What is the “About Us” page?
The “About Us” page is a section on a website that provides information about the company, organization, or individual. It’s an opportunity to tell your brand story and share your vision, history, values, and achievements while introducing team members. Here, you build trust and credibility with customers.
Components of the “About Us” page
Unlike a landing page, the “About Us” page should focus on your brand identity and less on selling. Here are some components to include:
- Brand Story: Share the story of how your business was founded and why you started it. For maximum impact, make it engaging and personal so that customers can empathize and connect with your brand.
- Target Audience: What do you offer and who is your target audience? Help customers see the value of your product or service by sharing how it solves problems or meets needs.
- How You Work: If you provide a service, explain your business model or how you create your products. If you have a unique approach to doing things, showcase it. This builds credibility with customers and helps you stand out from competitors.
- Face of Your Business: Showcase images of the founders or key members of your team. Customers love to see who they are buying from or working with.
- Compelling Content: Consider the action you want readers to take next. Use additional content and calls to action to drive them toward that goal. This could include buttons, testimonials, explainer videos, data visualizations, links to blog articles, products, and your social media accounts or newsletter.
Examples of “About Us” pages
Here are examples of different ways you can approach the design of your “About Us” page:
1. Magic Spoon
Magic Spoon compares its product to well-known brands at home. The “About Us” page starts with a question that grabs the audience’s attention and uses bright, fun colors to make the brand more memorable. It provides a comparison table clearly illustrating how their cereal surpasses the competition.
2. WP Standard
The “About Us” page for WP Standard resembles a book that showcases minimal text and images. The story is told through a video and images with little text that evoke the idea of resilience, exploration, and embracing the basics.
3. BRADY
BRADY leverages the power of storytelling in its “About Us” page. It focuses on quality and innovation, using various design elements to highlight the brand’s personality and enhance trust.
4. Bossy Cosmetics
The “About Us” page for Bossy Cosmetics takes a more traditional approach, with a lot of text. The brand founder is highlighted as a key part of its founding story.
5. Allbirds
Allbirds uses elements such as videos and fun phrases to capture the audience’s attention on its “About Us” page. The founder’s story is narrated in the third person and includes images of the founders.
6. Buck Mason
Buck Mason does not hesitate to use images to showcase its roots and brand identity. The “About Us” page is a great example of how to use visuals to tell a story and create a brand identity that goes beyond traditional text.
7. Iya Foods
Iya Foods is a good example of how to explain what you do and the problem it solves through a clear introductory sentence and bright images. It uses visuals and links to social media and curated posts to enhance credibility.
8. Chubbies
Chubbies benefits from two marketing strategies that add a lot of personality to its unique men’s brand: excellent copywriting and dynamic images of real people wearing its clothes.
9. Milk Bar
Milk Bar shares its story through interesting images and videos of the production process. It also includes a list of charities it works with and the publications where it has been featured.
10. Wild One
Wild One relies on simplicity in its “About Us” page. It presents a clear and straightforward approach to what it does, who it does it for, and what problem it solves.
11.
BOOM! by Cindy Joseph
BOOM! takes a straightforward approach on its “About Us” page. It clearly outlines its product, target demographic, values it believes in, and how the brand started by solving a problem for adult women.
12. Lunya
Lunya uses its “About Us” page to highlight what sets it apart and reinforce the value of its products. It utilizes video to showcase the careful attention it pays to detail and quality.
13. Wild Fork
Wild Fork engages customers’ senses on its “About Us” page. It explains how responsibly sourced meats are delivered and clearly showcases the advantages of its product.
14. 4ocean
4ocean places its mission statement front and center on its “About Us” page. The page is divided into separate sections that delve into its operations and its impact on the environment.
15. YETI
YETI takes storytelling to the next level on its “About Us” page. The design aids in narrating the founders’ story and showcases the people running the business along with their images.
16. 40 Colori
40 Colori is an excellent example of an “About Us” page for small businesses. It provides a simple overview of the company and explains how it operates to give customers an inside look at its processes.
17. MVMT
The “About Us” page for MVMT is designed with sections that take the reader on a journey through its story. It focuses on the company’s founders, promises of its product, and company philosophy.
18. Marie Forleo
Marie Forleo builds a connection with readers by designing her “About Us” page to look like a lengthy letter. She shares her story in a personal and friendly style before focusing on the reader.
19. Cotopaxi
Cotopaxi begins its story by explaining the “why” behind the brand name. This explanation serves as a starting point for narrating the rest of the story through the actions taken to build the business and pursue its mission.
20. Mailchimp
Mailchimp’s “About Us” page expresses the brand’s commitment to small businesses and the community. It starts with an overview of the founders’ story and outlines the company culture. It also highlights the company’s social responsibility.
How to Write an “About Us” Page, Step by Step
Here’s how to write an “About Us” page in simple steps:
- Set the context: Introduce the characters or setting and establish the normalcy or “the way things were” for you, your clients, or your industry.
- Introduce the problem: Describe the problem that motivated you (the protagonist) to take action. Explain who was affected by it and how.
- Face the challenges: Explain how you went out to find a solution (i.e., starting your business) and the obstacles you faced along the way.
- Reach a solution: Share details of how your company works to achieve its goal and the milestones you’ve reached. Stories are about representing change – starting somewhere and ending up somewhere else – and this is what an “About Us” page should also do as visitors browse it.
- Envision the future: Paint a picture of the future for your company or state your mission and goals.
“About Us” Page Templates
Make sure to write the actual text in the first person (like “I”, “we”) to build a more personal connection with your target audience. The “About Us” page is about you, so don’t be shy.
Use the following points, and you should have a story structure (not the text you’ll use) that you can weave into your own “About Us” narrative:
[The founders] started [the company] because [explain the problem in your industry].
That’s why, [explain the journey to finding the solution].
Along the way, [share milestones and victories].
We want to be [state your future mission].
Some other inspiring templates to check out include:
- Examples and templates for e-commerce “About Us” pages from Oberlo
- “About Us” page templates from CoSchedule
However, the story is just the beginning. No generator can create your business story. “About Us” pages are unique to your business and should be crafted with care.
Another option is to use the “About Us” page templates mentioned above. If you’re busy or can’t find the right words, consider hiring a copywriter. They can meet with you and your team members, and write a beautiful “About Us” page for your business that you can use to connect with potential customers.
Building
Trust Through the “About Us” Page
When you start, there may seem to be very little to say on your “About Us” page.
If you have a perspective and know why you do what you do in serving your customers, you have enough to get started. You can add milestones that you may go through as you evolve and improve your “About Us” page over time.
For those who have already reached their own story, check your analytics to see if new visitors regularly stop by the “About Us” page.
Maybe it’s time to review it and start treating the “About Us” page as a valuable online asset.
Source: https://www.shopify.com/ca/blog/how-to-write-an-about-us-page
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