How to Write a Good About Page for Your Website in 2023 [+Examples & Free Template]

Oct 23, 2023 | Website Optimisation

An About Us page on your website is more than just a formality; it’s a powerful tool to showcase your brand’s unique story and values, creating trust and credibility with your audience. Are you ready to take your About Us page from good to great? Let’s dive into the secrets of how to write a good about page for your website that resonates with your target audience and sets you apart from the competition.

Key Takeaways

  • Learn how to craft an About Us page that builds trust and credibility.

  • Create a compelling mission statement, tell your brand story, showcase company culture & values and introduce the team.

  • Optimise for SEO & consider competitor pages with our free template!

The Purpose of an About Us Page

An outstanding About Us page serves as a cornerstone in building trust, credibility, and an emotional connection with your audience. It also differentiates your brand from competitors by sharing your company’s story. Take inspiration from various industries’ About Us page examples and incorporate the four key elements:

  1. Outline your company’s history

  2. Feature the background and responsibilities of the founding team

  3. Trace the development of the company

  4. Outline the mission and vision

The labels typically used for an About Us page are About, Story, and Mission, which help convey your brand values to potential customers.

A remarkable About Us page should:

  • Be authentic, friendly, and distinctive

  • Provide visitors with insights into the experience of working with your company

  • Illustrate the unique narrative of your business through personal interests, stories, and images

  • Include details about your team and their respective roles, attracting potential customers and establishing credibility and trust with your audience

  • Demand intent and purpose, with a focal point on narrating your company story and values

Transparency serves as a key factor in gaining visitors’ trust. Generally, your About Us page is ranked as the second most consequential element on your website, next to contact information. Including your company history and mission statement can help establish credibility and trust with your audience.

To create a connection and draw in viewers, consider showcasing your company culture and values on your About Us page. This can be achieved by:

  • Integrating your core values into the page design and content

  • Sharing stories and anecdotes that highlight your company culture

  • Including photos or videos of your team and workplace

  • Describing your mission and vision statement

  • Highlighting any community involvement or social responsibility initiatives

By doing so, you’ll foster trust and credibility with your audience, making your brand more approachable and relatable.

Crafting a Compelling Mission Statement

An image showing a person writing on a notepad with a pen, while brainstorming ideas for a compelling mission statement for their website's about page - how to write a good about page for your website

A robust mission statement plays a pivotal role in transmitting your brand’s purpose and values to your target audience, distinguishing your brand from competitors. It plays a significant role in attracting viewers by concisely articulating your objectives in the field and sharing your brand’s story on the About Us page. Your mission statement should be included in the page design, ensuring it’s visually appealing and user-friendly to keep visitors engaged.

One great example of a company effectively communicating its mission statement is Nike. Their About Us page features a brief company description that highlights their values and goals. Another example is Wild Idea, whose mission emphasises humanely raising buffalo and restoring prairie grasslands. Toms of Maine is another company with a unique mission statement, focusing on developing safe, eco-friendly products.

Modern consumers, particularly Gen Z, seek assurance that their purchases align with their values and that the businesses they support share their priorities. A distinct mission statement can be beneficial for a mission-oriented brand striving to reach a goal that resonates with its audience. By prominently displaying your company’s mission statement on your About Us page, you effectively convey your brand’s purpose and values.

When crafting a compelling mission statement, consider your industry’s ultimate issue. Focus on addressing the mission of your industry and expressing that mission on your About Us page to draw in talent and leads with Corporate Social Responsibility (CSR) objectives.

Telling Your Brand Story

A captivating brand story should include essential components such as:

  • The company’s origin

  • Accomplishments

  • Distinct advantages

  • Personnel

  • Corporate culture and principles

To illustrate your company’s history and foster trust, consider using press mentions, awards, and other successes in the company’s story. The narrative should encompass all aspects of the company, from its challenges to its product enhancements and its history.

When sharing your company’s origin story, incorporate the inception of the idea and the driving force behind its creation. The narrative of the company’s future direction should encompass the goals and aspirations of the organisation. This will help create an emotional connection with your audience and allow them to better understand your brand’s story.

In addition to sharing your company’s history, milestones, and unique selling points, consider showcasing your team members, company culture, and values on your About Us page. This will help make your brand more relatable and appealing to your target audience. By providing a comprehensive view of your company’s story, you’ll create a stronger connection with your audience and set your brand apart from competitors.

Remember, the key to a captivating brand’s story is authenticity and engagement. Don’t be afraid to share personal anecdotes, challenges, and triumphs that have shaped your company’s journey. Your unique brand story will resonate with your audience and help build trust and credibility.

Showcasing Company Culture and Values

Effective exhibition of your company culture and company values on your About Us page is significant in fostering trust, credibility, and an emotional bond with your audience.

One way to effectively integrate your company’s core values into your About Us page is by carefully formulating and incorporating them into your company’s operations. This can be done by:

  • Sharing stories, images, and examples that highlight your company’s values in action

  • Demonstrating how your values guide your decision-making and business practices

  • Showcasing the impact your company has on the community or environment through your values-driven initiatives

By doing so, you’ll make your brand more approachable and relatable to your audience.

In addition to showcasing your values, it’s crucial to highlight your company culture on your About Us page. This can foster trust and credibility with your audience, draw in job seekers whose values align with those of your company, and make your brand more approachable. Consider incorporating images, videos, and testimonials that provide insight into your company’s culture, making it easier for your audience to connect with your brand.

By effectively showcasing your company culture and values, you’ll create a more engaging and relatable About Us page that resonates with your target audience. This can help build trust and credibility, ultimately leading to stronger customer relationships and more business success.

Introducing Your Team

Image of team members of a company

Highlighting your team members on your About Us page plays a crucial role in fostering trust and credibility. By presenting their background, personal story, and emphasising their roles in the company, you can create an authentic connection with your audience. Companies like:

  • Lyft

  • Big Cartel

  • Buffer

  • Morning Brew

  • Kuno Creative

  • Mixd

  • Uber

  • Semrush

  • YETI

  • 6tematik

  • Delish

  • LoveBug Probiotics

Many companies showcase their team members on their About Us pages, including links to their social media accounts.

To introduce your team effectively, consider using authentic images rather than stock photographs. Share brief bios that highlight each team member’s expertise, role in the company, and any personal interests or hobbies that showcase their personality. This will help humanise your brand and make your team more relatable to your audience.

In addition to featuring your team members, consider incorporating social media links and other contact information for each person. This can help your audience connect with your team on a more personal level and build stronger relationships. By showcasing your team in an engaging and authentic manner, you’ll create trust and credibility with your audience and set your brand apart from competitors.

Visual Elements and Design

Image of visual elements and design of a page

Infusing engaging visual elements like images, videos, and animations can notably elevate your About Us page, making it more memorable. Utilise real, authentic images of your team, products, and company culture, as opposed to stock photos. This will create a more genuine connection with your audience and help convey your brand story more effectively.

When designing your About Us page, consider incorporating elements such as fonts, visuals, icons, and other design elements that reflect your brand’s personality and style. Pay attention to mobile-first design, company color schemes, contrasting colours, multimedia elements, and subtle motion graphics to create a visually appealing and user-friendly page.

In addition to visual elements, consider using animation and interactive features to make your About Us page more engaging and dynamic. This can help capture your audience’s attention and keep them interested in learning more about your company’s story, values, and mission.

By carefully considering the visual elements and design of your About Us page, you can create a more engaging and memorable experience for your audience. This will not only help tell your brand story more effectively but also leave a lasting impression on your visitors, increasing the likelihood of them becoming loyal customers.

Writing for Your Target Audience

Image of written content for target audience

Customising your About Us page content to align with your target audience is crucial to ensure it echoes their needs and preferences. By understanding your audience and crafting your content accordingly, you’ll create a more engaging and relevant About page that appeals to your visitors and encourages them to explore your products and services further.

To effectively write for your target audience, focus on addressing their pain points, needs, and desires in your content. This may involve:

  • Using language and terminology that resonates with them

  • Sharing stories and examples that relate to their experiences

  • Showcasing your brand’s unique selling points that directly address their needs

When writing your About Us page, be mindful of cultural differences and preferences, especially if your audience comes from diverse backgrounds. Consider providing your About Us page in multiple languages to cater to a broader audience and ensure your content is accessible to all.

By tailoring your content to your target audience, you’ll create a more engaging and effective About Us page that helps build trust and credibility with your visitors.

Optimising Your About Us Page for SEO

SEO assumes a critical role in your About Us page, contributing to an increase in search engine visibility and rankings. To maximise your About Us page’s SEO potential, consider utilising keywords related to your industry and brand, optimising page titles and meta descriptions, and creating internal links within your content.

Another important aspect of optimising your About Us page for SEO is ensuring a fast page speed. This not only improves the user experience but also can lead to higher search engine rankings and encourage repeat visits. To achieve a fast page speed, consider using compressed images, optimising your code, and employing a content delivery network (CDN).

In addition to these SEO techniques, pay attention to Core Web Vitals, a set of metrics designed to provide a better web browsing experience in terms of speed, accessibility, and quality. By optimising your About Us page for both SEO and user experience, you’ll increase its visibility, improve its ranking, and attract more visitors to your website.

Call-to-Action and Next Steps

Inclusion of calls to action (CTAs) on your About Us page is vital to steer your audience towards desired action post reading about your company. This may involve signing up for a newsletter, exploring your products and services, or contacting your team for more information. By incorporating clear and compelling CTAs on your About Us page, you’ll encourage your visitors to take the next step in their journey with your brand.

To create effective CTAs, consider using persuasive language and contrasting colours (within your branding style guide) to make them stand out on the page. Position your CTAs strategically throughout your About Us page, ensuring they’re visible and easily accessible to your visitors.

By incorporating clear and compelling CTAs on your About Us page, you’ll guide your audience to take the desired action, ultimately leading to increased engagement, conversions, and customer loyalty. This will not only help grow your business but also create a stronger connection between your brand and your audience.

Analysing Competitor About Us Pages

Image of analysing competitor About Us pages

Accruing insights from competitor About Us pages can assist in identifying best practices and potential areas of enhancement in your own page. By analysing competitor pages, you can learn what works well and what doesn’t, allowing you to create a more engaging and effective About Us page for your brand.

When assessing a competitor’s About Us page, consider factors such as:

  • Company information

  • Unique selling propositions (USPs)

  • Target audience

  • Brand personality

  • Team expertise

  • Awards and achievements

By understanding these aspects, you can identify opportunities to improve your own About Us page and set your brand apart from the competition.

To make the most of the insights gained from analysing competitor About Us pages, apply best practices and address areas for improvement on your own page. This may involve refining your brand story, showcasing your team members more effectively, or improving your page design and visuals. By learning from your competitors, you can create a more engaging and compelling About Us page that resonates with your target audience and positions your brand for success.

Examples of Outstanding About Us Pages

Delving into exceptional About Us pages across diverse industries can bestow valuable inspiration for crafting your own page. Some examples of outstanding About Us pages include:

  • BarkBox

  • Brown and Coconut

  • 40 Colori

  • LoveBug Probiotics

  • NerdWallet

  • Chime

  • Oatly

  • Sweet Loren’s

  • Purple

  • Rock, Scissors

  • Ceros

  • Home Depot

  • Moleskine

  • Eight Hour Day

  • Chronicle Books

  • Spotify

  • Mighty Audio

  • WaveXR

  • The Zebra

  • Lemonade

  • Clearcover

  • RXBAR

  • The Sil

  • Hydrant

These exceptional About Us pages showcase a variety of creative approaches to telling their brand story, highlighting company culture and values, and featuring their team members. By examining these examples, you can identify elements that resonate with your target audience and apply them to your own About Us page.

In addition to learning from these examples, consider exploring other About Us pages within your industry to gain a deeper understanding of what works well and what doesn’t. By analysing competitor pages, you can identify opportunities to improve your own About Us page and set your brand apart from the competition.

Remember, the key to an outstanding About Us page is authenticity, engagement, and a compelling narrative that resonates with your target audience. By taking inspiration from these exceptional examples and applying best practices to your own page, you’ll create a more engaging and memorable experience for your visitors, ultimately leading to stronger customer relationships and more business success.

Free About Us Page Template

The creation of a compelling and well-structured About Us page might present challenges, yet a customisable template can alleviate the process. The following aims to provide a starting point for your content, allowing you to focus on refining your brand story, showcasing your team members, and incorporating engaging visuals.

When building your page, ensure you include essential elements such as:

  • An introduction

  • Mission statement

  • Company description

  • Corporate history

  • Core values

  • Personal touch

  • Positive feedback or awards

  • Value proposition

By incorporating these elements into your About Us page, you’ll create a more engaging and organized experience for your audience, ultimately leading to stronger customer relationships and more business success.

Summary

In conclusion, crafting an exceptional About Us page involves understanding your target audience, telling a compelling brand story, showcasing your company culture and values, introducing your team members, utilising engaging visual elements, and optimising your page for SEO. By applying best practices and taking inspiration from outstanding examples, you can create a memorable and engaging About Us page that resonates with your audience, builds trust and credibility, and sets your brand apart from the competition. Now it’s time to put these insights into action and elevate your About Us page to new heights!

Frequently Asked Questions

What should I write in about page in a website?

Your ‘About Us’ page should convey your values and beliefs, as well as your mission statement, a brief company description, corporate history, and core values. Additionally, use facts to inspire trust, tell visitors what they want to know, provide specifics instead of bold claims, allow a peek behind the curtains, reflect your organisation’s personality, and make sure it is visible, simple, easy to read and fresh.

How do you write a good home page for a website?

Write website copy that is concise, clear, and keyword-rich from the visitor’s perspective, focusing on the benefits to them. Structure the content effectively and ensure easy navigation for an optimum user experience. Utilise headlines and subheads to emphasise key points and maintain a professional yet enthusiastic tone.

How do you write a powerful business description for a website?

Craft a powerful business description for your website by listing out your brand values, describing the value you provide to customers, outlining your goals, describing your target market and customers, determining your audience, deciding on a structure, and finally composing your description in a professional tone. Make sure to include a clear conclusion in the first sentence.

How do I create an About page in Shopify?

To create an About page in Shopify, log in to your dashboard, go to Online Store > Pages and click on the Add Page button. Give it a title and add content, then set the page’s visibility and click Save. Finally, add the page to the website’s menu for it to be visible on the online store.

You can also customise the page template with more visually appealing sections using the Theme Customizer.

What are the key components of an engaging brand story?

An engaging brand story should include the company’s origin, accomplishments, distinct advantages, personnel, and corporate culture and principles, to make a connection with the reader.