A well-crafted About Us page doesn’t just provide background information; it builds trust, fosters connections, and encourages engagement.
But figuring that out can be challenging, especially as a startup or a small business.
We will look into compelling About Us pages that grab attention and effectively showcase brand identity. We’ll also provide actionable insights to help you craft a page representing your brand.
Let’s get started!
What Is an About Us Page?
An About Us page is a dedicated section on a website that introduces a brand, company, or individual to its audience. Usually, it tells the story behind the business, highlighting its mission, values, and unique selling points. This page bridges a brand and its visitors, offering insight into what makes the company trustworthy and worth engaging.
Unlike other key pages created for a website, such as:
- The Homepage, which provides an overview of the brand and directs visitors to different sections.
- The Products or Services Page, which focuses on what the company offers.
- The Contact Page, which provides ways for customers to get in touch.
The About Us page is where a brand’s personality shines through. It’s a space to share company history, introduce team members, and establish a connection with visitors.
Why a Webpage Must Include an About Us?
Here’s why every website needs an About Us:
1. Builds Brand Trust and Credibility
Customers want to know who they’re buying from. An About Us page provides transparency by sharing your brand’s mission, values, and the people behind it. This reassures visitors that they’re engaging with a legitimate, trustworthy business.
2. Creates a Strong First Impression
For many visitors, the About Us page is their introduction to your brand. A compelling story and well-crafted content can make a lasting impact, encouraging them to explore further.
3. Differentiates Your Brand
In a crowded market, an About Us page helps highlight what makes your brand unique. Whether it’s your company’s origin, approach, or values, this page is a chance to set yourself apart from competitors.
4. Enhances Customer Engagement
People connect with stories more than products. A well-written About Us page encourages your target audience to engage with your brand by signing up for a newsletter, following on social media, or purchasing.
5. Improves SEO and Website Performance
Search engines prioritize informative, high-quality content. An About Us page optimized with relevant keywords can help improve search rankings, driving more organic traffic to your site.
How to Write an About Us Page Visitors Want to Read
An About Us page is one of the main pillars of an engaging website. It introduces your brand, builds credibility, and helps visitors connect with your mission. But it must be engaging, informative, and well-structured to be genuinely effective. Here’s how to do it:
1. Start with a Strong Introduction
Your opening lines should hook the reader and immediately communicate what your brand is about. Avoid generic introductions like “Welcome to our website” or “We are a company that sells [product/service].” Instead, lead with a powerful statement that showcases your brand’s personality.
Example:
- "We started with a simple idea: to make sustainable fashion accessible to everyone. What began as a small passion project became a movement for ethical and affordable clothing.”
This introduction grabs attention and sets the stage for the rest of the story.
2. Tell Your Brand’s Story
A great About Us page doesn’t just state facts—it tells a compelling brand story. People love narratives, and sharing the journey of how your company started can create an emotional connection with your audience.
Some key points to include in your brand story:
- The Beginning: What inspired you to start your business?
- Challenges & Growth: How did your brand evolve over time?
- Your Mission: What impact do you aim to make?
Example:
- "Back in 2015, we realized that the beauty industry was lacking truly organic products that were both effective and affordable. With nothing but a small kitchen and a passion for clean ingredients, we created our first handmade skincare line. Today, we serve thousands of customers worldwide while staying true to our eco-friendly roots."
This kind of storytelling helps visitors relate to your journey and feel invested in your brand.
3. Highlight Your Mission and Values
Your mission statement is the heart of your brand—it explains why your business exists beyond making a profit. Clearly defining your mission and values helps attract customers who align with your brand’s beliefs.
Consider answering:
- What do you stand for?
- How does your business make a difference?
- What principles guide your decisions?
Example:
- "We believe in transparency, sustainability, and inclusivity. Every product we create is cruelty-free, ethically sourced, and designed for everyone, regardless of skin type or tone."
This reassures visitors that they’re supporting a brand that shares their values.
4. Introduce Your Team
People connect with people. Showcasing the faces behind your brand adds authenticity and makes your company feel more relatable.
Ways to introduce your team:
- Include team photos with short, friendly bios.
- Highlight founders and key members, explaining their roles and passions.
- Share a bit of personality—fun facts or personal quotes make it engaging.
Example:
- "Meet Sarah, our head designer, who spends her days sketching innovative clothing designs and her nights rescuing stray animals. And then there’s Alex, our marketing guru, who believes a good story can change the world. Together, they make our brand’s vision a reality."
This section humanizes your brand and builds a connection with your audience.
5. Keep It Clear, Concise, and Engaging
Visitors don’t want to read long, overwhelming paragraphs. To make your About Us page reader-friendly, follow these best practices:
- Use short sections with clear headings.
- Break up text with bullet points and subheadings.
- Write in a conversational tone—avoid corporate jargon.
- Keep it brief but informative—500 to 800 words is a good range.
6. Incorporate High-Quality Visuals
A well-designed About Us page should be visually appealing. Images and videos help tell your story more dynamically.
- Brand Photos: Show your workspace, products, or team.
- Example: A photo of your team roasting beans in-house.
- Infographics: Illustrate your company’s milestones or impact.
- Example: An infographic on how your company reduces waste.
- Videos: A short video introducing your brand adds personality.
- Example: A video of your sourcing process from ethical farms.
Visuals make your page more engaging and help visitors absorb key information faster.
7. Add Social Proof and Achievements
Reassure visitors that your brand is credible and successful by including:
- Customer testimonials – Show genuine reviews from happy customers.
- Press mentions – Highlight any media coverage or industry recognition.
- Certifications & Awards – Showcase sustainability badges, business awards, etc.
Example:
- "Featured in Forbes and recognized as ‘Best Ethical Brand of 2023,’ we’re proud to be making a difference in sustainable fashion."
This builds trust and encourages visitors to engage with your brand confidently.
8. End with a Strong Call-to-Action (CTA)
After reading your About Us page, what do you want visitors to do next? Guide them with a clear CTA.
- Encourage visitors to shop: “Check out our latest collection and experience sustainable fashion firsthand.”
- Prompt them to subscribe: “Join our newsletter for exclusive updates and discounts.”
- Invite them to connect: “Follow us on social media to be part of our journey.”
A strong CTA ensures visitors stay engaged with your brand instead of leaving the page.
20 About Us Page Ideas to Get Inspiration
Want to learn how experts design their About Us pages, here are some examples to get inspired from:
1. Evolv
Evolv’s About Us page perfectly balances being informative and approachable. It dives straight into the business's what, why, and how, answering questions in a heartbeat. And it keeps it short and sweet! The real magic is in how the team is introduced. Evolv humanizes the brand by offering a peek into the faces behind the magic, inviting visitors to connect personally.
What can we learn:
Get to the point, but do it with personality. Clear communication and an inviting team introduction turn a regular About Us page into a story worth reading.
2. Rizz Living
Rizz Living tells the story of how fashion meets sustainability and why every wardrobe choice matters. The page has a strong CTA that invites visitors to reach out, making it clear that the brand is open for conversation and change. The message is simple but powerful—fashion with purpose.
What can we learn:
Sustainability isn’t just a buzzword—it’s a movement. Embrace your brand’s core values and let them drive the narrative of your About Us page. Use your platform to educate, inspire, and challenge your audience to think deeper. A compelling CTA adds the perfect touch to turn curiosity into action.
3. Bumble
Bumble’s About Us page reads like a love letter to self-confidence. It focuses on its why—empowering women to take charge of their dating lives—and its how—facilitating healthy connections through the app. Instead of just talking about the product, it centers on the app's real impact on its users' lives. It’s not just about making connections; it’s about creating meaningful ones.
What can we learn:
The best About Us pages don’t just talk about what you do—they talk about why you do it. Make sure your values shine through. For Bumble, putting women at the center of the narrative isn’t just branding—it’s the brand’s heart and soul. Share that personal connection with your audience, and they’ll feel it, too.
4. Airbnb
Airbnb’s About Us page is like a personal travel diary, recounting its humble beginnings and the incredible journey it’s been on since. The mixture of personal storytelling and awe-inspiring growth stats makes you feel like you’re following along on the adventure. Plus, the page isn’t just about history—it also showcases Airbnb’s community of hosts and travelers, putting faces and stories to the brand.
What can we learn:
Transform your brand’s history into a journey worth experiencing. Don’t just give a timeline—give a story. Include milestones, growth stats, and a sense of where the journey is headed. Make your audience feel like they’re part of your brand’s future, not just its past.
5. Upwork
Upwork’s About Us offers an intimate glimpse into the CEO’s perspective. It’s as if the CEO is sitting down with you, explaining the journey, the struggles, and the values that shaped the platform. This personal touch makes the page feel like an insider’s view, and the transparent tone builds immediate trust.
What can we learn:
If your brand has a compelling story, let the people behind it share it directly with your audience. A personal narrative adds a level of authenticity that impersonal corporate speak can never match. This gives your brand a face and heart, making it more relatable.
6. Airtable
Airtable’s About Us page might seem simple initially, but it packs a punch. It quickly answers the question, "What do you do?" with clarity and then jumps right into showing the impact of its work with impressive statistics. The cherry on top? Featuring some of the big-name companies they collaborate with—social proof's power!
What can we learn:
Simplicity can be powerful. Don’t overcomplicate things. A straightforward explanation of what your brand does, impressive stats, and big-name endorsements can make a huge impact. Let your achievements speak for themselves.
7. A Production Building Solutions
A Production Building Solutions has a down-to-earth About Us page that tells a story of humble beginnings and shows how far the company has come. What’s impressive is the emphasis on the work done—by showcasing their successful projects and the contracts they’ve completed, they build instant credibility.
What can we learn:
Showcase your successes, but do it with humility. A story of growth paired with proof of past achievements can turn any About Us page into a powerful marketing tool. Let your past shape how you present your future.
8. Ben & Jerry’s
Ben & Jerry’s About Us isn’t just about telling ice cream history—it’s about a mission. The page is a great example on how to highlight a company’s commitment to sustainability, ethical sourcing, and social impact. It blends the fun history of the company with a deep dive into its core values, making it more than just a product—it’s a lifestyle.
What can we learn:
Tell your brand’s story in a way that reflects its true essence. If your brand has a social mission, make that the focal point. People connect with brands that have a purpose beyond the bottom line. Ben & Jerry’s shows that you can stand for something and still be loved for your product.
9. Adobe
Adobe’s About Us page is an immersive experience. It goes beyond the usual corporate rhetoric by telling the story of the brand’s history, evolution, and innovative spirit. The visuals aren’t just pretty—they’re integral to the story, showcasing the products that define Adobe’s success.
What can we learn:
Visuals are your secret weapon. Use them to complement your story and bring it to life. Let your About Us page's design reflect your brand's creativity and spirit. Make the page a visual journey as much as a written one.
10. Ahrefs
Ahrefs takes a no-nonsense approach on its About Us page, focusing on values, growth, and achievements. The page doesn’t dwell on fluff—it’s all about the facts and how Ahrefs has helped countless businesses grow. The statistics are bold, and the messaging is straightforward, giving you all the necessary info without filler.
What can we learn:
Sometimes, less is more. If your brand is about results and growth, make that the star of your About Us page. Don’t waste time with unnecessary embellishments. Clear, impactful messaging is what speaks to your audience.
11. MailChimp
MailChimp’s About Us page focuses heavily on its founder's story and the company’s culture. It’s a tale of growth and a personal account of how the brand has evolved alongside its commitment to corporate citizenship. Their page also shows that they value authenticity and accessibility, making their approach feel very personal and down-to-earth.
What can we learn:
Don’t be afraid to highlight your roots and the culture you’ve built over the years. A strong founder story adds a human element to your brand that’s relatable and inspiring. Let your page reflect not just your product but the people behind it.
12. Patagonia
Technically, Patagonia has two About Us pages —one focusing on its core values and the other on its mission. But both tell us that sustainability isn’t just an afterthought for them; it’s at the center of everything they do. The focus on mindful manufacturing and how they uphold their commitment to the planet speaks volumes about their dedication to ethical business practices.
What can we learn:
If your brand values or mission are integral to its identity, don’t shy away from making them front and center. Double down on what makes your brand stand out, and use the About Us page as a tool to emphasize your purpose and the positive change you aim to create.
13. Grammarly
Grammarly’s About Us page showcases its values around productivity, innovation with AI, and privacy protection. The brand stands tall by emphasizing how its software helps users be more effective and efficient while safeguarding privacy. It’s a balance of being forward-thinking and ethical, which helps build trust.
What can we learn:
Incorporating your brand’s core mission—like productivity and privacy—into your About Us page helps users feel aligned with your values. Focus on what you stand for and show how that translates into real-world benefits for your users.
14. Webflow
Webflow’s About Us page cuts to the chase by outlining its core values, celebrating its growth milestones, and showcasing the reputable firms that back it. This direct approach resonates with people who want clarity and trustworthiness from a brand. They also emphasize how they’ve built a product with the customer at the heart of it.
What can we learn:
Be clear about who you are, what you’ve achieved, and who supports you. When your milestones and backers are noteworthy, showcasing them will help reinforce your credibility and reliability.
15. Grab
Grab’s About Us page starts with their humble beginnings and takes you on a journey through their growth. What makes it unique is the emphasis on its values: positively impacting Southeast Asia. The page shows the brand’s commitment to helping communities and creating a better future through the platform’s services.
What can we learn:
If your brand has a community focus, make that your core message. Share how your company is solving problems and improving lives. Whether through social impact or providing valuable services, showing your brand’s journey from humble origins adds authenticity to your mission.
16. WPS Office
WPS Office presents a concise origin story; its founding, its core values, and its milestones. The simplicity of their message—balancing tech innovation with clear customer benefits—makes their About Us page approachable and to the point.
What can we learn:
Keep things simple but powerful. Often, it’s essential to give your audience what they need without overcomplicating it. A straightforward narrative about your foundation and values works for tech companies who want to build trust quickly.
17. Ubisoft
Ubisoft’s About Us page acts as a hub that links to other pages dedicated to different aspects of the company—its story, values around diversity, equity, and inclusion (DEI), and its codes of conduct. It’s an expansive yet easy-to-navigate resource that speaks volumes about the company’s commitment to creating a healthy, inclusive culture in the video game industry.
What can we learn:
Use your About Us page as a jumping-off point for deeper engagement. Not only does this show transparency, but it also allows visitors to explore the parts of your brand that matter most to them. Let your values and culture speak for themselves.
18. Shopify
Shopify’s About Us page is a statement of who they are as a company, paired with a showcase of their milestones. The page exudes confidence from its milestones and presents Shopify as a global leader in eCommerce. With a focus on empowerment, it’s clear they’re more than just a platform—they’re helping entrepreneurs thrive.
What can we learn:
Your About Us page can be a platform to demonstrate your authority in the industry. Make sure to showcase your achievements and let your audience see how your company has been shaping the future. The right tone of empowerment resonates with users and aligns them with your mission.
19. Uber
Uber’s About Us page is a direct reflection of their values around sustainability, diversity, and the safety of both riders and drivers. It’s clear they are committed to providing a safe, inclusive experience for everyone while focusing on the environment.
What can we learn:
When your company values are closely tied to how your service impacts people’s lives, communicate those on your About Us page. Uber does an excellent job of showing how its services affect the world meaningfully, adding social value and safety to the user experience.
20. Etsy
Etsy’s About Us page focuses on what it stands for as a brand and how it operates. They emphasize the community-driven nature of their marketplace, creating a space where people can share their craft and creativity with the world. It’s clear that Etsy is more than just a marketplace—it’s a movement for independent creators.
What can we learn:
If your business operates in a niche market or supports independent creators, emphasize that in your About Us page. Showcase how your brand supports people and offers a platform for creativity and entrepreneurship. Customers will connect more deeply with a brand that champions individualism and craftsmanship.
About Us Page – FAQs
How do you start an About Us page?
To start an About Us page, use a strong opening statement that captures attention.
Introduce your brand in one or two clear sentences, explaining what you do and what makes you unique. Add a hook to draw readers in.
Use a friendly tone to connect with your audience. For example, say, "It all started with a simple idea: make sustainable fashion available to everyone. Today, [Brand Name] is a movement for eco-conscious living."
This introduction encourages visitors to keep reading.
How long should an About Us page be?
An About Us page should effectively share your story while keeping readers engaged.
- Small businesses and startups: 300-500 words on your mission, values, and team.
- Established brands: 500-1000 words covering your history, milestones, and social proof.
- Corporate companies: 1000+ words, including leadership bios, achievements, and company culture.
Focus on meaningful insights that build trust and connection without overwhelming details.
How do I write about myself on the About Us page?
If you're a solo entrepreneur or managing a personal brand, your About Us page should reflect your personality and expertise while connecting with your audience. Choose between the first person ("I") for a personal touch or the third person ("[Your Name]") for professionalism.
Share a personal story of your background and skills in a way that aligns with your mission, emphasizing your passion and purpose.
For example:
"Hi, I’m [Your Name], a passionate designer who believes great branding tells a story. With over 10 years in visual storytelling, I help businesses bring their ideas to life."
What is the difference between the homepage and the About Us page?
The homepage and About Us pages introduce your brand but serve different purposes. The homepage offers a broad overview of your products or services, with calls-to-action (CTAs) to encourage engagement and conversions. In contrast, the About Us page provides deeper insight into your story, mission, and values, helping to build a lasting connection with your audience. If the homepage is your first impression, the About Us page fosters a deeper relationship.
Final Thoughts
Your About Us page is more than just a company's story—it’s an opportunity to humanize your brand and establish trust with your audience.
By structuring it effectively and answering common visitor questions, you can create a page that tells your story, resonates with potential customers, and encourages them to engage with your business.
Let us know how Evolv can help you design a compelling About Us page!
Also, check out our blog page and be updated with the latest insights on web design that win customers.
