Writing Your About Us Page: The Most Underestimated Page on Your Store

Open your analytics and sort your pages by traffic. On many PrestaShop stores, after the homepage and the top product and category pages, one CMS page can be a quiet high-intent trust page: About Us. Check your own analytics — on plenty of shops it pulls more visits than the shipping page or the blog. And on many stores it's three sentences about "passion for quality" that could belong to any shop on the internet. That's the gap this post is about — not why a story matters in the abstract, but exactly how to build a PrestaShop About Us page that earns the trust a visitor came looking for, where the settings live, and what to put on it.

A visitor on your About page has already seen something they want. They're not browsing — they're checking. The unspoken question is "who am I actually handing my card to?" Answer it well and you remove the last hesitation before checkout. Answer it with corporate filler and you've spent your best-trafficked trust page saying nothing.

Where the About Us page actually lives in PrestaShop

PrestaShop ships an About Us page out of the box, but it's easy to miss because it's just one CMS page among several. You'll find it under Design → Pages (in older 1.6 stores, Preferences → CMS). The default install creates a page literally titled "About us" (one of a handful of demo CMS pages alongside Delivery, Legal Notice and Terms), rendered by the CmsController at a URL like /content/4-about-us (the page's numeric ID plus the link-rewrite slug; the exact ID varies by install). It's the same controller and template that powers your Terms, Delivery and Legal Notice pages — which is exactly why so many owners treat About Us as boilerplate: PrestaShop files it next to the legal pages, so it gets written like one.

Two practical consequences. First, edit it under Design → Pages, open the page, and you get a full rich-text editor (TinyMCE) plus dedicated Meta title, Meta description and Friendly URL fields at the bottom — this page can rank, so those fields matter. Second, by default the link only appears in the footer via the CMS block. If your About page is doing trust work, a footer-only link is underselling it; you can manage footer links under Design → Link List (the ps_linklist module), while surfacing About Us in the main navigation usually depends on your theme or the main menu module (ps_mainmenu) — get it into the top menu so a hesitating visitor finds it in one click instead of scrolling to the basement of the page.

What customers are really checking for

An About Us page isn't an essay prompt. It's a list of unspoken questions, and your job is to answer each one with something concrete enough that a sceptic believes it.

Who are you, actually? Not a mission statement — a person. Real names, real faces, a photo of you at the workbench, the packing table, or the home office. A genuine snapshot beats a stock photo of strangers in a boardroom every time, because the stock photo signals exactly the faceless operation the visitor is afraid of.

Why should I trust you with money? Specifics. How long you've been trading, roughly how many orders you've shipped, what you actually know about the thing you sell. "We've packed and shipped orders since 2019" carries weight; "committed to excellence" carries none. A caution on numbers: only claim figures you can stand behind — an order count you can read off your Orders list, dashboard or an order export is honest (use Stats → Best-selling products only for product-level proof); a round number you wish were true is a liability the day a customer asks.

What happens when something goes wrong? This is the fear under every first purchase. Address returns, faulty items and "what if it never arrives" head-on, here, before they have to go hunting. A plain sentence about your returns approach and how fast you reply to messages defuses more purchase anxiety than any badge. If you genuinely answer support fast, say so plainly — it's one of the few claims a small store can make that a big one can't.

Why do you bother? The origin story humanises the shop. You couldn't find decent products in your niche; you spent fifteen years in the trade and got tired of doing it for someone else; you simply love the thing. Authentic motivation outperforms marketing language because customers have a finely tuned filter for the latter.

A structure that converts, section by section

You don't need to reinvent the layout. This order works because it mirrors the order the questions arise in a sceptic's head:

One PrestaShop-specific note on that closing call to action: a CMS page doesn't get conversion-oriented blocks by default, so the "next step" is usually a plain link you add in TinyMCE — point it at a category that's actively selling, or at your reviews page. Treat the bottom of About Us as a launch pad, not a full stop.

Common mistakes — and the PrestaShop-specific ones

Sounding like a corporation you aren't. A three-person shop writing in the voice of a 300-person one reads as costume. Customers can feel the size of an operation through the prose regardless of the word count, so match your real scale — small and personal is the thing the big competitor can't fake.

A wall of text. The default CMS editor makes it trivially easy to paste five paragraphs and call it done. Break it up. TinyMCE lets you insert images inline; behind-the-scenes shots — packing orders, testing stock, the actual desk — add authenticity no polished copy can. If you care about page speed (and the same images may be reused elsewhere), drop large originals through an image optimisation pass so a trust page doesn't become a slow page.

Treating it as a legal page for SEO. Because PrestaShop files About Us beside Terms and Legal Notice, owners often leave the Meta title and Meta description blank or generic. This page can rank for branded and long-tail queries — "[your brand] reviews," "who is behind [niche] store." Fill the Meta title, Meta description and a clean Friendly URL under the page's SEO panel, and weave your brand name, location and main product categories into the body naturally. If you'd rather not hand-tune metadata across every CMS and product page one at a time, that's the kind of repetitive metadata work our Smart SEO Revolution suite is built to take off your plate — so a high-trust page like this one is found, not just written.

Letting it go stale. An About page boasting about "our exciting 2021 launch" read in 2026 signals a shop someone stopped tending. Diarise an annual refresh: update the order count, swap in a current photo, add the milestone that happened since. PrestaShop won't remind you — set the reminder yourself.

Leaving it sample-content. A surprising number of live stores still carry PrestaShop's demo About text, full of Lorem-style filler. If yours does, that's likely the single highest-leverage edit on this list — for a page that may be one of your most important trust pages (verify its traffic in your analytics), broadcasting "nobody's home" is the worst possible outcome.

Where About Us fits in the bigger trust picture

The About page earns trust; the rest of the store has to keep it. Trust isn't built on one page — it's a chain, and About Us is only the first link a visitor tests. The pieces this page hands off to:

• Proof from other buyers. Your own words about yourself are necessary but weak on their own; customers believe other customers. Let them carry the load — see customer showcase: letting your best customers sell for you.
• Backing the "we reply fast" claim. If your About page promises responsive support, the inbox has to deliver. We wrote about why that bar is non-negotiable in support matters: why we answer every ticket within hours.
• What happens after the order. A confident About page promises a good experience; the post-purchase flow is where you keep that promise — post-purchase experience: what happens after the order matters.
• Specialising instead of selling everything. The strongest About stories come from focused shops with genuine expertise — the case for that is in niche e-commerce: why specializing beats trying to sell everything.

If you're at the very start and the About page is one of a dozen things you're staring at, the wider list of what nobody warns you about is here: starting an online store: 15 things nobody tells you. And once orders are flowing, About Us is one of the small fixed pages that quietly compounds — worth revisiting as you find your footing through your first 100 orders.

Your About Us page is the store's handshake. PrestaShop tucks it away with the legal pages and gives you a blank editor — which means the default outcome is a forgettable one, and the better outcome is entirely in your hands. Write it the way you'd introduce yourself to a customer standing in front of you: specific, honest, a little human. It's the highest-trafficked trust page you'll ever own. Stop letting it say nothing.