The right way to write an efficient About Us web page (with 13 examples)


An About Us web page is an integral piece of content material to have in your web site.

Each single profitable enterprise has one, irrespective of their trade or what they promote.

In spite of everything, each model has a narrative – and your About Us web page helps you inform yours.

That’s vital as a result of, today, story and connection matter greater than ever to prospects.

In a Demand Gen survey, 55% of B2B consumers stated content material that tells a sturdy, resonating story is what would make them almost definitely to speak to gross sales.

As a result of your About Us web page is among the first locations prospects will look to search out out about your small business and story, it’s a foundational web page that deserves time and a focus to get proper.

Let’s discuss it, together with the best way to write an About Us web page.

What’s an About Us web page?

An About Us web page isn’t simply the place you share the story of your model. It’s additionally the place you inform your buyer what you do for them and the way you’re employed to fulfill their wants in that space.

It isn’t a lot “Right here’s what we’re about,” however extra like “Right here’s who we’re, why we began, and what we will do for you.”

This web page can go by many different names, by the best way: 

  • “Our Mission”
  • “Our Story”
  • “About [brand name]” 
  • Or just “About”

An About Us web page can embody a wide selection of data, however the most typical sections to incorporate are:

  • Who you serve and what you do for them.
  • Your model story/historical past, together with how you bought began.
  • Your mission and imaginative and prescient for the corporate.
  • Your model values, what you imagine in, and the way you uphold these values in your day-to-day operations.
  • Mini bios of the folks in your group.
  • A proof of your course of, how your companies work, or how your merchandise are made.

You’ll be able to embody all of those sections, a few of them, or only one or two. 

It relies upon completely on your small business sort, together with your trade, what you promote, and the way distinctive your merchandise/companies are. 

On high of that, keep in mind your model voice in addition to what your prospects would have an interest to know.

As you’ll quickly see, some companies dedicate one or two brief paragraphs to their About web page – and that’s it. Others inform a protracted story of how they had been based, and but extra have a number of pages inside their About web page wheelhouse. 

For instance, in case your model is based on strict environmental or moral rules, you’ll in all probability spend extra time explaining the way you uphold these requirements versus a model that sells a easy, simple product.

How does an About Us web page assist your small business and search engine optimization?

We already talked about that your About Us web page is foundational to your web site. That’s as a result of prospects count on it and search for it every time they go to a new-to-them model on-line.

Individuals usually rank the About Us web page because the second-most important element in your web site (solely contact info is rated greater in significance).

For comparability, it charges greater than product photographs and movies, reside chat, social media icons/hyperlinks, and even a weblog.

That’s motive sufficient to create a fantastic About Us web page. Nevertheless, there are much more advantages to creating one that may not have crossed your thoughts.

Model transparency

Transparency issues to prospects. They wish to know the way you use, what goes on behind the scenes, and that you simply’re true to your phrase. 

86% of U.S. shoppers imagine transparency in enterprise issues now greater than ever. To that finish, your About Us web page units a typical in your transparency as an organization total.

Sharing values

Prospects additionally wish to know that the manufacturers they help share their values. 

84% of shoppers worldwide stated they’re extra possible to purchase from a model with values that match their very own. Your About Us web page is the proper place to put out these values and what you stand for.

Connecting with prospects

Writing an About web page additionally helps you join with prospects, typically throughout considered one of their first interactions along with your model. 

Studying your story, mission, values, and goal will assist them relate to your organization.

Boosting your web site’s E-A-T

When it comes to search engine optimization, creating an About web page isn’t essentially about rating the web page in search. 

As an alternative, it provides a layer of expertise, authoritativeness, and trustworthiness (E-A-T) to your web site by explaining your background, your data, and why you’re uniquely certified to promote what you promote, supply the companies you do, or focus on the matters you publish content material about.

Get the every day publication search entrepreneurs depend on.

The right way to write an About Us web page

Struggling to jot down an About Us web page? To not fear. 

Listed below are the fundamental steps to jot down an efficient one, together with the main points you should not miss.

Share the final word objective or ‘huge why’ behind your model (your mission)

Why does your small business exist? Why does it matter? What is the final drawback in your trade you are making an attempt to resolve?

In the end, that is your mission, and it is best to share it in your About Us web page. And, in case you’re like many companies that have not clearly outlined theirs, now’s the time.

Why is stating your mission vital?

As a result of a majority of contemporary shoppers – particularly Gen Z – wish to know that their purchases align with who they’re and that the companies to which they provide their {dollars} care concerning the issues they care about. (Market analysis from Alter Brokers discovered that 68% of Gen Z and Millennial consumers imagine their purchases are indicative of their personalities and considerations.)

Explaining your mission offers your target market another excuse to align themselves with you. Give them your “huge why.”

Clarify the way you assist your prospects with what you promote

Now it is time to dive into the deeper specifics of your small business in your About Us web page. Lay out:

  • What you promote: Inform prospects what you promote. In case your merchandise/companies are distinctive, clarify how they work.
  • The issues you remedy for patrons – each tangible and intangible – with what you promote. Examples:
    • Tangible: “We assist well being meals manufacturers create and execute good advertising and marketing methods.”
    • Intangible: “We assist well being meals manufacturers make real connections with their prospects.”

Once more, the important thing right here is to maintain your explanations customer-focused. Do not make the error of turning your About Us web page into one big brag-fest. As an alternative, you need to be positioning your small business when it comes to:

  • Why the shopper ought to care.
  • How they will relate to you.
  • The way you assist them.

Inform your story

It is a fantastic thought to inform your model story in your About web page, together with how/why you bought began. 

Have been your beginnings humble? Did all of it begin with a seed of an thought? Did you will have a novel answer to an enormous drawback you noticed taking place? Or was your small business a cheerful accident (or a catastrophe you circled)?

Lastly, remember to inform the story of the place you are going. What do you hope to attain? What are your greatest goals for the way forward for your organization? 

Introduce your group

Within the spirit of transparency, it is a good suggestion to share the names and faces behind your small business and the position every particular person performs. (By the best way, sharing pictures of actual folks is a superb trust-builder. It helps prospects see that you simply’re not only a disembodied brand, a faceless swimsuit, or phrases on a display.)

Moreover, together with bios in your group or web site contributors offers Google clues about authorship and repute.

Inform them what to do after studying your About Us web page

Lastly, give your viewers path on what to do subsequent after they end studying your About Us web page.

Just a few well-placed calls to motion (CTA) will do the trick. For instance, embody a CTA button on the backside of the web page that sends them to:

  • Try your companies/merchandise.
  • Learn your weblog.
  • Join your publication.
  • Or do another exercise that retains them engaged along with your web site and content material.

13 About Us web page examples

Now that you understand how to jot down an About Us web page and which sections to incorporate, let us take a look at some examples of About pages completed proper.

1. Oatly

Oatly About Us page

Oatly’s About Us web page is a superb instance of how your model voice can and may carry over into each piece of your content material and web site. 

Their irreverent tone and devil-may-care perspective are completely expressed in each part of this web page, which, by the best way, nonetheless manages to offer a ton of nice firm info for any curious client.

Oatly About Us page

2. NerdWallet

NerdWallet, a monetary companies firm, is an effective instance of a model that expanded its About Us web page right into a multi-page expertise, with info overlaying the corporate, management, impression, and extra.

NerdWallet About Us page

NerdWallet can also be a fantastic instance of the best way to state your mission and imaginative and prescient clearly with a deal with the shopper.

NerdWallet Vision and Mission

3. Chronicle Books

The writer Chronicle Books has a brilliant easy, text-heavy About web page, however it works effectively because of the clear headlines and charming particulars added to their story.

For instance, the corporate is headquartered in an outdated maritime machine store – sharing that info helps you perceive the model is a little bit quirky.

Chronicle Books - About Us page

4. Healthline

Healthline gives medical info and recommendation to the lots, so its About web page wants some gravitas behind it to assist show they seem to be a reliable supply (learn: it wants some critical E-A-T).

Positive sufficient, the web page is filled with particulars about how they keep integrity all through their content material and guarantee it stays present and evidence-based.

Healthline About Us page

5. Semrush

Semrush, the search engine optimization and content material advertising and marketing software, is all about knowledge, so their About Us web page displays that.

The corporate highlights stats and graphs to point out how lengthy they have been round and the way many individuals belief their instruments.

Semrush About Us page

6. Liquid Loss of life

In case you’ve by no means heard of Liquid Loss of life, it is water packaged in a can. If that sounds bizarre, effectively… it sort of is. 

Since they’ve a novel product, you’d assume the corporate would really feel the necessity to clarify itself a bit extra on its About Us web page – however that is not the case.

About Us page

Typically, your product speaks for itself, and two paragraphs (together with a simply-stated mission) and a “contact us” button are all you want in your About web page.

7. Ogilvy

Ogilvy, a high-profile advert, PR, and consulting company (and the corporate of the famed advert copywriter David Ogilvy), makes use of its About web page to deal with the expertise and variety of its group. 

Since this can be a high-performing firm that creates advertisements and different advertising and marketing for manufacturers like Netflix and Coca-Cola, that is sensible.

Ogilvy About Us page

8. Everlane

Everlane, an moral clothes model, devotes its About Us web page to sharing behind-the-scenes details about how its garments are made, how they companion with factories ethically, and what supplies they use. 

Since this can be a model that is making an attempt to distinguish with moral practices, they actually need to point out that in motion – they usually do.

Everlane About Us page

The corporate additionally makes use of separate however related pages to additional clarify its environmental initiatives, carbon footprint, and extra. 

9. LegalZoom 

On their About web page, LegalZoom gives some spectacular knowledge to point out their impression over 20 years. 

Extra importantly, the corporate would not body their wins when it comes to “what we did” however moderately how they helped folks: “Defending family members,” “Serving to entrepreneurs,” and “Giving prospects entry.”

LegalZoom About Us page

10. Delish

Delish is an epicenter of cooks, cooks, bakers, and foodies sharing recipes and ideas, so their About web page additionally facilities on the folks behind all of it. 

The very first thing you are greeted with is a grid of gifs of varied contributors (and there are a variety of them):

Delish About Us page

11. Amy Porterfield

Enterprise coach Amy Porterfield’s About web page is one lengthy story about how she went from a company gig to entrepreneurship, however it additionally gives proof of why she’s certified to teach you.

Amy Porterfield About Us page

Telling your story like this can be a nice solution to join along with your viewers whereas offering your small business background and proof of your experience.

12. Wild Concept

Wild Concept is a family-owned firm and ranch targeted on humanely-raising buffalo and restoring prairie grasslands.

As such, their mission and household are distinguished elements of their About web page, in addition to their distinctive technique of “humane subject harvest.”

Wild Idea About Us page

Additionally be aware the usage of panoramic pictures to point out off each the prairies and the buffalo herds they handle, in addition to their down-to-earth household/founders. The suitable photographs can play an enormous position in constructing belief whereas drawing your viewers in.

13. Moleskine

In case you’re a journaler, an artist, a author, or a jotter, you have in all probability heard of Moleskine. Their notebooks are extremely regarded, and their suite of About pages (known as “The World of Moleskine”) displays that. 

Word how they use titles to suggest their historical past and repute: “Our Heritage,” “Our Manifesto.”

Moleskine About Us page

Bonus: If in case you have a variety of info to share about your organization that your viewers will care about, take a web page from Moleskine and dedicate a number of web site pages to your varied firm aspects.

Write an About Us web page so as to add E-A-T to your web site

What is the widespread issue tying all of those About Us web page examples collectively?

All of them add obligatory proof of experience, authoritativeness, and trustworthiness (E-A-T) to their respective model web sites. 

The place it issues, they add writer and creator info, too. (For instance, manufacturers who depend on a number of authors throughout their web site have devoted bios for every of them.)

They reply the questions, “Why does your small business exist, and who does it exist to serve?”

And that is precisely what your About web page ought to do.

Positive, write one as a result of it is normal apply, but in addition be sure to write an efficient About Us web page that can assist construct belief along with your prospects and display why your model is an authority on what you promote.

Do not let your About Us web page grow to be an afterthought – it is a foundational web site web page, and must be created and written strategically.

Opinions expressed on this article are these of the visitor writer and never essentially Search Engine Land. Employees authors are listed here.

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Concerning the writer

Julia McCoy

Julia McCoy is the founding father of Content material Hacker, 7x writer, and a number one strategist round creating distinctive content material and model presence that lasts on-line. At 19 years outdated, she used her final $75 to construct a 7-figure writing company which she bought ten years later. Within the 2020s, she’s dedicated to educating founders and entrepreneurs the technique, expertise, and techniques they should construct a enterprise by way of inbound content material, to allow them to create extra lasting impression on this planet.

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