An “About” page isn’t just another box to check—it’s your handshake, your first impression, and your chance to win customers over with authenticity. For brands in firearms, spirits, and the outdoor space, this page carries even more weight. Your audience values honesty, freedom, self-reliance, and integrity. They know fluff when they see it — and they aren’t fans.
Here’s how to craft an “About” page that resonates deeply, earns trust, and quietly converts visitors into loyal advocates.
Founder Story: Authenticity Above All
Every great “About” page starts with a genuine founder story. Don’t just recite dates and milestones; share what drove you to start your brand. Your audience wants to see themselves in your story—highlight the pivotal moments, the personal challenges, and the core motivations.
Example: Daniel Defense nails this. Marty Daniel’s story isn’t about guns — it’s about precision, determination, and a commitment to American-made excellence. It’s personal, it’s direct, and it resonates deeply.
Clearly Defined Values
Values aren’t corporate fluff—they’re guideposts. Make yours clear, direct, and memorable. Your values should align seamlessly with your audience’s lifestyle and beliefs. They should feel like promises rather than platitudes.
For firearms and outdoor brands, values around freedom, craftsmanship, self-reliance, heritage, and community strike a strong chord.
Example: YETI’s “About” page is a masterclass in showcasing brand values. They talk straight, skip the jargon, and anchor their values in real-world experiences—tough gear for tougher adventures.
Product Origin: Transparent and Compelling
In industries where authenticity and provenance matter, detailing your product origin isn’t optional—it’s essential. Explain clearly where, how, and why your products are made. Highlight craftsmanship, sourcing, and any unique processes that set you apart.
Example: Buffalo Trace Distillery masterfully presents their bourbon-making heritage. It’s factual without feeling dry, highlighting authenticity through storytelling and visuals of their historic distillery.
Tone Alignment: Speak Your Audience’s Language
Your tone should match not just your brand but your customer’s mindset. For firearms, spirits, and outdoor audiences, keep it professional yet conversational, confident yet humble. Mix short, punchy sentences with longer reflective passages to create rhythm and authenticity.
Example: Filson strikes this balance effortlessly. Their tone is rugged, reliable, and refreshingly direct—exactly what their customers expect.
Visual Integration: Show, Don’t Just Tell
Great “About” pages combine compelling copy with visuals that drive the narrative home. Use authentic photos, meaningful graphics, and well-integrated design elements. Visuals aren’t decorative—they’re storytelling tools.
Example: Orvis effectively pairs heartfelt storytelling with visuals of heritage, conservation, and adventure, immersing visitors in their world without ever feeling salesy.
Examples that Sell Without Selling
The best “About” pages subtly convert by resonating emotionally — not by making overt sales pitches. They build trust first, product second.
- Black Rifle Coffee: Their “About” page emphasizes camaraderie, military support, and authenticity. It sells coffee by creating community first.
- High West Distillery: With rustic visuals and storytelling that reads like casual fireside conversation, they invite you in without the slick sales speak.
- Sitka Gear: They communicate a deep understanding of their customer’s lifestyle through genuine storytelling and immersive photography. It feels like a conversation, not an advertisement.
Final Thoughts
Your “About” page is more than a backstory — it’s your brand’s soul on display. Done right, it’s not a sales pitch; it’s a story your audience genuinely connects with. Make it authentic, visually engaging, and deeply rooted in the values and experiences your customers hold dear.
Remember, the best “About” pages aren’t about you—they’re about the bond you build with the people who believe in what you stand for.
