About us page examples for online stores, with a template

By the Chatbait team ·

Short answer: a good About us page tells shoppers who runs the store, why it exists, and what makes it different, in a few short paragraphs. Include your story, what you sell, and a photo of you or your team if you have one. Three example pages and a fill-in template are below.

What to include on an About us page

  • Why you started the store. A real reason, even a small one, is more interesting than a mission statement.
  • What you sell and who it's for. One or two sentences, in plain words.
  • What makes you different. Handmade, a specific material, a cause you support, a problem you solve.
  • A face or a team. A photo and first names make the page feel real.
  • A simple call to action. Link to your shop, or to a page that matters, like your FAQ page.

Keep it short. Most shoppers skim this page in under a minute before deciding whether to trust you.

Example 1: a handmade jewellery shop

This is a made-up example store, written to show the structure, not a real business.

Template
About Willow & Clay I started Willow & Clay in my kitchen in 2022, making earrings out of leftover clay from pottery classes. Three years later, it's still just me, now working from a small studio, casting and finishing every piece by hand. Every pair is made in small batches of 10 to 20, so no two runs are exactly the same. I use lead-free glazes and recycled packaging. If you want something made for you specifically, email me at [Support email]. I read every message myself. From [Owner name]

Example 2: a small clothing brand

Template
About [Brand name] We make [product type] for people who want clothes that last for years. [Brand name] started in [year] when [founder name] couldn't find a [product] that fit well and didn't fall apart after a few washes. So we made our own, tested it on friends and family for a year, and started selling it in [year]. Everything is made from [material], cut and sewn at [location]. We ship from [city, country]. Questions about sizing or fit? Check our [FAQ page](/blog/faq-page-examples) or email [Support email].

Example 3: a digital products and templates shop

Template
About [Shop name] [Shop name] makes [product type] for people who find spreadsheets confusing but still want to use them. I'm [Founder name], and I built the first template for myself because I couldn't find one simple enough. A friend asked for a copy, then another, and that's how this shop started in [year]. Every template is tested by someone who isn't me, because I'm too close to my own work to spot what's confusing. Got a request for a template that doesn't exist yet? Email [Support email] and tell me what you're trying to track.

Fill-in template for your own About us page

Template
About [Store name] [One or two sentences: the real, honest reason you started, in your own words.] We make and sell [product type] for [who it's for]. [One sentence on what makes it different: material, process, cause, problem solved.] [Optional: a short line about where you're based, or how the product is made.] [Call to action: link to shop, FAQ page, or a way to contact you.] From [Your name]

Common mistakes to avoid

  • Writing only about the company, never the person. Shoppers trust a page more when they can picture a real person behind it.
  • Starting with "Welcome to [Store]". It wastes the first line on something the shopper already knows.
  • No photo at all. Even a simple photo of you or your workspace makes the page feel less anonymous.
  • No way to contact you. Always end with an email, a contact page, or a link to your shop.

Frequently asked questions

How long should an About us page be?

Short. Three to five short paragraphs is usually enough. Shoppers skim this page quickly, so get to the point.

Should I include a photo on my About us page?

Yes, if you can. A photo of you, your team, or your workspace makes the page feel more real than text alone.

What if there's no interesting story behind my store?

Write the honest, ordinary reason you started. A plain, specific reason ("I couldn't find X, so I made my own") usually reads better than an invented dramatic one.

Should my About us page mention my return or shipping policy?

No, keep those on their own pages. Link to them instead, so your About us page stays about your story.

Get the template pack by email, plus new templates when we add them.

We'll email you the template pack and new templates now and then. Unsubscribe any time. Privacy.