My “About Us” page currently includes a short paragraph about my store’s mission and a photo of myself, but it’s one of the least-visited pages on my site, accounting for less than 3% of total pageviews. I feel like it’s not compelling enough to connect with visitors or build trust. Competitors in my niche include detailed brand stories, videos, and customer testimonials, which might be more engaging.
What elements should I add to my “About Us” page to make it more engaging and informative? Should I include a timeline, behind-the-scenes photos, or a section highlighting my sustainability practices?
Appreciate if anyone has experience with this type of page before
Got it, and I totally see where you’re coming from. Your “About Us” page is supposed to be the heart of your brand story, but if it’s not getting engagement, it’s likely not making a strong enough connection with visitors. From what you’ve mentioned, it sounds like your current page might be a bit too minimal, and since competitors are using rich storytelling elements, it makes sense to level up yours.
How to Make Your “About Us” Page More Engaging1. Tell a Story, Not Just a Mission Statement
Right now, if your page just has a short paragraph, it might not be enough to hook people in. Instead of just stating what your store does, share why you started it. Was there a problem you faced that led you to create your brand? A personal anecdote can make your brand more relatable.
Use High-Quality Visuals
Adding a behind-the-scenes section with photos of your workspace, production process, or even casual shots of you and your team can humanize your brand. You can also use a short video to introduce yourself and your mission—it doesn’t need to be high-production, just authentic.
Create a Timeline (If Your Journey Has Milestones)
If your brand has evolved over time (e.g., started as a side hustle, hit a major milestone, expanded product lines), a visual timeline can make your story more dynamic. You can use a simple Shopify-friendly app like PageFly or GemPages to create an interactive timeline.
Feature Customer Testimonials & User-Generated Content
A great way to build trust is to show real customer experiences. If you have positive feedback, showcase it here. Even better—add photos of customers using your products (with permission). You can also embed social proof from Instagram or Facebook using a tool like Loox or Judge.me.
Highlight Your Sustainability or Ethical Practices
If sustainability is a big part of your brand, don’t just mention it briefly—show it. Include images of eco-friendly packaging, sustainable materials, or even certifications if you have them. A dedicated section with visuals will make this more impactful.
Add a Personal Video or Team Introduction
If visitors can see and hear the person behind the brand, they’re more likely to connect. A 30-second to 1-minute “Meet the Founder” video, where you share your passion and vision, can make a huge difference. If you have a team, include fun, candid shots with short intros.
Make It Actionable
Most About pages don’t lead visitors anywhere. You can add:
A call-to-action like “Explore Our Bestsellers” or “Shop Our Story”
A newsletter sign-up offering an exclusive discount
A contact button so visitors can reach out
Example Layout Idea (If You Want to Restructure)- Hero Image or Video (You or something that represents your brand)
Your Story (Tell them why you started, not just what you do)
Brand Timeline or Evolution (If relevant)
Behind-the-Scenes or Production Process (Photos or short video)
Customer Testimonials & Social Proof
Sustainability/Ethical Commitment (If applicable)
Call to Action (Lead visitors to shop, subscribe, or engage)
Hope this helps! If you need extra help, just let me know asap. Thanks
Daisy.
For my about page, I told a long story about how challenging it was bringing my product to market. The story shows who I am and why I started my business with some interesting facts about the industry I am in. I thought it may be weird and too long for anyone to actually read but I found the opposite. An Environmental Health Professor wrote to tell me that my about page and the video it contained was required reading / viewing for her college course! So I say let it all hang out, the more you put in there the more trust people will have in your site. My about page:https://openyoureyesbedding.com/pages/flame-testing-101