Your website’s About Us page isn’t just a formality—it’s a crucial tool to connect with potential customers. It tells people who you are, what you do, and most importantly, why you do it.
Today’s consumers want to work with brands they can relate to and trust. A well-crafted About Us page can create that trust by making your business feel human, approachable, and transparent. It’s your chance to make a first impression that actually sticks.
And here’s the kicker: a great About Us page doesn’t just make people feel good—it drives results. When done right, it builds credibility, keeps users on your site longer, and increases conversions. People buy from people they trust, and this is where that trust begins.
1. Start With a Clear and Compelling Mission Statement
Your mission statement is the heartbeat of your About Us page. In one or two sentences, explain why your business exists. Don’t overthink it—just be real.
Skip the corporate jargon and get to the point. What drives your team? What problem are you solving? Why do you wake up and do this every day?
Here’s a simple example:
- “We started Envision Media Group to help businesses grow through custom web design and digital marketing.”
That’s it—clear, honest, and focused on the value you bring. A good mission statement doesn’t just say what you do; it shows your passion and purpose.
2. Share Your Company’s Story
Every business has a story—yours included. Your About Us page is the perfect place to share it.
Start by answering the basics: When was your company founded, and what inspired it? What gap did you see in the market that made you think, “We can do this better”?
Talk about the early days, the challenges you overcame, and the moments that shaped your growth. These milestones make your business feel real—and relatable.
Quick example:
Maybe you started in a spare bedroom with a laptop and a vision. Maybe your first big client came from a cold email you almost didn’t send. These little stories help your audience feel connected and invested in your journey.
If it makes sense, consider adding a simple timeline or key highlights. It doesn’t have to be fancy—just something to show how far you’ve come.
3. Introduce Your Team (or Founder)
People connect with people, not logos. So don’t be shy—show the faces behind your brand.
Add photos and short bios of your founder or core team members. Talk about what they do, but also include something fun or personal. (Dog lover? Coffee snob? Weekend surfer? Perfect.)
This section helps humanize your brand and gives your audience someone to root for. It also reinforces your company culture. Are you collaborative? Detail-obsessed? Fast-moving? Let that personality shine through.
You don’t need to include everyone—but give people a sense of who’s steering the ship.
4. Highlight Your Core Values
Your core values tell people what you stand for—and how you do business.
Don’t just list vague buzzwords like “integrity” or “innovation.” Break them down into real, meaningful statements that reflect how your business operates day to day.
Example values done right:
- Transparency: We believe in honest pricing, clear communication, and no surprises.
- Accountability: If we make a mistake, we own it and fix it—fast.
- Creativity: We don’t do cookie-cutter. Every project is a chance to do something great.
- Collaboration: We work with you, not just for you. Your success is our success.
- Excellence: Good enough isn’t good enough. We aim for better every time.
A few values, clearly explained, go a long way.
5. Describe What You Do (and Who You Serve)
Now that people know who you are and what you stand for, tell them what you actually do.
Use plain English—no fluff, no jargon. One or two paragraphs is all you need.
Example:
- We build custom websites and run full-scale digital marketing campaigns that help businesses grow. Whether you’re a startup looking for branding or an established company ready to improve SEO, we’ve got you covered.
Be specific about who you serve. Are your clients mostly small businesses? E-commerce shops? Local service providers? The more direct you are, the easier it is for your ideal customer to say, “This is for me.”
And if you have a Services or Products page, now’s the time to link to it. Make it easy for readers to take the next step.
6. Add Social Proof and Achievements
If you’ve done great work, show it off. Social proof gives visitors the confidence to trust you.
Include a few key stats (like how many clients you’ve served or years in business), testimonials from happy customers, or any awards your team has picked up along the way.
Have big-name clients, media features, or certifications? Mention them here—just keep it relevant and tasteful. The goal isn’t to brag—it’s to show you’re legit.
Example:
- “We’ve helped over 150 businesses grow their online presence, from small startups to nationally recognized brands like [Notable Client].”
This kind of credibility can be the push someone needs to reach out.
7. Use Visuals to Support Your Message
A wall of text won’t keep anyone’s attention. Use visuals that bring your story and team to life.
Team photos, behind-the-scenes shots, or even a peek at your office setup go a long way. People want to see the real you—not polished stock photos.
Use your brand colors, fonts, and design elements to create a consistent, recognizable feel. This builds trust and reinforces your identity.
Pro tip: If it feels too staged, it probably is. Keep it real.
8. Include a Call to Action (CTA)
Once someone has read your story and liked what they saw, give them something to do next.
Whether you want them to contact you, explore your services, or check out your latest blog post, make it clear and easy.
Example CTA:
- “Ready to grow your business? Contact us to get started.”
Your CTA doesn’t have to be pushy—it just has to be obvious.
9. Keep the Tone On-Brand
Your About Us page should sound like you.
If your brand is laid-back and funny, write in that voice. If you’re all about professionalism and precision, stick to that tone. Just don’t default to boring.
Avoid buzzwords and industry jargon. Write the way you talk. Your tone is part of your brand, so make sure it shows up here.
Conclusion
Your About Us page is more than a bio—it’s your handshake, your pitch, and your story all in one.
It’s where people decide whether they trust you, like you, and want to work with you. So be real, be clear, and give them a reason to stick around.
And remember: your business will evolve—so should your About page. Revisit it often, and keep it fresh. Partner with a professional web design company to ensure your about us page is on point.
