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How to write an about us for a new company

We all have to start somewhere, and your about page is still important even if you’re a new company.

An about us page is an essential part of any company website. This page tells your visitors who you are, what you do and why they should care. It’s also a great opportunity to share your company’s story and explain your core values.

If you’re just starting out, it may be difficult to come up with content for your about us page. But don’t worry. In this handy tutorial, we’ll walk you through the steps for how to write an about us for a new company.

Table of contents

  1. What is an about us page?
  2. Why is an about us page important?
  3. How to write an about us for a new company
    1. Include the essentials
    2. Share your USPs
    3. Share your story
    4. Explain your mission and values
    5. Introduce your team
    6. Establish your brand voice
    7. Get creative
    8. Keep it up to date
  4. 3 about us page examples from startups
    1. Cazoo
    2. Revolut
    3. Clickup
  5. Takeaway

What is an about us page?

Team stood around laptop - How to write an about us for a new company - Copify blog

An about us page is a page on a website that provides information about the site or company. It typically includes an overview of the company’s history, mission and core values. The about us page is a great opportunity to share your company’s story and explain why your visitors should care about your business.

Why is an about us page important?

The about us page is one of the most important pages on a website. It’s often one of the first places visitors will go to find out more about your company. Think of it as the official version of your brand story. As such, it’s vital to signal professionalism to customers, suppliers, press, job seekers and anyone else who needs to know more about you.

Since checking a company’s about us page is an important step in due diligence, it’s important to be accurate and make a good impression. This page can help you build trust with your visitors by providing transparency about who you are and what you do.

Additionally, a well-written about us page can help you attract new customers, investors and employees as it offers another way to rank for some of your target keywords in search results.

How to write an about us for a new company

Now that we’ve gone over the basics, let’s take a look at how to actually write an about us page for your new company:

1. Include the essentials

Shop 'open' sign - How to write an about us for a new company - Copify blog

Start by introducing your company and what you do. Make it clear what your name is and how it’s spelt. You’d be surprised how little thought some companies give to this. For instance, many spell their name in a variety of ways across their site, such as Example Site, examplesite, ExampleSite or Example:site. These days there are lots of ways to brand yourself so be consistent!

Your about us page should also make it clear what your core service is, what industry you operate in and who you service. Anyone who’s in any doubt will refer to your about us page. You can also use this page to include core keywords such as ‘service in [location]’ to get you ranking in Google.

2. Share your USPs

Your unique selling proposition outlines what you offer that others in the market don’t. It might not be completely unique, but it should be sufficiently different from your closest competitors. Hopefully you’ve already asked yourself why people should do business with you rather than someone else, but if you haven’t, this is a good time to start.

Some examples of USPs include:

  • Personalised customer service
  • 24-hour delivery
  • National focus or very local focus
  • AI software or handcrafted
  • Specialising in a niche area of the market or niche customer segment
  • Previous industry or life experience only you can offer

3. Share your story

Your company has a story, even if it’s just that you started brewing small-batch gin in your garage during lockdown and have been selling it from home ever since. Your website gives you a platform to share this story with the world, so big it up! Talk about how you got started, what challenges you’ve faced and how you’ve overcome them.

Read More: 3 storytelling copywriting examples and how to tell your brand’s story

4. Explain your mission and values

Your mission and values should be at the heart of your company. They guide how you operate and how you make decisions. Ask yourself what are the things that are most important to you and your company?

Mission statements tend to be around one or two sentences long, while values can be a paragraph or two.

Here’s an example of each:

Mission statement example: “We exist to provide innovative solutions that improve people’s lives.”

Values example: “We believe in putting our customers first, being transparent and open with our communications, and always striving for excellence.”

You might not have much history, but you can use the content on your about us page to show what you will do throughout the lifespan of your company to make a difference in the world.

5. Introduce your team

As your team grows you might incorporate a separate team page where visitors can learn more about the people behind your company. For now, the about us page is a good place to talk more generally about who they are or provide a bit more information about yourself/the founders.

Job seekers are likely to hop over to your about page in future to find out more about who’s behind the brand, so this page is as much about showcasing your company culture as anything.

6. Establish your brand voice

Office worker laughing - How to write an about us for a new company - Copify blog

Your brand voice is how you communicate with your target audience. It’s the personality of your company and it should come through in everything you write, from your website copy to your social media posts.

Your about page is a great exercise in establishing your brand voice, including the way you talk about yourself, the way you pitch yourself to your audience and investors, and the kind of language you use.

There are lots of brand voices out there, whether you’re the kind of straight-talking empowering brand like Missguided that uses the language of its audience (“who run this mother”) or a more traditional brand like Crew Clothing that wants to use traditional language to convey long-standing reputation (“Our heritage”).

7. Get creative

Being creative with your about us page allows you to stand out from your competitors. People are visual creatures so consider using a few pictures of your team or office to help humanise your business and give a glimpse behind the scenes. Other options include an explainer video, a timeline, stats, infographics and more.

8. Keep it up to date

As your company grows, you’ll likely gain funding, grow your customer base and expand into other markets. All of this is vital information you can display on your about page. It shows potential investors, customers and job seekers that you’re committed to development and that you adapt to market forces.

3 about us page examples from startups

If you need a little inspiration, we’ve included three examples of startup about us pages to show you don’t need a lot of history to make a splash in the marketplace:

1. Cazoo

Cazoo about page - How to write an about us for a new company - Copify blog

Simple and to-the-point characterises the about us page of online car finance company Cazoo. The simple layout and uncluttered use of language help demonstrate that this is a company that is all about ease, convenience and zero fuss.

You’ll notice how they put the emphasis on their mission and values higher up the page. They say a lot in a few words to underpin their USPs: “We want to make buying your next car no different to ordering any other product today.”

Although the company was only founded in 2018, they reassure their customers with statistics on how large their team is and the successes of their leaders in previous ventures.

2. Revolut

Revolut about page - How to write an about us for a new company - Copify blog

The challenger bank Revolut only began life in 2015, but their about page doesn’t dwell on this. In fact, it champions what they’ve achieved in that short time by leading with statistics on user numbers, countries they operate in and currencies supported. The impression is that this company knows their numbers, all of which sends a good signal to customers and investors.

In their timeline, they also share key milestones in their journey, including when they secured funding. It’s displayed in a very pared-back way which just shows you can do a lot with just the basic information.

Finally, the wording is user-centric and showcases their aims: “From your everyday spending, to planning for your future with savings and investments, Revolut helps you get more from your money.”

This is a challenger bank that puts customers at the heart of its copy and its ethos.

3. ClickUp

Clickup about page - How to write an about us for a new company - Copify blog

A collaboration and productivity app for businesses, ClickUp only started in 2017 but its about page is a good reflection of how to position yourself using a strong brand voice.

Their introduction states the problem that their product aims to fix: “While we absolutely love productivity software, we believe productivity, in general, is broken.”

This sets up their value proposition which they go on to back up with bold mission statements and colourful and engaging infographics.

They’re a great example of how to use brand voice, through their use of positive, casual and slightly offbeat language: “Pay it forward”, “Have fun, find joy, be you”, “Normal f*cking sucks.” The impression is a company that is breaking the mould, no-nonsense and proud to celebrate difference.

The about page also shows off their team with bright and laid-back imagery that we associate with tech innovators like Google, shunning the usual corporate stuffiness. All of this is backed up with logos of awards they’ve won to help convey a sense of confidence to the customer.

The takeaway

Just because you’re a new company doesn’t mean you don’t have anything to say about who you are, what you do, your goals and how you plan to make a difference.

We hope these tips and examples have inspired you to showcase your company in the best way possible.

✏️ If you’re still having trouble finding the right words, why not work with a professional copywriter today?


Header image: Mike Petrucci

Embedded images: Mimi Thian, Jason Goodman, screenshot Cazoo, screenshot Revolut, screenshot Clickup

Wendy Woodhead

Wendy is the Account Director at Copify and a qualified copywriter and proofreader. She has spent six years copy editing and copywriting for B2B and B2C clients and has experience in freelance and in-house arts marketing and digital content creation. Wendy likes to write about language and literature, digital marketing, history, current affairs, and arts and culture. In her spare time she enjoys yoga, reading and writing fiction.

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