Check your analytics.
After the Homepage, what is the most visited page for new traffic?
For 80% of DTC brands, it’s the "About Us" page.
Why? Because traffic from Facebook and TikTok is cold. They don't know you.
Before they give you their credit card, they click "About" to answer one question:
"Is this a real company, or a dropshipper who will steal my money?"
If your About page is just a generic paragraph about "quality" and "passion," you are losing sales.
The Trust Triangle
A high-converting About page needs three specific narrative arcs:
1. The Origin (The "Why")
Don't start with the product. Start with the frustration.
Bad: "We started in 2020 to make better socks."
Good: "I was tired of socks that slipped down my heel during marathon training. I spent $500 trying every brand, and they all failed. So I bought a sewing machine."
2. The Process (The "How")
Show, don't tell. Use photos of the warehouse, the sketches, the raw ingredients.
"Transparency" is a buzzword. Photos of your factory floor are proof.
3. The Faces (The "Who")
People buy from people.
Include a photo of the team (or just the founder). It proves accountability. If the product sucks, I know who to blame. That builds trust.
The Weekend Audit
Go to your About page.
Count how many times you use the words "quality," "passion," or "solution."
Delete them.
Replace them with a specific story about why this product exists.
