Posted on May 15, 2017

How to Craft a Compelling “About Us” Page

It’s the front door to your company, a welcoming smile and an important part of making a positive first impression. It’s the place prospective customers go to learn about your history, values and vision. And it can make or break a brand.

It’s the “About Us” page on your website – and you’re going to want to make it incredibly compelling.

Of course creating compelling copy and content for your “About Us” page is easier said than done. But fear not, the internet is loaded with great “About Us” pages, and you can learn a lot about what works (and what doesn’t) by looking at some of the best.

Here are 10 ways to craft a compelling “About Us” page, complete with real-world examples of exceptional options:


#1. Tell a story

Facts and figures are fine, but what people really want are stories.

Where did your organization begin? Who are the people behind the products and services? In what ways does it improve lives?

Sharing stories humanizes your brand and creates stronger connections between your company and its customers. It’s simply more fun to read, which means internet users are more likely to spend more time on your site – and remember more of what they see.

Take a look at how Yellow Leaf Hammocks brings its brand to life through effective storytelling on its “About Us” page. It goes beyond facts and figures by describing the indelible impact their products have on the people who make the hammocks, as well as their families.

Every organization has a story to tell, and every compelling “About Us” page starts with a story.


#2. Use copy that connects

What would you rather read – a stuffy story full of facts and figures or personal prose written from the heart?

Most people would go for the latter.

Compelling “About Us” pages connect with users. Sure, you want to ensure that your copy is consistent with your brand, and you want it to be professional. But that doesn’t mean it needs to be stilted, stale and safe. It means that it has to sound like it was written by a human for a human.

It also means that you should eschew corporate and industry jargon, unnecessary acronyms and anything else that is likely to make readers’ eyes glaze over.

Here’s how the folks at Eight Hour Day do it. That’s the kind of energy and emotion that only a human can convey and only a human can appreciate.


#3. Incorporate incredible images

It’s been said that a picture is worth a thousand words. But in today’s multimedia world, it’s probably more like 100,000 words. People love pictures, and sometimes the right picture in the right place can say a whole lot more than words.

Pictures are easier for people to process. Pictures show and tell. Pictures also allow you to easily infuse energy and emotion into any “About Us” page.

Food Studio is one company that incorporates incredible images into its “About Us” page. And when they combine it with compelling copy, it’s incredibly effective.

food studio


#4. Keep it creative

Very few people fire up their internet browsers in search of something boring. No, most people want something that informs as well as entertains.

That means you’ve got to keep it creative.

Take a look at how Moz use its “About Us” page to creatively present information about the company’s history. They use a timeline – combined with clever copy and compelling images – to tell their story.

Moz webpae

And it works.


#5. Keep it clean

Of course too much creativity can be a bad thing – a very bad thing.

Having a clean, well-designed “About Us” page is every bit as important as the copy, images and story. After all, if a page is too clever, it might also be too cluttered and difficult to navigate.

So make sure to keep your “About Us” page clean, the way Marie Catrib’s does. Sure, the page encourages visitors to “make a mess,” but the site itself is super clean and easy to navigate.

keep it clean webpage


#6. Make it memorable

bulldog website

You can go big and bold, the way Bull Dog does, or you can go with a more minimal approach, the way Flarin does.

Flarin webpage

Or, if you’re really feeling it, you can big, bold and mildly bizarre, like the good people at Cultivated Wit.

cultivated wit webpage

But whatever you decide to do, make it memorable.

People who take the time to visit your “About Us” page are there for a reason. They care enough to invest time in your company, so make sure they remember what they find.

According to Internet Live Stats, there are more than 1.1 billion websites online right now, and the number is growing by the second. It’s hard to stand out from the crowd and differentiate yourself from the competition. That’s why it’s so important to make your “About Us” page as memorable as possible.


#7. Include endorsements

Who are internet users more likely to believe, you or the people who do business with you?

Hopefully both. But more often than not, people are going to believe a third party. So use them.  

One of the best ways to truly educate visitors about your business, your brand, your values and the quality of your products and services is to include endorsements. Incorporating a “Testimonials” section on your “About Us” page (with videos, pictures and quotes) reinforces your message. It also shows that you value your customers’ opinions enough to include them on your site.

That’s some powerful stuff that the folks at FortyOneTwenty have figured out. And if you can include an endorsement from a celebrity – the way Twitter does – you’re going to be even better off.

4120 webpage



#8. Brand it

Every company has a brand. The best, such as Target and Apple, reinforce their brands on every page. The words and images align perfectly with the experience they want their customers (or, in the case of Target Corp., their “guests”) to have every time they interact with the company.

You might not be Target or Apple, but you should still make sure your “About Us” page accurately reflects your brand. Use the same color palette. Make sure your logo or wordmark is prominently displayed. Choose images that let visitors know they’re on your site.

Bentley Motors does this very well on its “About Us” page. It’s a crisp and professional looking. It uses words like “superlatives,” “essence” and “luxurious.” It does a great job of reinforcing the brand.

Bentley webpage



#9. Add value

There seems to be an eternal battle being fought between what companies want to say and what their customers want to hear – especially on “About Us” pages.

Too often, organizations include information that isn’t at all relevant to their audience. Sure, it might be important to the CEO, but the average Joe looking for a product or service probably doesn’t care.

It’s a struggle to get company leaders to understand that they are not the audience with whom you’re trying to connect. But you should always keep your customers in mind, anticipate what they will want to know and try to add value at every opportunity.

Fight the good fight.


#10. Brag

Awards, accolades and recognition matter. They demonstrate that you’re a leader in your industry, that you’re committed to excellence and that others recognize your accomplishments.

So don’t be afraid to brag on your “About Us” page.

Law schools have had a rough go of it lately, what with declining enrollment and the high cost of tuition. That’s why every school in the country- – even those located in “flyover land” – prominently displays their awards and rankings on their “About Us” pages.

Mitchell Hamline College of Law in Saint Paul, Minn., is an excellent example of an organization that does this effectively. Right there, beneath history and leadership, you’ll find a link to “Awards, Rankings, and Recognition.” It’s an important and effective feature.

mitchell hamline webpage

Don’t have awards? Don’t worry. You can also link to positive media coverage (and the endorsements can work, too).


Are you ready to start crafting a compelling “About Us” page?

Your “About Us” page can be easy to overlook – especially when you’re focused on converting prospects into customers. But if you make sure it’s clear, creative and clean, it can be an incredibly powerful tool that helps your company achieve its goals.

Are you ready to craft a compelling “About Us” page? Have you already done so? What’s missing from this list. Let us know in the comments below:

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