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How to add About us page in Shopify?

Last updated: July 01, 2024
Written and researched by experts at AvadaLearn more about our methodology

By Sam Nguyen

CEO Avada Commerce

For many brands in general and for Shopify stores in particular, an “About Us” page is considered to be an important page that brings the content with a wide variety of roles from improving organic search marketing to display and show what your brand stands for. That’s why many of online business owners want to add an About Us page for their own store, which can take you a lot of time as well.

So we decided to simplify things a bit for you by giving you a brief look at how to add an About Us page in Shopify. To go more in details, we are going to give you a definition, how to add an About Us page, examples and even tips to make sure your About Us page helps turn visitors into customers.

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What is an “About us” page?

On Shopify, an “About Us” page is known as a group of information of your Shopify store, which is selected to focus on the core features in your selling points of your brand. With a qualified “About Us” homepage, your unique selling position will be presented, you can utilize this page to tell a story about your store, and also make a strong impression with customers and invite them to know more about your products. An “About Us” page can highlight the history when you created your business, your commitment to sustainability and many more.

According to a research, there are 52 percent of visitors, who will utilize the “About Us” page to know more about one business when they are at that brand’s homepage.

What’s included in an “About us” page?

One of the marketing potential can lie in the content of your website’s “About Us” page. As we all know, visitors from your website can get a strong impression as the About Us page leave on them. So why don’t we utilize this chance, adding an “About us” page to your Shopify store to present your brand in the best possible way?

I will present four elements that is normally included in an “About Us” page. However, the contents of an About Us page will vary greatly due to the business and industry of your store. Also, it needs to be considered due to the audience, your personality and your products, your industry and many more.

Telling customers about yourself

For starters, it is a wise choice to tell your customers about yourself when you are at the “About Us” page. But what should you tell them? You should tell them about what makes you unique, what your mission is and what your key features are.

add about us page in shopify

It’s best to convey your values and culture as a brand, or what you has done to build your company. You don’t have to make your content become lengthy, just communicate yourself in the way you are comfortable with, with your audience. Simply by writing what you got, I believe when you can have a full question of who you are as a brand, and what you represent, you can have valuable lines on your About Us page.

History behind your store

A memory lane of your business is also a great choice to show the visitors on your website. Also, pay attention to give them an insight to the history behind your store too.

You are able to tell them where, how, and when you started your business. What did you do to take your business accomplish until now? Bring your relevant milestones and achievements relating to your business are also recommended. The form of a timeline is also a great choice to present your history to your viewers. If you do well in this part, your customers or potential customers would be so interested in seeing how you grew over the years.

Introduce team members

add about us page in shopify

Your team members are who are driving in the passion at your business, the details about them could be the emotional elements to be added on your “About Us” page. Visitors can become easier to connect with human beings when they saw the Team members introduction section. So, just make your “About Us” page a great place to make the personality of your crew shine.

Multimedia & Infographics

With a well-built infographic factors, sometimes, they can help visitors remember more about you or your brand or business than long lines of words. Adding a well-designed graphic can be a great help for your visitors to understand about your concept instead of lengthy description. Because, sometimes, only images can do the thing that words can do. In addition to that, adding a cool video about how your business was created, or about your story are being favorited nowadays.

How to add an “About us” page to your Shopify store?

Step 1: Log into your admin dashboard

Of course, you need to log in to your admin account and then direct to the Admin Dashboard. As usual, just enter your login credentials you used when you setup your store.

Step 2: Click “Online Store” in the left menu

Look at the Online Store option on the left of the screen. Click on that and you will be navigated to the admin navigation for your store. Then, hit a click on the Pages link in the navigation, with a view to seeing current pages in your store and adding new pages as well.

Step 3: Click “Add page”

In case you have not had a About Us page before, just click the blue Add page button on the right side of the screen to open the new page creator.

how add about us page shopify

Step 4: Add content and name your page

You will see the visual editor, which has limited functionality with some fields that you need to enter to create your About Us page in Shopify.

  • Title – This will be used to name your page. With this title, you can have it displayed in the browsers title bar/tab.
  • Content – All the body content of your page will be decided on this section. It is where you can input all the content for your “About Us” page including images, videos, links, testimonials, and so on.
  • Visibility – This will decide the status of your page when you save it. It allows you to make it live, set it to publish at a specific day, or you can keep it hidden until you’re ready for the content to go live. You can choose all the options at the same time.
  • Template – This is where you can opt for a template for the page. The visual layout of your content can be set here, and the available templates will vary based on the theme that you’re using in your Shopify store.
  • Search Engine Listing Preview – This section is helpful in editing the meta content for your About Us page on Shopify. The search engines like Google will utilize the page title and take an excerpt from the page for search results by default. However, you can skip this part by defining a meta title and meta description for your page.

how add about us page shopify

Step 5: Save the page

Have you finished all the adding content elements to your “About Us” page? So, just click the Save button, which locates at the top to save your work.

Your content will be considered live when you click Save in case you leave visibility as Visible. In case you link the page somewhere else, such as in your menu, then the visitors will not be able to access this content in a smooth way. However, in some cases, you can utilize the search engines to still index the content and display it in organic search even if it’s not linked in the menu.

Step 6: Add the page to your menu

So, the last step here is to add your “About Us” page to your menu, if you want to make your About Us page in Shopify be visible to visitors. Follow this step like adding your new page to your menu.

  • Click on Navigation on the left menu. After that, hit a click on the menu that you want to edit. And then click for the “Main menu”.

how add about us page shopify

  • In the menu page, there will be the menu items currently visible in your navigation. Just hit a click at Add menu item button so that you can input a new link or page to your store’s main menu.

how add about us page shopify

  • When you add a menu item, you have to enter the name for the menu item. As this name will be used for the link, and what you type here will be shown in your menu exactly how you type it.

  • You can choose the page that you want to like to when you open the Link field. A list of active page in your store will be given to you when you click in this field.

add about us page in shopify

  • It is capable of you to either choose an internal page or type in a link to an internal or external page. The visitors will be taken to the designated page or link when they click on the menu item.

  • Finally, hit the button Add when you have finished all the sections above. Don’t forget to click Save menu too, to make the new menu item visible in your store.

Tips for Writing Your “About Us” Page

1. Use facts, not hype.

It is obvious that people don’t want to read the same things, which has already appeared on your Home page, when they are on your About Us page. Hyping about what you can provide can sometimes sound like you are boasting, but to build trust, it is about bringing them facts. So, try to avoid bragging too much about your brand, just try to offer a straightforward presentation of the facts and figures instead.

2. Seek to inspire trust.

In-person meetings are still somethings that are favored in today’s business, for that reason, you must put more in your About Us page must. Specifically, it is not only about communicating what’s special about your company’s products or services, but also you wil have to inspire trust to get the prospect to reach the client’s wallet.

add about us page in shopify

Telling everyone where you are located can be one of the easiest ways to begin building trust. In some case, providing your mailing address on your Contact page is also a good idea. Then visitors will know how close, or far, you are to them. So simple and yet so many businesses neglect to do so. Every nugget of information you openly share will help inspire a little more trust.

3. Tell visitors what they want to know.

Think you as the prospective of your customers and ask some questions like: What do they want and need? Who are your main target? Is they a senior citizen or a school-age child? When you can answer all of these question, I think you should put down in the content of what visitors want to know about your brand, what can you bring and how can you make things better for them.

4. Specifics are better than bold claims.

In the normal meetings, customers often expect to get the answer for the questions they most frequently ask. So do things happen here on Shopify. Instead of telling bold claims that sound too good to be true to your visitors, just talk about your goals and describe what you’re doing to achieve them. Collecting some data and then give them facts, figures and testimonials to prove in the future is also a great choice. In case they revisit your “About Us” page, they can see that what they saw are not just bold claims.

5. Give a peek behind the curtains.

Giving a peek behind the curtains about your value proposition, like the innovation, service or feature which makes your business appeal to customers and sets you apart from the competition will be a spark for your introduction.

6. Forge a connection.

People normally want to connect with others. So, just consider many incredible sources of connection like Facebook, Google+ and LinkedIn. As these social networking sites are connected to your visitors, like the thing that you have the chance to meet your customers in person. So don’t be afraid to show who you really are. The best way to make them receptive is to make connection with them.

add about us page in shopify

7. Express your values.

It’s obvious that your “About Us” page should describe who you are. Consequently, you should write about your values and principles and tell them why the product or service you offer is important to you in a way that matches your brand’s goals. And of course, your About Us page is the best place to share your brand’s values.

8. List credentials, certifications, awards.

There is one powerful motivation for your site visitors, which is the social proof. In your “About Us”, you should include sections such as “Awards” and “Press” to mention your past achievements. With some interesting stats that reflect well on your business is also relevant and significant to be shown.

add about us page in shopify

9. Include a photo of you “in action.”

As we are living in a visual world, it is unavoidable that many people skim text while being on your “About Us” page. that’s why some pictures should be put in to grab their attention. Adding color to your page is also a wise choice to make a bigger impression on them.

10. Be interesting!

Resumes are often considered to be boring and it is more appropriate for job hunting. When it comes to normal people, nobody want to read an “About Us” just like that and they want something more engaging for your About Us page. It’s time to make yours interesting, find a hook to capture the attention of your visitor, and just do it!

add about us page in shopify

Best “About us” page examples for you to get inspiration/increase conversion rate

We have all know Shopify “About Us” page is one of the most important elements that can bring many other benefits to Shopify conversion rate. That’s why this section is here, to provide you a look at how other eCommerce “About Us” page examples worked to help you get the brief view about this page and the inspiration as well.

  • Make it simple and effective like Airbnb

add about us page in shopify

  • Apptopia story - Connect customers with humans, not machines

add about us page in shopify

  • An incredible power of storytelling. The story behind Ugmonk.com

add about us page in shopify

  • The surprising fact of Jonloomer.com

add about us page in shopify

  • Images and video are always more trustful than text.

add about us page in shopify


That wraps this article today! I believe that you are now so exciting to add your About Us page in Shopify store right now, aren’t you? Especially, when you apply all these information that I have shown you above, it’s more likely that you will have yourself a proper “About Us” page.

If there is any troubles that deter you from your practicing, just let us know. We will help you fix it as soon as possible.

Sam Nguyen is the CEO and founder of Avada Commerce, an e-commerce solution provider headquartered in Singapore. He is an expert on the Shopify e-commerce platform for online stores and retail point-of-sale systems. Sam loves talking about e-commerce and he aims to help over a million online businesses grow and thrive.

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