How to Write About Us Page for Business (With Examples)
Your About Us page can help or hurt your business, depending on how it's set up and the content it shares. A Hubspot survey found that 31% of consumers said an About Us page is the most essential part of a website when researching a brand. It’s also the second most important element after contact information.
In this article, I’ll discuss how to write the About Us page for a business website. I’ll share what to include with examples and an easy-to-follow template so you can ensure your About Page is set up to help you meet your goals.
What is the purpose of an About Us page?
Your About Us page should give your audience a look inside your business and help them understand why they might want to work with or buy from you. While your About page should share your story, it also needs to speak to and connect with your ideal client or customer so you can build trust with them.
How to Write About Us Page for Business
Answer your target audience’s questions, showcase your brand, and give your readers reasons to trust you. Below, we’ll explore what your About page needs to include with helpful examples to inspire you.
Answer necessary questions
When people visit an About Us page, they’re looking for answers. The more questions you answer, the more they can develop trust and relate to you and your offers.
Your content should answer these questions:
Who? Who is your team? If you’re a one-person business, share that. If you have a larger team, you might display pictures with titles to build trust with your audience.
What? What do you do/offer? Let your audience know how your business can help them.
Where? Where is your business, or where do you deliver services? This gives people more information about your business and how to work with you.
When and Why? When and why did you start, and how far have you come? Show the progression of your business to give your audience more insight.
What? What motivates you? What’s important to you? You can include this in your mission and vision statement, which we’ll look more at below.
Put the most important content first and last
Some studies show that most website visitors only look “above the fold,” the top of a page before scrolling. Other research suggests this isn’t accurate and that many people scroll, sometimes straight to the bottom.
The most sure way to ensure your audience sees the important information on your About Us page is to include important content first and last.
The top part of the page should clearly state what your business is and who you help. This lets your ideal clients or customers know they’re in the right place. You can also include a call to action above the fold to give readers something to do if they decide not to stay on the page.
The top of my website’s About Page clearly shows who I am, who I help, and a call to action button directing readers to learn more about working together:
Include what your business does, who it helps, and a call to action at the top of About page
The last bit of your About page can reiterate how you help your target market. It should also include a call to action. The purpose of your website is to convert visitors. Whether you want them to shop your e-commerce store, inquire about services, book an appointment, or read your blog, include a button at the bottom of the page that directs them to take this action.
The bottom of my About page includes a call to action for my audience to request my service and pricing menu, which leads them to my contact page:
Include a call to action at the bottom of your About page
Optimize for SEO
Search engine optimization (SEO) is how Google understands your content. SEO-friendly content can help you rank on Google when your target audience searches for a phrase related to your website.
While your website’s primary pages (e.g., About, Home, and Contact) don’t need to be hyper-focused on SEO, it helps to make them SEO-friendly. SEO usually takes place on your blog.
Use the following SEO techniques for your About Us page:
SEO keywords - While you don’t need to target a primary keyword for SEO like you would a blog article, you can sprinkle in SEO keywords related to your services or products. I use Keysearch to find high-traffic keywords. If you decide to try Keysearch, use code KSDISC for 20% off.
Optimize images for SEO - Reduce image file sizes before adding them to your About page. This keeps the load speed fast. TinyPNG is a free and easy tool for this. You should also add descriptive alt text, which helps people with visual impairments as their screen reader can read the image's description to them.
Write reader-friendly content - Text should be easy to read, with short paragraphs, bulleted lists, and headers to break up the content.
Write an SEO-friendly meta title and description - This shows up on Google's search engine results page. It needs to briefly summarize your business and include one of your SEO keywords. The meta title should be about 55 characters, and the description should be about 155 characters.
Share your story and be relatable
“People do not buy goods and services. They buy relations, stories, and magic.”
-Seth Godin, entrepreneur and author
People want to learn about your story and relate to you. How did your business come to be? Why do you do what you do?
Sharing your story is an effective way to connect with your target audience and stand apart from your competition. Your offers might not be incredibly unique, but no other company has your story, and you can use it to build a relationship with your audience.
On my client’s About page, we share the origin story of their kayak tour company, then go into how they became the owners:
Use your About page to tell your story
Speak to and about your audience
Speaking directly to your audience engages them and helps you build a relationship through the screen. When writing your About Us page for your business, have your ideal customer or client in mind, and pretend you’re talking to them in person.
This is where tone of voice comes in handy. Your business should have a tone of voice across all your content that best relates to your company and target audience. Is it serious? Friendly? Silly? Informative? Chatty? Your tone of voice can also be a mix.
Use the word “you” in your content. While it’s important to share your story, you want the majority of your About page to be about your audience. Make it clear you understand what they may want to solve by using your products or services, and discuss how your offers can help them.
Mrs. Meyer’s, a cleaning product company, does a great job speaking to their audience to share more about their products and help the reader imagine using the products in their own homes:
Speak to and about your audience on your About page to connect
Outline your vision, mission, and values
82% of consumers want to work with brands they share values with, and 75% won’t buy if values don’t align. Showing your vision, mission, and values lets your audience understand where you stand.
Here’s a rundown of what each of these are:
Vision - your company’s goals
Mission - how you’ll achieve your goals
Values - how you do business
For example, your vision can be who you help and how. Your mission might be what you’ll do or offer to achieve this. Your values can be the kind of experience you deliver and how you work with clients or customers.
Vision and mission statements are usually one to two sentences each. You can also tie your values into your About Us page content or clearly display them, as American Express does on its homepage:
Share your vision, mission, and values on your About page
Include visuals
65% of people are visual learners and grasp and retain information better when paired with visuals.
While you don’t need visuals all over your homepage, including a few can keep your audience’s attention and help them consume the content. Use visuals as you see the best fit for your business and ideal clients or customers. They should be relevant and helpful to your audience.
If you’re a product-based business, you might include images of your products. If you’re a service-based business, you could include images of yourself or pictures, graphics, or elements related to the service(s) you offer.
Videos also increase engagement. These are ideal for brick-and-mortar businesses to show off the space. You could also include testimonials as videos, no matter what kind of business you have.
Show social proof
Social proof encourages consumers to buy because it makes them feel like they fit in. It also builds trust, which helps encourage people to buy from you.
Not only can reviews build trust and help you make more sales, but you can also charge more for a product or service that has reviews. 93% of consumers say reviews impact their purchase decision, and 68% say they’re willing to pay up to 15% more if they trust they’ll have a good experience.
That said, social proof isn’t only reviews. It can be any content that demonstrates to your audience that you’re trustworthy. A mix of social proof throughout your website, including your homepage, is ideal.
Examples of social proof include:
Key performance indicators (e.g., how many years in business or customers or clients you’ve had)
Customer or client reviews
Brands you’ve worked with, including logo
Provoke emotion
Many studies support the effectiveness of emotional marketing or speaking to your target market's emotional state, needs, and aspirations.
For example, if your offer helps people who want to save time, you might provoke emotion on your About Us page by discussing how working with or buying from you can save them time. You could even take this a step further by mentioning how saving time can help them reach other goals. This requires doing market research and understanding your ideal client or customer so you can be as specific as you can.
Emotion-provoking words and phrases to include on your About Page include:
No hidden fees
Start achieving [goal] with [service or product] now
What if…?
You deserve…
[Location]’s best (for brick-and-mortar business)
Affordable
While emotional marketing is a good strategy, it needs to be authentic. Don’t overuse it or overpromise, as this can ruin your brand’s reputation. Most consumers are also aware when something sounds too good to be true.
What is included in an About Us page?
Use the template below to write an effective About Us page. The following order is ideal for a helpful user experience and better conversions.
Headline - Clearly tell your audience what you do with a one-line, catchy headline
Sub-headline - A brief description of who you help and how
Call to action button - Direct your audience to “Go shopping,” “Explore services,” etc.
Important information - Use the pointers above to describe your business and offer(s) in more detail, including your vision, mission, values, visuals, social proof, etc.
Call to action button - You can have a few of these sprinkled throughout your About Page, with a final one at the bottom of the page
Curious to see an example of this template in action? My client, Among the Pines Photography, and I followed this template for her About page.
How to Write About Us Page for Business: Conclusion
Writing an About Us page for your website should be intentional. An effective About page can help you reach and connect with your target audience. It can also show off your brand like it deserves so you can meet your business goals.
I hope you found this article helpful and feel confident about writing the About page for your business website. If you need help, let’s chat. I’m a website copywriter and consultant who loves helping brands boost their website traffic and results.
