How to write a compelling ‘About Us’ page (+ examples)

Jul 17, 2023 | Marketing

No matter your industry or the size of your company, your ‘About Us’ page is one of the most important pages on your site. This page serves as an introduction to your company’s mission, values, and backstory. Most importantly, it tells potentially customers why they should care about your brand.

When done well, a compelling about page can make all the difference in how your brand is perceived. Make a strong first impression, and you’ll likely be rewarded with higher customer loyalty, brand visibility, and even sales.

No pressure, right? Writing a compelling about us page can seem daunting, but fortunately there are plenty of resources and examples available. In this post, we’ll break down seven essential components of an effective about us page, plus share a few examples along the way.

7 Tips for an Effective ‘About Us’ Page

1. Tell Your Story

People connect with stories. Your About Us page is an excellent platform to share your brand’s journey, inspirations, and milestones. Tell a compelling narrative that resonates with your audience and humanizes your brand. Highlight the problems you set out to solve, the challenges you faced, and how you overcame them. Make it relatable and authentic.

The Farmer's Dog About Us Page Example

Example: The Farmer’s Dog

The Farmer’s Dog, a fresh dog food brand, is a great example of a story-driven brand. On their About Us page, they share the founder’s story of why he started making fresh dog food and how the brand evolved from a team of two to a thriving company with over 100 employees. Images, videos, and quotes are used effectively to help convey this story in a succinct yet engaging way.

2. Showcase Your Values and Mission

Clearly communicate your brand’s values and mission statement. Share what drives you, what you believe in, and how you aim to make a positive impact. This helps visitors understand your company’s ethos and determines if your values align with theirs. Authenticity and transparency are key here.

Quince About Us Page Example

Example: Quince

Quince’s About Us page is an excellent example of showcasing your brand values and mission. With a refreshing dose of transparency, Quince even breaks down exactly how much it costs to source and manufacture their products. This information is prominently displayed not only on the About page, but on individual product pages as well. All in all, this page does a great job of instilling trust in the brand.

3. Highlight Your Expertise and Achievements

Establish credibility by showcasing your expertise, experience, and notable achievements. This can include awards, certifications, partnerships, or significant milestones in your industry. Prove that you have the knowledge and skills to deliver exceptional products or services, giving potential customers confidence in your brand.

For certain industries, awards and certifications will carry more weight than for others. If you don’t have any, consider sharing customer testimonials for social proof instead.

4. Focus on Benefits

While it’s essential to highlight your achievements, remember that visitors are primarily interested in how your brand can benefit them. Clearly communicate the value you bring and the problems you can solve. Explain how your products or services address their pain points or fulfill their desires. Use customer-centric language to show how you can make a difference in their lives.

Gusto About Us Page Example

Example: Gusto

Gusto is a popular HR platform for businesses of all sizes. When your target audience is so diverse, it can be tricky to get your messaging right so that it resonates with everyone you’re trying to reach. Gusto’s About Us page (or Product page), however, does a great job of speaking to the benefits of their platform for their customers by highlighting features that alleviate universal business challenges like payroll, benefits, and onboarding.

5. Incorporate Visuals

Visual elements can enhance the effectiveness of your About Us page. Include high-quality images, videos, or graphics that reflect your brand’s personality and values. Show your team in action, your office space, or your products/services. Visuals add depth and help create an emotional connection with your audience.

Drop About Us Page Example

Example: Drop

Drop is a social commerce platform that helps brands engage with their audience. Their About Us page is a great example of using visuals, including photos, screenshots, and videos, to paint a more compelling picture of what their brand is all about. In addition, having team photos helps humanize the brand, which is especially important for a brand whose mission is “empowering brands around us to be heard and valued.”

6. Use a Conversational Tone

Avoid using overly formal or technical language in your About Us page. Instead, adopt a conversational tone that engages readers and makes them feel like they’re having a conversation with a friend. Use clear and concise sentences, and avoid jargon or industry-specific terms that might alienate your audience.

Olipop About Us Page Example

Example: Olipop

Although Olipop’s About Us page uses some fancy terms like “microbiome,” their page reads well to the average, health-conscious consumer. The value proposition is clear: Olipop is a healthier (and potentially tastier) choice than your typical soda.

7. Add a Call to Action

End your About Us page with a clear call to action (CTA). Guide visitors on their next steps, such as exploring your product offerings, subscribing to your newsletter, or contacting you for more information. Encourage them to take action and further engage with your brand.

DrawHistory About Us Page Example

Example: DrawHistory

DrawHistory ticks all the boxes of a compelling About Us page. Their page includes their mission, values, team bios, social proof, and multiple CTA’s to keep users engaged. While it may seem obvious to link from your About Us page to your Services or Contact page, this page also offers a good opportunity to link to your blog, podcast, or other places where your audience can form a deeper connection to your brand.


In conclusion, crafting an effective ‘About Us’ page is an essential step in establishing a strong brand and building a meaningful connection with your audience. By incorporating the seven essential components discussed in this post, you can create a compelling narrative that showcases your brand’s story, values, expertise, and benefits.

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