How to Write an About Us Page

Your website's About Us page is a prime opportunity to transform curious visitors into loyal readers or customers. It's one of the basic elements of a website, but what belongs on the page can vary depending on your site's purpose.

Whether you're an artist showcasing your work or a small business owner looking to build trust with potential customers, this guide will walk you through creating an About Us page that resonates with your audience and supports your goals.

Why an About Us page matters

Your About Us page deserves your full attention because it's a dedicated space to introduce website visitors to you, your story, and what sets your brand apart. It can contribute to whether someone engages with your website or clicks away.

• It builds trust. Consumers want to know who they're buying from. Your About Us page helps humanize your brand and proves that there are real people behind your products or services.

• It establishes your unique value. This page differentiates you from competitors by highlighting what makes your business special, whether it's your origin story, your mission, or your approach.

• It provides context for your work. Your visitors can gain insight into why you do what you do, which will help them connect with you on a deeper level.

• It drives conversions. A well-crafted About Us page can guide visitors toward your products, services, or mailing list with strategic calls to action.

Creating your About Us page

An effective About Us page is a clear summary of the mission, story, and people behind your brand or business. Whereas a professional bio focuses on you and your accomplishments, an About Us page offers the big-picture view.

1. Know your audience

The audience for your About Us page should inform both your content and your tone.

Ask yourself who your ideal customer is, focusing on what they need to know about your business to feel confident engaging with it. Use a tone that feels natural for your audience, whether it's formal and professional, casual and conversational or somewhere in between.

For example, a law firm might adopt a more formal tone that emphasizes credentials and experience, while a craft brewery might take a conversational approach that highlights passion and community involvement.

Learn more about developing a brand voice and tone

2. Start with your mission

Your mission statement distills what your brand aims to achieve and why it exists. It's a great opening for your About Us page, immediately communicating your purpose to visitors. An effective mission statement is concise and explains what you do, identifies who your customer or viewer is, and articulates why you do what you do.

You don't have to repeat your mission statement verbatim, but try an opening that gets it across. For example, a photographer might open their page with something like, "We're here to capture the moments that you never want to forget, on days big and small."

3. Share your story

Your origin story helps to create an emotional connection with your audience. People remember stories, and your personal story is part of what separates you from other businesses or brands.

When crafting your story, include information about what inspired you to start your business, challenges you've overcome, key milestones in your journey, and transformative moments that shaped your vision.

Keep it authentic and focused. You don't need to share every detail, but be sure to highlight the moments that closely relate to your mission and approach to what you do.

4. Weave in your values

Your core values demonstrate what your business or brand stands for. These principles guide your decisions and operations, giving customers insight into your priorities.

When presenting your values, choose three to five core values that truly define your business, explain how each value influences your work and when possible, provide examples of these values in action.

For instance, if sustainability is a core value for you, explain how this manifests in your art, product development, packaging choices or business operations.

5. Introduce the face behind the business

Putting faces to names helps build trust. Include photos and brief biosof key team members, when applicable, specifically focusing on relevant expertise and personal touches that humanize your brand.

If you work with a team, consider including professional background and qualifications for each team member, each person's role in the business, personal interests or fun facts, and a professional photo.

If it's just you, this section is particularly important. It's your chance to establish your credibility and make a personal connection with potential clients, customers, and supporters.

6. Consider adding social proof

Strengthen your credibility by incorporating testimonials, awards, media mentions, or business stats. Effective forms of social proofinclude client testimonials, logos of notable clients or publications that have featured your work, industry awards or certifications, and key achievements.

This validation from external sources will reassure visitors that you're legitimate and other people have had positive experiences with you or your brand.

7. Include a clear call to action (CTA)

Your About Us page should guide visitors toward a clear next step, also known as a call to action. Whether it's contacting you, browsing products, signing up for a newsletter, or scheduling a consultation, make the desired action clear and compelling.

Effective CTAs use action-oriented language, create a sense of urgency or value, stand out visually from the rest of the page, and relate logically to the content you previously included.

For example, an interior designer might include a "Schedule a virtual consultation" button at the bottom of their page that takes visitors to an appointment booking page or intake form.

8. Consider design elements

While content is crucial, how you present it matters, too. Keep these design best practices in mind when laying out your About Us page.

• Visual hierarchy: Use headings, subheadings, and formatting to guide readers through your content. Make more important text and images more prominent.

• White space: Allow breathing room between elements to prevent overwhelming visitors.

• Consistent branding: Ensure colors, fonts, and imagery align with your overall brand identity.

• Engaging media: Incorporate high-quality photos, videos, or infographics to break up text and enhance storytelling.

• Mobile optimization: Ensure your page looks great and functions well on all devices.

About Us page template

Use this template as a starting point for the text of your page, customizing each section to reflect your unique business. There's no set length for this type of page, but if your text is long, make sure to break it up with space, images, and headings.

[HEADLINE: Your Company Name or a compelling statement]

[MISSION STATEMENT] Write one or two sentences that clearly state what you do and why you do it.

[STORY SECTION] In an intro, share how and why your business started. What problem did you identify? What inspired you?

Highlight key milestones, challenges overcome, and how you've evolved.

Describe your current focus and what makes your approach unique.

[VALUES SECTION] Mention three to five core values with brief explanations of how they guide your work.

[TEAM SECTION] Include photos and short bios of key team members.

[SOCIAL PROOF SECTION] Feature testimonials, awards, media mentions, or impressive statistics.

[CALL TO ACTION] Add a clear, compelling invitation to take an action.

Customizing your page for your website

Different types of websites may want to emphasize different elements. When putting together your copy, consider what details will be most compelling for your target audience.

• Solo entrepreneurs or personal website: Focus on sharing your journey and building trust in your experience with credentials, achievements, and your approach to work.

• Creators and artists: Share your inspirations, influences, and evolution as a creative. Highlight any awards or your creative process.

• Ecommerce and small businesses: Lean in on what problem your products solve, the quality of your products and sourcing, and consider highlighting positive reviews.

• Service providers: Emphasize your approach to working with clients, what makes your services different, and relevant training or certifications. Try highlighting client successes or transformations.

Best practices for an effective About Us page

Once you have the basics set up for your page, check it against these best practices to ensure you're putting your best food forward.

• Be authentic, and don't be too modest. Write as if you're speaking to a friend or potential customer face-to-face. However, don't skip over your achievements. Own your expertise and successes.

• Focus on benefits, not just features. Throughout your About Us page, emphasize how your products or services improve your customers' lives.

• Keep it concise. While it's important to tell your story, respect your visitors' time. Edit down to only what adds value.

• Update regularly. As your business evolves, so should your About Us page. Review it at least twice a year to ensure it's still accurate.