How to Write an About Us Page for a Business: 8 Steps to Success

So, you’ve got the products, the logo, and even a catchy slogan—but what about your story? 

Learning how to write an About Us page isn’t just about filling space on your site. It’s your moment to shine, connect with potential customers, and show off your core values, brand story, and personality. 

Here’s how to turn your company description into a page people actually want to read.

What is an About Us page?

An About Us page is a look into your brand’s identity. It's a short but meaningful section of your website that tells potential customers who you are, what you stand for, and why your company’s story matters.  

From your mission statement to your core values, this page turns browsers into supporters—and ideally, buyers.

Why you need an About Us page

Not just a nice-to-have, a good About Us page could be one of your online store’s most clicked destinations. Why? People want to know who they’re buying from.

It establishes connection and trust, highlights your brand values, and gives newcomers a reason to root for you.

It’s popular with new visitors

Let’s face it—first impressions matter. Potential customers want to know if you’re a credible business, what you stand for, and whether they vibe with your brand story. That’s where your About Us page comes in.

It's your chance to turn casual clickers into loyal customers by sharing your company’s mission and offering a glimpse behind the curtain.

It shows why you’re unique

Thousands of businesses sell t-shirts, candles, planners, and pet toys. So, why choose you? Your About Us page is your spotlight moment—a place to show off your humble beginnings, quirky founder story, or that weirdly specific reason your company’s products exist. 

Authenticity stands out, and this is where it shines.

It solidifies your brand image

Are you playful and bold? Sleek and modern? Down-to-earth and conscious? Your About Us page should embody your brand’s personality. 

When done right, it reinforces your brand image, builds emotional connection, and helps people remember you—especially when it fits your website visuals and core values.

How to write an About Us page

Let’s get into the nitty-gritty of how to write an About Us page that wows your site visitors, connects with your target audience, and convincingly tells your company’s story. 

These eight steps will help you find the balance between personality and professionalism.

1. Include your unique value proposition

Your unique value proposition (UVP) explains what sets your brand apart—whether that’s your handcrafted approach, your sustainable mission, or your one-of-a-kind product feature. 

To write an About Us page that resonates, state your UVP in the first few lines. Use an eye-catching headline and a short paragraph that connects your product or service to your company’s mission.

• Example: “At Bark & Brew, we blend premium coffee with pup-friendly vibes—because dog lovers and their furry friends deserve a space of their own.”

Use this Value Proposition Canvas or try ChatGPT prompts to help craft and refine your UVP.

2. Show your company’s faces

Customers want to connect with people, not faceless logos. Introduce your leadership team or highlight key members of your company to build trust. 

• Add names, fun facts, or even their favorite snacks to make things memorable. Bonus if you add team photos or a short company video.

Use Canva to create clean, branded team collages or embed Instagram posts showing your team’s behind-the-scenes moments.

3. Tell your brand story

Your brand story is the heart of your About Us page. It details how your business started, what challenges you faced, and why your company’s core values matter. A great story should feel personal yet purposeful—think of it as your “origin story” with a mission.

What to include: 

• A relatable moment (“we started in our garage…”)

• A turning point (“we realized people needed…”)

• Your mission statement (“we believe in…”)

Take Morningscore, a software company that opens its About Us page with its value proposition, shows the faces behind the brand, and then explains the struggles that led to its creation. 

By highlighting the company’s “aha” moment, Morningscore turns its story into something readers can root for.

 Source: Morningscore

If you run an ecommerce business, don’t be afraid to highlight its humble beginnings: 

• How you came up with your idea

• Your first product launch

• Your first 100 sales

• Or the moment you quit your 9-to-5

Pro tip: Keep your brand story clear, honest, and concise (under 300 words)—authenticity wins over fluff every time.

4. Share what’s happening behind the scenes

Transparency is powerful. Today’s customers want to know how your products are made, who is making them, and what your company stands for. 

Whether you’re designing eco-conscious tees or shipping quirky mugs from your garage, a behind-the-scenes look adds authenticity, builds social proof, and humanizes your business. 

It gives your brand story depth and shows there are real people, real values, and real effort behind your product.

Fashion label INTO THE AM does this perfectly by sharing images of its products being made. It’s simple, real, and establishes trust.

Source: INTO THE AM

Need ideas? Try embedding a short video of your team packing orders, posting TikToks from your studio, or sharing Instagram Highlights from a factory visit.

Printful merchants can even grab ready-made production footage to show how their products are fulfilled.

5. Let customers know where you are

Never underestimate the emotional response website visitors might feel when they see that your business has roots in a familiar place.

Sharing your location—whether it’s your garage HQ or production center—forms trust and helps customers feel confident about shipping times and reliability.

At Printiful, we pinpoint our global in-house fulfillment centers and partner facilities to help merchants deliver with confidence.

Source: Printful

Mention where your products ship from, where your team works, or where your story began. It adds social proof, transparency, and a touch of hometown charm to your About Us page. 

6. Direct customers to the next action

Don’t let your About Us page be the end of the journey—keep the momentum going. 

After building trust and sharing your own story, guide visitors to your shop, blog post, or contact page. Think of it as a soft nudge: “Now that you know us, here’s what to do next.”

Add call-to-action (CTA) buttons like Shop Now, Meet the Team, or Follow us on Instagram.

For example, skincare brand 100% PURE adds a CTA to its best-selling products at the end of its About Us page to encourage readers to start shopping.

7. Consider the fold

In web design, above the fold refers to the part of your page that’s visible without scrolling, just like the cover of a newspaper. It’s your first impression and determines whether site visitors keep reading or click off.

That’s why your About Us page should open strong. Think bold headlines, a company slogan, or even your mission statement.

Take Allbirds, for example. The page hooks you in with a simple tagline above the fold, “Mother nature made us do it.” Paired with a stunning video—it’s minimalist, memorable, and totally on-brand.

Use heatmap tools like Hotjar or Crazy Egg to see how visitors interact with your page. If no one’s scrolling, you know what to fix.

8. Keep your About Us page updated

An outdated About Us page feels like walking into an abandoned store. Keep it current with new photos, company milestones, team updates, or product launches. 

• Did you expand your target audience?

• Open a new office?

• Evolve your brand values?

Add it! 

Tools like Trello or Notion help you schedule regular updates. INTO THE AM nails this by rotating fresh team photos to reflect its evolving company culture. 

Your story isn’t static, so let your page grow with your brand. Keep it lively, real, and relevant to show customers you’re active, thriving, and invested.

What to exclude from an About Us page

Your About Us page is there to make a personal connection—not sell or bore. While it’s tempting to pack in everything, there are a few things best left out.

Hype

Over-the-top language like “world’s best,” “game-changing,” or “disruptive” may sound impressive, but it rings hollow without proof. Visitors are here to learn about your company, not get a buzzword headache. 

• Instead of inflated claims, show your value through real milestones, customer stories, and your company’s history.

Example: Instead of “Revolutionizing skincare,” say “Built in a Brooklyn kitchen using ingredients we couldn’t find on store shelves.” 

It’s honest, visual, and relatable, which goes a long way in building trust.

Sales pitch

Your About Us page isn’t a product page in disguise. Don’t treat it like a checkout shortcut. People come here for your mission, values, and story, not a list of discounts or bestsellers. 

A pushy tone gets in the way of emotional connection and makes your brand feel like a cash grab.

• Instead, guide visitors naturally—include a subtle CTA (“See why customers love our products”) or link to your shop in the footer. 

Build trust before you go in for the sale. This page is about who you are, not what you’re selling.

A copy-pasted mission statement

A cold, generic philosophy like “We aim to deliver value through innovation and excellence” isn’t likely to strike a chord.

If it sounds like it came from a random page template, it probably did. Your brand deserves better. 

• Instead, write your mission in simple, to-the-point language that reflects your actual goals. 

Outdoor Voices simply states, “We’re on a mission to get the world moving.” It’s clear, authentic, and memorable. 

Tips for writing an SEO-friendly and visually appealing About Us page

Your About Us page is a powerhouse for search engine optimization (SEO) and user engagement. With a little strategy, you can craft a web page that both search engines and visitors will love. 

Let’s break it down.

Think beyond just keywords

Add branded terms to give Google and site visitors context.

Make sure your company name, tagline, and niche-specific keywords appear naturally in your site copy.

But don’t stop there:

• Optimize image alt text, including for team photos and product shots.

• Add a compelling meta title and meta description.

• Structure your written content with headers for skimability.

Tools like Yoast and Rank Math can help you check all the SEO boxes without sacrificing your brand voice or emotional connection.

Add internal and external links with purpose

Strategic linking increases time on site and helps search engines understand how your content fits together.

Use your About Us page as a subtle roadmap:

• Link internally to customer testimonials, blog posts, or press features to amp up credibility and keep users exploring.

• Add social media links or direct people to best-selling product pages.

Pro tip: Avoid dropping links randomly or in bulk. Instead, incorporate them naturally to support your content, rather than distract from it.

Mix in visual storytelling

Don’t just tell your story—show it. Studio shoots, team lunches, shipping prep—it all helps visitors feel more connected to your company. 

• Use image galleries, short videos, or even embedded TikToks to bring your story to life. 

Why not include a timeline graphic showing how your brand started and grew? Be sure to add captions to walk readers through your journey.

3 Great About Us page examples

Looking for inspiration? These three brands go beyond boring bios and have turned their About Us pages into brand-building gold.

1. Who Gives A Crap

Yep, it’s toilet paper—but this company’s About Us page is anything but crappy. 

With a quirky brand name and a unique story, it’s a great example of how you can sell just about anything and make people genuinely interested in it.

Source: Who Gives A Crap

The page opens with a playful tone and a clear mission—providing toilet access for all. It’s packed with cheeky copy, bold visual elements, and team photos that embody the company’s personality. 

Plus, there are links to impact reports and press pages, perfect for SEO and credibility.

2. Meow Meow Tweet

Meow Meow Tweet’s About Us page shows how personality can power a brand.

From its quirky name to the hand-drawn visuals and lighthearted tone, everything reflects the brand’s philosophy and commitment to sustainability.

Source: Meow Meow Tweet

The About Us page goes beyond a brief overview—it introduces the company’s history, founders, and mission in a way that feels personal and authentic.

Source: Meow Meow Tweet

 It’s playful yet informative, and delivers key points fast. You know exactly who they are and why they care from the first glance. This is website copy done right.

3. LessEverything

LessEverything, a software production and consulting company, infuses humor and personality into its About Us page. 

Featuring short, witty videos and fun facts about each team member, it offers a quick overview that’s both informative and entertaining.

Source: Less Everything

The page avoids hype and sales pitches, focusing instead on harvesting trust and showcasing its unique, quirky story. It's a good example of how to use people-led content to create a lasting impression.

Ready to create your About Us page?

A great About Us page helps you boost trust, showcase your story, and connect with customers. 

Whether you’re a quirky startup or an established business, the right balance of storytelling, design, and authenticity will deliver an About Us page that resonates and drives engagement. 

Keep it true to your brand, and watch your business thrive.