to create an effective About Us page (with 13 examples).

A page about us is an essential piece of content that you should have on your site.

No matter what industry they are in, every successful business has one.

Every brand has a story. Your About Us page will help you tell it.

This is important as customers today value story and connection more than ever.

According to a Demand Gen survey 55% B2B buyers stated that content that tells a compelling, emotional story would be most appealing to them and make them more likely to speak with sales.

Your About Us page is a key page customers look at to learn more about your company and history. It deserves your time and attention.

Let’s discuss it. Also, how to create an About Us page.

What is an About Us Page?

The About Us page is not just where you tell the story about your brand. This page is where you inform your customers about what you can do for them and how you will meet their needs.

It’s not “Here are our values,” but “Here is who we are, how we got started, and what you can expect.”

You can call this page many other names.

• “Our Mission”
• “Our Story”
• “About [brand name]”
• Or just “About”

A page about us can contain a variety of information. The most popular sections to include are:

• What you do for them and who you serve.
• Your brand history/story, including how you got there.
• Your vision and mission for the company.
• What your brand values are, what you believe, and how you live up to those values every day.
• You can create mini bios for the members of your team.
• A description of your process, your services, or the manufacturing of your products.

These sections can be included all or part of the entire thing.

It all depends on what your business is, your industry, your product/service offerings, and your business type.

You should also consider your brand voice and what your customers are interested in knowing.

You’ll quickly see that some businesses only have a few paragraphs on their About page. Some businesses tell the story of their founding, while others have many pages.

If your brand is founded on ethical or environmental principles, you will probably spend more time explaining why you follow those standards than a brand that sells simple products.

What does the About Us page do for your SEO and business?

Your About Us page is a foundational part of your website, as we have already said. Customers expect it, and will look for it when they are looking at a brand new to them online.

The About Us page is generally ranked second in importance by visitors (contact information is higher).

It rates better than product images, videos, live chats, social media icons/links and even a blog.

This is enough reason to make a great About Us page. There are many other benefits to having one.

Transparency for brands

Customers value transparency. Customers want to see how you work, what happens behind the scenes and that you are true to your word.

86% U.S. consumers think transparency in business is important now more than ever. Your About Us page is a benchmark for transparency in your company.

Sharing values

Customers want to feel that the brands they choose share their values.

84% consumers around the world said that they are more inclined to purchase from brands with values similar to theirs. The best place to express your values and beliefs is on the About Us page.

Connecting with customers

An About page can help you build a relationship with customers. This is often the first interaction they have with your brand.

Your story, mission, values and purpose will be able to help people relate to your company.

Enhance your website’s E.A.T

The purpose of creating an About page for SEO is not to rank the page in search.

It adds an additional layer of authority, trustworthiness, and authoritativeness to your website by explaining your background and your knowledge and why you are uniquely qualified to sell the products you offer, discuss the topics that you write about, or to provide the services you do.

How to create an About Us page

Are you having trouble writing an About Us page. Don’t worry.

These are the steps you need to follow in order to create an effective one.

Your mission is to share the ultimate goal of your brand.

Your business exists. Why is it important? What is the biggest problem in your industry that you are trying to solve?

This is your mission and it should be shared on your About Us page. If you are like most businesses, this is the right time to define your mission.

What is the importance of stating your mission?

Modern consumers, especially Gen Z, want to feel that the businesses they support are aligned with their values and that they care about what they care about. Market research by Alter Agents revealed that 68% Gen Z and Millennial buyers think their purchases reflect their personality and concerns.

Your target audience will be more likely to support you if you explain your mission. Your “big why” will inspire them.

Describe how you can help your customers by selling what you have

Now, it’s time for you to get into the details of your business via your About Us page. Lay out:

• Tell your customers what you are selling Describe the uniqueness of your products or services.
• 
  Customers’ problems that you solve
  
  You can also include intangible and tangible elements with the product you are selling. Examples:
  • Tangible – “We help food companies create and implement smart marketing strategies.”
  • Intangible : “We help healthy food brands build genuine relationships with their customers.”

The key is to keep your explanations customer-focused. Do not make the mistake to turn your About Us page into a glorified brag-fest. Instead, think about the following:

• Why customers should care.
• They can relate to you.
• How can you help them.

Tell your story

It’s a wonderful idea to tell your brand story via your About page. This includes how/why you got started.

Your beginnings were humble? Was it all started with a seed of an Idea? Was there a solution you found to a huge problem? Was your business a happy accident?

Don’t forget the story of your journey. What are your goals? What are your greatest dreams for the future success of your company?

Present your team

It’s important to disclose the names and roles of each person in your business, as well as the background information. Sharing photos of real people can build trust. Customers will see that you are more than a logo, a suit or words on a screen.

Google also likes bios of site contributors and team members. This gives them clues about authorship as well as reputation.

After reading the About Us page, tell them what they should do.

Finally, provide direction to your audience on what to do next once they have finished reading your About Us page.

A few strategically placed calls to action (CTAs) can make a difference. Include a CTA button at bottom of page to send them to:

• Take a look at your products and services.
• Visit your blog.
• Register for our newsletter
• You can also engage them in other activities that keep them interested in your content and site.

13 Examples of About Us pages

Let’s take a look at examples of About pages that have been done correctly, now you know how to create an About Us page.

1. Oatly

Oatly’s About Us Page is a great example how your brand voice should be carried over to every piece of content on your website and content.

This page perfectly reflects their irreverent tone, and devil-may care attitude. It also contains tons of valuable company information that will be of interest to any curious consumer.

2. NerdWallet

NerdWallet is a financial services company that can be cited as an example of a brand who expanded its About Us page to include information about the company, leadership and impact.

NerdWallet is a great example of how you can clearly state your vision and mission with a strong focus on the customer.

3. Chronicle Books

Chronicle Books’ About page is very simple and text-heavy. However, it works well because of the clear headlines, charming details, and story.

The company’s headquarters is located in an old maritime machine shop. This information can help you get to know the brand a bit better.

4. Healthline

Healthline offers medical advice and information to the masses. Their About page must have some gravitas to prove that they are a reliable source.

The page contains many details about how they preserve integrity in their content and make sure it is current and evidence-based.

5. Semrush

Semrush is a content marketing and SEO tool. Their About Us page reflects this.

To show their longevity and the trust they have earned, the company uses graphs and stats.

6. Liquid Death

Liquid Death is water in a can. It sounds strange, but it is.

You would think that they would want to make more of their unique product on their About Us page. But, this is not the case.

Sometimes your product speaks for you. Two paragraphs, including a simple mission statement, and a “contact me” button on your About page are enough.

7. Ogilvy

Ogilvy is a prominent ad, PR and consulting agency. It was founded by David Ogilvy (the famed ad copywriter), and its About page focuses on the diversity and talent of its staff.

This is an excellent company that creates advertising and other marketing for brands such as Netflix and Coca-Cola.

8. Everlane

Everlane, an ethical clothing brand shares behind-the scenes information on how their clothes are made, how they partner ethically with factories, and the materials they use.

This brand is trying to distinguish itself with ethical practices and must demonstrate that they are doing so.

To explain further its environmental initiatives and carbon footprint, the company uses separate, but linked, pages.

9. LegalZoom

LegalZoom’s About page provides impressive data that shows their impact over the past 20 years.

More importantly, the company does not frame its wins in terms “what we did”, but rather “how they helped others“: “Protecting loved one,” “Helping entrepreneurs,” or “Giving access to customers.”

10. Enjoy

Delish is a hub for chefs, cooks, bakers and foodies sharing tips and recipes. Their About page features the people behind it all.

You’ll be greeted by a grid of animated gifs from various contributors. There are many of them.

11. Amy Porterfield

Amy Porterfield, a business coach, shares her story of how she transitioned from corporate work to entrepreneurship. It also gives proof that she is qualified to coach.

This is a great way for you to share your story with your audience. It also gives you the opportunity to show your business background and prove your expertise.

12. Wild Idea

Wild Idea is a ranch and company owned by the Wild Idea family. It focuses on humanely raising buffalo and restoring prairie grasslands.

Their mission and family are prominently featured on their About page.

You will also notice the use panoramic photos to showcase both their prairies and buffalo herds, as well as their down to earth family/founders. The right images can help you build trust and draw your audience in.

13. Moleskine

Moleskine is a brand you may have heard of if you are a writer, artist, a journaler or a jotter. Moleskine notebooks are highly respected, as is their collection of About pages (“The World of Moleskine”) that reflects this.

Notice how they use titles that suggest their history and reputation: Our Heritage, Our Manifesto.

Bonus – If you have lots of information about your company that your audience cares about, follow the Moleskine example and dedicate multiple pages to each aspect.

To add E-A–T to your website, create an About Us page

What is the common thread that ties all these examples of About Us pages together?

They all add the necessary evidence of authority, authoritativeness and trustworthiness ( ) to the respective brand websites.

They also include author and creator information where it is relevant. Brands that rely on multiple authors for their websites have bios dedicated to each one.

They answer the question, “Why is your business here? And who does it serve?”

This is exactly what your About Page should do.

While it is a good idea to create one, you should also ensure that you have an useful About Us page. This will help you build trust with customers and show your authority on the products you sell.

Your About Us page should not be overlooked. It is a vital page that will help you build your website.

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