How to Write a Great About Us Page: Build Trust, Share Your Story & Win Customers

An About Us page isn’t just a formality — it’s one of your website’s most visited and influential pages. Done well, it becomes a strategic part of your marketing strategy—helping to build trust, communicate your brand personality, and convert new visitors into loyal customers.

In a world where 81% of consumers say they need to trust a brand before buying from it, a strong About Us page is more than a nicety — it’s necessary.

What is an About Us Page

Your About Us page is where your business gets personal. It tells your personal story, reveals your company culture, and positions your brand as trustworthy and human.

It answers key questions:

• Who are you?
• What do you stand for?
• Why should visitors care?

Whether you’re a startup or an established enterprise, this page anchors your brand’s credibility and demonstrates your commitment to solving your audience’s problems.

Why Every Business Needs a Strong About Us Page

Here’s why writing an About Us page should be a top priority:

• Builds trust: Humanizing your brand with real people, stories, and authentic values makes your business more approachable.
• Differentiates you: Your story and mission are unique — sharing them sets you apart from the competition.
• Improves SEO: A keyword-rich About Us page increases discoverability and drives organic traffic.
• Supports conversion: When visitors emotionally connect with your brand, they will likely take the next step.
• Establishes authority: Including social proof like awards, milestones, or media features boosts your credibility.

💡 Pro Tip: Businesses that share their origin story on their About Us page see up to 22% more conversions

What Makes a Good About Us Page?

A good About Us page includes the elements that matter most: it builds trust, tells a meaningful brand story, and creates a sense of connection with your audience. It’s not just about who you are — it’s about why your business exists, what you stand for, and how you relate to the people you serve.

• Clear Purpose and Audience Focus
  The content must serve a specific purpose — to build trust, establish credibility, or support conversions — and speak directly to your target visitors’ needs, expectations, and mindset.

• Compelling Brand Story
  Your origin story should highlight why the business was created, the problem you set out to solve, and how your journey reflects your brand’s mission. Keep it human, specific, and emotionally engaging.

• Mission and Core Values
  A strong About Us page includes a concise mission statement and clearly defined values. These should be actionable, authentic, and aligned with how you operate or serve your audience.

• Authentic Brand Voice
  The tone of your writing should match your overall brand personality. Whether formal, casual, quirky, or authoritative, consistency across voice and message makes your content more credible and memorable.

• Founder or Team Introduction
  Including names, faces, and short bios (especially of founders or key team members) adds a human layer. It helps visitors connect with the people behind the brand and reinforces transparency.

• Unique Value Proposition (UVP)
  Clearly explain what sets your company apart. Your UVP should focus on the unique benefit or solution you offer that competitors don’t, especially in terms that your target customers care about.

• Visual Storytelling and Design
  Use visuals that complement the narrative — real team photos, behind-the-scenes imagery, timelines, or short videos. Visual elements should reflect your brand’s identity and keep users engaged.

• Social Proof and Credibility Signals
  Integrate third-party validation such as testimonials, press mentions, certifications, metrics, or recognizable clients/partners. This builds trust with visitors who may not yet know your brand.

• Scannable and Organized Layout
  Break content into clear sections using headers, short paragraphs, and visual hierarchy. A structured layout improves readability, especially for mobile users and scanners.

• Strategic Call-to-Action (CTA)
  End with a logical next step. Whether it’s “View Our Services,” “Contact Us,” or “Meet the Founders,” the CTA should feel like a natural progression of interest after learning about your brand.

How to Write a Great About Us Page: A Strategic, Actionable Guide

Your About Us page is not just about telling your story. It’s about earning trust, aligning with your audience’s values, and supporting conversions. This guide breaks down the exact process of building, structuring, and writing an About Us page that resonates and performs.

1. Define the Purpose of Your About Us Page

Value: Aligning the page’s content with its purpose ensures every word works toward your business goals.

How to apply it:
Start by defining what your About Us page needs to accomplish. Is it to:

• Build trust with new visitors?

• Reinforce your mission?

• Highlight your brand values and culture?

• Establish credibility through your journey and social proof.

Every element you include — from the team photo to the CTA — should support this goal. For example, if your goal is to build trust, prioritize transparency, team visibility, and testimonials.

2. Structure the Page Before You Write

Value: Planning your layout ensures clarity, flow, and relevance, avoiding a text-heavy, disorganized page.

Recommended structure:

1. Intro with mission statement

2. Founding story or origin

3. Company values and vision

4. Team introduction or leadership spotlight

5. What makes you different (value proposition)

6. Social proof (testimonials, awards, press)

7. Timeline or milestones (if applicable)

8. Call to action (CTA)

Each section should have a purpose. For example, the “team” section exists to humanize your brand and show visitors who they’re doing business with.

3. Open With a Mission-Driven Hook

Value: A strong opening draws readers in and immediately positions your brand around a shared purpose.

How to write it:
Craft 2–3 sentences that explain:

• What your business exists to do

• Who it serves

• Why that mission matters

Avoid jargon or generic claims like “We’re passionate about quality.” Instead, write with clarity and conviction.

Example:

“We started BloomTech to close the tech skills gap — giving anyone, anywhere, the power to launch a high-paying career in tech without upfront tuition.”

4. Tell a Compelling Founding Story

Value: Storytelling creates an emotional connection and makes your brand memorable.

How to write it:

• Focus on the problem that led to your solution

• Include human moments: mistakes, insights, struggles, or turning points

• Keep it conversational and authentic — not overly polished

Framework:

• The problem → The spark of the idea → The early journey → Today’s vision

Avoid just listing achievements. Instead, show why you started, not just how.

5. Make Your Values Tangible

Value: Real values build alignment with your audience and foster brand loyalty.

How to write it:
List 3–5 core values that guide your decisions. For each, include a short example of how it shows up in your business operations or customer experience.

Example:

• Transparency: “We break down every cost so you know exactly what you’re paying for — no surprises.”

• Sustainability: “We offset 100% of our carbon emissions and source only recyclable packaging.”

Don’t just say you “value integrity” — prove it.

6. Introduce Your Team Strategically

Value: Featuring your team builds credibility and trust, especially for service-based or founder-led businesses.

How to write it:

• Highlight the founder(s) or leadership team with a photo, title, and short, personable bio

• Use “Meet the Team” as a sub-section if the whole staff is relevant to the customer experience

• Mention the people behind the brand, not just the brand name

Tone Tip: Keep bios casual yet professional, and use first person if it fits your brand voice (e.g., “I launched this brand from my garage with $500 and a borrowed laptop…”).

7. Articulate Your Unique Value Proposition

Value: Your About page should not only say who you are, but why you’re the best choice for your audience.

How to write it:
In 1–2 paragraphs, explain what sets your business apart. Focus on benefits to the customer — not just internal achievements.

Formula:

“We’re the only [type of business] that helps [audience] solve [specific problem] with [specific approach].”

This is the section where you move from “here’s our story” to “here’s why it matters to you.”

8. Write With Your Brand Voice — Not a Corporate Script

Value: The right tone reinforces your brand identity and helps visitors feel connected to your business.

How to write it:

• If your brand is bold and edgy, write with confidence and attitude

• If your brand is professional and empathetic, use a calm, people-first tone

• Avoid sounding like a generic brochure or press release

Ask: Does this sound like us? Would our customers talk this way?

Bad example:

“Our company was founded in 2016 with a focus on best-in-class innovation and industry leadership.”

Better:

“In 2016, we set out to simplify team communication — without the jargon, complexity, or bloated features.”

9. Show — Don’t Just Tell — With Visuals

Value: Visual content increases engagement, breaks up text, and reinforces brand personality.

How to apply it:

• Add high-quality team photos, founder portraits, or workspace images

• Use infographics or illustrations for your timeline or values

• Include a short, well-produced video introducing your brand, if available

Avoid stock photos unless they match your visual identity. Use authentic images where possible — they build trust.

10. Add Social Proof to Build Credibility

Value: Third-party validation reassures visitors that they make the right choice by trusting your brand.

How to apply it:

• Feature a few standout testimonials with customer names and roles (if B2B)

• Highlight trust badges, reviews, awards, certifications, or media mentions

• Include numbers that validate your growth (e.g., “10,000+ customers served” or “Rated 4.8/5 on Capterra”)

This section should be concise but confidence-building.

11. End With a Clear, Relevant CTA

Value: Guiding visitors toward the next step improves conversion and engagement.

How to write it:
End your About page with a single, well-aligned call to action. The CTA should depend on your goals and user intent.

Examples:

• “See Our Work” → for creative studios or service providers

• “Explore Our Plans” → for SaaS or product companies

• “Book a Free Consultation” → for B2B services

• “Meet the Founders” or “Follow Us” → for community-based brands

Make it feel like a natural next step after reading your story, not a hard sell.

12. Polish for SEO, Clarity, and Credibility

Value: Optimizing for search and clarity ensures the page is discoverable, readable, and authoritative.

What to do:

• Use relevant keywords naturally: write about us page, personal story, company culture, build trust, and examples

• Write a compelling meta title and description

• Use proper heading structure (H1, H2s, H3s)

• Add internal links to products, services, or contact pages

• Include ALT text for all images

• Proofread for clarity, grammar, and tone consistency

SEO helps people find you. Clarity keeps them reading. Trust gets them to act.

5 Excellent About Us Page Examples

If you need inspiration to craft a powerful About Us page, here are five standout examples that nail storytelling, design, and connection:

1. Airbnb

Airbnb’s About Us page is a compelling showcase of its journey, global impact, and core company values, all crafted to inspire trust, connection, and community among visitors.

Here’s what works: 

• Heartwarming and compelling imagery: The visuals, including photos of hosts, guests, and communities, evoke emotion and reinforce Airbnb’s mission of connection, belonging, and shared experiences.
• Powerful storytelling: The page starts with Airbnb’s humble origin — two hosts welcoming their first guests — making the brand relatable while showcasing its evolution into a global movement.
• Impactful metrics: Clear statistics like “8M+ active listings” and “2B+ guest arrivals” highlight Airbnb’s reach, success, and credibility.
• Structured timeline: A detailed chronological journey of milestones, from the first guests to global initiatives, showcases growth, innovation, and community impact.
• Focus on purpose and community: The mission to connect guests authentically with communities, along with initiatives like Airbnb.org, highlights Airbnb’s commitment to social responsibility.

2. Tesla

Tesla’s About Us page focuses on its powerful mission—“Accelerating the world’s transition to sustainable energy” — while showcasing its innovation, technology, and vision for a cleaner, more sustainable future.

Here’s what works: 

• Fast-paced, engaging videos: The use of dynamic, high-energy visuals keeps visitors captivated and reflects the company’s fast-moving, innovative spirit.
• Clear and concise mission statement: Tesla opens with its bold mission, which immediately aligns the company with environmentally conscious goals and a forward-thinking audience.
• Futuristic and goal-driven tone: The messaging emphasizes Tesla’s role as a leader in sustainable energy and technological innovation, creating a sense of purpose and urgency.
• Groundbreaking technology focus: Tesla highlights its electric vehicles, renewable energy solutions, and cutting-edge technology as the backbone of its progress.
• Minimalist and modern design: The clean, sleek layout mirrors Tesla’s brand identity, emphasizing sophistication and simplicity.
• Global impact messaging: The page communicates Tesla’s far-reaching influence, with examples of how their products are driving change worldwide.
• Audience alignment: The content resonates with eco-conscious consumers and tech enthusiasts, positioning Tesla as a brand that’s shaping the future.

3. Ben & Jerry’s

Ben & Jerry’s brings its fun, quirky style to life on its About Us page while staying true to its mission-driven roots. It shares its founding story with humor and authenticity while highlighting its values: environmental sustainability, social justice, and community impact. This combination of storytelling and purpose makes its page engaging and memorable.

Here’s what works: 

• Strong storytelling: The page shares the founders’ story—from a $5 ice cream course to building an iconic brand—making it relatable, fun, and inspiring.
• Commitment to social responsibility: Ben & Jerry’s showcases its dedication to causes like climate justice, racial equity, and fair trade, proving their company values go beyond business.
• Visual appeal: Bright colors, engaging photos, and fun graphics mirror the brand’s quirky and joyful identity, making the page visually inviting.
• Transparency: The brand openly shares how it sources ingredients, supports farmers, and operates sustainably, building trust with consumers.
• Human-focused tone: The approachable, humorous language makes the content fun to read while still conveying important messages about their impact.
• Community-driven content: The page highlights campaigns, partnerships, and activism, encouraging visitors to join their mission for a better world.

4. LEGO

LEGO’s About Us page beautifully combines its rich history, brand purpose, and global impact to inspire trust and emphasize its role in fostering creativity and play for future generations.

Here’s what works: 

• Clear and inspiring mission: LEGO highlights its purpose—“Inspire and develop the builders of tomorrow”—a statement that resonates with parents, children, and educators alike.
• Focus on history and legacy: The page celebrates LEGO’s long-standing history, starting in 1932, showcasing its timeless appeal and commitment to quality and innovation.
• Global reach and scale: LEGO shares impressive facts, like having 27,000+ employees in 40+ countries, reinforcing its reputation as a global leader in play materials.
• Commitment to impact: The page highlights LEGO’s efforts to support education, creativity, and sustainability, aligning the brand with positive societal contributions.
• Engaging visuals and structure: The clean web design, easy navigation, and links to deeper dives (e.g., LEGO Group history, and fan programs) make the page visually appealing and user-friendly.
• Connection to community: LEGO emphasizes its fan engagement programs and initiatives, building a sense of loyalty and connection among its audience.
• Future-focused messaging: By addressing creativity, education, and resilience, LEGO positions itself as a forward-thinking brand committed to empowering future generations.

5. Warby Parker

Warby Parker has two About Us pages, one targeting customers and one targeting investors. Let’s look at the investor’s page to get some inspiration for growing businesses. Warby Parker’s About Us page balances mission-driven storytelling, a clear focus on social impact, and a professional tone, appealing to both customers and investors.

Here’s what works: 

• Strong mission statement: Warby Parker opens with a concise, impactful mission: “To inspire and impact the world with vision, purpose, and style,” aligning its growth with a greater purpose.
• Emphasis on accessibility: The page highlights their designer-quality, affordable eyewear starting at $95, making it clear that their products are both high-quality and budget-friendly.
• Buy a Pair, Give a Pair program: Warby Parker proudly showcases its social responsibility, having distributed over 15 million pairs of glasses to people in need, creating trust and emotional connection.
• Modern and user-friendly design: The clean layout and straightforward navigation make it easy to access key information, such as press releases and financial updates.
• “Nice to See You” tagline: The playful and heartwarming phrase cleverly nods to their mission and brand personality, adding a touch of friendliness to the page.
• A clear focus on innovation: Warby Parker highlights its pioneering work, from online sales to in-home trials and vision tests, emphasizing its role as an industry disruptor.
• Investor-friendly content: The page balances brand storytelling with professional details like press releases, financial updates, and stock performance, ensuring it appeals to stakeholders and investors alike.

In-Depth About Us Page Analysis

This About Us page from Milk Jar Candle Co. shows that you don’t need a huge budget to create a memorable and effective presence. By focusing on authentic storytelling, thoughtful visuals, and clear messaging, Milk Jar successfully connects with its audience and stands out in its niche.

Take a moment to explore the company page and notice how it makes you feel, the values it conveys, and whether it pulls you in. As a smaller brand, Milk Jar’s About Us page offers a fresh perspective — free from the gloss of a household name — making it easier to appreciate the impact of their heartfelt and mission-driven approach and learn from its example.

What Makes Milk Jar Candle Co.’s About Us Page Work?

Milk Jar’s About Us page is a brilliant example of how small businesses can blend storytelling, values, and functionality to connect deeply with their audience. 

The brand is very clear about its target audience and has created a whole marketing strategy around appealing to a young, socially conscious consumer, which is reflected in the design, color scheme, messaging, social campaigns, and brand personality.

Here’s what works:

1. Fresh, Youthful Design

• Pastel colors: The soft, inviting pastel tones give the page a modern, youthful aesthetic that appeals to a younger demographic.
• Bright green banners: These eye-catching banners create movement and guide attention to key sections, keeping the experience dynamic and engaging.
• Minimalist layout: The uncluttered design keeps the focus on storytelling and visuals, ensuring the audience isn’t overwhelmed.
• Clear section separation: The use of headings, bold text, and clear sections make the content easy to digest for audiences accustomed to scrolling and consuming information in smaller, visually organized chunks.
• Interactive elements: Movement on the page, like the banners and donation counter, creates a lively and dynamic experience.
• Quirky hand-drawn icons: Add a personal touch and charm, enhancing the page’s youthful and approachable vibe while keeping the design visually interesting.

2. Relatable and Authentic Storytelling

• Personal founder story: Highlighting the founder’s journey, including the meaningful connection to people with disabilities, creates an emotional bond with readers.
• Light, conversational tone: The casual yet professional language resonates with younger audiences looking for authenticity and relatability.

3. Mission-Driven Messaging

• Focus on inclusion and giving back: Milk Jar’s strong emphasis on inclusive employment and charitable donations aligns with the values of socially conscious consumers.
• Transparency about impact: Sharing the total amount donated and the causes supported builds trust and strengthens their connection with purpose-driven buyers.
• It highlights a clear purpose: combining a love for clean-burning candles with a mission to “give back.” 
• The story is emotional, Making the brand relatable and setting the tone for a company that cares about more than just profit.

4. Clear Social Impact

• Transparency about donations: $1 from every product supports inclusion programs — builds trust and credibility.
• Concrete numbers and milestones: For example, $300,000+ has been donated since 2016, making the impact tangible and impressive.

5. Personality and Human Touch

• The team section: Introduces the “Milk Jarians” with names, roles, and pronouns, showcasing inclusivity and a strong company culture.
• Extra touch: When you click on a photo, you see a new image that showcases the team member’s personality. (See Rae below.)
• Humor is sprinkled throughout: For example, the picture of the dog, “Bowie — Director of Barking,” which adds warmth and relatability.

This humanizes the brand and fosters emotional connections.

6. Local and Community-Oriented Focus

• Authenticity: Milk Jar’s emphasis on its Calgary roots and local production adds authenticity.
• Community building: Inviting visitors to their “7500 sq ft Calgary factory” makes the business approachable and encourages in-person connections.

7. Call-to-Actions (CTAs)

• The “Visit the Ol-Factory” CTA: Invites customers to engage further by visiting their factory, blending curiosity and clever branding.

• Join the community: Subtle CTAs for joining their mailing list or engaging with workshops foster a sense of belonging.

8. Value Proposition Reinforced

The page highlights what makes Milk Jar unique, which reaffirms the brand’s commitment to creating “Feel Gooder” products and experiences:

• Plant-based, phthalate-free candles and diffusers
• Inclusive workspaces
• Socially conscious mission

Milk Jar’s About Us page excels by blending youthful design, purpose-driven storytelling, and a user-friendly layout. It captures attention, communicates the brand’s mission clearly, and inspires trust — key elements for connecting with a younger, socially conscious audience. 

Final Thought

An exceptional About Us page introduces your business in a way that feels genuine, engaging, and memorable. A well-crafted About Us page is an opportunity for small businesses to build trust and foster a personal connection. Whether you highlight your journey, your team, or your mission, the best About Us pages for small businesses are clear, relatable, and impactful — creating an experience that resonates with your audience.

Take the time to tell your company’s story creatively and authentically. Draw inspiration from successful About Us page examples, add visuals that reflect your brand, and ensure every word aligns with your values. Your audience wants to connect with the people behind the business — this is your chance to show them who you are and why you matter.

So start writing, keep it honest, and let your personality shine. Your story deserves to be heard, and the right About Us page design can turn first-time visitors into long-term supporters. 

FAQ

Q: What should I include on my About Us page?
A: Your About Us page should include your mission, company history, core values, team introduction, and any social proof, like testimonials or milestones.

Q: How do I make my About Us page stand out?
A: Use engaging visuals, tell a unique and personal story, highlight what sets you apart, and keep the design clean and easy to navigate.

Q: Are visuals important for an About Us page?
A: Yes! High-quality images, team photos, videos, and infographics make your page more engaging and reflect your brand’s personality.

Q: What makes a great About Us page for small businesses?
A: The best About Us pages for small businesses are relatable, authentic, and focused on building trust. Highlight your passion, values, and how you serve your audience.