An About Us page isn’t just a throwaway section of your website — it’s a powerful opportunity to connect with your audience, build trust, and differentiate your small business.
The data show that the max 65% All website visitors will click on a page about a business, often looking for business information (eg, hours of operation, address, etc.) or more context on the business (eg, origin story, founder information, etc.). A page is also a top source for AI referral traffic.
Whether you’re starting from scratch on your website or refreshing an outdated About Us page, we’ll walk you through the best practices and how-to steps and share a simple template for writing a slam-dunk About page.
Contents
What is an About Us page?
Before we get into the nuts and bolts, let’s be clear about what the page is all about. An About Us page is a section of a website where a business introduces itself to visitors.
High ground lawn maintenance and lighting site Contains all the elements of a great About Us page.
The About page is a great place to tell the story behind the company, introduce team members, share values and/or introduce your brand mission, and ultimately connect with potential customers. As you’ll see in the examples below, our About Us pages help businesses build a deeper relationship with online visitors (and can even help drive customers in-store).
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How to write an About Us page for your business
When you’re ready to start drafting (or refreshing) your website page, a step-by-step approach helps you cover all the important bases. Here’s how to deal with it.
1. Start with your “why.”
People want to know the story behind your business. This is where you explain your “why.”
- Why did you start it?
- What problems are you solving?
- What are you hoping for with your vision for this brand?
Start by writing two or three sentences explaining what inspired you to start your business. Don’t gloss over it, just be honest and authentic. This is your chance to be relevant.
Nothing fancy provisionAbout page
2. Introduce the people behind the business
Small business Progress On personal connections, and sharing who is behind the scenes builds trust. Give yourself a little background, your past work experience, and the skills you’ve cultivated make you (and your team) uniquely well-positioned to run your business.
Clementine CreameryAbout page
Include names, photos and brief bios of founders or team members. Don’t be afraid to show some personality either. It’s an ideal place for storytelling and writing in your unique voice.
3. Outline what you do and who your target audience is
Visitors should know exactly what your business offers and who your ideal customer is by the time they scan through your page. Sure, visitors probably have a vague idea of this if they’re on your website, but this is an environment where you can be more specific.
Left Bank Books About page
Avoid industry jargon and keep it customer-centric, explaining what you sell or offer and to whom. Doing so helps visitors understand that they are in the right place and that your small business is here for shoppers.
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4. Express your values
Research shows 82% Today’s consumers want to support businesses whose values align with their own. Based on the last step, be sure to drive home the mission and values behind your business so visitors know you’re on the same page with them.
Keep it real and avoid vague statements like “we care about quality.” Instead, talk about what you believe in and why it’s important to you, like St. Louis boutique Golden Gems did below.
Golden jewels About page
5. Give visitors the next step
Add a call to action to your page to ensure it’s not a dead end on your website. Whether it’s “Join our newsletter,” “Schedule an appointment,” or “Follow us on Instagram,” make the next step clear.
YugmonkAbout page
You can also include your contact information here, or a form that allows visitors to contact you if they have questions.
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Other Best Practices for Business About Pages
As you wrap up your first draft of your About page, do a quick review to make sure you’ve covered some general best practices.
- Keep it concise. Struggle to stay under a thousand words—nothing but a novel to tell your story.
- You speak like you write. Use a conversational tone that reflects how you would speak to a customer in real life. If you struggle with this, record and transcribe a voice note to see how your tone comes across.
- Update it regularly. As your business grows, review your page to keep it current.
- Optimize for search. Naturally sprinkle in some keywords (like your business type and location) to help with SEO.
- Use social proof. If you have accolades, awards, or press mentions, include them.
About Us Page Template
We put together a simple template to help you write a great about page. Use this as a guide to make sure you’re hitting all the right marks.
Write your business about us like a pro
A well-designed About page creates a bridge between your business and the people you want to reach. By sharing your story, sharing a little about the people behind the scenes, highlighting your values, and guiding visitors to your next step, you turn a static webpage into a powerful tool for communication and conversion.
Use the tips and templates we’ve covered to create an About Us page that feels authentic, informative, and unique. Remember, this is often one of the most visited pages on your website, so make it count.