How To Write an About Page That Converts (Not Just Introduces)

Let’s be honest, most About pages suck.

How often do you pass by a website’s ‘About Us’ page, only to be handed a generic, boilerplate description of who they are and what they do? Instead of helping you connect with them, you walk away wondering:
“So…why should I even give two shits about you?”
“This mess of a paragraph was CLEARLY written by AI!”
“I still have no idea who the owner of this business is.”

If you’re treating your About page like a casual intro or a brand origin blurb, you’re missing one of the best opportunities on your entire website:

A chance to build trust, clarify your value, and turn cold visitors into connected customers.

So here I am, giving it to you straight. Here’s your guide to writing an ‘About Us’ page that doesn’t just ‘tell you story,’ it converts.

Why Your About Us Page Really Matters

Let’s put it this way. If I didn’t think it actually mattered, I wouldn’t have spent time writing this blog post.

But to keep it brief: People don’t buy from brands they don’t trust.

A well-crafted about us page is essential for building trust and credibility with your potential customers. Think of it as:

• A chance to illustrate your ‘why’ and their reason to care
• An opportunity to give them a peek behind the scenes and a preview of what’s possible
• A moment to lead with your *brand statement* (more on that in a sec)

Regardless of whether you’re just launching or redesigning your online store, your About Us page can:

• Help shoppers feel aligned with your brand’s values
• Create an emotional connection
• Guide them deeper into your world (and all of your fantastic products)

Where To Start: A Clear, Moving Brand Statement

A great About page starts with a great brand statement—a short intro section that makes readers go: “OH, that’s what they’re about. COOL.”

But…what is it?

A brand statement is a 3–4 sentence opener that brings together:

• Brand Identity: Your brand’s values, tone, and beliefs
• Unique Selling Proposition (USP): What you offer + why it should matter to your customer

Brand Identity 

Just like your ideal eco-conscious customer, you and your sustainable business hold a set of values that form the foundation of your brand’s story. These brand values could include sustainability, ethical sourcing, zero-waste, carbon neutrality, transparency, social responsibility, or even things like family wellness, mindful consumption, and supporting fair trade communities. While brand identity can also include your vision and mission for a better planet, I really want you to focus on the ethical values you bring your customers for this first part.

I also want you to consider how you’ll communicate these sustainable values to your customers. Is your tone going to be passionate about environmental change? Approachably eco-friendly? Educational about sustainable practices? Empowering conscious consumers?

Once you’ve determined your shared values and tone, let’s move on to your unique selling proposition.

Unique Selling Proposition for Sustainable Businesses

This can be tricky because many sustainable brands think of it as simply comparing their eco-friendly product to conventional alternatives. In reality, it’s about showcasing your sustainable product’s value to your customers’ lives while protecting the planet. What environmental problem are they currently facing, and how can your ethical product solve it?

For this proposition to be effective, it must be outward-focused, directly engaging with your eco-conscious customers. Remember, sustainable consumers relate more to real-life narratives behind ethical brands, so sharing authentic stories about your sustainability journey can enhance engagement and retention.

The easiest way to figure this out is to ask yourself: What sustainability problem does your product solve? Plastic waste? Chemical exposure? Fast fashion? Reflect on your customer personas. Most of these questions should be answered if you’ve already done that exercise for your conscious consumers.

Think about it and jot it down.

Now, Let’s Create Your Brand Statement

SO – now that you have your Unique Value Proposition and you’ve developed your Brand Identity, we’re going to weave both into a brand statement that can be used on your about us page. While copywriters write their brand statements in multiple ways, this is how I want you to lay it out:

• A strong heading that includes you and your ideal customers’ shared values
• 2-3 sentences that describe your customers’ frustrations and highlight how your product can help
• A sentence or question that leaves your customer curious and engaged

To get those creative juices running, here are some real client statements I’ve written (just a side note, some of these clients are not entirely sustainable, but you’ll get an idea of how to layout everything):

“Where Every Day is a Reason to Celebrate

The Bottom Line about Brand Statements 

Keep it punchy, and try not to overthink it. The best statements for eco-friendly brands are those that are clear, concise, and consistently reflect your sustainability values! This is your first step toward creating an engaging and unique ‘About Us’ page for your sustainable shop. Place that brand statement at the top of your page, and you’ll hook your eco-conscious customer right away. For the rest of the page, sprinkle in your sustainable brand’s mission statement, environmental vision, and any other valuable information for your environmentally aware website visitors.

I highly suggest including the following:

• Background on your sustainable company & founders (if you’re comfortable with being the face of your ethical brand)
• Environmental charities or sustainability initiatives you might be working or involved with
• Other unique selling points that can be linked to other pages on your site (ie: zero-waste practices, ethical sourcing, carbon neutrality – sometimes not everything can fit on one page)

 

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Hi! If we haven’t already met, I’m Laura! Founder of Dolgify and author of this little blog. I help small to mid-sized sustainable merchants build eco-friendly stores and ethical stories their conscious customers deserve. If you liked this post and want to learn more, here are a few ways you can connect with me:

Join my email list: For a bi-weekly dose of sustainable eCommerce insights, tips for ethical brands, and the occasional behind-the-scenes look at how I help eco-conscious merchants like you succeed. I promise to keep it fun, engaging, and always valuable for your sustainability journey.
Explore my services: See how I can help you create a sustainable eCommerce store that’s as unique as your ethical brand. From crafting compelling eco-friendly copy to designing custom Shopify themes that highlight your sustainability efforts, I’ve got you covered. Let’s work together to bring your green vision to life and build an online presence that stands out from the conventional crowd.
Dive into the Dolgify blog: Find more posts like this one, covering everything from eco-conscious customer personas to ethical email marketing and beyond.

If you have any questions about sustainable eCommerce or just want to say hi, feel free to send me an email or connect with me on Instagram. I’d love to hear from you! Until next time, keep building those amazing eco-friendly stores and ethical stories. Your conscious customers (and the planet) will thank you for it!

Cheers,
Laura