In the world of e-commerce, where customers have no physical contact with the product or seller, trust becomes a currency as important as money . It determines whether a user decides to add a product to their cart and proceed to payment, or leaves the site without a return visit. One of the key elements in building trust on an online store's website is the "About Us" section – often underestimated, treated as a formality, or even overlooked. However, this section can play a decisive role in convincing a customer that they are dealing with a genuine, trustworthy brand with people, values, and a solid story behind it.

The "About Us" section is more than just a brief introduction to the company. It's a place where a brand can showcase its identity, tell its founding story, and showcase its team and values. Well-written content in this section builds a bridge between the company and the consumer—allowing customers to feel they're shopping not in an impersonal system, but with real people who have purpose, passion, and experience. In an era of growing competition and increasing consumer awareness, such a connection is invaluable.

In this article, we'll show you why the "About Us" section is strategically important for every online store, what psychological mechanisms influence user purchasing decisions, and what mistakes to avoid when creating this section of your website. We'll also provide specific style and language guidelines, showcase effective visual elements, and analyze examples of well-designed "About Us" sections. All this so you can create a website that not only informs, but above all, persuades, and builds customer relationships.

The Psychology of Trust in Online Trading

What does a customer look for before making a purchase?

Every customer entering an online store's website consciously or subconsciously assesses the seller's credibility. Before making a purchase, they ask themselves a few key questions:
– Is this company real?
– Can I trust it?
– Will I get what I paid for?
– Will I be treated fairly if something goes wrong?

Contrary to appearances, the customer doesn't find answers to these questions solely in the product page or shipping price list. Context plays a significant role—the website's appearance, the language used, the quality of the photos, the presence of contact information, and even the content of the "About Us" section. This is where customers often look for proof that the store is driven by real people, a tangible story, and values ​​that aren't just marketing gimmicks.

Research conducted by the Baymard Institute shows that feelings of uncertainty and a lack of information about a company are among the most common reasons for cart abandonment . E-commerce users expect clear and understandable signals that they can trust a seller, especially if they're making a first-time purchase.

The role of authenticity and transparency

Trust can't be built with empty declarations or clichés like "we're the best on the market" or "our customer is the most important." Today's consumer is sensitive to falsehoods and automatically rejects content that sounds like corporate fluff. Instead, they seek authenticity —honest stories, concrete facts, and behind-the-scenes insights.

Transparency, or openness about how a company operates, what its standards are, who works there, and where its products come from, is now standard, not optional. Customers appreciate it when a brand isn't afraid to show that it's run by people—sometimes with passion, sometimes with mistakes, but with an honest approach to the customer. The more authentic a company image we present, the greater the chance we'll be remembered and trusted.

The brand's "human face" effect

In sales psychology, there's a concept called the "face effect ," which suggests that consumers are more likely to trust brands they can identify with or that seem familiar. One of the most effective ways to trigger this mechanism is to show the human side of the business : the team, the owners, the product development process.

A photo of the store owner, a true story about the company's founding, and behind-the-scenes insights into the warehouse or production—all of these resonate on an emotional level and help bridge the gap between the customer and the brand. Instead of seeing an anonymous store, the customer sees a specific person or group of people with whom they can more easily identify.

In short: trust in e-commerce doesn't come from declarations, but from a consistently built image based on honesty, authenticity, and accessible information. The "About Us" tab is one of the few places where this image can be presented directly—so it's worth treating it not as a chore, but as a strategic tool for communicating with customers.

The most common errors in the "About Us" tab

Despite growing awareness of the importance of the "About Us" section, many online stores still make basic mistakes that, instead of building trust, drive users away. A lack of strategy, generic content, or a design that doesn't meet audience expectations all result in the section failing to fulfill its intended purpose. Below, we present the most common pitfalls to avoid.

Too general and clichéd content

One of the most common mistakes is publishing content that adds no value and could be copied from any other site. Phrases like "We are the market leader , "We operate with passion and commitment," or "We put the customer first" are so common that they have lost their impact. Such slogans convey nothing about the company, do not distinguish it from the competition, and do not build credibility.

Instead of formulas, it's worth focusing on specifics—when the company was founded, what the need was, who founded it, how it operates. Customers aren't looking for declarations, but evidence and authenticity . Tell a story instead of using slogans. Even a short but honest account has a greater impact than professional-sounding but empty sentences.

Lack of brand history, values, or purpose

The "About Us" tab is the perfect place to share mission, vision, and values . Unfortunately, many stores overlook this aspect or treat it superficially. Meanwhile, consumers increasingly identify with brands that represent specific stances—environmental, social, and ethical.

The lack of a clearly defined purpose can suggest that a company exists solely to sell—and nothing more. However, customers want to support companies that have a purpose beyond profit , such as supporting local crafts, operating environmentally responsible, or creating products with real user needs in mind. Showing this layer makes a brand more relatable and human.

Omitting elements that increase credibility

Another significant mistake is the lack of hard evidence confirming a company's credibility. Customers look not only for history but also for signals that they can trust the brand. Such signals include:

• information about the band or founders (with photo and name),

• photos from the company headquarters, workshop, warehouse or production,

• certificates, awards, industry distinctions,

• links to social media and active contact channels,

• customer reviews or case studies.

The absence of these elements can make even the most emotional story seem unreliable. Furthermore, if the "About Us" section lacks contact information or is stylistically inconsistent with the rest of the page, customers may begin to doubt the authenticity of the entire store.

How to create an effective "About Us" tab?

The "About Us" section isn't just information about the company—it's a relationship-building tool , a testament to credibility , and an important point of contact between the customer and the brand . Therefore, its preparation requires a well-thought-out structure, authentic messaging, and a strategic approach. Below, we describe the key elements an effective "About Us" section should contain.

Tell the brand story

Nothing builds trust better than a true story . Customers want to know how your business started, where the idea for the company came from, and what challenges you faced along the way. This isn't about a corporate timeline, but a human story with an emotional backdrop —even if it's just a few simple sentences.

It is worth including:

• date of establishment of the company,

• motivation to start a business,

• the problems you want to solve with your product or service,

• the personal aspect of the founder or team (e.g. passion, beliefs, inspirations).

A well-written brand story makes you credible, memorable, and stands out from the competition.

Introduce the team and people behind the company

Customers are more likely to trust companies that have a human face . Even if you're a sole proprietor, it's worth introducing yourself—showing your name, a photo, and a few words about yourself. For larger companies, a brief introduction to the team works well—who is responsible for customer service, who for logistics, who for the product.

You can present your team in the form of:

• photographs with a short description (name, function, passions),

• video from daily work,

• informal history of cooperation and shared values.

It's a simple way to break down distance and build connection. Customers see that there are real people on the other side—and that's where they shop.

Indicate your mission, vision and values

The "About Us" section is the perfect place to highlight identity and uniqueness . Mission and vision statements shouldn't be written in corporate jargon, but rather be concise, honest, and clear . Customers want to know why you do what you do and how you impact the world around them.

Examples of questions worth asking yourself:

• What problem are you solving for the client?

• What makes your product or service stand out?

• What values ​​are most important to you? (e.g., quality, locality, ecology, ethics, accessibility)

Consistent communication of these ideas shows that there is more to the brand than just profit motives.

Include social proof (opinions, reviews, awards)

In modern e-commerce, social proof is one of the most effective influence mechanisms. If you can demonstrate that other customers trust you, do so. In the "About Us" section, it's worth including excerpts from satisfied customers, screenshots of reviews, and information about awards or industry partnerships.

These may be:

• quotes from reviews (e.g. from a store or Google),

• logos of companies that cooperate with you,

• certificates of quality or compliance with standards,

• photos or videos of customers using your product (with permission).

Each element of this type reinforces the message that you are reliable and proven , and that shopping with you is a wise decision.

Language and communication style

An effective "About Us" section isn't just about what we write, but above all, how we write it. Even the most authentic story will lose its impact if it's presented in language that's disconnected from reality, incomprehensible, or devoid of emotion. Therefore, the right communication style, tone, and language are crucial to building trust and engagement. Below, we discuss the most important principles of effective language in the "About Us" section.

Matching the tone to the target group

The first step in choosing a communication style should be defining your customer base . Are they young consumers who expect a light and modern tone? Or perhaps more traditional individuals who value professionalism and seriousness? Your tone should be consistent with the brand's character and the recipient's expectations .

For example:

• If you run a handicraft boutique or a slow fashion brand, you can afford a more personal, emotional tone.

• In the case of an electronics or business services store, the language should be specific, factual and clear.

Regardless of the style, it is important to speak the client's language without imposing an excess of specialized terms or industry jargon.

Authenticity vs. Professionalism – How to Find the Balance

Many store owners are afraid to be too direct or personal in their "About Us" section, fearing a loss of professionalism. However, sincerity and a human tone are precisely what attract attention and build rapport. The key is to maintain balance —showing your personality without sacrificing credibility.

Example:

• Instead of writing: "We are a dynamically developing company with an established position in the market" , write: "We started in a garage, today we ship our products to over 10 countries and we still do it with the same passion .

This narrative demonstrates professionalism through the lens of experience and commitment , not empty platitudes. Authenticity doesn't preclude reliability—on the contrary, it makes the message more credible.

Avoiding jargon and empty phrases

One of the main reasons customers stop reading "About Us" sections is the overabundance of artificial, corporate language . Phrases like "innovative customer approach," "individualized approach to needs," and "comprehensive solutions" only sound good in theory—in practice, they mean nothing concrete.

Instead:

• use simple and clear language ,

• write short sentences , avoid complicated structures,

• focus on specifics, examples and data that give the content a real dimension,

• Don't be afraid to use the first person singular or plural ("I founded the company...", "We knew from the beginning...") to emphasize personal involvement.

Customers appreciate brands that can speak to them naturally and respectfully , without excessive distance or marketing hype.

Visuals that support trust

The content of the "About Us" section is incredibly important, but the visual elements that support it and reinforce the message are equally crucial. In e-commerce, customers don't have the opportunity to see a salesperson in person, visit a brick-and-mortar store, or speak with someone face-to-face—so what they see on the website must build credibility and a sense of authenticity . Well-chosen photos, videos, and the aesthetics of the section itself can effectively break down the barrier of distrust and encourage action. Here are the key visual elements worth including.

Photos of the team, plant, and production process

Nothing builds trust better than showing real people. Professional yet natural photos of company owners, employees, or teams build a sense of closeness and let the customer know who they're dealing with.

If you run a production facility, workshop, or studio, it's also worth showing the product creation process , a section of the warehouse, package packaging, and handiwork. Photos like these:

• give credibility to your business,

• show commitment and quality of work,

• they have an emotional impact - the customer sees the effort and passion put into the offer.

It is important that the photos are original and of high quality - stock photos can weaken the effect of authenticity.

Video – presenting the company in action

Video is one of the most powerful tools for building trust. A short video that shows you behind the scenes of your company, introduces your team, tells a story, or shows a day in the life of your brand is much more effective than text or a photo.

Thanks to video materials, the client:

• gains a sense of "being closer" to the brand,

• hears your voice and sees your emotions,

• has the opportunity to see real working conditions, products and methods of service.

The video doesn't have to be a film production - an authentic, well-recorded (e.g., on a smartphone) and honest presentation of who you are and what you do will suffice.

Aesthetics and consistency with the rest of the site

Visual consistency between the "About Us" section and the rest of the store isn't just a matter of aesthetics, but also professionalism . Customers quickly spot any inconsistencies: different fonts, colors, chaotic layouts, or outdated graphics. Such a lack of consistency can create a sloppy impression and undermine the credibility of the entire brand.

Therefore, it is worth ensuring that:

• use consistent colors and graphic style,

• take care of typography (clear headings, spacing, contrasts),

• use user-friendly layouts – division into sections, paragraphs, quotes,

• maintain a logical flow of content: text, photo, quote, video, etc.

Additionally, the minimalist and uncluttered design allows you to focus on the content rather than on distractions. This is especially important when it comes to first impressions, which, as research shows, are formed in just a few seconds .

Technical and SEO tips

A well-written "About Us" section is one thing—but even the best content won't serve its purpose if it's poorly presented technically , difficult to find, or unreadable to users and search engines. Properly preparing this section from a structural, SEO, and navigational perspective is key to its effectiveness. Below, we discuss the most important technical aspects to consider.

Heading structure and content clarity

Internet users don't read content word by word— they scan it , searching for key information. That's why it's so important to properly structure the "About Us" section.

Best practices:

• Use H2 and H3 headings to divide your text into logical sections (e.g., “Our Story,” “Meet the Team,” “Why We Do It”).

• Avoid blocks of text longer than 4-5 lines – break up paragraphs and use bullet points to increase readability.

• Highlight the most important information (bold, quotes, boxes), but don't overdo the formatting – the text should be organized, not chaotic.

• Introduce visual breakers – e.g., photos or icons that separate subsequent blocks of content.

A tab prepared this way is easier to understand and creates a professional impression, which directly affects the evaluation of the entire brand.

Search engine optimization (SEO)

The "About Us" section is rarely optimized for SEO—and that's a mistake. While its primary purpose isn't to generate search engine traffic, proper optimization can increase a page's visibility in the context of search queries about a brand , author , industry or location .

What's worth remembering:

• Include the brand name , industry , location , and possibly other relevant keywords in the content (e.g. "Polish cosmetics brand", "family company from Gdynia").

• Make sure to provide a unique meta title and meta description for the “About Us” subpage – they should encourage clicking in the search results.

• Use an optimal URL , e.g. / about , not /page2.html .

• Add ALT attributes to photos used on the website – with a short description (e.g. "brand X team in the studio").

While the "About Us" tab is unlikely to be the main landing page in Google results, it can be effective in supporting your website's authority and making it easier for users to find information about your brand.

Internal linking

A well-designed "About Us" section can also serve as a link to other key subpages . Thoughtful internal linking helps users stay on the page longer, and search engine robots can better index your content.

What's worth linking:

• Contact page – in a natural way (“Want to contact us? Click here.”).

• Company blog – if you write about values, ethics, processes, it is worth referring to entries that expand on these.

• A page with the offer or the most important products – especially if you write about their origins or uniqueness.

• Subpages with certificates, opinions or quality policy – ​​as confirmation of credibility.

Internal linking should be unobtrusive and naturally woven into the text , but it can significantly increase both the usability of the tab and its effectiveness in the context of sales.

checklist for shop owners

The "About Us" section isn't just a brand's calling card—it's a strategic element of building trust that can truly influence customer purchasing decisions. In the world of e-commerce, where relationships are formed digitally and customer loyalty must be earned remotely, every piece of well-written and designed content is crucial. A well-crafted "About Us" section doesn't sell directly, but creates a foundation for purchase , strengthens the brand's image, and helps customers identify with the brand.

Before you start writing or updating your page, it's worth revisiting the most important rules. Below is a practical checklist that will help you verify that your "About Us" page is fulfilling its purpose and supporting sales.

✅ Points to implement

1. Does the tab contain an authentic brand story?
– Do you show how and why your company was founded?
– Do you avoid corporate clichés and create a personal message?

2. Do you feature the people behind the brand?
– Do you include photos of the owner or team?
– Do you describe who is responsible for what and why?

3. Are you communicating your company's mission, vision, and values?
– Do you show what sets you apart and what's important to you?
– Do you use language that's understandable to the audience?

4. Does the tab contain trust-building elements?
– Customer reviews, certificates, awards?
– Photos of the company's interior, production, and order packaging?

5. Are the language and style appropriate for your target audience?
– Do you write in natural language, avoiding jargon?
– Is the tone consistent with your brand and customer expectations?

6. Is the tab clear and logically structured?
– Is the content divided into sections with headings?
– Do you make the text easy for the user to scan?

7. Has the tab been technically optimized?
– Do you have a unique meta title and description?
– Have you considered the heading structure, image ALTs, and user-friendly URL?

8. Have you implemented internal linking?
– Does the tab link to other important pages (offer, contact, blog)?
– Does it support user navigation and increase time spent on the site?

It's worth treating the "About Us" section as a living element of your website —one that can and should be updated as your company grows. Have new team members joined your team? Have you moved locations? Have you won an award or certificate? Update this section—let it show that your company is growing and actively operating.

Remember that your brand competes not only on product and price, but also on storytelling, communication style, and what it represents . A well-designed "About Us" section isn't just text. It's a tool that can turn a casual visitor into a loyal customer.