Most of the time, ‘about us’ pages often lack a bit of love or are simply not prioritised in terms of importance. However, it's funnily enough a page that you should take seriously as it plays a role for both new and existing audiences. I mean, from my experience, it’s actually one of the top-visited sections of the site. In fact, many times, I’ve seen it in the top 5 most visited pages, even on sites with thousands of unique visitors per month.
Why many eCommerce businesses don’t prioritise these types of pages is because they’re not seen as usual product pages, or aren’t seen as ‘converting’ pages that can help with customer acquisition. However, I argue against this view.
Ultimately, the about page’s purpose is to get people ‘buying’ into your brand, mission and vision. In a world where competition is high (and only going to get more competitive), it's more important than ever to make first impressions count, and get people excited about what you stand for as a business. This is particularly something to think about if you’re an early-stage online store, as you can use it to your advantage against larger players.
Where the challenge comes in for ‘about us’ pages is that there’s not really a consistent ‘best practice’ when it comes to design, copy and how a page like this should be laid out.
So, how do you know what’s a good standard when creating these pages? Or, what is the best or most creative examples that people love talking about, that can lead to shares and, ultimately, help with conversions?
Well, to help with answer those questions, that’s why I’ve curated these references to be inspired by, so you can get some learnings that you can then apply to your business.
Just before we dive into them, here are some quick tips and characteristics you should look out for when exploring through the references.
You can see where I’m going with these tips, and they are just as a heads up of what you can use as a mini-benchmark against your own about page, or what to look out for if you’re in the planning stages.
Okay, sweet as everyone, it’s time to jump into these examples.
Three Ships is a natural beauty brand that only uses effective, useful ingredients with no fillers in all its products. To prove this, they have an ingredient glossary on their website, along with a skin quiz that would help customers discover what would work best for them. Here’s a look at how they prop themselves up:
Myro is a brand that creates clean, vegan formulations for body care. This means deodorants and body washes in sustainable packaging and refill options in a variety of different scents. Starter kits start at $15, with reusable cases and a refill included.
They make their mission evident throughout their website copy, particularly on their company mission page:
Dr. Jart is a skincare business known across nations from around the world, but it actually has its roots in Korea. By combining innovation and playfulness, the brand was able to set itself apart in different countries, including the skincare capital of the world. They are most known for their Cicapair line among acne-skin users, but they also sell other notable products as clearly displayed on their About page:
Great Jones creates fun and functional cooking plus baking tools, along with other products classified that fit within kitchenware and cookware. I love what they’ve done with their site, and the products look amazing. Definitely of high quality, and love the ‘homey’ appeal of their items and products which are consistent across each of their categories.
Here’s how they introduce their brand through their website:
Ugmonk is a minimal lifestyle business that sells curated clothing, notebooks, pens, and other workspace and home items.
I absolutely love the hand-written note approach from the founder, Jeff. So much more personable and feels genuine.
Their heart is tied to slow living, taking a thoughtful approach to all the things they do - business included. This means high-quality products designed to last a lifetime. It’s interesting to see, and here’s how he, and his business Ugmonk, illustrate it:
Better Battery Co. is a company that developed and sells one of the best innovation products I've seen lately, which is the first ever certified carbon-neutral batteries. These can easily be recycled through an integrated system that would ensure less waste and more sustainability for their rather pollutive industry.
Pretty nifty what these guys have done - it makes buying batteries ‘exciting’ to me.
Here’s a little more about them (and what they’ve included on the page):
Upwest is a sustainable clothing business that uses recycled textiles and natural fibres for its products. They are best known for their affordable basic pieces. Big fan of the overall UI and functionality of their site, and they’ve also done a great job with their about page:
Munjoi is a shoe brand that believes it’s possible to make sustainable choices when it comes to the industry - not just in terms of shoe longevity, but also in terms of material and manufacturing. So, they came out with their best-selling Dai shoe, priced at $98 and available in different colours.
It was made with these brand values in mind:
Then I Met You is a Korean-inspired skincare label that believes routines should be intentional. So, they only have one product available for each skincare step, foregoing the typical approach of multiple product lines. Each item is pretty affordable compared to others in the industry, and are all created with their company principles.
This is definitely one of the top about pages I’ve seen. Regardless of whether or not you’re in the beauty or skincare sector, you should check this out:
Created Co. is a drink ware brand (mugs and bottles) that believes in quality and creativity. This means well-designed classic and printed ceramics, meant to last for a really long time. Here is how they tell their story through their website:
Fulton Insoles claims to make what is, in their words, the world’s most comfortable and supportive insoles. They are best known for their classic insole. Still, all their products are made with their process and values, as they explain here:
De Soi is the wellness drink line by Katy Perry and Morgan Mclachlan. They create non-alcoholic aperitifs that are filled with natural adaptogens, making for tasty and healthy cocktails. The best part is that it is vegan and contains no artificial colours or flavours, so you can enjoy the treat drinks all night long without worrying about getting too tipsy. Here’s how they sell and communicate the vision and mission of the product:
For the most part, bags these days are either incredibly stylish but not functional or functional and durable, but not stylish enough. Well, Dagne Dover is a bag brand that aims to mix function, style, and durability together. Here’s how they show what sets them apart from their competitors:
Lazy Oaf is a lifestyle label that sells clothing, accessories, homeware, and even pet accessories! They’ve been in the industry for 21 years at this point and are known for just doing their own thing - selling beyond what’s trendy at all times.
This is how they introduce themselves:
Brevite is a bag org that is best known for its backpacks, though they also sell great belt bags and crossbody bags. Their bags have a variety of compartments, all placed smartly and are meant to make your life easier. They also offer lightweight options in different colours, and they’ve done an awesome job with the quality of their backpacks.
Here’s more about them:
Great Heights is a diamonds company that is on a mission to produce and specialise in producing top quality engagement rings. Given the nature of their business, prices go well into the thousands, but it’s totally worth it given the quality of diamonds and rings they have up on their site. Here’s what’s included on their about page:
Rae Wellness is a supplement brand that aims to address different lifestyle and health needs. From skin to digestion to stress, the company has multiple supplement offerings depending on what customers are looking for. Most of their single-product items sell at the price of $14.99 for a month’s worth of tablets, which is pretty good. You can also save by getting one of their bundle products or getting on their subscription plan.
Here’s how they present all you need to know about the company:
Beautiful Kitchenware is an organisation founded by Drew Barrymore, built upon her love of good food and lovely items. They have a list of recipes up on their website, as well as a large, curated collection of, well, beautiful cooking items. The quality of the items is superb, and I love what they’ve done with the branding and UX of the online store.
Here’s how they introduce themselves:
Oh La La Macarons is an award-winning dessert business that creates, as the name implies, stunningly delicious macarons. Each piece is handcrafted and designed, using only the highest quality ingredients. Given how popular they are among high-end brands, it’s good to know that the price is fairly affordable.
Here’s what you need to know about their rise to success:
Clarity Blend is an aromatherapy org that is best known for its essential oil products. Their starter sets are a great price, and includes oils, diffusers, and salts, depending on what you’re looking for.
Here’s what their about page looks like:
As the name implies, Girlfriend Collective is a brand primarily for women, though they also have select products for men. They are a clothing business that places an emphasis on community and ethical consumerism, as the things we choose to buy and wear also affects the world around us in some way.
Here’s how they communicate those values through their website:
Kaffeeform is a sustainable brand that creates coffee cups and tumblers out of used coffee grounds. It took them over five years to master what was needed for their production, but once they had it, they created a new avenue for the environment and industry. They have since expanded to using other waste products for upcycling, alongside their best-selling coffee cup.
Here’s some more info about them:
Beyonderway is a natural skincare product organisation that uses essential oils as their main ingredients. They sell multi-use oils, butters, mists, at an affordable price. They also sell bundled products with their skincare range, which also includes a zipper pouch and some wipes.
This is their process and company explained via the about page:
Fable is a homeware group that sells dinnerware, textiles, decors, and even accessories. All their items are minimal and classic in design, with just five colours: white, pink, green, blue, and gray. Their values are based on timelessness and sustainability, as clearly portrayed on their about page:
Mello is a chocolate brand that sells classic choco bars infused with adaptogens. These are meant to help their customers relax and boost positive moods. This is something they clearly value, as can be inferred from their website:
Stojo is one of the best-known reusable coffee cup brands out there, with collaborations done with big brands such as Starbucks and Star Wars. They have since branched out to portable and reusable food ware and straws, among other things.
These are the highlights of their about page:
Fair Harbor is a clothing label that sells items primarily leaning towards beach wear. This means breezy shirts and shorts in pastel and vibrant colours. The heart of the business is to emphasise the wonders of the ocean, hence the name, and they also do that through their advocacies and values:
Wolf and Shepherd is a shoe label that makes beautiful dress shoes that can also be used for running and sports. An athlete already won a marathon running in their dress shoes, communicating that their items are indeed true to their claims. These claims are well displayed on this page:
Bubluv is a bubble tea brand crafted by Diana Chen. She founded the business by channelling her food and drinks life experiences, and combining them with modern-day healthy recipes, where she was able to devise tasty bubble teas that are healthy and refreshing.
This is her company’s story:
Jolie is a company that creates showerhead filters with the intention of making water everywhere nourishing for the skin. Their about page perfectly explains the problem they are trying to address as a company:
Sool is a drinks company that sells different Korean alcohol products. They lean into traditional alcoholic drinks while making them palpable for the modern taste, like their Soku product, which is a cocktail beverage that has a soju base.
This is their about page:
Cartwheel Coffee is a coffee roastery that is based in Nottingham, United Kingdom. They are known for their rich flavours and sustainable sourcing, making them a beloved brand known to locals. Here’s how they explain themselves:
Bario Neal is a jewellery brand that creates well-designed pieces with quirky, classic, and individualistic lines. Given their product, prices easily go beyond the hundreds of dollars, yet each item is portrayed as meaningful, sentimental, and meant to last a lifetime. They do a great job communicating how they work through their about page:
Hnst, pronounced as “honest”, is a clothing brand most known for their jeans and denim products. They are designed to be circular, sustainable, and affordable. Given that they’re meant to last a lifetime, it’s a fair deal when you pick up one of their jeans.
Here’s what you need to know:
Lmnt creates an electrolyte drink mix that contains no sugar and is paleo-keto friendly and vegan friendly. They were born out of need for a better solution for hydration for those on low-carb, whole food diets. They come in many different flavours, all containing a good amount of sodium for optimal performance levels.
This is how they talk about their hydration drink and their mission:
Juvee is an energy drinks company founded Matthew Haag who created 100Thieves (which is super successful), and was a former famous Call of Duty gamer. He’s done incredibly well over his career, and as an avid gamer, it doesn’t surprise us that he’s gone onto creating an energy drinks brand.
This is certainly up there with one of the coolest sites I’ve come across - love the animations.
Let’s take a peak at their story:
Shimmy is a hand sanitiser system (and portable sanitiser bottle) that leans into cleanliness and environmentally-friendly practices in a bid to get rid of the single-use plastic that is so dominant in this particular industry. Through the use of reusable containers and product refills, the brand then set out to create an honestly cleaner solution.
I really love what these guys are all about.
This is how they sell their product in a way that sets them apart:
The primary goal and purpose of an ‘About Us’ page and why it’s critical for online store owners to get right is because it paints the picture and highlights the purpose of your company, and the very reason why you exist. From my experience, it’s also typically one of the most visited pages for an eCommerce store, so it’s important to make a great first impression. People love buying products they need, and they typically want to buy from a company that they truly believe in. This doesn’t apply to all cases of purchases (as people just impulse buy without really checking as they need something urgent); however, at the very least, this applies to those owners and marketers reading this that want people to keep coming back and buying more of products. So, the attributes you should include that will make your about us page stand out are; having a mission statement, company values section, core values of the founder and/or team, social responsibility section (if this applies), as well as what makes the company unique in the market. This guide possesses some amazing about pages that will help you get inspired.
I’ve highlighted some really great ‘about us’ page examples in this guide, and to be honest, the majority of them are very good. If I had to narrow down to my favourite five choices, they would have to be Rae Wellness, Better Battery Co, Three Ships, Clarity Blend, and Sool. All are quite different in their own right, but have some really great qualities, including the likes of storytelling, social proof, core values, sustainability statements, mission statements, timelines, team photos, good quality images (etc.) that I really like. They’re all beautifully designed too. Each of these, especially, I believe is worth checking out if you’re looking for optimisations.
There are a few really beautifully designed about pages that I’ve shared in this article, but there are actually two standouts when it comes to creative, through both design and words. Those two are Hnst (clothing) and Beyonderway (skincare/beauty). Hnst is a great example of using great product imagery and storytelling, with a really slick scrolling landing page experience. They share and talk about their mission sustainability efforts and how they produce their denim jeans. As for Beyonderway, they have beautiful illustrations that draw in readers to key sections about what’s in their ingredients, as well as their packaging, process (awesome map), and heritage. Big fan of both, and I’m sure you will be as well when you check them out.
The simple answer is yes, and I don’t think enough brands do this. There are a few reasons why it’s important, in my opinion, and it is particularly important if you sell mid-higher valued items. First, people, especially if they’re fairly new to businesses, want to know more about a company if they're going to make a purchase. Not to mention, important to communicate and share your values to get people ‘bought’ into the brand. Second, once people are ‘bought’ into the brand’s mission and vision, not only is there an increased chance of them making another purchase (and hopefully many more), but there’s a good chance they’re going to tell their friends. Yep, it helps with referral and word-of-mouth marketing (the ultimate form of marketing). The third and final quick reason to mention is that sharing the founder's core values is great for hiring talent as your company grows. Again, this comes back to people being ‘bought’ and invested in the vision. People want to buy and work with people who want to make a difference. It’s that simple.
If you go through all the references I’ve spoken about, you’re definitely going to pick up some really creative and clever things these stores have included. For me, and what many eCommerce stores aren’t doing, is including the likes of user generated content (UGC such as Instagram feed or influencer content), brand personality (many I’ve seen can be ‘stock standard’), video testimonials and reviews, more context to the industry problem and how they come in to change up the ‘status quo’, establish credibility by using logos of publications they’ve been featured in, awards they’ve won, or influencer/famous industry-related quotes, and overall just other social proof elements. If you include some of these elements, whilst optimising or building a new page, it should go a long way to attracting and engaging the right target audience.