 45 minutesImpact · mediumDetection · vision

Last updated: May 12, 2026

Why this matters

An About page is one of the cheapest E-E-A-T signals you can ship: a specific founder story with verifiable detail (year founded, location, original problem) takes an hour to write and converts hesitant buyers materially better than a generic 'we sell great products to great customers' template. Shopify's own product-merchandising research consistently finds About pages among the top three pages visited by users who eventually convert on unfamiliar stores.

The flip side is also true. A blank About page, a template page nobody customized, or no About page at all reads as 'this store either has nothing to say or hasn't bothered to finish.' Both interpretations damage trust at the moment of purchase decision. The cost of writing the page is low; the cost of NOT writing it compounds with every visitor who looks for it.

How to check if you have this issue

Open your store as a logged-out visitor. Find the About link in the main navigation or footer. If there's no link at all, that's the first issue. If there is one, click through and read it as if you've never heard of the brand. Can you tell who runs it, where they're located, why the store exists, and how long it's been around? If any of those four answers are missing or vague, the page exists but isn't doing its job.

Compare to your gut feeling: would YOU buy from a store that knew this little about itself? If the page feels generic or could describe any e-commerce brand, you have this issue regardless of whether the URL exists.

Or skip the manual check — run a free 30-second scan and we'll tell you.

Step-by-step fix

  1. 1

    Open or create the About page

    2 min

    From your Shopify admin, go to Online Store → Pages. If an About or About Us page already exists, click into it to edit. If not, click Add page. Set the title to 'About' or 'About Us'. Leave the Theme template dropdown at default (any standard page template works for About). (Need a structure to work from? Our free Shopify About Us page template at /templates/shopify-about-us-page-template gives you a section-by-section starting point with founder-voice and team-voice variations.)

  2. 2

    Open with a specific origin story (not a mission statement)

    15 min

    Start with how the business actually started — what problem you noticed, what year, why you decided to act on it. Specificity is the trust signal. 'Founded in 2023 in Accra after I spent six months trying to find a single Shopify trust audit tool that actually worked' converts much better than 'We are passionate about helping merchants succeed.' Reference brands like Buck Mason use this structure: a specific origin in California, a specific reason (couldn't find well-made basic clothing they actually liked), backed by photos and quotes.

  3. 3

    Add a real founder section with name and photo

    10 min

    Include the founder's full name and a real photo. This is the single highest-trust element of the page. Stores that hide founder identity read as either dropshipping operations or fly-by-night brands. A photo doesn't need to be professional — a clear smartphone selfie in good light is fine. Below the photo, 100-200 words about the founder's background and why they care about this category. Allbirds does this well: founder photos + names + quotes about why they made the brand.

  4. 4

    State your mission and values clearly

    10 min

    Buyers, especially in 2026, increasingly use About pages to check value alignment — sustainability, ethics, where products are made, who benefits from the sale. State your actual mission and values in 50-100 words. If your store has none beyond 'sell products and make money,' don't fake it; just omit this section. Faked value statements convert worse than absent ones because buyers can spot them. Wild One demonstrates this clean approach: simple, specific values without padding.

  5. 5

    Close with practical info — location, contact, year founded

    5 min

    End the page with concrete verifiable facts. Year founded (a real year, not 'recently'). Country or city of operation (this matters for shipping expectations and legal jurisdiction). A way to contact you — either inline or with a link to the Contact page. Year-founded specifically is a high-leverage detail: it gives Google a temporal anchor and gives buyers confidence the store has operated for at least some time.

  6. 6

    Add About to main nav and footer

    3 min

    From Shopify admin, go to Content → Menus. Add 'About' to your main navigation menu AND your footer menu. A great About page nobody can find is the same as no About page at all. Save both menus and verify the link appears on your storefront.

Common mistakes to avoid

  • Generic statements that could describe any business: 'We believe in quality, customer service, and innovation.' This is the most damaging single mistake — it reads as either auto-generated content or a template the founder never customized.
  • Hiding the founder. Stock photos, vague 'we' language, or no faces at all. The whole purpose of the page is to make the business feel like real people; obscuring the people defeats it.
  • Vague time references ('founded recently,' 'a long time ago'). Pick a specific year. If you're brand new and don't want to advertise that, just don't mention the year — but don't fake it.
  • Padding the page with stock photography of warehouses, smiling models, or stock 'team meetings.' These obvious-stock images often reduce trust because they signal the operator couldn't be bothered to source real photos.
  • Writing an About page but not linking to it from the navigation. The page lives at /pages/about but nobody can find it from the store — it's identical to having no page at all.

What success looks like

  • ✓About page reachable in 1 click from the main nav AND footer of every page.
  • ✓Founder's real name and a real photo appear on the page (not stock imagery).
  • ✓The page states a specific founding year, country/city, and original problem the business was started to solve.
  • ✓Reading the page tells the buyer something concrete and verifiable about the brand — not just generic value statements.
  • ✓Mission/values section either contains real specific stances or is omitted entirely (no faked value language).

Want the full reasoning behind why we score this signal? Read the methodology for About Page →

Related fixes

Contact Information →

About and Contact are the two pages where hesitant buyers verify a brand is real. Both should exist, both should be linked from the footer, both should reinforce each other.

Professional Email →

The About page often includes an email or contact CTA. That email should be domain-matched — a gmail.com address on an otherwise polished About page is a credibility leak.

Professional Product Photos →

If the About page uses real photos of the founder and operations, the same authenticity standard should extend to product imagery. The contrast between authentic About photos and stock product photos breaks trust.

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