Your About Us page is more than just a section on your website—it’s your chance to answer the question: “Yeah, but who are you… really?!” This is one of the few areas on your website where you can speak directly to your audience, tell your story, and build trust in a way that converts visitors into clients. But despite its importance, so many About pages are bland, generic, or just plain boring.
As a copywriter, I’ve seen countless About pages that miss the mark. In this guide, I’ll walk you through everything you need to know about creating a standout About Us page, from design and layout to copy and structure, so your visitors stay, engage, and ultimately take action.
Key Takeaways
- Your About Us page is one of the most visited pages on your website and a critical opportunity to build trust, connect with readers, and convert visitors into clients.
- There are two main types of About pages:
- Personal brand About pages focus on the founder or team, telling a relatable story and highlighting expertise.
- Organization/company About pages emphasize mission, values, culture, and credibility while still connecting with readers.
- Even though the page is about you or your business, the copy should focus on your audience’s needs and how you help them.
- Sharing your origin, journey, and unique approach makes your page memorable and engaging.
- Include credentials, media mentions, testimonials, or milestones to show why your audience should believe in you.
- Use professional imagery, clear headings, and an About Us page layout that guides readers through the story logically.
- Every About page should direct readers to a next step—explore services, contact you, or subscribe—ensuring the page drives action.
- Regularly refresh your About Us page content to reflect new achievements, team members, or business evolution.
What Is an About Us Page?
Your About Us page on a website is where you showcase your brand story, share who you are, and explain why people should care. It’s more than a resume or a company history; it’s an opportunity to connect with your audience on a human level.
Of course, most of us already know the basics: the About page explains your business to visitors. But what many people don’t realize is that there are often two types of About pages, and each requires a different approach:
- About Us Company Page, popular for organizations
- About Us Personal Brand Page, more common for founders, solopreneurs, and small teams
The Foundation of Any About Page
Regardless of which type you’re writing, the core principle remains the same: your About page should focus on your readers. Talk about how you’ll help them, solve their problems, or make their life easier. While company details and differentiators are essential, the most compelling copy is always centred on the reader.
Think of this page as premium real estate on your website. You have a golden opportunity to make a lasting impression, build trust, and potentially convert a prospect into a sale. Don’t waste it with generic filler or boring copy!
Why Your About Us Page Is Important
You might be thinking, “Sure, an About page is nice, but is it really that important?” The short answer: yes. Visitors use this page to get an inside look at your business or yourself, which helps them connect and relate to your brand.
Research shows that your About page is one of the most visited pages on your website, and it’s often a key factor in whether a visitor chooses to stay or leave.
- Websites with engaging About Us pages that share genuine stories of real customer impact see visitors staying 23% longer.
- Since the pandemic, the average website’s About Us page has seen a 10% increase in traffic, with much of this growth coming from first-time visitors.
- 31% of people consider a detailed About Us page essential, as it helps establish trust in a brand
People are curious—they want to know who they’re doing business with, and your About page is the place to satisfy that curiosity. From my experience, this page is not just informational—it’s strategic. A compelling About page can position your brand as approachable, credible, and trustworthy, which in turn leads to higher engagement, better conversion rates, and stronger long-term relationships.
What’s the Difference Between an About Page for a Personal Brand vs. an Organization?
It’s important to recognize that personal brands and organizations require different approaches:
Personal Brand About Page
This page tells your story, highlights your expertise, and builds a personal connection with your audience. Here, the focus is on the people behind the brand—sharing your journey, expertise, and why you do what you do.
The tone can be conversational, and it often includes anecdotes, lessons learned, and personal achievements.
Organization About Page
This page emphasizes a company’s mission, values, team, and credibility. The tone is slightly more formal but can still be friendly and engaging. It’s about building trust and reliability while positioning your company as a solution provider. You might include team members, milestones, or proof points like awards or media coverage.
Understanding the distinction between the two types of About pages is crucial because it affects the layout, imagery, and copy you use. A personal brand page benefits from photos, storytelling, and a direct voice, whereas an organization page may lean on visuals, milestones, and structured sections to convey professionalism and scale.
What Should an About Us Page Include?
While every About page is unique, there are proven formulas that consistently work. While I don’t follow them rigidly, I often use them as a framework when crafting About pages for my clients.
About Page Formula #1: Personal Brands
- Headline: Capture attention and reflect your personality. Think beyond “About Me” and make it inviting.
- Introduction/Mission: Clearly state why you exist and what problem you solve.
- Story: Share your journey. People connect with stories more than statistics.
- Method/Approach: Explain your process or methodology, especially if it’s unique.
- Authority/Proof: Include credentials, awards, media mentions, or testimonials to establish credibility.
- Call to Action (CTA): Guide your reader to the next step—whether it’s exploring services, signing up, or contacting you.
About Page Formula #2: Organizations
- Headline: Introduce your company’s purpose or vision.
- Mission/Vision: Explain your values and how your company impacts clients or the industry.
- Story: Highlight your company’s origin, milestones, and evolution.
- Method/Culture: Show how your team works, what makes your approach unique, and what you stand for.
- Team/People: Humanize your brand by introducing the people behind the business.
- CTA: Encourage the visitor to take a specific action, whether it’s exploring products, booking a demo, or learning more.
From my perspective, the best About pages blend storytelling with credibility. Even organization pages should weave a narrative that resonates with readers and conveys why your brand exists—not just what it does.
High-Impact About Us Page Examples
Allbirds
Allbirds’ About Us page nails the reader‑centric angle: it opens with a compelling origin (“Mother Nature made us do it…”), clearly describes the why behind the business, then quickly shifts to what the customer will get (sustainable materials, comfort, simplicity). The page is visually strong, light on excessive copy, and positions the brand as both credible and relatable.
As a copywriter myself, I appreciate how the tone is confident yet accessible—it doesn’t come across as boastful, but genuine. It’s a worthy benchmark for keeping the story tight and the benefit prominent!
Nike
Nike’s About Us page may belong to a global brand, but it still exemplifies two critical elements of any About Us page: inclusivity and narrative. The headline “If you have a body, you are an athlete” opens the door wide, welcoming everyone, which amplifies the connection with the visitor before diving into the brand’s credentials.
The rest of the layout uses large visuals, minimal copy up front, and then deeper links for those who want more. It’s a great example of how the about us page text doesn’t need to be verbose—it needs to be purposeful.
From a copy perspective, the message is bold, clear, and aligned with the brand promise. If I were advising a client about how to write about us for the company, I’d point to Nike as proof that strong messaging + user‑centric focus ≥ long copy.
Yeti
An About page like Yeti’s ticks all the major checkboxes: Reader‑first messaging, storytelling, differentiation, strong visuals, mission/values integrated naturally, and a design that supports reading and conversion.
If I were advising a client, I’d say: Use YETI as a benchmark when you’re working on your “how to write an about us for company” or “about us page for website” section. It reminds us that the “About Us” isn’t about just us—it’s about how we serve the visitor.
Even if your brand or story is less rugged than theirs, the same formula applies: clearly state who you are, what you do, why it matters to your reader, back it with differentiators, and wrap it in a layout and design that reflects your brand tone.
About Page Best Practices
- Include a Clear CTA: Your visitor should know exactly what to do next. Whether it’s scheduling a consultation, exploring services, or signing up for a newsletter, make the next step obvious.
- Use Professional Imagery: Avoid generic stock photos. Real photos of your team, office, or projects enhance authenticity and trust.
- Focus on the Reader: Even though it’s your page, the copy should emphasize the visitor’s needs and benefits. Speak directly to them.
- Maintain Clarity: Avoid jargon or fluff. Concise, clear, and conversational copy works best.
- Highlight Differentiators: Explain what sets your company or personal brand apart—whether it’s your process, experience, or unique philosophy.
- Make it Memorable: Don’t let your About Us page be boring—make a lasting impression that visitors remember. Keep your copy on-brand, professional, and relatable, with a touch of humor to connect with your audience.
- Keep it Updated: Regularly review your About page to reflect new achievements, team members, or business directions.
Closing Tips for a Powerful About Page
Your About Us page is more than just a formality—it’s a strategic opportunity to build trust, humanize your brand, and engage your audience. Done right, it can convert curious visitors into loyal clients.
If you want to make your About page truly stand out, consider seeking professional help. I specialize in creating About pages for websites that are both engaging and conversion-focused; in fact, they’re one of my favourite website pages to create! I’ll ensure your story, your mission, and your credibility shine—without sacrificing readability or tone.
FAQs
What Is an About Us Page on a Website?
An About Us page is a section of your website where you explain who you are, what your company does, and why people should trust or engage with you.
Why Is an About Us Page Important?
It’s one of the most visited pages on your site, builds trust, and provides insight into your business, your team, and your brand story.
What Should an About Us Page Include?
A strong About page includes a headline, mission or vision, story, proof or authority, and a call to action. Depending on your brand type, you may also include your team, culture, or methodology.
How Do I Write an About Us Page?
Focus on your reader first. Use storytelling, highlight your unique value, establish credibility, and end with a clear CTA. Tailor your tone to your audience, and ensure your layout and imagery reflect your brand identity.