An About Us page is a crucial part of your business’ website and digital strategy, regardless of your company’s size. This section of your website introduces your audience to your company, shows why they should care, and can humanize your brand to build credibility and trust. The following sections will unpack the anatomy of an About Us page, examples for inspiration, and how to write an About Us page for your website.
What Every Company About Page Needs
Writing an About page for your business shouldn’t be formulaic—not every available About Us page template will suit your brand. However, there are certain key elements that should be included for your audience to get to know you better. Here’s what an About Us page should include.
Mission & Vision Statements
Your mission statement is the “why” behind your company—its primary purpose for existing—while a vision statement is focused on your goals for the future. When writing these statements, make them brief so visitors can easily understand your priorities. Include information on why your brand exists and what makes you different from other companies in your industry. This can be accomplished by highlighting the unique challenges your company aims to solve or the unique approach you take to solving them.
Company Values
Including your values on your About Us page is key for building trust with potential customers. Company values are the set of guiding principles behind your business, and they can help customers determine whether your brand aligns with their own needs and values. Your list of company values should state the core ideals your business stands for in clear and simple terms.
Story
Telling the story of your business helps humanize your brand and shows how you got where you are today. When outlining your company’s history, make sure to briefly overview how your business came to be and your goals for the future. Don’t be afraid to also highlight specific challenges your company faced and how you overcame them. For variety, consider displaying this information visually, such as with a timeline showing your business’ origin and growth through the present day.
Services
Listing the specific services you provide shows people what it is you do and helps customers identify why your company is the best fit for them. Because your company’s website will also have a separate, more detailed service page, keep the services overview in the About Us section brief. Additionally, use your services to highlight what makes you stand out from other companies in your industry, such as specific needs you’re meeting in your local community.
Team Info
It’s important for current and prospective customers to know the names and faces behind the company, as it’s key to humanizing your brand. Include headshots and brief bios of key team members—like company founders and leadership—so your audience can get to know you better. Additionally, you can include group photos of staff members to help communicate core values like professionalism or teamwork.
Social Proof
Social proof helps strengthen the credibility of your claims, establishing trust between you and your audience. For example, you could feature user-generated content like customer reviews or testimonials to show how your business has helped customers in the past. Other forms of social proof include case studies, showing the logos of past clients, or business awards. You can also tie in the concept of corporate social responsibility and show your company values in action by discussing any community improvement projects or sustainability initiatives your business is involved in.
Ending CTA
Wrap up the About Us section of your website with a call-to-action, directing customers to the next steps in the buyer’s journey. Some tips for writing an effective CTA include using action words (like “schedule an appointment now”), sparking curiosity, and implementing first-person language.
About Us Page Examples
An effective About Us page can help you build deeper connections and foster brand loyalty with both current and potential customers. Here are ten About Us page examples across multiple industries to give you inspiration on how to structure your own page!
Adobe
Adobe’s About Us page features a brief mention of the company’s history and the reason they were founded. Though not labeled, their mission statement is clearly stated in the intro. The page also features overviews of Adobe products and services, along with mentions of specific target audiences like students and small businesses. The company has also included customer stories and CTA buttons urging users to explore their products. Adobe could potentially improve their page by reordering some elements, like placing their purpose and values section before customer stories.
Key takeaways from Adobe:
- Easy-to-read layout
- Eye-catching banners and visuals
- Unique CTAs under each section
Centris Federal Credit Union
With a unique section layout, Centris’ About Us page features a dropdown menu with multiple pages rather than a single About page, allowing them to include detailed information related to the company’s history and purpose. This layout is a great way to help customers find the specific info they’re looking for. For instance, the “History” page provides a brief overview of the company’s story and ties in the central problem they were created to solve, while the “Community” page provides stats and other details about Centris’ community involvement. The company has also kept their target audience in mind, emphasizing that members have been the first priority since they were founded. To strengthen their About Us section further, some of the longer sections of text could be condensed or divided into more easily digestible paragraphs.
Key takeaways from Centris:
- Customer-focused approach to telling their story
- Use of data to establish credibility with audience
- Press releases and other forms of social proof
Crumbl Cookies
To tell their story, Crumbl Cookies’ About Us page uses a unique timeline design. It almost resembles a map, inviting users to follow along on their journey. Each section corresponds with a picture, which engages readers while helping humanize the brand. As they tell their company’s history, they highlight what makes Crumbl Cookies stand out from other bakeries, like their weekly rotating menu and signature pink packaging. The website also features customer reviews from Facebook, Google, and Yelp. However, Crumbl Cookies could dedicate a section of the page to their company values to help convey this key aspect of brand identity at a glance.
Key takeaways from Crumbl Cookies:
- Engaging layout that guides users through the page
- Emphasis on what makes them unique
- Strategic photo choices help humanize brand
Echo Fitness
The About Us page for Echo Fitness begins with an overview of why they exist and what makes them different from other health and wellness companies. They briefly explain the meaning behind their name, with accompanying images reflective of the brand’s identity. The page ends with a brief bio and headshot of the company’s founder. This About page would benefit from including CTA buttons to remind their audience to sign up for one of their classes or retreats.
Key takeaways from Echo Fitness:
- Clear explanation of how the company seeks to solve a specific problem
- Explanation of the company’s name solidifies brand identity
- Founder’s bio includes credentials to boost credibility and authenticity
Hubspot
Hubspot’s About Us page starts with a short statement summarizing the intention behind company, its culture, and product. Their incorporation of team photos visually demonstrates that they value teamwork and collaboration, and their brief overview of the company’s history explains the central issue they exist to solve and how they’ve evolved over the years. This page also features statistics, testimonials, reports, and industry awards to build credibility. Hubspot’s About Us page would be stronger if they incorporated more variety into their CTAs.
Key takeaways from Hubspot:
- Concise, customer-focused mission statement
- Good use of relevant photos and graphics to break up text
- Links to related resources like company news
Independent Horizons, LLC
Simple and informative, the About Us page for Independent Horizons, LLC takes a decidedly inviting approach. It starts with a brief description of their mission and vision, as well as their company values. The page also features their leadership team, including headshots with brief bios, as well as a group staff photo. Testimonials are further down the page, and CTAs appear at the end of each section to encourage users to engage with all of the company’s aspects. The About Us page could potentially be improved by expanding on the core idea behind the company’s founding, which is briefly alluded to in the company history section.
Key takeaways from Independent Horizons, LLC:
- Brief, yet effective discussion of mission and values
- Emphasis on individuals to humanize the brand
- Strong, unique CTAs
La La Land Kind Cafe
La La Land Kind Cafe’s About page presents its story and core purpose in a few short paragraphs, and then uses a video embed to go into more detail. The video starts with customers explaining why they love the business, then expands on La La Land Kind Cafe’s history and brand mission before providing other forms of social proof—like numbers of people they’ve impacted. Additional text beneath the video emphasizes the company’s vision by listing their core values. However, the video is almost seven minutes long, which may make it difficult to keep users’ attention. Condensing or breaking it up into separate, more focused video segments could improve overall user experience.
Key takeaways from La La Land Kind Cafe:
- Unique use of social proof through video
- Strong emphasis on the company’s vision and values
- Bright, on-brand visuals and page design
ManiLife
Similar to Crumbl Cookies, ManiLife’s About Us page is highly conversational, which helps to establish their brand identity. It tells their story from beginning to end with a timeline and photos to highlight the their struggles and how the company grew because of them. The last paragraph ends by asking customers to keep spreading the word about the business. That said, this page could be improved with customer reviews and a CTA button urging customers to explore and purchase their products.
Key takeaways from ManiLife:
- Strong narrative outlining the company’s struggles and successes
- Provides photos to humanize the brand and showcase company culture
- Fosters loyalty by thanking customers for the brand’s success
Midlands Family Urgent Care
The About Us page of Midlands Family Urgent Care is crafted with their target audience in mind. Their brief introduction section, along with their services section, make it clear what problems they aim to solve. They provide relevant, user-friendly information on their different locations—and their mission and vision statements, as well as their core values, are short but informative. The page ends with CTA buttons inviting people to find urgent care near them or check in. This page would benefit from customer reviews or testimonials.
Key takeaways from Midlands Family Urgent Care:
- Speaks directly to the needs of the target audience
- Identifies the problem and provides a solution
- Convenient links to service pages
Piboco
Piboco’s About Us page begins with a brief overview of the company’s mission before sectioning off to highlight the different aspects of their services. The chosen pictures correspond well with the subject matter being discussed, and the page establishes credibility and trust with the target audience by showcasing partner logos near the bottom. This page could be strengthened with the use of additional forms of social proof like testimonials and reviews, as well as short bios of the company’s team members to strengthen their specific connection to Piboco’s mission.
Key takeaways from Piboco:
- Clear descriptions of what the company provides and why
- Playful design reflects the brand’s kid-centered mission
- Company values are woven in throughout the body copy
How to Write a Stronger About Us Page
The content of your business’ About Us page should be unique to your company and relevant to your target audience. Take these steps to create a compelling About Us page.
Craft a Narrative
Providing a narrative gives your audience an opportunity to become invested in the story of your business—which can help foster customer trust and loyalty. This story should include your company’s origins and detail both setbacks and successes throughout the years. Pay special attention to your “aha” moments—the ideas that shaped your company’s trajectory, purpose, and core values.
Avoid Cluttering the About Us Page
Too much content—whether related or not—on your About Us page may impact conversion rates and lose attention. Avoid overloading potential customers by keeping the paragraphs of the About page short, right around four sentences. Aim for less than 20 words per sentence to avoid rambling or run-on sentences, and stick to best practices while selecting how much detail to feature.
Talk About Your Audience
Just because it’s your company’s About Us page doesn’t mean it should be solely about the company. Your About page should reflect your audience so they can see you understand their needs and that your products or services are designed with them in mind. Be specific about how your business seeks to benefit the lives of current and prospective customers.
Be Creative
Don’t be afraid to make your About Us page fun! Personalize it to your target audience, values, and mission. One way this can be accomplished is incorporating visual elements—like recording and posting short videos asking customers why they love your business. You could also include pictures or videos showcasing your most notable products or services, or use a timeline with fun graphics to tell your story. When choosing creative elements, think about your business’ story, brand identity, and target audience, as these factors will inform which elements may work best.
Need to write webpages for your business? Hurrdat Marketing offers content marketing services and web design that can help you craft effective pages for your website. Contact us today for more information!
