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What to write in an About Us page of a website (with examples)

The About Us page of your website is one of the most visited pieces of content, so it’s important to get it right.

A good About Us page helps visitors learn more about your business and what it has to offer them. A recent study by KoMarketing found that 52% of respondents navigate to a company’s About Us page when landing on a website. With this in mind, it’s important to write content on the page that gets customers emotionally invested in your brand and propels them to take further action.

In this article, we outline what an About Us page is and what to write in an About Us page of a website, and provide some real-life examples of different types of About Us pages.

Table of contents

  1. What are About Us pages?
  2. The purpose of an About Us page
  3. What to write in an About Us page of a website
    1. A value statement
    2. Who you serve
    3. Brand backstory
    4. Behind-the-scenes information
    5. Your location
    6. A call to action
  4. About Us page content types
    1. Data-focused About Us pages
    2. Timeline About Us pages
    3. Team-focused About Us pages
  5. Final word

What are About Us pages?

About us page - What to write in about us page of a website - Copify blog

An About Us page is a goal-orientated information page that gives online visitors insight into your brand and the story behind it. About Us pages aim to make a strong first impression on curious customers by drawing attention to your unique-selling points and company mission.

Some elements featured in an About Page usually include brand values and beliefs, when the business began, why the customer should choose your brand, and information about the team.

Some About Us pages go under different labels – such as ‘Our Story’, ‘Our Mission’, or ‘About’ – yet they all have the same purpose.

The purpose of an About Us page

The main purpose of an About Us page is to communicate the story behind your brand and why you started the business. This information helps customers humanise the company which is essential given the impersonality of online shopping.

Some other purposes of an About Us page are:

  • To explain your business model and how products are made
  • To incorporate persuasive content that directs customers to other landing pages
  • To draw attention to your business wins and milestones
  • To answer pressing questions new customers may have
  • To demonstrate why your brand is unique
  • To help new, curious customers form a positive opinion about your brand
  • To aid customer decision-making
  • To consolidate your brand image
  • To demonstrate the cause your business serves

What to write in an About Us page of a website

The contents of your About Us page may vary depending on your industry and target audience. For instance, a freelance-based content creation company is more likely to focus on informing clients what services it can offer them rather than showing the various faces behind the brand.

Here are some things to consider writing in the About Us section of your website:

A value statement

Include your company’s unique selling point to demonstrate how your products are different from competitor offerings. For example, it could be that your products are sourced from renewable materials or are vegan-friendly. A value statement gives the customer information that’s peculiar to your brand and which they’re likely to draw upon when making their final purchasing decision.

Who you serve

Many business owners believe that creating an About Us page that caters to everyone is the best way to draw in more customers. However, this only leads to the creation of generalised content that’s not optimised in the slightest. Mention your core customer and explain how your business is dedicated to helping them solve their pain points. Being specific with who you serve ensures you create specialised content that focuses on your target audience. Make sure to state exactly what products or services you can offer these customers.

Brand backstory

People stood over the words 'passion led us here' - What to write in about us page of a website - Copify blog

No brand has an origin story exactly like yours, so writing about it gives you a chance to create further unique content. Reference how you got to where you are currently and pinpoint important milestones before and after your company’s founding. If you’ve encountered changes in your business thinking or strategy along the way, let your customers know. This demonstrates how your brand has evolved over time and can be a fresh of breath air compared to websites that only feature the baseline positives.

Read More: 3 storytelling copywriting examples

Behind-the-scenes information

Transparency in manufacturing is a marketable asset that helps draw in new customers. Feature behind-the-scenes information about your brand so customers can get the inside scoop on how you operate. If your business uses sustainable materials, outline where they’re sourced from and how you process them. Outlining the production process leaves readers feeling that they know exactly what they’re purchasing and that they’re making a fully informed decision.

Your location

When creating a keyword strategy for SEO, you’re likely to include location-based search terms to reach local customers. Optimise your About Us page content by stating where you’re based. This helps build trust with people in that area and helps get your content seen by the right people. For instance, if you own a coffee shop in Croydon, a subheading with the title ‘Coffee Croydon residents can’t refuse’ boosts your page’s organic rating for customers searching keywords such as ‘Coffee Croydon.’ Remember to be specific with your location while also referencing other areas you can ship your products to.

Read More: How to create a keyword strategy for SEO

A call to action

If a customer has scrolled to the bottom of your About Us page, they’re already highly engaged with your brand. A call-to-action (CTA) is important to direct a customer’s attention further and propel them into action. Feature an end statement with an internal link that sends customers back to your online store. You can also direct them to your Contact Us page where necessary.

About Us page content types

As mentioned, businesses may choose to focus on specific elements of an About Us page more than others depending on their brand offering or target audience.

Here are some different About Us page examples with real-world applications to help you choose the right approach:

Data-focused About Us pages

Screenshot of New York Times' About Page - What to write in about us page of a website - Copify blog

Data-focused pages include statistics that refer to the brand’s loyal customer base and achievements. For instance, the New York Times’ About Us page shown above features how many subscribers it had within a year to emphasise its huge readership. It all includes statistics on how many languages are spoken by staff and how many global monthly readers they have to demonstrate their accessibility and diversity.

Timeline About Us pages

If you have a long history that’s necessary to your brand mission, consider using a timeline that summarises all the company milestones. This is a method used by Overstock to show customers their various achievements – such as introducing augmented reality to their Android app for shoppers – and garner more interest.

Team-focused About Us pages

Team-focused About Us pages are suitable for companies with global teams or networks. Toggl uses this approach to highlight its commitment to productivity around the world and outline the capabilities that remote working allows it to achieve. This helps sway individuals who may consider applying for a position with the company while showing customers the positive connections behind the brand.

Final word

When considering what to write in an About Us page of a website, be sure to consider your target audience and industry first. Ensure that your content is specific to your buyer persona for better search engine optimisation.

✏️ Read more about how to write an about us page with our step-by-step guide.


Header image: Glenn Carstens-Peters

Embedded images: Le Buzz, Ian Schneider, New York Times screenshot

Emma McCabe

Emma has worked as a Content Delivery Manager with Copify since completing her BA (Hons) in English Literature and History at Lancaster University. As an undergraduate, she was a writer for the campus newspaper and started her own book review blog. She hopes to continue writing and editing in the future and increase her blogging activity.

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