The “About Us” page is a great way to offer a closer look to your brick-and-mortar business and thus gain the trust of your customers. Along with other factors such as high-quality product photos or detailed descriptions of your products, a well-crafted “About us” page can have a lasting influence on your customers’ buying decisions. In this article, we will show you why this is the case and how you can fill such a page with relevant content.

What makes the “About us” page so relevant?

When potential buyers of your products visit your online shop, they may be interested in several pieces of content beyond your products. For example, the story of your company or an introduction to your brick-and-mortar shop may be important to customers.  Merchants can benefit from presenting the background of their company, the idea behind it as well as the faces behind their online shop. Online shoppers often look for more information about a shop – for example, to make sure it is trustworthy and that the products are not counterfeits. An “About Us” page creates a solid foundation and builds the necessary trust in your shop and the products.

Compared to companies that only sell online, you have a big advantage: You can present your brick-and-mortar business and its story. Some of your online customers may already know your physical store or may have already bought something from you. If prospective customers do not know you at all yet, for example because they found your website through search engines, the “About us” page is a perfect platform to present yourself, add your personal touch, and thus gain trust in your online shop. Additionally, you may use this opportunity to give visitors a virtual tour of your brick-and-mortar business with visually appealing pictures of your store and your team.

How do other shops do it?

First of all, check out other websites, for example your favourite online shop. How does the company position itself?  What information does it present? It is also worthwhile to look at competitors in your sector for inspiration and to figure out important aspects – such as how the categories and pages are structured. If you want to find out more about how to find the right categories for your website, visit our blog article.

What questions do customers have?

Think about the customers from your brick-and-mortar shop. What topics come up in conversations with them? What questions have customers already asked? Focal points for your customers already emerge here, which you should include on the “About us” page.

What is your background?

Behind every business there is a story that moves the team behind it and motivates the customers. Tell them your story! What inspired you to start your business? What were your first products and how did you grow? What were the milestones in the history of your business? The “About us” page is just the right place to talk about these experiences and give consumers a brief overview of who you are.

What makes you stand out?

Find keywords that make you and your products unique. What makes you and your shop stand out from similar shops in your area? Perhaps it is a wide range of products or the many years of practice you have in your field. What else is important to you about your business? Note down criteria that you pay special attention to in your products or in your shop. Do you sell local products? Does the tradition of your business mean a lot to you and why? Such information gives shop visitors a rounded impression of your business. This shows prospective customers why exactly you are the right choice for them. The “About Us” page is the right place to highlight these factors.

How to find the right structure for your text

The W-questions offer good inspiration for the structure of your “About us” text.

For example, you can ask yourself the following questions about your business:


  • When did you open your physical store?
  • What other branches are you involved in?
  • What makes your business stand out?
  • What makes you different from the competition?
  • Why did you open your online shop?
  • What products are available in your shop?
  • Who is your product range aimed at?
  • What kind of relationship do you have with your customers?
  • Why should a prospective customer buy from your shop?
  • Which products do you only sell online and why?

How to structure the site for your online shop

You may already have some initial ideas for your own “About Us” page. For the right structure, it is best to first think about all the additional content elements you want to include – for example, texts, images and videos. You can experiment with these elements until you have an idea of how the page should be structured. Not only will you be able to coordinate content and text a lot easier, but it will also be much clearer and smoother for visitors to read.

On your website, we recommend displaying your “About Us” page in the main menu, so that prospective customers can find it at first glance.

The “About Us” page in the navigation

Alternatively, you can link to the page in the footer of your shop.

These and other tips may have inspired you to create your own “About Us” page and give your online shop the unique feel of your brick-and-mortar business. We look forward to hearing from you and your story!