Build an About page. Include the founder story, our 3 core values, and a team section.
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Build a custom About page at /pages/about: founder photo and story, our values (3 of them with icons), the team grid (4 photos with bios), a 'Why we make this' section, and a CTA to subscribe to the newsletter.
- Founder story with photo and quote.
- 3 brand values with iconography.
- Team grid (4–8 people) with bios.
- Newsletter CTA to capture lead intent.
Sections this page should include
- Founder photo + story (hero or near-top)
- Our values (3 with icons + 1-paragraph explanations)
- Team grid (photos + bios)
- 'Why we make this' section
- Newsletter CTA
- Link to mission & values + sustainability pages
What you're trying to do
About pages get visited by shoppers deciding whether to trust you, yet most stores leave the theme default. Done well, they turn browsers into believers. Done badly (or not at all), they signal 'this is just a store' and shoppers move on.
Things to watch out for
- Photo quality: Fudge warns if photos are low-res.
- Bios: Fudge keeps them tight and human, not corporate.
- Authenticity: Fudge writes in the first person, which reads as more genuine than the third person.
- Mobile flow: long-form needs care; Fudge tunes line length and section breaks.
How Fudge does it
Fudge duplicates your live theme into a draft, builds a custom page template with the sections and logic your prompt requires, and styles it with your brand's fonts, colors and existing images. Everything starts in draft — you preview before publishing, tweak any section, and your live store stays untouched until you're ready.
Building an About page that does more than the brochure tour
An About page is often the second or third page a shopper visits before buying — they want to understand who you are, why you exist, who’s behind the work. A brochure-style About page (mission statement, team grid, generic values) underperforms because it answers nothing. A story-led About page that opens with the founder, names real values with substance, and gives the team real personality gives shoppers a reason to stay.
When this page is worth building
Build the rich About page if your brand has a story worth telling — most brands do, even when founders think they don’t. Skip the brochure version regardless. A short, honest About page beats a long, generic one.
The page works best when it’s genuinely personal. If you can’t tell a real story, lean on real values and team personality instead.
What makes one great
- Founder photo + first-person story — opens with personality, not corporate voice. The founder’s own words about why this exists.
- 3 core values with substance — each value gets a paragraph explaining what it means in practice, with a concrete example.
- Team grid with real bios — names, photos, what each person actually does. Generic “Customer Service Team” reads as faceless.
- ‘Why we make this’ section — the deeper why. The thing the brand wouldn’t exist without.
- Newsletter CTA at the bottom — for shoppers who connect with the story and want to stay close.
Common mistakes to avoid
The biggest mistake is the corporate “About Us” voice — third-person, vague, marketing-speak. First-person, specific, and honest reads as real. The reader trusts the brand more after the page than before.
The second mistake is generic stock-photo team grids. If the photos look like LinkedIn headshots from a stock library, the team doesn’t feel real. Use actual portraits, even imperfect ones.
Pair this with a founder story page and a mission and values page. Together the three pages give shoppers a full picture of who you are. Fudge builds all three with its page builder; for a step-by-step version, see how to create an About page in Shopify.