How to Write an About Us Page That Builds Trust (With Examples)

Who it is for

Store owners writing or fixing an About page

Time needed

Two to three hours

What you need

Your story, a real photo, contact details

When I review a store, I always open the About page early. It tells me in a few seconds whether a shopper will believe the rest of the site. Too often I find three lines of stock copy ("We're passionate about quality") under a stock photo of a laptop. That page is doing active harm, because a doubtful shopper went there looking for reassurance and found none.

Baymard Institute's checkout research, updated 28 October 2026, found that 19% of shoppers who abandoned a checkout did so because they didn't trust the site with their card details. Your About page is one of the few places you can answer that doubt directly. This guide gives you a structure, a worksheet, a fill-in template and examples, then shows exactly how to publish it in Shopify.

What an About page actually does

Most visitors don't read an About page from top to bottom. They scan it to answer one question: "Is this a real, trustworthy business?" They're looking for signals:

• A named person or team, with faces.
• A place: where you're based, where products are made or shipped from.
• A reason the store exists that isn't "to sell things".
• Specific details only a real business would know.
• A way to reach a human.

Google's guidance on helpful content asks similar questions of every page: who made it, how, and why. Pages that clearly show who's behind them, and why they're qualified, meet that bar. An About page is where your store answers "who" for the whole site.

The five sections every About page needs

Order them in that sequence. Lead with people, because a face is the fastest trust signal, and end with contact details, because that's where a convinced reader goes next.

How to write your About page, step by step

1. Answer the raw questions first. Before you write a single sentence of copy, jot rough answers to: Who started this? When, and where? What frustrated you enough to start? What do you do differently, specifically? What do customers thank you for most often?
2. Mine your reviews and emails. Copy the phrases customers use about you. If three people say "it actually fits", that's a better line than anything you'll invent.
3. Find your one specific detail. Every good About page has one detail that makes it real: "We test every batch of wax in our garage in Leeds before it ships." Find yours.
4. Draft each section in two or three sentences. Use the table above. Keep the whole page to roughly 300 to 600 words.
5. Cut every adjective you can't prove. "High quality", "passionate", "best" and "premium" go, unless the next sentence proves them.
6. Add proof elements. A real photo of you or your team, your workspace, your product being made, a review or two, and any genuine certifications.
7. Read it on a phone. Break long paragraphs, put the key line of each section first, and make sure the contact link is easy to tap.

A fill-in-the-blank About page template

Use this as a first draft, then rewrite it in your own voice.

• Opening: "Hi, I'm [name]. I started [store] in [year] in [town] because [specific frustration]."
• The turn: "I couldn't find [product] that [did the thing you wanted], so I [what you did about it]."
• What's different: "Every [product] is [specific process or material]. We [one detail that proves it]."
• How we work: "We pack and ship from [place], usually within [time]. If something isn't right, [returns promise in plain words]."
• Close: "Questions? Email me at [address]. I reply to every message, usually within [time]."

About us page examples for online stores

These are short illustrative examples I've written to show the structure in action. They aren't real businesses.

• A coffee roaster. "We're Sam and Priya. We roast every bag in small batches in a converted garage in Portland, on Mondays and Thursdays, and ship within two days of roasting. We started because supermarket beans were roasted months before anyone opened them. Every bag shows its roast date. Questions about grind or brewing? Email Sam."
• A children's clothing brand. "I'm Hannah, a mom of two who got tired of buying clothes that shrank after one wash. Every piece is organic cotton, pre-washed and tested in our own washing machine twenty times before we sell it. If it shrinks, we replace it. I answer every email myself from our studio in Bristol."
• A B2B parts supplier. "We've supplied replacement parts to repair workshops since 2009, from a warehouse in Ohio that keeps thousands of lines in stock. Orders placed by 2pm ship the same day. Every part has a datasheet, and our team can check fitment if you send a model number."

Notice what they share: a name, a place, one specific process detail, a promise, and a human contact. None of them uses the word "passionate".

Build the About page in Shopify

1. Create the page. Go to Online Store > Pages and click Add page. Use a plain title such as "About us" or "Our story".
2. Add your content. In the Content section, add text, images and video. For a richer layout with image-and-text blocks, assign a page template built in the theme editor.
3. Set visibility. Keep Visible selected to publish when you save, or choose Hidden while you're drafting.
4. Edit the search listing. In Search engine listing preview, click the pencil icon and set the page title, meta description and URL handle. Shopify warns that titles over 70 characters and descriptions over 160 may be cut off. A handle like /pages/about is fine.
5. Link it in your menus. Go to Content > Menus, open your main or footer menu, add an item, choose Pages as the link type, pick your About page and save.
6. Fill in your brand assets. Under Settings > General, add your slogan and short description in Brand assets, so apps and channels use the same story. My guide to building a brand style guide covers what to put there.

Then link to the About page from places where doubt happens: the footer, the contact page, and a short "Who we are" line on the homepage.

Add trust signals that back up the story

The About page makes a promise. The rest of the store has to keep it. Check that these match what the page says:

• Your returns and shipping policies use the same promises, in the same words.
• Your contact page shows the email and response time you mention.
• Your reviews are real and recent. See Judge.me vs Okendo if you need a review app.
• Your business details, such as company name and address, appear in the footer or policies where your country requires them.

An About page that says "we reply within a day" next to a contact form that takes a week is worse than no promise at all.

Common mistakes

• Stock photos. They signal "there's nobody here". A slightly imperfect real photo wins every time.
• All mission, no detail. "We believe in a better world" says nothing a shopper can check.
• Writing about "we" with no names. Name at least one person.
• Too long. A 2,000-word life story loses scanners. Keep the core under 600 words and link to more if you have it.
• Hidden in the footer only. Put it in the main menu if your brand is new and trust is your biggest hurdle.
• Never updated. If it still mentions your launch year's team or products, refresh it.

About page checklist

• A named founder or team, with a real photo.
• Where you're based and where you ship from.
• The specific reason the store exists.
• At least one concrete process or sourcing detail.
• A plain-words promise on delivery or returns.
• Direct contact details and a response time.
• No adjectives you can't prove.
• Search listing title and description set.
• Linked from the main or footer menu, and from the contact page.
• Read and checked on a phone.

Next steps

Fill in the worksheet answers today, draft the page with the template, and publish it before you polish it. A real, slightly rough About page beats a perfect one that's still in your notes. For a sense of how I present myself, my own About page follows the same structure. If you'd like feedback on yours as part of a wider trust check, send me your store for a free review.

Frequently asked questions

Sources

1. Adding and editing webpages, Shopify Help Center
2. Editing menus, Shopify Help Center
3. Creating helpful, reliable, people-first content, Google Search Central
4. Cart abandonment rate statistics, Baymard Institute
5. Managing brand assets, Shopify Help Center

Related services and work

Written by Ashraf Siddik

I'm a Shopify developer and CRO specialist. I have built and improved Shopify stores since 2018, completed more than 1,000 projects, and hold a 4.96 average rating across 719 client reviews.

About me · Client reviews