Whether you’re an online store, a business in need of a website, or an individual looking at building a one-pager, chances are that you’re thinking about including an ‘About us’ page on your new website.
But you shouldn’t treat it as a hidden page somewhere buried under content deemed ‘more important’ And you should definitely not thoughtlessly use a page generator to slap some generic text on it and get on with your day.
At its best, an ‘About us’ page is the perfect opportunity to present your story, mission, and core values to your target audience.
With some compelling content and social proof, your ‘About us’ page can help you retain users on your website for longer, sell more, and build a trustworthy brand.
Exactly what should you include on your ‘About us’ page?
There are almost as many ways to write an ‘About us’ page as there are websites online.
Many brands feel pressured to tell potential customers the whole company story, from the origins of the brand to its core values and team members.
But that’s a lot to fit on just one web page, especially when you’re fighting for the attention of your site visitors in the first place.
Pick your battles – here are some ideas for an ‘About us’ page that help you gain credibility and tell your own story in a compact and engaging way.
Describe what your business is offering 💎
It doesn’t always have to be about pomp and circumstance – sometimes, your ‘About us’ page can simply focus on making your sales pitch more down to earth and easier to digest.
Use the page to simply describe what your business is doing and what services and products you offer.
This is an especially useful approach for brands that sell complex products and services. Knowledge is power, so make sure your target customer knows exactly what they’re buying when they do business with you.
Present your company’s mission statement ✨
Your website’s ‘About us’ page is a great space to talk about what your company is working towards.
Whether you wish to erratic world hunger, or simply make people more comfortable in their sleep, whatever your mission is, let your curious customers know.
Your mission statement is an essential part of your ‘About us’ page since it explains why your company exists in the first place.
Tell the story of humble beginnings 📈
Here’s a fact: you’re likely to remember a story better than a list of information presented to you without a narrative.
People love a good story, so it comes as no surprise that brand storytelling has been linked to increased brand loyalty and overall sales.
You’ll show that you’re genuinely passionate about your business, and make your brand instantly easier to remember.
Explain what caused you to act and create your business 💡
Even if you don’t have a brand story worthy of being a New York Times bestseller, your ‘About us’ page is still a great place to go into more detail about why you decided to set up your business.
Maybe you came up with a way to improve an existing product or service to better cater to the needs of the target audience?
Or maybe you noticed that the market was lacking a particular product that helped you and others to perform tasks better?
Whatever it might be, use this space on your website to shed some light on the insider thought processes that led you to launch your own website or online store in the first place.
Show how you found a solution to the problem 🔥
There’s no rule saying you shouldn’t and couldn’t use social proof to showcase your company’s story on your ‘About us’ page.
You could share the background of your quest to solve the challenge, and use customer testimonials and real-life examples to highlight how well your solution has helped not just yourself, but others around you.
Share the milestones of your business 📚
When talking about your company’s history, it’s common to see many ‘About us’ pages highlight particular achievements and milestones.
Celebrating the first returning client, tenth hire, or the 100th sale sheds light on the company history and also lends itself to a nifty web design for your ‘About us’ page.
Try to think outside the box: potential clients aren’t necessarily interested in glossing over a summary of your annual report.
Celebrate things that are related to your field and products and services, instead: if you’re a car repair shop, you can note how many pairs of tires you’ve changed, and how many school runs you’ve saved thanks to your on-call mobile mechanics.
Look at how you developed over time 🔍
If you’re looking at building an online presence across different social media pages, comparing your business now and then is an interesting way to catch the eyes of future loyal customers.
Not only does a comparative approach lend itself to a humble origin story, but it also gives you a better idea of how your business has evolved and maybe even changed completely.
Take Nokia, for example: the electronics giant actually started as a pulp mill in 1865. Before ruling the telecommunication industry in the late 90s and early 00s, and becoming known for its mobile phones, the company had been praised for its rubber and cable products for decades.
Even if you haven’t pivoted from a pulp mill to an electronics manufacturer, you can compare your launch product line with your current selection, or look at how many customers you’re serving now compared to when you started.
Explain what are you bringing to customer’s everyday life 📦
Especially if your company’s values are all about the customer, why not focus on the benefits your products and services bring to your customers on your ‘About us’ page?
Use real-life examples to back up your biggest selling points – that way, you’ll increase your own credibility, and build trust with the reader.
Introduce the team behind your online store or business 🧑
Many people underestimate the importance of putting faces to names online – the same goes for your website.
Make sure you’re not hiding behind your web content: use your ‘About us’ page to introduce your team and describe their role in the business.
Bonus points for adding pictures of each team member, and telling some fun facts about them. Your brand will instantly look more human and professional.
5 best practices for your ‘About us’ page
Especially if it’s your first time working on a website, it’s completely normal to feel unsure about what to include on your ‘About us’ page.
Maybe you’re a big fan of a big brand’s complex, but well-organized page layout but have nowhere near enough milestones under your belt to replicate it.
Don’t worry – we’ve compiled some to-dos for you to follow so that your ‘About us’ page will be just as impactful as those of big brands.
1. Connect with your customers
First things first: your ‘About us’ page is not yet another chance for you to pitch your product or service to potential buyers.
It’s a place where you can be more emotional: after all, this is a place where you should be connecting with your customer and giving them reasons to do business with you.
As we mentioned earlier, by having a compelling and well-written company story, sharing your company history and brand values with your audience, you’re able to build trust on a grassroots level.
2. Inspire trust by expressing your values
You might not realize it yourself, but consumers are more and more aware of the types of businesses they buy products and services from.
With so much emphasis on the societal and environmental impact that brands have on, make sure you’re highlighting how you’re taking care of the wider community.
Talk about your brand values and company culture on your ‘About us’ page. Show consumers what it’s like to work at your business, what kind of principles you live by, and what you’re doing to support your community overall.
3. Skip the business bubble and be authentic
Don’t hide behind fancy jargon and business terms on your ‘About us’ page.
You’ll sound uptight, dull and artificial, and are bound to lose most people reading in a split second.
Instead, be authentic and use conversational language. Think of your ‘About us’ page as a chance to talk directly to your customers – you want to have a conversation with them and share your story with them, right?
4. Share your biggest revelation
Chances are that your business started off as a whacky idea that developed into the company that you’re running today.
But where did your idea come from? Take some time on your ‘About us’ page to talk about how you came up with your business idea, and whether it had to undergo some refinement before it became a viable business.
Think about things like:
- How did you realize there was a gap in the market?
- Did you have to undergo different prototypes until you settled on the product or service you’re currently selling?
- Can you pinpoint a moment or place that made you go ‘aha!’?
5. Be clear about who you’re serving
Unless you’re selling a commodity like toilet paper, you’ve probably identified a particular target market that needs your product or service and is willing to pay for it.
Make sure you’re actually stating who you’re aiming to help and what kinds of problems your products and services solve on your ‘About us’ page. You’ll connect with your target market, and more importantly, make it easier for yourself to understand your market position.
The clearer you are about who you’re serving across your website and business as a whole, the easier it will be to optimize what you’re selling to be exactly what your customers need and want.
15 ‘About us’ page examples to inspire you
Whether you have your own online store or are building a personal brand online, there’s an ‘About us’ page for every type of website.
We’ve shortlisted these ‘About us’ page examples to inspire and give you fresh ideas for your own site.
Good news to all service-based businesses – you too can take a page out of Poveda’s book and turn ideas into stunning ‘About us’ pages.
This travel agency uses a full-length hero image on top of its ‘About us’ page that fits the website’s overall design and sets the overall tone for the page upfront.
Poveda introduces its team members and sheds some light on how the business came to be in the first place.
This ‘About us’ page is also a great example of how you can inject some personality into all of your important pages by reusing the same visual elements throughout your website.
For example, check out how Poveda includes customer testimonials, a contact form, and their Instagram feed at the bottom of the page.
Looking for a way to split your ‘About us’ pages and draw attention individually to your story, and your products?
Enson Fitness shows how to make sense of your written content in a way that’s easy for the visitor to digest.
Firstly, this online store has a dropdown menu for their ‘About us’ pages, allowing visitors to choose between the story of the business and its founders and the product line itself.
Secondly, both ‘About us’ pages use a bold statement in their hero section, inviting the visitors to keep scrolling.
Notice how the design elements support this notion of movement – a downward pointing arrow element has been conveniently positioned below the statement block, adding to the intuitive web design.
By using a selection of colors for both the text and the backgrounds, and blending in images of both the team and the company’s products, these ‘About us’ pages both look and feel modern through and through.
Sometimes, you might want to make your ‘About us’ page focus on your vision as a company, rather than make it a history lesson.
The real estate agent Presson cleverly combines team introductions and brand mission and vision into one stylish ‘About us’ page.
By using a short introductory text section to briefly outline the backstory of the company the reader still gets a clear idea of where the company came from. The darker background and the split design of the mission and vision section help to keep the reader engaged for longer.
Presson demonstrates that you don’t have to use a lot of space to effectively introduce your team to your audience. In this case, the team has focused on including high-quality headshots paired with the names and job titles of the individuals on the team.
This way, potential clients can still get a good idea of the people behind the website.
An important element of any ‘About us’ page is to find the perfect mix between talking about yourself and making a case for new customers to do business with you.
Kristine’s website strikes that middle ground well, sharing her story and vision through a first-person narrative, before diving into describing the principles that guide the practice more generally.
Like with other examples on our list, Kristine also includes testimonials, an Instagram feed, and a contact form on her ‘About us’ page.
It makes sense to add this kind of social proof to all of the important sections of your website because it helps you convince fence-sitters to make a purchase.
Plus, making sure you’re easily reachable via contact forms and social media links is essential for small businesses like Kristine’s.
We love the simplicity of Dovile’s ‘About us’ page.
Using a two-column layout without a dedicated hero section, readers are welcomed by a picture of Dovile and a short, but snappy description of who she is, what she does, and why.
Testimonials and other social proof are discreetly injected into the page design under the narrow ‘Featured’ section.
Especially if you work with other businesses, it’s a good idea to think about including the logos of your partners and clients on your ‘About us’ page in a minimalist but effective way.
Dovile also advertises her blog on her ‘About us’ page. This is a good idea to consider for any business with a desire to build a strong content marketing strategy.
6. Julian Mack
When we say that every website needs an ‘About us’ page, we mean it.
Julian Mack’s portfolio website cleverly uses the ‘About us’ page to shed light on Mack as a professional, as well as using the page to highlight some of his best work.
Especially if you’re an individual with a portfolio or resume website, it’s important to make your website easy to navigate.
Even if you have a one-page website, you can create a menu with links to different sections on your website to jump between your work, contact details, and the ‘About me’ sections.
Mack’s ‘About us’ page makes a compelling case for his motivation and experience as a writer, and cleverly uses a call-to-action button to encourage the reader to reach out and get in touch.
Since most freelancers, artists, and creative professionals don’t always work an eight-hour day or a five-day week, you want to make sure your portfolio and resume website is bringing in as much work as possible.
Zyro’s ‘About us’ page mimics the look and feel of the website builder’s interface, and starts off with bold mission and vision statements to set the scene.
By taking on a values and company culture-focused approach, this ‘About us’ page focuses on showcasing what it’s like to work at the company.
This can be a great approach for start-ups and small businesses looking to grow their team as they scale.
The ‘About us’ page of the online marketing company Moz follows loosely a timeline-driven page layout.
This approach celebrates the company milestones, like the funding efforts and its 10-year anniversary.
Using similar graphic elements to Enson Fitness, the visitor is subtly prompted to keep scrolling thanks to the small arrow details in the middle of each page section.
If your company has been in business for a while, it’s not a bad idea to consider a timeline approach for your ‘About us’ page.
It will help you highlight your accomplishments and give your brand a certain mature feel – after all, you’ve been around for a while and done some interesting things.
Nike’s ‘About us’ page catches your attention with the video reel hero section, showcasing the company’s products in action and more broadly focusing on the brand’s mission and vision for the future.
Overall, Nike opts for a more minimalist page template and uses a lot of white space and scroll effects on its ‘About us’ page. This keeps the overall design choices in line with the other pages on the Nike website, adding cohesion to the company’s online presence.
Nike doesn’t bombard the user with a lot of copy but instead focuses on highlighting the company mission through catchy one-liners and inspirational imagery.
If you want to take some of Nike’s best practices to your own page, consider opting for page templates that use an accent color effectively but sparingly, as Nike does with the bright red.
Looking for an ‘About us’ page template that has a more old-school, article-sounding vibe to it? Take a look at what Mailchimp is doing.
As the company started out as an expert in email marketing software services, the brand’s roots are pleasantly clear in the page layout.
Using big images and headings to structure the copy, Mailchimp gives the reader insights into the machinations of the founders in the form of an origin story.
The page also dedicates a decent chunk of the page for its company culture, as well as how the brand sees itself as a corporate citizen.
This type of hybrid approach is useful for any business that wants to shed light on their modest beginnings, but also have a place to showcase a more human side of the business overall.
11. Ben and Jerry’s
Is there a store name that is more synonymous with the market it operates in? We doubt it.
Ben and Jerry’s ‘About us’ page focuses on dissecting the brand’s values and also highlighting causes that are important to the business.
If you’re working actively on humanitarian or environmental issues, your ‘About us’ page is a great place to bring your actions to the spotlight.
Whether you’re looking at breaking into new markets or simply starting your brand-building journey, basing your business on core values and actively showing that you’re working guided by them will boost your credibility and public image in the long term.
We love how Yellow Leaf Hammocks uses the hero section of its ‘About us’ page to autoplay a video of the hammock-making process.
If you’re building your brand on sustainable values and championing for the makers, it’s not a bad idea to detail your process and the difference you’re making on your ‘About us’ page.
Yellow Leaf Hammocks uses call to action buttons well throughout the page: notice how each section invites the reader to learn more about the brand’s processes or to read a testimonial story of how the brand has aided communities in third-world countries.
Linking visitors to other content on your website is a good way to reduce the retention rate of your website. Search engines will reward you for making people stay on your site for longer, too.
Here’s an ‘About us’ page example for anyone who wants a clean, minimalist website that cuts straight to the chase.
Missouri law consultancy uses the space on the page to introduce the reader to the team with professional full-body photos and a short description of the consultancy.
See how the firm’s founding motivation, its target customers, and overall mission are all present in this short text section, giving the reader a clear idea of who the consultancy aims to help and why.
Another noteworthy thing about this ‘About us’ page is the call to action button that links to the services page.
By first educating the reader of the firm’s values and overall mission and then inviting them to browse through the available services the chances of converting the visitor are higher than leaving them to their own devices.
All photographers and other creative professionals out there, take notes.
If you’re looking for a simple ‘About us’ page for your resume or portfolio, Millen’s got a few things we adore.
Note the social media links on top of the page, just below the navigation menu. Especially if you’re active on other platforms that relate to your field, don’t hide that information at the bottom of the page or leave it sitting just in your footer.
The self-portrait of the photographer herself also lends itself to showcasing her talent but also helps the visitor to put a face to a name.
Millen also includes her contact details and a nifty contact form on her ‘About us’ page, making it extremely easy for people to reach her.
Running a socially-conscious business and want some inspiration for an impactful ‘About us’ page? Have a look at the Lithuanian climbing shoe brand Shleps.
Looking for ways to empower retirees who might otherwise suffer from loneliness, Shleps takes the time to discuss the conception of the business idea and the brand’s social responsibility initiatives on its ‘About us’ page.
By introducing the team first and then having dedicated sections for their values and their mission, the brand builds trustworthy relationships with the readers.
This order also lends itself to a certain narrative format, which helps to keep the reader engaged.
By following the founders from coming up with the idea to actually making a difference in their local community is inspiring and helps to show the difference the brand is making, rather than simply telling about it.
How to write an amazing ‘About us’ page
There are plenty of ‘About us’ page templates out there, but the best ones usually share a set of characteristics and design elements:
- Narrative format. Stories stick with people – if you’re not sure how to build a narrative for your ‘About us’ page, start by dotting down the biggest milestones of your business, and doing some reading on storytelling online.
- Actual, real numbers. We’re not saying you should be sharing sensitive financial data on your ‘About us’ page, but think about letting the reader know about things like how many clients you’ve served, or how many projects you’ve completed to date.
- The business model you operate on. Especially if you’re working on charitable initiatives, or are particular about sourcing your materials, mention what makes your business different.
- Press mentions, client testimonials, industry awards. Testimonials build credibility and trust, as potential customers don’t have to simply take your word for your greatness.
- A team introduction. By showing the faces of the people who work behind the scenes, you make your business more human and approachable.
- Videos and photos. Humans are visual creatures – show them what you do. After all, a picture tells a thousand words, right?
- Call to action. Make sure your customers stay on your site by offering them related content in a clear and convenient way.
- Links to social media accounts. By existing on multiple social media outlets you’re increasing your chances of being remembered and noticed by a bigger audience, so make sure you’re sharing your account information on your ‘About us’ page, too.
You can experiment with your ‘About us’ page and A/B-test different variations of your page to see which one works best for your audience.
Creating different variations of your page helps you analyze things like conversion rate, number of clicks and views, and overall engagement.
The better you can optimize your ‘About us’ page, the better you can make it work towards your business goals – these could be more bookings through your website, more sales, or simply more awareness and traffic to your page.
Make potential customers see your company values
When you’re creating a website, it’s easy to gloss over your ‘About us’ page and undermine its importance, when you’ve got so many other things to fit into your eight-hour day in the office.
But with a little bit of effort, you can harness your ‘About us’ page to showcase your brand’s values and create a compelling narrative around your business.
Regardless of whether you’re using a third-person narrator or want to address the reader directly, building a value-based and authentic ‘About us’ page helps you build a strong, trustworthy brand in the long run.