Many brands treat their About page as an afterthought. But it’s often the second most-visited page on your site, especially for first-time customers.

Here’s how to make yours actually work.

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1. Start With a Hook

Avoid generic intros like "Welcome to our website." Instead, lead with a hook that speaks to your audience’s values.

Example: "We make performance gear for people who train hard and rest harder."

This immediately sets tone and relevance.

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2. Tell a Brief Origin Story

You don’t need a novel. Just share a few sentences about how and why you started. Make it personal if relevant.

"We started this brand in a one-bedroom apartment with three product samples and a big mission."

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3. Introduce the Team

Humanize your business by showing real faces.

Add short bios, favorite products, or quotes from team members.

Bonus: Link to individual blog posts or videos that go deeper.

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4. Include Milestones or Social Proof

Timeline visuals work well here.

Highlight key growth moments, press coverage, or notable collaborations.

Even a "10,000 customers and counting" stat builds credibility.

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5. Add a CTA

Guide visitors to the next step:

• Shop now
• Explore bestsellers
• See customer favorites

Make it easy for someone to go from learning your story to taking action.