The About Us page serves as the heart of your brand’s story. No matter the size of your business, when someone wants to learn more about you, the About Us page is likely where they’ll turn—and it’s what will help earn their trust. That’s why it’s one of the top priorities for your website.

In this post, we’ll guide you step-by-step through creating an outstanding About Us page and share some of the best page design examples to inspire you.

What is an About Us Page?

An About Us page is a section on your website designed to tell your business’s story and showcase your company, brand, product, or service. It aims to give visitors a memorable first impression and create a deeper connection with them. It provides an opportunity to share your mission, vision, team members, and the context in which the business operates. The About Us page typically includes various visual elements to communicate the brand’s identity and values effectively.

Additionally, this page provides an opportunity to share the journey of your brand, including its origins, the challenges it has overcome, and the milestones it has achieved. By doing so, you create a narrative that speaks volumes to your audience, developing a stronger connection and building trust.

The About Us page is also a platform to highlight what sets your brand apart from competitors. To show what makes your brand distinct, tell a story that highlights your unique selling point, innovative approach, or commitment to sustainability. Ultimately, the goal is to provide visitors with a thorough idea of who you are as a company and why they should choose to work with you.

How to Write an About Us Page for Your Business?

To write an effective About Us page, it’s essential to focus primarily on your brand identity. In contrast to homepages, the About Us page is dedicated to telling the story behind your business. It’s where you share your journey, values, and what makes your brand unique, helping to build a personal connection with your audience.

1. Use a Compelling Headline

A compelling headline is key to grabbing visitors’ attention on your About Us page. It’s the first thing they see, so it’s important to create a headline that not only catches their eye but also reflects what your brand is all about. By effectively communicating what your brand stands for, the headline helps visitors immediately understand your business’s mission, vision, or unique selling proposition.

The tone set by the headline is equally important, as it should align with your brand’s voice and personality, whether formal, friendly, or playful. This alignment ensures that the headline resonates with your target audience, engaging their interest and encouraging them to read further.

Additionally, a well-crafted headline can support your SEO strategy by including relevant keywords, improving your page’s discoverability in search engine results. In short, a compelling headline is a strategic element that plays a vital role in engaging visitors and setting the stage for the rest of your About Us page content.

✅ Do:

Be authentic and transparent in your headline to set the tone for the page.

❌ Don’t:

Use generic or vague language that doesn’t convey your brand’s unique identity.

⭐ Example: Nike

Nike’s About Us page starts with the headline “WE SERVE KIDS/ PROS/ DREAMERS/ WOMEN/ TEAMS/ COACHES/ MEN/ BEGINNERS/ GIRLS/REBELS/ ATHLETES*

*If you have a body, you are an athlete.” 

This is a great example of a message that is specific, authentic, catchy, and inclusive. It perfectly sums up what the brand is all about: welcoming everyone, from experienced athletes to those who simply dream of becoming one, to join in on their exciting and inspiring journey.

2. Share Your Unique Brand Story

This is where you define your company’s story, and highlight your unique selling proposition.

Your About Us page is a powerful place to share your company’s history and core values, helping you connect with your audience and clearly express your mission. For ecommerce websites, this connection can be particularly important, as it helps build trust with potential online customers who may not interact with your brand in person.

Ultimately, your About Us page should tell a captivating story that will appeal to your site visitors. Additionally, sharing a unique story can help you connect with your audience on a personal level, showcasing your individuality and creativity.

✅ Do:

Share genuine stories and insights about your brand to build trust and credibility.

❌ Don’t:

Overload with text. Keep your story concise and engaging.

⭐ Example: Burt’s Bees

Burt’s Bees’ About Us page shares their unique story of how the brand started from humble beginnings with homemade beeswax candles sold at local craft fairs. They highlight their dedication to using natural ingredients and promoting sustainability, which appeals to environmentally conscious consumers. By sharing their authentic brand story, they create a strong connection with their audience.

3. Understand Your Audience

Who are you talking to, and how do you want them to perceive you? Answering these questions will help you position your brand effectively.

Be authentic and transparent. Add elements like the company’s origin story, an anecdote, or anything that will spark the reader’s curiosity. 

Presenting the brand owner as a real person creates a sense of transparency and down-to-earth storytelling. Sharing a personal story not only highlights the individual’s credentials but also engages the audience and potential customers by making them feel like part of the narrative. This approach helps build a connection and trust with your readers.

✅ Do:

Identify your audience. Clearly define who your target audience is and tailor your content to speak directly to their interests and needs.

Highlight personal stories. Present the brand owner and team as real people to create relatability and engage readers on a personal level.

❌ Don’t:

Assume one-size-fits-all. Avoid creating content that is too generic or broad, which may not resonate with your specific audience.

Overwhelm with details. While sharing stories, keep them concise and relevant to maintain the reader’s interest.

⭐ Example: Glossier

Glossier’s About Us page speaks directly to beauty enthusiasts by emphasizing their commitment to creating products inspired by real-life consumer feedback. They share personal insights from their founder, aligning their content with the interests and needs of their target audience. The use of close-up photographs on the page adds a personal and intimate touch, making visitors feel more connected to the brand.

4. Introduce Your Team and Culture

Introduce key team members by sharing their bios and photos, highlighting their unique contributions to the team. Not only does this showcase their expertise, but it also provides insights into your company culture and work environment. By doing so, you help your audience understand what makes your team stand out. 

Including authentic images that genuinely represent your team or company culture can strengthen the sense of community and make your About Us page more relatable to viewers. This personal touch allows potential customers to connect with the people behind the brand, building a sense of trust and familiarity.

✅ Do:

Use real stories and visuals to provide insights into your work environment and what makes your team unique.

❌ Don’t:

Neglect updates. Don’t forget to update team information regularly to reflect current team members and roles, ensuring accuracy and relevance.

⭐ Example: Basecamp

Basecamp’s About Us page offers a glimpse into their team and culture by providing personal insights and stories about their team members. They share photos and anecdotes that highlight their remote work philosophy and commitment to work-life balance, which makes the team feel approachable and relatable. This openness helps build trust and a sense of connection with their audience.

5. Incorporate Engaging Visuals and Multimedia

Use images and videos on your About Us page to enhance storytelling and illustrate the brand’s evolution.

Visual elements such as images and videos are great attention-grabbing tools for the web design of your About Us page. Use them to enhance storytelling. Incorporating a hero image can engage website visitors immediately, establish a personal connection, and effectively communicate key company values and business model. Show the evolution of your business from its first creation to its current state. 

Consider using a clean and organized layout to ensure that your visuals complement the text without overwhelming it. This balance helps maintain a smooth flow and ensures that your audience can easily navigate through your brand’s story.

✅ Do:

Use visuals to enhance storytelling and create a more engaging experience.

❌ Don’t:

Use generic stock photos that don’t represent your brand authentically.

Let visuals overwhelm the text; maintain a balanced and organized layout.

⭐ Example: National Geographic

National Geographic’s About Us page captivates visitors by using stunning visuals and multimedia to share their brand’s dedication to exploration and education. Breathtaking photography and engaging videos highlight their commitment to documenting and preserving the world’s natural and cultural wonders. This approach draws in visitors and effectively communicates their mission and impact.

6. Add Clear Calls to Action

Clear calls to action (CTAs) direct visitors toward desired actions, such as exploring products or making contact. Create a clear and logical structure for your web page design. This will make navigation easier, increase readability, and generate more traffic. Make sure to organize your content into separate sections, and keep your paragraphs short and easy on the eye.

Include relevant links and CTA where necessary. Once they know more about you, encourage them to take the next step—whether it’s reaching out, signing up, or exploring your offerings further. This engagement helps visitors find relevant content quickly, build awareness, and move on to the next step of their customer journey.

✅ Do:

Use clear and direct language. Craft calls to action that are straightforward and clearly communicate the desired action, such as “Contact Us” or “Learn More.”

Strategically position CTAs in areas of the page where they are easily visible and logically fit within the content flow.

Incorporate relevant links that direct visitors to relevant content or actions, enhancing their journey and engagement with your brand.

❌ Don’t:

Avoid cluttering the page with too many CTAs, which can confuse visitors and dilute the focus of your message.

Ignore mobile responsiveness. Avoid designing CTAs that are not optimized for mobile devices, as this can hinder user experience for visitors accessing your site on smartphones or tablets.

⭐ Example: Slack

Slack’s About Us page includes clear calls to action that guide visitors to explore their platform. They use direct language like “Try Slack for Free,”, “Get a Demo” or “Get Started” and strategically position these CTAs throughout the page to encourage users to engage with their product, discover its benefit, and progress through the customer journey steps.

About Us Page Templates and Tools

Creating an About Us page that effectively communicates your brand’s story and values doesn’t have to be overwhelming. With the right templates and tools, you can streamline the design process and focus on crafting compelling content. Whether you’re looking for a starting point or seeking to customize every detail, there are resources available to help you build a professional and engaging page that reflects your brand’s unique identity.

Great About Us Page Examples

Crafting an About Us page that truly connects with your audience can make a big difference. Here are some standout examples from different companies. You can find inspiration and ideas for your page. 

Canva

Canva’s About Us page is a vibrant and visually engaging experience that mirrors the creative essence of the brand. Through the use of colorful visuals and a clear narrative, Canva effectively communicates its mission to empower everyone to design anything, anywhere. The page resonates with its creative audience and future clients by highlighting the company’s journey, values, and the impact of its design tools, making it relatable and inspiring.

Airbnb

Airbnb’s About Us page tells a personal and heartfelt narrative that connects deeply with its audience. By sharing stories of community, belonging, and unique travel experiences, Airbnb creates an emotional bond with visitors. Authentic imagery and testimonials from hosts and guests enhance this connection, illustrating how Airbnb fosters a sense of belonging and community around the world.

Warby Parker

Warby Parker’s About Us page is straightforward yet engaging, focusing on the company’s mission to provide affordable eyewear while making a positive social impact. The page highlights Warby Parker’s values and commitment to social responsibility through a combination of engaging visuals and a concise narrative. This approach effectively communicates the brand’s dedication to both quality products and ethical practices.

Patagonia

Patagonia emphasizes the company’s commitment to environmental sustainability and ethical practices. The page shares Patagonia’s dedication to conservation efforts and its mission to use business as a force for environmental good. Through compelling storytelling and imagery, Patagonia highlights its role as a leader in sustainability, appealing to environmentally conscious consumers.

Moz

Combining technical expertise with a friendly, approachable tone, Moz’s About Us page effectively communicates its authority in the SEO industry while remaining accessible to their target audience. By showcasing the company’s team, mission statement, core values, and the impact of its tools, Moz creates an inviting and knowledgeable presence that resonates with both industry professionals and newcomers.

Ben & Jerry’s

Ben & Jerry’s About Us page is rich with engaging narrative and visuals that convey the brand’s history, values, and commitment to social justice. Known for its social mission, Ben & Jerry provides a great page example to share stories about its dedication to environmental sustainability, fair trade practices, and community involvement. The combination of text and visuals creates an immersive experience that captures the essence of the brand and its commitment to making a positive impact.

Takeaways for Your About Us Page

Your About Us page is more than just a part of your website – it’s your chance to share your brand’s story and build trust with your audience. By learning from some great examples and following a few key tips, you can create a page that really captures what makes your brand unique and keeps visitors interested.

Think of your About Us page as a story that grows with your business. Keep it fresh and updated to reflect your latest achievements and milestones, so it always feels relevant and true to who you are.

Putting effort into a great About Us page is like investing in a lasting relationship with your audience. It’s your chance to leave a memorable impression and invite people to connect with your brand on a deeper level.

If you’re ready to tell your story, check out SiteGround Website Builder. It offers easy-to-use tools and templates to help you create an About Us page that’s both professional and personal. Give it a try and see how you can bring your brand’s unique story to life!