How Do I Write an About Us Page for a Business?
An engaging and informative About Us page is crucial for any business looking to establish a strong online presence. To help you create an interesting page that resonates with your audience, we’ve gathered insights from 16 industry experts who share their top tips on what to include, ranging from sharing your company’s unique story to incorporating visual elements that showcase your brand’s personality. Dive in and discover the essential elements for crafting an About Us page that truly stands out.
- Share the Company’s Unique Story
- Showcase Your Team’s Faces
- Introduce Your Business
- Explain the Motivation Behind
- Share Your Mission Statement
- Display Achievements and Strategies
- Explain Services and Goals
- Feature Customer Testimonials
- Present an Interactive Timeline
- Address Customer Needs and Desires
- Connect Through Storytelling
- Engage With Storytelling
- Provide a Behind-the-Scenes Look
- Use Multimedia to Share Journey
- Share Your Core Values
- Incorporate Visual Elements
Share the Company’s Unique Story
An About Us page is one of the most important aspects of a business website, as it provides visitors with a glimpse into the company’s values, mission, and culture. One thing to include in an About Us page is the company’s unique story.
Sharing the story of how the company was founded, its challenges and successes along the way, and the vision for the future can help to create a deeper connection with potential customers and stakeholders. This can also help to differentiate the company from competitors and showcase its personality and values.
By telling an interesting story, businesses can create an emotional connection with their audience and show their authenticity and transparency. It also helps to humanize the brand and make it more relatable, which can ultimately lead to increased engagement and loyalty.
Overall, including the company’s unique story on the About Us page can help to set the business apart and create a more meaningful connection with its audience.
Ben Basic
Editor-in-Chief, RouterIPNet.com
Showcase Your Team’s Faces
Build trust by showing your faces. There’s a reason Instagram posts get higher engagement and likes when a human face is included versus none. It’s a way to connect. From a business perspective, the biggest battle is for credibility.
By putting names and faces out there for the world to see in the About Us section, you show you take responsibility and personal accountability for the work you do. For a potential customer, seeing a mug shows you believe in your company, and therefore, so should your customer.
Bridget Reed
Co-founder and VP of Content, The Word Counter
Introduce Your Business
An About Us page is the perfect place to do a digital introduction. Here, potential customers get to know a business, their mission, and what they are about. It is of paramount importance that what messages are shared reflect the beliefs and story of that business.
Cassie Mace
Owner and Creator, She’s Sew Vain
Explain the Motivation Behind
When somebody navigates to your About Us page, they probably already know a fair bit about what your business does. I use the About Us page to move beyond what we do to why we do it.
This is a great opportunity to showcase the people and motivation behind the business. You probably don’t need to list your hobbies or tell your complete life story, but I find it helpful to highlight some of the key players and ideas driving the organization.
Temmo Kinoshita
Co-founder, Lindenwood Marketing
Share Your Mission Statement
Your mission statement is often directly linked to your own values and morals as a person and as a business owner. Your About section should include your mission statement and where this mission stemmed from. This gives your customers a more intimate look at your own values and why they inspired or affected your choice to start your business.
This type of connection is very important as it allows consumers to see your business differently. It also can influence whether they decide to buy your product or service.
Allen King, CEO, Fun Join
Display Achievements and Strategies
On our website, the Our Firm page doubles up as our About Us page, and the first thing you’ll notice on it is the mention of a record-breaking verdict we won for our client. To some, this may seem like we’re boasting about our capabilities, but to those seeking legal help, this information gives them the confidence they need to approach us.
Even further down the page, we predominantly display the numbers that showcase our track record and discuss how we can help our clients. So when it’s an About Us page, get right down to talking about what your business can do for your customers and clients.
Display your wins, discuss your strategies, and use the page to win the confidence of your potential audience so that whether it’s a product, a service, or in our case, a life-altering decision, it’s easier for them to choose you.
Riley Beam
Managing Attorney, Douglas R. Beam, P.A.
Explain Services and Goals
One of the key features included in the About Us page is stating exactly what you do and what your business aims are. This would include a round-up of the services you offer, how you offer them, and how they are delivered.
So for example, if you’re a digital marketing agency, you’d produce a brief paragraph outlining which aspects of digital marketing you focus on and what these services include. This could then lead to the company process and how you work. Companies also include sections such as contact details, the team, history, and company values.
Annie Everill
Digital Marketing Executive, Imaginaire
Feature Customer Testimonials
Although not traditional content for an About Us page, including customer testimonials, is a great way to show potential customers that you have a history of satisfied customers. By including a few customer quotes, you can quickly showcase the impact your business has had on its customers.
Not only does this give potential customers insight into what your business can do for them, but it also adds a personal touch to the page. It’s an easy way to communicate that you have a soundtrack record of happy customers.
Dilruba Erkan
Consultant, Morse Decoder
Present an Interactive Timeline
Create an interactive timeline that shows the major milestones in the company’s history. Include photos, videos, and interesting facts about each milestone to help visitors understand the company’s journey. This timeline should provide a comprehensive history of the company, from its founding to where it is today.
It is even better if you can tie in with the “Where We’re Going” section which will provide readers with insight into the company’s plans. Try to narrow it down to the most important points and make sure the timeline is easy to navigate and will not occupy too much space on the page. Doing this can help provide an engaging story that will draw in the reader.
Sweetlana Portnaya
Managing Editor, Top10.com
Address Customer Needs and Desires
A statement that speaks to your ideal customer’s desires or needs. So often, businesses forget about their customers when it’s time to write or update an about page, but speaking to them is an absolute must.
Sure, your About page is a way to showcase your company, team, or your own experience and education, but your leads want to know that your business can help THEM with their immediate need or desire. Remember, consumers want to know “what’s in it for me,” and when they learn about your business on your About page, they want to know that you understand that and you are ideally suited to help them attain their desires or push past those needs.
So don’t forget to address your ideal client on your about us page and let them know you’re the right business for them.
Erin Ollila
SEO Copywriter and Host of the Talk Copy to Me Podcast, Erin Ollila | Talk Copy to Me
Connect Through Storytelling
Sharing your story is almost a given on any of our pages and for good reason. Your business’s story is a key part of its identity in the minds of your audience. It creates the foundation for how your company is viewed by the public at large. Let your audience know how the brand was started, things that make your brand different from the competition, and your business’s personal goals and beliefs.
If your brand’s story crosses paths with someone who shares an acute interest in the story of your brand or the values it entails, your brand will be much more likely to stick in their minds than it would if you were a faceless company, even if you were just as efficient and effective otherwise. Try to connect with your audience that you can. The benefits those connections have for your long-term success can be far-reaching.
Liza Kirsh
Chief Marketing Officer, DYMAPAK
Engage With Storytelling
I like to see some storytelling on the About Us pages of a business. Tell me how you got your start in the industry, a failed business attempt, the situation that made you create your company, or whatever it might be. I want to see some personality and really hear ABOUT YOU and not just read the same content you find all over the place.
The About Us page is a marketing opportunity where you don’t use the same marketing information as everywhere else. Say things differently and more uniquely in order to engage further with potential clients.
That’s what I prefer to see on About Us pages for businesses and hope to see it. It is engaging for me to read deeper about the company on these pages and I appreciate it when companies provide us with this information.
Yeonsil K.
Founder and CEO, Home Spritz
Provide a Behind-The-Scenes Look
Ensure your audience has a thorough understanding of your business by taking them behind the scenes. Provide information to your customers about how your business operates and what obstacles it has overcome along the way.
Your company should be open to discussing failures, growth, and remaining true to its roots instead of providing a shiny story.
Marco Genaro Palma
Co-founder, TechNews180
Use Multimedia to Share Journey
The About Us page is the perfect place to talk about the journey that led your business to where it is today. To people looking to engage deeply with your business, or even those who are weighing their buying decisions and would instead buy from a business with an exciting history, the information you share on your page could be the dealmaker.
It’s also a place where you can hurry on to mentioning all you offer so that even as your customers learn more about your brand, they can also learn how to benefit from you. On our page, we’ve even added a brief video so that those who prefer to visualize our journey can do so quickly at the click of a button. This mix ensures that we have our audience’s attention, no matter their preferred content format.
Tony Angeleri
Vice President, Lone Wolf Paintball
Share Your Core Values
Each business should have a brief description of its core values on the About page of its business. This doesn’t need to be long. Just need to convey the message to your customers.
For example, we use “Your global performance marketing partner that answers to its clients, not its shareholders.” to explain exactly what we offer and how we prioritize client satisfaction in anything else. Using such descriptions helps businesses to set expectations for their clients, which increases client trust.
Byron Redhead
Director and Co-founder, First Page
Incorporate Visual Elements
The typical About Us page does not have enough text. You need to use a variety of images, videos, graphics, and animations to hold users’ attention successfully. Most e-commerce businesses should start with embedded slideshows. This definitely grabs attention.
Joanne King
Company Director, ICMP
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