How much care and consideration have you put into your company’s About Us page? While it’s not usually the first page visitors land on, it’s one that many will navigate to before making contact or committing to a purchase. Who’s behind the brand? What’s their story? Is the brand legitimate? All fair questions to ask before progressing along the customer journey, and your About Us page should hold the answers.
Yet, it’s all too easy to get this page wrong. Most customers don’t want to be overwhelmed by complicated corporate jargon or mundane mission statements, but leaving the About Us page sparse and underwhelming can be equally damaging. This page should help build trust, encouraging visitors to take the next step.
By means of example, my victim this time is a boutique dog treat bakery – the kind of business that would appeal to me, while my fussy dog would turn her nose up at the offer of an artisan treat, instead opting to eat a sliver of lettuce coated in dust off the kitchen floor. While my dog is not the target customer, I’m sure there are plenty who are… And if not, it doesn’t matter, as this is my blog post and my fictitious example company.
How to write an About Us page
There may be a lot you want your customers to know about you, which is why many brands get the About Us page wrong. Marketing is about a combination of efforts coinciding to make waves together – your social presence and PR efforts all serve a purpose in telling your customers about you, so there’s no need to overload your About Us page. Content on this page should be expertly crafted to tell visitors just enough to build some trust and push them to convert.
Here’s what you should include on your About Us page.
What does your business do?
Keep it clear and simple – anyone landing on your About Us page should understand your product/service within a few seconds. Big chunks of text are harder for customers to consume, so a combination of clever copywriting and considered images can help convey your message quickly and effectively, while helping show some personality, which is a key element of this page.
Example
My bakery could display images of its dog treats laid neatly in display cases, alongside other images of dogs enjoying their boutique snacks. Accompanying the images are some short, but informative taglines: “boutique bakes for dogs with taste”, “handmade with natural ingredients”, and “your pup’s new favourite bakery”.
Who your product/service is for
You need to mention your target customers, helping visitors quickly determine whether they’re in the right place. Keep this relatively broad; allow customers to gauge if they fit under the general umbrella rather than an exact demographic breakdown. The key is to provide an overview of who your brand is for, without being exclusionary.
Example
Without explicitly saying “obsessive Millennial and Gen Z pet parents”, my bakery could state its products are for “ the pampered pooch in your life”, “ the dogs featured heavily on your camera roll”, or “ the four-legged family member who has everything”
Your brand’s story
This is another aspect of the About Us page which can be easily overdone – you don’t need to include a full autobiography, but just enough to plant the seed of your brand’s journey. Did your founder keep encountering a problem that they wanted to change? Did they travel somewhere and find inspiration from another culture? Was it two siblings who’d dreamt of this business since childhood? People buy from people, and revealing the human side of your brand builds trust and connection.
It’s important not to overload the About Us page with any singular section, to ensure the other features aren’t overshadowed. If your brand has a particularly unique and interesting story that will resonate with your ideal customer, consider having a dedicated Our Story page.
Example
Obviously, my bakery brand would show a photo of the founder with their dog, with a short overview of the story behind its growth:
“What started as a weekend hobby of curating the perfect, natural treat for one very spoiled pooch quickly became a favourite among family and friends who are equally obsessed with their pets. Today, our small kitchen idea has grown into a nationwide bakery, with three storefronts and thousands of handmade treats delivered to happy pups across the country.”
The people behind the business
In a similar vein to sharing your origin story, revealing the people behind the brand can make your business feel more credible and approachable. Include photos, names, roles, and short bios (with personal facts and interests, not just work-related achievements!), and link off to everyone’s LinkedIn profiles to prove you’re real people with real personalities rather than a faceless corporation.
If your business is a considerable size, a Meet the Team page may serve better, but smaller companies with fewer employees can easily fit this on the About Us page.
Example
My bakery would definitely showcase its employees’ dogs as staff. I’m thinking Head of Quality Control, Chief Security Officer, and Office Morale Manager. Don’t think you can’t include four-legged staff if you’re not a dog-focused business; I’m a big fan of dog photos anywhere and everywhere (shameless shoutout to Peggy, the Browser Media office dog, featured on our About Us page).
What makes you different?
You’ve told your customers who you are, what you do, and why you’re doing it, but how are you doing it differently from your competitors? Your unique selling points could be your refined process, specialist knowledge, years of experience, or niche focus. Again, keep this short and digestible.
Example
My bakery would be preaching about its “vet-approved recipes made with real ingredients”, “premium ingredients without the premium price”, and “nationwide delivery with eco-friendly packaging”. These statements immediately communicate value and differentiation without requiring the reader to wade through large chunks of text.
Proof that you’re credible
To build trust, you need credibility. Testimonials, reviews, client logos, certifications, and awards help back up your earlier claims with actual evidence. Make this section easy to scan, with options for viewers to delve deeper if they so wish. For example, a clickable carousel of testimonials saves space while keeping the information easily accessible. Links to your social media profiles can also add credibility, proving longevity and that you’re active and engaged.
Example
The target audience of my bakery would absolutely lap up an Instagram feed with years of cute dog content, or Trustpilot reviews where customers have shared pictures of their dogs enjoying the boutique treats.
End with a strong CTA
Don’t let the page just end. If a customer scrolls all the way to the bottom, you’ve definitely captivated them somewhere along the way, so now it’s time to funnel them in the right direction, whether that’s to get in touch, view your products, sign up for your newsletter, or follow you on social media.
Example
My bakery’s About Us page would end with a banner of links prompting visitors to order a taster box, view our image gallery, or subscribe to our newsletter.
How to design an About Us page
One thing I’ve repeated throughout this guide is to keep it simple and not overwhelm the page. While a lot of this comes down to creative copywriting, conveying your message in a clear, concise way, it also depends on clever page design.
You should be using a simple, customisable website hosting platform like WordPress, which allows for user-friendly design and editing of your site. While a web development agency definitely helps, there are plenty of online tutorials for a more DIY approach. Design features like bullet points are easy to digest, but you can get more visually creative by separating sections of text using coloured boxes, images, or transitions (but beware that too many transitions can often reduce overall user experience).
Who are you?
Your About Us page can feel like a formality, but it’s actually a vital trust-building, conversion-driving opportunity. Keep it simple, and keep it human, and your About Us page will become one of the hardest-working pages on your website.