How to write an About Us page that wins your audience’s loyalty and trust

Did you know that your website’s About Us page has the potential to be one of the most powerful customer-creating pages on your entire site?

One survey found that the first thing 52% of visitors to a website want to see is the About page. Another concluded that the About Us page is the second highest-rated element on a website after clear contact information – this puts it before product or service information!

So, why does the About Us page matter so much and what are the secret ingredients of an irresistible About page that wins loyalty and trust? Let’s look…

Why the About Us page matters

A great About Us page fulfils several key functions at the same time. It:

• Establishes credibility and trust

According to HubSpot, 85% of people say they will only buy from brands they trust. When people go to an About page, it’s because they want to find out more about the humans behind the brand.

The About Us page allows you to introduce yourself, your team, or your organisation to visitors. It’s an opportunity to highlight your expertise, experience, and accomplishments, which helps build trust with your audience.

And it’s not just customers who value trustworthiness. Google is looking for it too. With this in mind, think about elements you can add to your About page to show that people can rely on you to deliver what you promise (see “What information should you include on your About Us page?” below)

• Creates a connection with the audience

As I’ve mentioned above, the About Us page is the ideal place on your website to humanise your brand. When people buy from a company, they want to know that their money is going to people who share their values because, ultimately, that reflects well on the buyer.

By sharing your story so far, your mission and your values, you can connect with your audience on a personal level. It’s a way of showing that you share common ground and that you have the knowledge, expertise, and integrity to deliver what the audience is looking for.

• Provides context and purpose

Your website’s About Us page should help to explain the purpose of your website or business. Describe the problems you solve, the products or services you offer, and how you can benefit your visitors.

This last point is crucial. Even though we’re talking about your About page, it’s really the audience who takes centre stage. Think about what matters to your customers and the difference your business can make to them, then put their experience at the heart of the content.

• Nurtures relationships

Following on from the point above, people want to be seen. They want to know that you understand the challenges they’re facing and that you can show how life will be better with the right solution.

The About Us page is the ideal place to show appreciation to your audience, customers, or clients. Express gratitude for their support and explain how you aim to serve them better.

• Boosts SEO and brand visibility

An informative About Us page can improve your website’s SEO by incorporating relevant keywords related to your industry or niche. This can help your website rank higher in search engine results, increasing your brand’s visibility.

Plus, if you include internal links to and from your About page, tying genuinely helpful content together, people will stay on your site for longer reading more pages. This is a strong signal to Google that you offer high-quality content.

What makes a great About Us page?

In my opinion, a great About Us page is one that effectively communicates the essence of your website, brand, or organisation to your visitors. It gives people a genuine glimpse into what working with you might be like.

It’s a page that engages, inspires trust, and establishes a genuine connection with your audience.

What information should you include on your About Us page?

Before you create or update your website’s About page, these are some of the things you might want to include (you can jump straight to the essentials here).

Unfortunately, there isn’t a one-size-fits-all blueprint for the perfect About Us page (if only there could be!). The key is to work out what is a good fit for your business and your audience.

The six points below are suggestions rather than non-negotiables:

1. Your mission and vision

The About Us page is the logical place to clearly state your organisation’s mission and vision, explaining what drives you.

Eventbrite’s main About page, for example, focuses almost entirely on its mission statement and defining what it does for its customers.

Even if you don’t explicitly publish a mission statement on your About page, my advice is to write a mission statement and use it to inform what you want the About page to say.

I also recommend clearly defining who you serve – your ideal customer – on your About Us page. If you’re bringing the right audience to your site through a combination of SEO, content marketing, social media marketing and other strategies, framing your mission and vision around your ideal customer will reassure your audience that they’re in the right place.

2. Founders/Team Members

If you work alone, you may want to use the About page to tell your personal story and how/why your business came about. Money mindset coach, Denise Duffield-Thomas, does this brilliantly on her About page with her “fancy third-person bio” and then her story in her own words.

If you’re part of a team or a larger organisation, you might want to introduce the key individuals who are a part of your business, including their roles and expertise. There can be subtle ways to do this – on HubSpot’s About page, for example, there’s an informal but on-brand picture of the founders sitting together on the stairs in the company of a rather gorgeous dog.

Think about who your customers might deal with or speak to or the unsung heroes behind the scenes. Your customers will enjoy “meeting” the people behind the brand.

Some businesses have a dedicated “Meet the team” page under the “About” section of their website, which can be another way to approach this and give your team the credit they deserve.

3. Company history

Many businesses use their About Us page to provide a brief overview of how the organisation came into existence and any significant milestones achieved. Just remember to tell your audience where your business is going, as well as where it’s come from!

SEO specialists Moz have several pages in the About section on their website, covering topics such as their culture, team, jobs, and news. The Our Story page walks the audience through the different milestones and turning points that shaped the business.

4. Achievements, awards, and accreditation

As I’ve mentioned above, achievements, awards and accreditation are all fantastic for demonstrating your business’s credibility and building trust. Use the About Us page to highlight any notable accomplishments or awards you or your organisation has received.

On my About page, you’ll notice the icons for all the SEO awards I’ve won in recent years.

5. Your positive impact

How does your business make a difference to your customers, community, industry, or the world at large? If applicable, the About page is the ideal place to showcase the positive impact of your organisation.

If you want to go into more depth about your impact, you could create a dedicated page on your site and link to that from your About page. For example, if your business is improving its sustainability, you might link to a dedicated sustainability page, like Nike does in its About section of the website.

Over the years, I’ve seen the Yellow Leaf Hammocks About page consistently praised – and for good reason! This is a brand with a conscience, and they use their About page beautifully to highlight this.

I now donate a percentage of all the SEO+ course sales to the Campaign Against Drink Driving charity and I highlight this on my About page.

6. Social proof

Social proof refers to signs that people use and trust your business. This can include customer testimonials, links to case studies, mentions in the media, previous clients, praise from influencers, and more.

If your brand has received any kind of external recognition, then displaying relevant logos or badges can help to bolster credibility.

Some businesses make customer testimonials a prominent feature of the About page. It puts the customer experience at the heart of the page, builds trust and demonstrates the value of your products or services.

About Us page essentials

Above, I’ve covered features that many About Us pages include, but others choose not to highlight.

Below, you’ll find what I believe to be the About page essentials, the non-negotiables that will elevate your content and turn website visitors into customers:

1. Compelling storytelling

We all have a story to tell, and the same is true of your business.

Use storytelling to narrate your journey, challenges, and triumphs. Engage readers with an authentic and relatable narrative that displays your passion, values, and mission. If there was a turning point in your story, a moment when your business evolved, share this with your audience and bring them on the journey with you.

Here’s a splendid example from RXBAR where they begin their story with the attention-grabbing opener, “It’s 2013, and we called B.S. on protein bars”. The reader is instantly drawn in.

2. A human-centered approach

I’ve touched on this in various points above, but I really do believe that your About Us page should highlight the people behind the brand. Think about how you can highlight the individuals who make your organisation special.

You want potential customers to think, “I’d like to work with these people” or “I’m happy to buy from these people”.

Remember too, that anyone thinking about applying for a job with you is likely to go to your About Us page as part of their pre-application prep. A human-centered approach will help them to imagine themselves as part of your team.

New York cake company, Milk Bar, uses its About Us page to show its team at work and having fun together. The people look fun, friendly, and happy.

3. Brand consistency

It’s important that you align the design, tone, and messaging of your About Us page with your overall brand identity.

Bulldog Skincare’s About page takes the bulldog branding and amplifies the idea of its products, like the trusty British bulldog, being “man’s best friend”.

You’ll find more dog-related branding on Bark’s About page. The company’s mission is to make dogs happy and the dog people who love them happy too. This branding carries through the whole website and is used to great effect on the About page with quirky pictures of happy dogs using Bark’s products.

4. Visual appeal

It’s official – our attention spans are shrinking! To keep your audience engaged, try to make your About page a feast for the eyes, using visually engaging elements such as photos, videos, infographics, and graphic elements to break up the text and make the page more inviting.

My advice here is to feature visuals of real people within your business, not stock photos. Ideally, they should all have the same look and feel to reflect your brand identity.

You could also include a short video that tells the story of your business – as done brilliantly here by Sweet Loren’s. You’ll notice that Sweet Loren’s video is short, to the point and tells the personal story of its founder, Loren Castle.

The Eight Hour Day About page is another example that invariably crops up on “Best About page” lists. The copy is minimal, but the visual impact is huge – as we might expect from a creative design and illustration studio.

We get to see the personalities behind the business, as well as their visual aesthetic, spaces and even that they’re “dog people” in just a few impactful images. Founders Nathan and Katie say, “creativity makes us happy” and their smiling faces show it.

5. Concise and engaging content

In conjunction with the point above, avoid lengthy paragraphs! Instead, focus on delivering concise, engaging content using bullet points, headings, and subheadings to make the page easy to scan.

The Headspace About page uses this approach brilliantly.

As a mental health app, their mission is to help people feel happier and more relaxed, and to cut their sense of overwhelm. The About page embodies this with clear and concise copy, bright graphics, and an easy-to-skim format.

6. Accessible

Make sure the page is accessible to all users, including those with disabilities. Use alt text for images and ensure good colour contrast to make any text easier to read. This advice applies to all your web pages, of course, but it never hurts to remind ourselves about its importance.

7. Responsive and fast loading

As with the rest of your website, aim to make sure that your About Us page has a responsive design that works across a range of devices and screen sizes, so that everyone gets to enjoy a comparable user experience.

Also, check out how quickly the page loads using Google’s PageSpeed Insights, as people may click away from the page if it’s slow.

8. Transparency and authenticity

Hopefully, it goes without saying that the About Us page should be honest and transparent about your achievements, challenges, and goals.

Avoid using jargon or exaggerated claims. If you say something about your business, be prepared to prove it!

9. Contact information

People expect clear and easy-to-find contact details on an About Us page, even if you have a dedicated Contact page too. Indeed, Spotify’s About page combines the two with a succinct description of its service and then links to all of the key contacts and information pages.

10. A Call-to-Action (CTA)

When people visit a web page or engage with a business in some way, they appreciate guidance about what to do next. This is why having a Call-to-Action on your About Us page is vital.

Encourage visitors to act after reading your About Us page. This could be signing up for a newsletter, exploring products/services, or contacting you.

Your About Us page can evolve with you

It’s fair to say that your website’s About Us page has a lot of heavy lifting to do! As we’ve seen, it can be a place to summarise your company’s history, mission, people, and value. The challenge is, how do you do this in just a few paragraphs?!

Start with your mission statement. Why does your business exist? What is its purpose, intention or overall objective? Who is your ideal customer and how can you make a difference for them?

The answers to these questions should help you to map out what you want on your About Us page.

And remember that your About page content isn’t set in stone. It can and should evolve as your business does, so check it regularly to ensure it feels current. Try out different features and emphasis to see what resonates with your audience.

A great About Us page is not just a list of facts but an opportunity to connect emotionally with your audience and leave an impression. Keep it focused, authentic, and aligned with your brand’s values and goals.

By updating your About Us page to include those 10 essential elements, you’ll be giving your website a good boost.

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