About Page Guide
Your About page is your second most visited page. It reads like a press release. That is why it is not converting anyone.
The About page is the most underestimated conversion tool in eCommerce. It is typically the second or third most visited page on any Shopify store. Customers go there when they are considering buying but want to know who they are buying from. And what do they find? A generic mission statement, a stock photo, and corporate language that could describe any company.
Your About page should do one thing: build enough trust to move the visitor closer to purchasing. That means real people, real story, real values, and real proof.
#2
Most Visited Page
150+
Brands Served
$23M+
Revenue Driven
Trust
Conversion Driver
How to fix this — step by step
Lead with the customer problem, not your history
Instead of "Founded in 2020, we are a...", start with why you exist from the customer's perspective. "We started [brand] because [problem your customer has] and nobody was solving it properly."
Tell the origin story briefly
Who started it. Why they started it. What moment made them decide this needed to exist. Keep it to 2-3 paragraphs. Real, specific, human.
Show real people
Founder photos with names. Team photos if you have a team. Behind-the-scenes of production or operations. Customers want to know they are buying from real humans, not a faceless entity.
Include social proof
Press logos, customer count, review count, awards, or certifications. "Trusted by 50,000+ customers" or "Featured in Vogue, GQ, and Allure" — placed on the About page, not hidden on the homepage.
End with a CTA
Your About page should not dead-end. Close with a call to action: shop best sellers, take a product quiz, or sign up for email. Guide the visitor toward purchase after building trust.
Want us to handle this?
Your About page is a conversion tool hiding in plain sight. A well-written About page builds the trust that tips uncertain visitors into buyers.
We write brand copy for eCommerce clients — About pages, homepage messaging, and product descriptions.
Questions our best clients asked first
Your About page should build trust, not bore visitors
Book a call and we will help you rewrite your About page to convert uncertain browsers into confident buyers.
Pick a Time15 minutes. No pitch deck. Just your data and our honest take.
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