Think back to your school days for a minute. Do you remember your first day of class? If you’ve blocked this memory from your mind, let us jog it: You probably introduced yourself and shared a fun fact or played the dreadful game Two Truths and a Lie — depending on your class size.
Why did your professor force you to participate in this activity? While they could’ve simply been killing time, more likely it was to give you a chance to make a good first impression and help people remember you.
That’s what an About Us page is meant to do for your company. It’s a virtual introduction to who you are and what you provide to customers. Without this page, people will make assumptions about your brand — or worse, they won’t remember it in the first place.
Don’t have one of these on your website? Continue reading to learn the ins and outs of writing an About Us page, plus get inspiration from brands killing the website game.
Why You Need a Page All About You
An effective About Us page touches on your story, your values, facts and social proof, combining to paint a picture of who your organization is and why your target audience might want to partner with you.
It’s a dedicated place to answer one big question your audience has: Who is your company? Sometimes called a missions page, Our Company or other similar names, this is basically a place for a prospective client to learn more about what you stand for.
A minimal About Us page can leave people wanting more important information. If they don’t find the answers they’re looking for, they might end up partnering with your competitor instead. To put it simply, having this company highlight front and center on your site is a vital part of your marketing strategy.
More and more, people want to work with brands that they feel they know. Customers who visit your About Us page spend 22.5% more than website visitors who don’t, per Siege Media. This is because when people align with a brand’s mission, it creates an emotional connection that builds long-term relationships. This is a space for you to highlight what it’s like to work with you and provide customer testimonials and social proof, showing individuals that you’re reliable and knowledgeable.
Subscribe to
The Content Marketer
Get weekly insights, advice and opinions about all things digital marketing.
Thanks for subscribing! Keep an eye out for a Welcome email from us shortly. If you don’t see it come through, check your spam folder and mark the email as “not spam.”
Mission Statements, Humblebragging and Other About Us Writing Tips
While there’s no perfect formula for writing a strong About Us page, there are specific best practices you don’t want to miss. Let’s go over the dos and don’ts of writing yours.
Do:
Tell Your Story
Whether your company started as a family business in your garage or you support a specific cause with your profits, your organization’s story is worth sharing. Plus, people love unique and personable details that can make you stand out and be more relatable. This page should also include your mission statement and a brief history of how you got started. Personal details can help build relationships.
Master Your Tone and Voice
While your About Us section is more personal and story driven, it should be consistent with your existing branding. For example, if you have a formal, authoritative brand voice, you can still use emotional language without compromising content quality. Once you’ve got your black belt in copywriting, nothing can stop this page from being one of your most visited.
Share Your Values
Every brand has values, whether they’re obvious to the reader or not. These values spotlight what is most important to your brand, giving customers exactly what details they need to know to partner with you. These values could be integrity, innovation, accountability, honesty — really any flagship attributes your team proudly stakes in the ground.
Include Problems and Solutions
People come to you for a few reasons, one of which is to solve a problem they’re experiencing. Prove that you’re capable by showcasing how you’ve done this for other customers. Use problem and solution-focused language to identify what roadblocks people had to overcome and how you helped them accomplish it.
Use Facts and Stats
Sometimes, there’s no substitute for cold hard facts. Use statistics and data-driven content as evidence for your solution’s effectiveness. When tied with customer testimonials and the emotional tug of your brand story, you’ve got all the ingredients for a five-star About Us page.
Include Social Proof
From customer testimonials to positive reviews, people trust what others say more than any form of advertising. Put your most glowing feedback on your About Us page to highlight just how beneficial you’ve been to existing customers — people will take it into account when deciding to work with you.
Take our Brafton About Us page as an example. We use the “Why Work With Us” section to highlight nice things our clients have to say about us.
Introduce Your Team
Show the faces behind your organization to humanize your team. Rather than be a faceless company, highlight your employees and what they do to help people relate to you and tug at their emotional, relational side.
Include a CTA
Just because it’s an introductory page doesn’t mean it shouldn’t drive action. Instead of hoping individuals will go where you want them to, give them a roadmap on where to click next. This could be a button that goes to a page with contact information, a form submit that signs them up for your newsletter or a banner stating “Learn More,” leading them to a product page.
Don’t:
Overload Readers With Information
An About Us page should be concise and easy to read; a quick snapshot of who you are. Think of this space as a short story about your brand rather than a novel. People want to know who you are without having to read paragraph upon paragraph of information, so make your page easily readable and formatted for identifying details quickly.
Exaggerate Your Worth
You know what’s worse than a Negative Nancy? A braggart. Rather than go on and on about how great your company is, find a balance between humility and confidence. And let your customer testimonials and feedback speak for themselves.
Spend Too Much Time on Optimization
While we’re pro SEO optimization, About Us pages aren’t the best to focus your energy on. You can definitely still optimize the page, but know that many searches aren’t looking for information about you specifically, meaning many won’t click on an About Us page on the SERP.
Skip Visuals and Page Design
Yes, this page is text-heavy, but don’t miss the opportunity to make it beautiful with pictures, designs and graphical elements. This helps break up the content and makes it easier to digest.
Be Vague and Theoretical
It’s called an About Us page for a reason — not an Almost About Us or Vaguely About Us page. Provide concrete statements and specifics about what you do so site visitors know exactly what you stand for and how you can help solve their problems.
8 About Us Examples: When a Brand Understands the Assignment
Want to see some pages in action? Here are some great B2B and B2C About Us page examples to use as inspiration:
1. Salesforce
Salesforce opens its About Us page right off the bat with facts and a brief brand story. They use humble brags, team photos and clear headlines to make this a readable breakdown of their mission and successes.
2. FedEx
FedEx takes a slightly different approach, using its Home page as an About Us page. It still checks all the boxes, sharing benefits in an easily digestible format. You learn everything you need to know without extra searching.
3. Amazon
Amazon is a great About Us page example, hitting on its four main principles — or values — in the first paragraph. This gives readers information right away about what’s most important to the company. Then, the page is broken down into clickable headlines that take you to pages with more information based on your needs.
4. Microsoft
Microsoft’s language and tone are present throughout its About Us page, using direct and compelling content to share who the company is and what it can do for you. For example, “We empower the world” is a pretty bold statement that’s consistent with its other pages.
5. Decorating Den Interiors
Decorating Den Interiors opens up with a snippet going over its history, then has an engaging timeline with a short paragraph and photo that keeps the reader engaged and continuously going down the page for more important information.
6. Ford
Ford has a series of “Our” statements that are straightforward and intentional, including “Our Purpose,” “Our Leadership,” “Our History” and “Our Brands.” This formatting is clean-cut and to the point, just like the brand itself.
7. Rubbermaid
Rubbermaid Commercial Products uses engaging photos and videos to show off its products in action. This makes it easier for readers to put themselves in existing customers’ shoes, making them more likely to follow the CTA to contact the sales team.
8. LEGO
LEGO takes the unique approach of talking about themselves to the end-user: children. While LEGO has grown year after year to be a company for all ages, it spends the majority of page space sharing how its products help kids develop, pulling at parents’ heartstrings.
Master Your About Us Page
By clearly displaying key points about your company, your About Us page can be a place where site visitors get their questions answered and begin their partnership with you. As a review, let’s play Two Truths and a Lie:
- About Us pages should highlight a brand’s story and mission.
- This page is a great place to show off your benefits — just don’t brag.
- About Us pages aren’t that important.
If you can pick out the lie, then you’re ready to create a smashing About Us page. Now pick up your proverbial pen and start writing your own story.