About Us Page Examples and How To Write One (2026)

An About Us page is a section on your website that introduces and humanizes your company or organization. It’s where you tell your brand’s story, share your mission and vision, introduce the people behind the brand, and lay out what your business has accomplished so far.

This guide covers what an About Us page is, what yours should include, how to write one using copywriting techniques, and 10 real brand examples worth learning from.

What is an About Us page?

An About Us page is a dedicated section on a website that tells visitors who a company is, what it stands for, and why it exists. It gives your brand a place to share your origin story, introduce the people behind the products, and lay out your mission and vision statements. 

Most younger shoppers now prioritize brands whose values match their own: 60% of millennials and 58% of Gen Z say they prefer buying from brands that demonstrate sustainability and ethical business practices. An About Us page that shares your company’s values can help shoppers discover brands aligned with their own.

What to include on an effective About Us page

Unlike a sales or product landing page, your About Us page should focus more on your brand identity and less on converting sales. Here’s what to include on yours:

• Brand story. The origin story of your business and why you started it.
• Who you serve. What your store offers and who it’s for, including your unique selling proposition.
• Credibility. How your product is made or how your service is delivered.
• Team details. Photos and short bios of your team, plus behind-the-scenes shots.
• Business model transparency. Details regarding where materials are sourced, how much of a purchase supports a cause, or how the store cuts out a middleman to pass savings along to the customer.
• Social proof. Press mentions, customer testimonials, or user-generated content.
• Concrete numbers. Figures that show scale or milestones, like years in business, units sold, or a specific sustainability metric.
• Next steps. A clear call to action that tells visitors what to do next, whether checking out a product collection, heading to your Contact page, signing up for your newsletter, or following your brand on social media.

About Us page templates

Writing in the first person by using “I” or “we” language can help build a more personal connection with your target audience, since you’re introducing your business and the people running it.

Here’s a template to get your first draft going:

[FOUNDERS] started [COMPANY] because [EXPLAIN PROBLEM IN YOUR INDUSTRY].

That’s why [DESCRIBE JOURNEY TO SOLUTION].

Along the way, [SHARE MILESTONES AND WINS].

We want to be [STATE YOUR MISSION GOING FORWARD].

This structure gives you a solid starting point for sharing your brand’s story, while allowing for plenty of room for personalization. Add in some of the other key components mentioned in the previous section to help expand on your story.

Store owners are increasingly turning to AI to get that first draft started. According to Shopify’s Q4 2025 survey of store owners, 69% say content generation is their most common AI use case.* Shopify Sidekick can turn your rough draft into a polished brand story, mission statement, or team introduction. Just make sure to add in a bit of your founder’s own voice before publishing.

While you can include an About Us paragraph on your site’s landing page, many ecommerce website builders and templates, like Shopify’s Parallax theme, include a dedicated About Us page template ready for you to fill in. 

10 About Us page examples

The examples below each provide a specific lesson you can apply to your own About Us page. Use them as inspiration before starting to write out your own brand story.

1. Magic Spoon

Magic Spoon’s About Us page doesn’t go the route of a formal company bio and founder introduction. Instead, it reads like the founders might be explaining their business over a cup of coffee, with the quick, “Hi, we’re Greg and Gabi, co-founders of Magic Spoon” intro.

The rest of the page remains casual, speaking in a first-person voice directly from the founders, covering why the pair started the cereal brand, and what problem they set out to solve.

What to steal for your store: Write your founder story in simple, first-person language, mirroring the way you’d talk to your friend about your business.

2. Allbirds

Allbirds places their founder story alongside team and product photos, and includes quotes from Cofounder Tim Brown as well as imagery of the original Wool Runner design. 

The Allbirds About Us page ties the founding story directly to the brand’s sustainability goals, sharing their standing as a certified B Corp, and helping customers looking for sustainable brands feel better about shopping with them.

What to steal for your store: Pair a founder quote with real photos so shoppers can instantly put a face to the story.

3. Milk Bar

On Milk Bar’s About page, the brand talks about their founder Christina Tosi’s James Beard Award win, including a press mention from The New York Times. It ends with a list of the charitable partners that Milk Bar works with, including Cookies for Kids’ Cancer and City Harvest.

Including these credibility signals showcases the brand’s legitimacy and highlights that they stand behind more than just the product they sell.

What to steal for your store: Bring credibility to your About Us page by including a founder credential, a press mention, or a cause you support.

4. Wild One

Wild One’s page breaks their mission up into short, bolded statements (“Boring isn’t in our DNA,” “Always functional,” “Keep it simple”) instead of writing out one long paragraph. Each line gets its own section, complete with a striking brand visual and a couple of sentences outlining why it’s so important to the brand. This makes each brand value easy to skim and understand.

What to steal for your store: Break your mission into short, bolded belief statements that shoppers can quickly scan as they scroll.

5. Lunya

Lunya’s About Us page gets hyper-specific about their products, and even includes a link to a page detailing all of the responsibly-sourced fabrics it uses. The brand shares their sustainability goals and explains the exact construction details (no ride-up waistbands, strategic ventilation) that make their products so comfortable.

Overall, Lunya makes it obvious that they put craftsmanship at the forefront of their mission and are transparent about the materials and process used to do so.

What to steal for your store: Get rid of broad, sweeping claims. Instead, include specific product and material details that back up your quality claims.

6. 4ocean

4ocean’s About Us page puts their mission statement front and center: ending the ocean plastic crisis. The main call to action on the page is a “Get Involved” button, which prompts potential customers to learn more about how purchasing 4ocean products goes directly towards this goal.

What to steal for your store: If your store’s main mission is to generate revenue for a cause, make it easy for customers to see exactly what their purchases benefit.

7. YETI 

YETI’s About Us page acts similarly to a content hub, combining founder storytelling with video and links out to brand ambassadors, product innovations, and brand commitments. This gives visitors a reason to keep exploring even more information on their website.

What to steal for your store: Use video and interlinks to other pages to turn your About Us page into an interactive content hub.

8. 40 Colori

40 Colori’s page shares the business’s background, where their products are made, who the artisans are, and exactly how their made-to-order model works. Its simple, straightforward nature adds a sense of directness and transparency to the brand.

What to steal for your store: Explain your business’s operations in plain, direct language so customers understand exactly how your business works and what it would look like to work or shop with you.

9. Cotopaxi

Cotopaxi’s About Us page shares the meaning behind their name (an active volcano in Ecuador that had a major presence in the founder’s childhood). It uses that origin story to introduce their mission to dedicate 1% of annual revenue to their foundation for poverty relief.

The brand’s entire About Us page is dedicated to explaining their mission, even going as far as to share an annual impact report so customers can see first-hand the role they play in achieving this mission.

What to steal for your store: Tie your brand name or origin story to a concrete mission or goal.

10. BOOM! Beauty

BOOM!’s About Us page weaves links to various product collections directly into their brand story instead of compiling them all at the bottom of the page. As the brand explains their pro-age positioning, they drop in CTAs like “Shop Boomsticks” and “Shop Skincare” right where a reader’s interest might pique.

What to steal for your store: Place shoppable CTAs throughout your About Us page to transform visitors into customers.

How to write an About Us page in 6 steps

These six steps can help you to create a compelling and engaging About Us page for your online store.

1. Set the scene

Introduce the characters and share the status quo or “the way things were” in your industry. Describe what things looked like before your business existed, whether that’s an unmet need in the market or a personal frustration your founder had.

Getting the setting of your story right lays a good foundation for connection with your customers. Research on storytelling marketing shows that it can increase purchase intention, with credibility exerting the strongest effect of the factors studied.

2. Introduce the problem

Describe the problem that called the founder to act. Explain who it affected, how it impacted them, and why that mattered enough to build a business around it.

Polysleep, for example, shares how the brand started after their founder was bed-bound. “We’re not a hundred-thousand-employee company hidden somewhere in another country and don’t care about the users,” says co-founder and CEO Jeremiah Curvers in a Shopify Masters interview. “[We wanted] to connect with the users to Polysleep as the brand, and not just as a company that sells mattresses.”

3. Rise to the challenge

Explain how the brand set out to find a solution, and name any obstacles faced along the way. For a small or early-stage store, this might be a limited budget, little to no team, or a whole lot of trial and error.

Allbirds clearly calls this out with the headline on their About Us page that reads, “Striving for better is in our nature.” Their brand story page goes on to explain how they set out to create a new category of shoes inspired by natural materials. 

4. Arrive at a solution

Share how your business continues to pursue its purpose today and which milestones you’ve hit so far. Strong brand stories are all about showing change, like how you started with one product and ended up developing five others, which is something that your About Us page should convey.

5. Optimize for E-E-A-T

Search engines look for signals of Experience, Expertise, Authoritativeness, and Trustworthiness, or EEAT, when evaluating content. AI search tools also consider authority when citing brand content. 

“Generative engine optimization [GEO] isn’t about gaming a new algorithm,” says Kyle Risley, senior SEO lead at Shopify. “It’s about doing the fundamentals really well—clean data, strong brand, genuine authority—so that when AI looks for products to recommend, it recommends you.”

Link to professional social profiles, mention relevant certifications or degrees, and link out to any press coverage on your About Us Page. That combination helps readers, search engines, and AI tools see your business as a legitimate authority in your industry.

6. Envision what’s next

Close your story by sharing where your business is headed. Explain what your business looks like moving forward, paired with a vision statement and the goals your brand is working toward.

These two work well in tandem: Your mission describes the present-day purpose while your vision envisions the future your business wants to build. 

Building trust with your About Us page

A new store doesn’t need a long history to create an About Us page; a clear point of view on why the business exists and who it serves is more than enough to start with. Milestones can be added as your business grows.

Shopify Sidekick can help turn a rough outline into a working draft you can then edit into your own voice. For a store that’s already established, Shopify Analytics lets you see how many customers are actually landing on your About Us page. 

**Based on a 2025 survey of 500 Shopify merchants conducted in English across Australia, Canada, the United Kingdom, Ireland, New Zealand, and the United States. Respondents were established merchants with two or more years on the platform. Results reflect the experiences of this specific sample and may not be representative of all merchants.