Key takeaways
- Create the page from Online Store > Pages > Add page.
- A basic About page uses the content editor for text and images.
- For a richer layout with team photos, brand story sections, or a timeline, use Theme Editor sections or Fudge.
- A good About page builds brand trust and helps new visitors decide whether to buy from you.
Your About page works harder than most merchants realise. For many buyers, it’s the tiebreaker between buying from you and buying from a competitor. It answers: “Who made this, and can I trust them?”
Why you can trust us
We’ve worked with hundreds of Shopify brands on their storefronts, including their brand story pages. We also built Fudge — an AI storefront editor with a 5.0 rating on the Shopify App Store.
How to create an About page in Shopify
Step 1. From your Shopify Admin, go to Online Store > Pages.
Step 2. Click Add page.
Step 3. Set the title to “About Us” or “Our Story”.
Step 4. Add your content in the editor. For a basic About page, this is a few paragraphs and optional images.
Step 5. In the Search engine listing section, set the URL handle to about-us or our-story.
Step 6. Save.
Step 7. Add the page to your navigation: Online Store > Navigation > Main menu > Add menu item.
What makes a good Shopify About page
The basic page editor gives you text and images. That’s enough for a minimal About page.
A few elements that make About pages convert visitors into buyers:
The origin story. Why was this brand started? One paragraph, honest and specific. “We started because we couldn’t find X” is more compelling than “We are passionate about Y.”
The people. Faces build trust. Even a single founder photo with a short bio helps. Buyers want to know there are real people behind the brand.
The mission or values. What you stand for. Keep it to two or three clear statements. Avoid generic claims (“we value quality”) and be specific (“we source all materials from certified B-Corp suppliers”).
Social proof. Press mentions, certifications, years in business, number of customers served.
Building a richer About page with the Theme Editor
For a page with multiple distinct sections - hero with brand statement, team photos, timeline, values section - use the Theme Editor to layer sections rather than putting everything in the page editor.
Step 1. Create the About page (as above) and save it.
Step 2. Go to Online Store > Themes > Customize.
Step 3. Use the page selector to navigate to your About page.
Step 4. Click Add section and add sections from your theme’s library. Common useful types:
- Image with text - photo on one side, copy on the other. Good for founder story.
- Rich text - for mission statements or brand values
- Multicolumn or Icon grid - for team members or brand pillars
- Image banner - full-width hero with headline
For a walkthrough of adding and arranging sections, see how to add homepage sections in Shopify — the same section types work on About pages. If you need a fully custom layout, see how to build a custom section in Shopify.
Step 5. Build out the page section by section. Drag to reorder. Save.
Related: Fudge Page Builder.
Creating an About page with custom sections via Fudge
If the section types in your theme’s library don’t match the layout you’re after, Fudge can build it.
Example prompts:
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“Create an About page with a full-width hero section, a two-column founder story section (text on left, photo on right), a timeline of company milestones, and a team grid with four team member cards.”
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“Build an About Us page with a brand values section showing three values as cards with icons, followed by a press mentions section with publication logos.”
Fudge generates the page as native Liquid code in your theme. Draft for review, publish when ready.
Related: Add a Custom Template in Shopify.
How to create an About page that ranks in Google
The About page isn’t usually a high-traffic SEO target, but it’s worth getting the basics right.
- Set a clear page title in the SEO section - “About [Brand Name] - [One-line brand description]”
- Add a meta description - one or two sentences summarising who you are and what you sell
- Include your brand name naturally in the first paragraph
- Internal links - link from the About page to relevant product categories or your best-selling products
FAQ
300–800 words for a single-page About is the sweet spot. Long enough to tell a real story (origin, mission, people); short enough that mobile shoppers don't bail. Anything over 1,500 words usually means the page is doing too many jobs — split out a separate "Mission" or "Press" page for additional content.
Yes if you have a team and the photos look professional. Faces build trust — even a single founder portrait outperforms text-only About pages on conversion. Skip the photos if they're low-quality or stock — generic stock photography reads as inauthentic and undercuts the trust the page is meant to build.
Modestly. About pages don't usually rank for big-volume queries, but they do rank for branded searches ("[Brand name] founder", "Who owns [Brand]") and contribute to Google's E-E-A-T evaluation of your site. Include your brand name, founder name, and relevant brand keywords naturally in the copy.
Footer is standard. Some brands also include it in the main top nav as a "Story" or "About" link, especially when brand storytelling is core to the proposition (e.g., heritage brands, founder-led brands). For most stores, footer is enough — buyers who care will find it; those who don't aren't your target.
Lean into it. "Hi, I'm [Name] and I started [Brand] because…" — single-founder About pages convert really well for indie and craft brands. The story, the values, and the founder's perspective do the work that team photos do at larger brands. Be specific about your background and why you built this product. For a custom layout that puts the founder portrait + story side by side with a brand timeline, describe what you want to Fudge and it builds the page sections directly into your theme.
