How to write an about us page

Why do so many about us pages sound exactly the same? "We are passionate about excellence." "We put the customer first." "Founded in 2015 with a vision to change the industry." You read three of these in a row and none of them tell you anything real about the people behind the business.

Your about us page is one of the most visited pages on any website. People land there when they want to know who they are dealing with before they buy, hire, or reach out. Learning how to write an about us page that actually answers that question is one of the highest-impact writing tasks on your site. Here is where to start.

What should an about us page include?

A strong about us page covers four things. Who you are and what you do. Why you started or what problem you set out to solve. What makes your approach different. And who is on the team, even if that is just you.

Skip the corporate mission statement language. Write the way you would explain your business to someone at a dinner party. What do you do? Who do you help? Why do you care about this work? Those answers form the backbone of a page people actually read.

Include real details. The year you started, the city you work from, the type of clients you serve best. Specifics build trust. Vague claims about "quality" and "innovation" do not.

How do you structure an about us page?

Start with a short opening that speaks to the reader, not about yourself. "If you are looking for a designer who understands small retail brands, you are in the right place" works better than "Welcome to our company." The reader should feel seen in the first two sentences.

Follow with your story. How did this business start? What moment or frustration led you here? Keep it to two or three short paragraphs. People connect with stories, not timelines of corporate milestones.

Add a section about your values or approach. Not a bullet list of buzzwords, but one or two sentences about how you work with clients or what you refuse to compromise on. This is where personality shows up.

End with faces. Team photos and short bios humanize the page instantly. Even a solo founder benefits from a photo and a few lines about who they are beyond the job title.

What mistakes should you avoid?

The biggest mistake is writing about yourself instead of for the visitor. Every paragraph should answer an unspoken reader question. "Can I trust these people?" "Do they understand my situation?" "Would I enjoy working with them?"

Another common trap is making the page too long. You are not writing a memoir. Three hundred to six hundred words is plenty for most businesses. Say what matters, cut the rest, and link to your blog or portfolio if people want more depth.

Do not forget a next step. After someone reads your story, point them to your services, your contact page, or a recent project. The about us page is a trust-building stop on the way to something else.

For solo brands, an about me page follows a similar approach with a more personal angle. To see what strong pages look like in practice, browse about us page examples and what to learn from them.

Frequently asked questions