eCommerce About Us Page Layout Guideline
- Marketing Guideline
- Oct 17
- 6 min read
Updated: Dec 2
Build Trust & Tell Your Story
Why the About Page Matters
Your About Us page is one of the most important (and often underestimated) pages on your eCommerce website. For potential buyers, this is where they go to answer a big question: “Who are you, and can I trust you?”
When done right, your About page builds credibility, humanizes your eCommerce brand, and sets the foundation for a loyal customer base. It’s not just your story—it’s a trust-building moment that can help turn a curious visitor into a paying customer.
What Makes a Great eCommerce About Page
The best About pages do more than check a box. They create a real, meaningful connection by answering the following:
Why should I buy from you instead of a competitor?
What do you believe in—and does it align with my values?
Can I trust that this company is legit?
Whether you're a solo founder or a growing team, your About page should reflect the heart behind your brand in a clear, authentic way. This is why understanding your website’s audience is so important. It allows you to tailor your About page specifically to your target customer. If you keep it too vague—like trying to appeal to “everyone”—you’ll miss the chance to spark a real, meaningful connection with the people most likely to buy from you.
Pro Tip: It’s also a powerful place to support your SEO strategy with branded keywords like "About [Your Brand]" or "[Product Type] brand story." We’ll get to more on this later.
Answer this: Take your core audience and craft answers for each of the questions above. Keep this handy as we go through the other steps in this article.
Define Your Audience: If you have not done so already, take the time to define your core audience. Use this as your north star to lead you through all of your website marketing efforts.
To assist you in crafting your about page use the Craft Your About Page Story: Worksheet to help guide you through these steps.
Essential Elements to Include
1. A Clear, Relatable Brand Story
Who you are and why you started the business? This is your chance to create a bond with your customers. Share the real story—what inspired you, what problems you set out to solve, and what motivates your work today.
Example: "We were juggling work, home, errands, and everyday chaos—only to find that the stuff we owned wasn’t helping, it was getting in the way. Cabinets full of gadgets we never used. Products that promised convenience but created clutter. It felt like life needed less… stuff. And more things that actually made it better.
So we created Things—a collection of everyday essentials that are thoughtfully designed, ridiculously useful, and easy on the eyes. No trends. No fluff. Just practical, beautifully simple items that solve real-life problems." (See the full version in the example about us page below)
Your origin story helps build connection, especially if your audience can see themselves in your journey. This can be anything from your company’s founder’s story, your company history, the brand’s history, or mix of each of them. Your goal is to craft a compelling story that resonates with your website visitors.
Write it Out: Write out your personal story. It doesn’t have to be perfect, just get a draft down on paper (or computer).
2. Your “Why” or Brand Values
What does your brand stand for? This section helps customers understand your mission—and decide whether they want to support your online store. In today’s marketplace, values matter. People want to buy from brands that reflect their beliefs and priorities. And that’s a good thing. Don’t aim to resonate with everyone—because your brand shouldn’t. Focus on aligning with the values of your target audience, and you’ll build stronger, more loyal connections.
Consider values like:
Sustainability
Wellness
Innovation
Accessibility
Community
Speak from the heart, but keep your customers at the center. It’s not just what you do, it’s why it matters to them.
Find Your Why: Start by writing down 1–3 core values that represent your company and explain why each one matters to your customers. Once you’ve listed a few, identify the one(s) that resonate most with your mission and have the strongest emotional or practical impact. These are the values you’ll want to highlight on your about page. (Keep the rest! You can weave them into your other marketing materials like social media posts, emails, or packaging copy.)
3. Visuals That Support Your Story
Photos can build a connection even faster than words. They are a great way to instantly add human elements to the company and your brand story. Try including:
A friendly founder photo or team snapshot
A peek behind the scenes (like how your products are made or packed)
High quality photos that build trust with your audience
Optional: a short 30–60 second brand video introducing your story
These visuals remind your audience there are real people behind the screen.
4. Trust Builders
If your brand has been featured in the press, won awards, or partnered with recognizable platforms (like Etsy, Amazon, or local retailers), this is a great place to show off.
You can also include:
Customer testimonials
“As seen in” brand logo bars (link to articles, press mentions or reviews)
Certifications or social proof (e.g., cruelty-free, organic, B Corp)
Trust elements are the best way for new website visitors to feel confident in making a purchase from your online business. Trust is one of the major hurdles that new small businesses have to overcome. Don’t skip over this powerful tool that can build credibility for your eCommerce store.
5. Call to Action (CTA)
After someone finishes reading your About page, what should they do next? This is your opportunity to take the strong connection you built with potential customers and turn that into conversions. Direct them to landing pages, product pages, or a contact form that allows them to sign up for company emails.
Some great examples for possible Call to Action:
“Shop Our Best Sellers”
“See What’s New”
“Join Our Email List for Exclusive Offers”
“Follow Us on Instagram”
A good CTA gives direction, and continues the customer journey.
Give Direction: Identify the page or action you want your customers to head to next. Then write out 1-3 CTA possibilities that will drive this customer behavior.
Layout Matters: Make It Easy (and Enjoyable) to Read
The best About Pages don’t just have great content — they’re easy to read and visually inviting. Your layout plays a big role in keeping your visitor engaged and guiding them through your brand story.
Break up your copy into digestible sections
Utilize clear headings and short paragraphs to allow your readers to easily flow through each portion of your about page. Most people will skim before they commit to reading, so structure your content in a way that helps them find the information they care about quickly.
Here’s a simple layout structure you can follow:
Headline and Subheadline
Start with a short headline. Some examples: “About Us” “Our Story” Optionally add in a brief subheadline or tagline that adds personality or clarity.
Mission or Brand Story
This is where you tell your brand’s story.
Founders or Team (Optional)
Think about adding a short section about the company owner or the team members behind the product to build trust and add a human element to the company. This is a great section to incorporate a founder or team photo that shows the people behind your eCommerce business.
Visuals
Include lifestyle photos, behind-the-scenes shots, or design elements that match your brand aesthetic. Visuals can be used as:
Tools to break up large walls of text
Support copy points
Tie in your brand’s look and feel
Utilize visual elements to create a natural flow and emotional connection with your customers.
Social Proof or Trust Builders
Now that your potential customers have gotten to know the company and its values, here’s your chance to add in elements for building trust.
Call to ActionEnd with a clear next step — this might be a “Shop Now” button, a link to your best-selling product, or an email sign-up. Point your customers in a clear direction of what step they should take next.
Tips to Make It Personal and Professional
Take this opportunity to make a lasting strong impression with your audience. Here are some about us page best practices to follow:
Write like a real human. Be conversational, not robotic.
Keep paragraphs short and easy to skim.
Use “you” more than “we” when possible—it keeps the focus on your customer.
Match your About page design to your brand’s overall aesthetic.
What to Avoid
Ensure your about us page stays on track with your company goals. Here are some common mistakes to avoid.
Writing a novel—keep it concise
Talking only about yourself—connect your story to the customer
Skipping the CTA—always guide users to the next step
Forgetting mobile—check formatting and readability on phones
Keep It Real, Keep It You
Your About page isn’t just a formality—it’s a powerful trust-building tool that can turn curious visitors into loyal customers. Make it authentic, easy to read, and aligned with your brand values. Before you hit publish, review your page with fresh eyes: Does it sound like you? Does it connect with your ideal customer?
And remember, your eCommerce website is a living thing. Keep an eye on how people engage with your About page using tools like Google Analytics or heatmaps. If visitors are dropping off too quickly, it might be time to tighten the copy, break up long paragraphs, or clarify your brand message. Test, tweak, and grow.
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