The “About Us” page is one of the first supportive pages you will design when building your website, regardless of the industry you are in.
What is the “About Us” page?
The “About Us” page is a section on the website that provides information about the company, organization, or individual. It is an opportunity to tell your brand story, share your vision, history, values, and achievements, and introduce team members. This is where 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’s identity and less on sales. Here are some components to include:
Your Brand Story: Tell customers the story of how your business was founded and the reason behind starting it. To achieve the greatest impact, make it engaging and personal so that customers empathize and connect with your brand.
Target Audience: What do you offer and to whom? 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 way of doing things, showcase it. This helps build credibility with customers and sets you apart from competitors.
Face of Your Business: Showcase images of the founders or key people on your team. Customers like to see who they are buying from or working with.
Compelling Content: Think about the step you want readers to take next. Use additional content and calls to action to lead them toward that goal. This can include buttons, testimonials, explainer videos, data visualizations, links to blog posts, products, and your social media accounts or newsletter.
Examples of “About Us” pages
1. Magic Spoon
Magic Spoon compares its product to well-known brands at home.
When in doubt, start with a question. That’s exactly what Magic Spoon – a brand that produces healthy breakfast cereals for adults – does with the introductory paragraph on its “About Us” page.
Want to take it up a notch? Start your “About Us” page with a question that evokes emotions in your audience. Magic Spoon creators pose an effective question that makes you ponder:
“Do you remember the guilt-free childhood days when you didn’t feel bad about eating large amounts of questionable nutritional cereals?”
Don’t be afraid to use bright and fun colors on your “About Us” page (as long as they are part of your brand identity) to make your brand more distinctive. Where Magic Spoon really excels is in its comparison table. It gives you a clear picture of how its cereals compare to the competition.
Additionally, Magic Spoon’s text is relatable to its audience. Why come off as a strict formal welcome package when you don’t have to?
2. WP Standard
WP Standard offers an “About Us” page that resembles a picture book with very little text. The story is conveyed through video, images, and minimal text that evokes the idea of flexibility, exploration, and acceptance of the basics.
WP Standard’s “About Us” page is beautiful and customer-focused.
In a way, WP Standard’s “About Us” page is more of an “About the Customer” page that allows shoppers to explore and connect through its video before it returns to its promise as a company.
It represents a shift from text-heavy pages, but it works in favor of WP Standard as a brand that communicates in few words, or for brands that want to say a lot by saying very little.
3. BRADY
BRADY takes advantage of the same storytelling theme, leveraging the impact that storytelling can create – with its unique angle and personality – for the brand.
Every
crafting your “About Us” page, consider how to balance appealing visuals with engaging text to capture the essence of your brand. Chubbies successfully does this by bright colors and fun, relatable content, showcasing a lively and laid-back lifestyle.
9. Warby Parker
Warby Parker’s “About Us” page takes a unique approach by presenting the company’s story through a blend of narrative and visuals. The page details how the brand started and its mission to provide affordable eyewear with a purpose, such as helping those in need.
By including a call to action for their “Buy a Pair, Give a Pair” program, Warby Parker reinforces its commitment to social responsibility, making customers feel good about their purchase.
10. Patagonia
Patagonia has long been known for its environmental activism, and its “About Us” page reflects this ethos seamlessly. The page begins with a strong statement about their commitment to the planet, showcasing their sustainable practices and ethical production methods.
By telling stories about their partnerships with environmental organizations and sharing impactful videos, Patagonia elevates its story, inspiring customers to engage with their mission while highlighting their identity.
Craft your “About Us” page by working backwards. Think of the three things your target audience values the most. Then integrate those values into your text. Add images that showcase those values as strong illustrations.
9. Milk Bar
Why tell a story with words when you can show it with lots of impressive images and videos of your production process? That’s exactly what Milk Bar does as soon as you arrive at their colorful “About Us” page.
However, this doesn’t mean they overlook the core components of an effective “About Us” page. Note that Milk Bar also includes:
- A list of charities they work with
- Notable press mentions (New York Times) to enhance credibility
- A brief overview of how they started and their team
When you are clear about your product offering, combining different types of visuals can do a lot to enhance your point. Don’t hesitate to mix and match visual elements to design an “About Us” page that captures attention and is unique to your brand.
10. Wild One
Sometimes, simplicity works best. Like Wild One – a brand dedicated to making products for pets – which offers a clear and straightforward approach to what they do, who they do it for, and why they solve a problem.
Wild One does a great job of embedding the idea of “simplicity” into its text and brand images. The clean design approach with calm colors and short text effectively conveys the message. Just like Wild One, a simple approach to your “About Us” page may be the best for your brand.
11. BOOM! by Cindy Joseph
The direct approach of BOOM!’s “About Us” page by Cindy Joseph works well. Why? Because it’s designed to drive conversions. It clearly shows who their product is for, what they value, and how the brand started by solving a problem for adult women.
The biggest lesson to take from BOOM!’s approach is that it places the “See Our Products” CTA prominently on the page. It can be safely assumed that this approach does a good job of sending shoppers to product pages.
Like BOOM!, try experimenting with your CTA. There’s no hard rule saying your CTA has to be at the bottom of your “About Us” page. Consider placing it near the top as part of your introduction. Make it stand out by ensuring your call to action is unmissable.
12. Lunya
One of the best ways to use the “About Us” page is to clarify your brand’s unique value. As a brand selling loungewear, Lunya places craftsmanship at the forefront of what makes it different.
Lunya uses video to showcase its meticulous approach to detail, construction, and quality. This aligns with the “show, don’t tell” strategy that can make an “About Us” page very powerful.
When your users are at the bottom, think about how valuable the “real estate” is at the end of your “About Us” page. Instead of just wrapping up your brand story or listing your brand values, try enticing your audience to explore your products by linking to your best sellers. Use Lunya’s approach for inspiration.
13. Wild Fork
Wild Fork’s “About Us” page targets the senses. This is clever since they sell responsibly raised meats.
Along with delicious meats, Wild Fork sells peace of mind as an alternative for health-conscious consumers. Their “About Us” page does a great job of explaining how they do this by:
- Adding visual graphics of the journey of meat from farm to table
- Including an explained video of the production process
- Displaying images of their best cuts of meat
- Clearly stating the benefits of their product (convenience, variety, freshness)
When you are clear about your product offering, a lot can be done by mixing and matching different visual elements to design an “About Us” page that captures attention and is unique to your brand.
14.
4ocean
The “About Us” page at 4ocean lays out the mission statement front and center. This approach can work well for a brand that operates based on a mission that its audience can support.
4ocean’s plan for the plastic crisis is a significant part of its reason for creating accessories and apparel. The “About Us” page is divided into separate sections that delve into its operations and the Osborne Reef reference and its impact on the environment. Like 4ocean, you might consider breaking your “About Us” page into specific subpages and displaying the value offered for maximum impact.
15. YETI
YETI takes storytelling to the next level on its “About Us” page. The design helps tell the story of the founders. At first glance, you get a sense of the company’s values through imagery and a clear mission statement. As you scroll down the page, you can see the people running the business and their images while fishing.
Visitors can click on various stories about brand stewardship, such as providing gear for heroes and horses. It also showcases stories about inspiring individuals from the outdoor world, including the tale of Marc Engler, a legendary fishing guide in the Colorado/New Mexico area.
YETI tells its story. It also highlights key points about the brand that keep inspiring visitors and create a good user experience. These summaries help showcase YETI’s unique qualities and build trust with potential customers.
16. 40 Colori
40 Colori is a great model for “About Us” pages for small businesses. It provides a simple overview of the company, including how it operates to give customers an insider look at processes. The 40 Colori page speaks directly to readers, narrating a consistent story that enhances trust and transparency.
Its summary explains who the company is, the brand values, and how it differs from other Italian menswear brands. The writing is clear and straightforward, making 40 Colori appear trustworthy and friendly.
17. MVMT
The “About Us” page at MVMT is designed using sections that take the reader through its story.
It focuses on the story of the company’s founders who dropped out of college, including photos of them to put a face to their names before moving on to their product promise and ultimately the company philosophy.
If you’re struggling with how to organize your “About Us” page, follow MVMT by breaking it down into four straightforward parts: Our Story, Our Products, Our Mission, and Our Social Media Accounts.
This can help you tell your story simply and effectively, allowing readers to see who you are and what you do.
18. Marie Forleo
Marie Forleo builds a connection with readers by designing her “About Us” page to look like a long letter. She tells her story in a personal and friendly style before focusing on the reader with a section titled “And That Brings Me to You.”
For those with a personal brand tied to their business, this style of “About Us” page is effective. You can treat your business as an important chapter in a series of stories. Start from the beginning and end where the reader is introduced as a character in your personal story.
19. Cotopaxi
The essence of the brand can be found in the emotions and meaning evoked by its name. So another good place to start your story is the “why” behind your business name.
Cotopaxi takes this approach, explaining the personal meaning that the brand name holds for its founders. It serves as a starting point for narrating the rest of their story, through the steps they took in building the business and pursuing their cause.
20. Mailchimp
The “About Us” page at Mailchimp expresses the brand’s commitment to supporting small businesses and the community. It starts with an overview of the founders’ story, which enhances the credibility and authority of the company.
The page outlines the brand values by explaining its company culture. Here, Mailchimp discusses its commitment to learning and teaching its employees about small businesses so that every hire is a perfect addition to the team.
Element
One highlight on the “About Us” page of Mailchimp is its section on corporate citizenship. You’ll learn how the brand has invested over $12 million through “Big Change Starts Small” to help small businesses get started and operate.
Overall, Mailchimp’s “About Us” page feels authentic and sincere, showcasing its commitment to supporting small businesses in real life and online.
How to Write an “About Us” Page, Step by Step
1. Set the scene by introducing the characters or setting and establishing the status quo or “how things were” for you, your client, or your industry.
2. Present the problem that prompted you (the main character) to take action. Explain who was affected by it and how.
3. Talk about how you achieved the solution (i.e., starting your business) and the obstacles you faced along the way.
4. Discuss the solution you arrived at. Share details about how your business has progressed and the milestones you’ve reached. Stories are about representing change – starting from one place and ending in another – which is something your “About Us” page should also do as visitors browse.
5. Envision what’s next for your company or state your mission and goals.
Here are some other components you might want to add to your “About Us” page. These elements will not only help develop your narrative but also define your brand and communicate why your business exists.
Your Business Model: For some companies, the business model is its unique value proposition – a selling point worth mentioning on its “About Us” page.
This may include:
- How you cut out the middleman and pass the savings to customers
- The source of raw materials for your product (e.g., manufacturing in a certain country or providing jobs for a specific community)
- A breakdown of the portion of your revenue that goes to charity
If you’re looking to enhance your brand through transparency, the “About Us” page is the right place for that. Take the opportunity to summarize your supply chain, how your business operates, your company’s history, and tie it back to your mission.
You can do this simply with an illustration or infographic that presents your business model
Source: https://www.shopify.com/blog/how-to-write-an-about-us-page
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