Learning how to write an About Us page is one of the most underrated skills in building a website. It’s one of the most-visited pages on most sites, and for many first-time visitors, it’s where they decide whether to trust you with their business.
This guide covers what an effective About Us page does, what makes one work, and how to write one that actually increases conversions. We’ll also include five real-world examples you can pull ideas from.
What is an About Us page, and why does your website need one?
An About Us page answers one question: who are you, and what do you stand for? It’s the page where website visitors come to figure out whether your company is real, reliable, and worth their time.
Most customers prefer to do business with people rather than companies. They want to know if there are real people behind your website. People with things like skills, real values, and a track record in your industry.
Your About Us page also works hard as a sales tool. It speaks to potential customers when they’re already curious about you. A weak page wastes that and a strong one turns curious visitors into paying ones.
What makes a good About Us page?
A great About Us page does three things well.
First, it feels human. Real people, photos, names, and personality should come through on the page. The reader should walk away feeling like they’ve met someone they could work with.
Second, it tells your company’s story. How did the company start? What problem were you trying to solve? Where are you today? A clear story is more memorable than a list of facts and credentials.
Third, it focuses on the customer. Strong About Us pages speak to the reader’s pain points and how the brand can help. The goal is to make the visitor feel something, whether that’s reassurance, excitement, or recognition that you understand their problems.
How to write an About Us page step-by-step
There’s no single formula, but the following nine steps give you a strong template to work from. You don’t need to use all of them. Pick the ones that fit your brand and your audience.
A simple About Us page structure
Here’s a top-to-bottom layout that works for most large and small businesses alike.
Use it as a page template you can adapt:
- Hero section. A clear headline (your value proposition or mission) and a strong supporting image.
- Brand story. Two to four short paragraphs covering your origin story and the problem you set out to solve.
- Mission and values. A short statement of what you do, why, and what you stand for.
- Team section. Photos and short bios of key team members, especially the founders.
- Social proof. Customer testimonials, client logos, awards, or quantified results.
- Call to action. A clear next step, whether that’s signing up, starting a free trial, or booking a call.
If you’re building on WordPress, this structure maps cleanly onto a single page using blocks or a starter template. The Kadence section later in this article walks through the fastest way to build it.
1. Start with a good about page design
Visitors tend to notice the design of your about page before they read a single word. So a cluttered or generic-looking page might lose people before they get to your copy.
Here are some things to aim for:
- A clear color scheme that matches your brand.
- High-quality images or video.
- Plenty of white space.
- Accessible design that works on every device.
If you’re new to layout decisions, the same web design principles that guide a homepage apply here, too. And if you’re building on WordPress, you can save days of work by starting from a page template instead of building from scratch. We’ll cover a fast option for this in a later section.
2. Get inside your audience’s head
Before you write a word, you need to know who you’re writing for. What does your target audience care about? What are they tired of? What’s the kind of language do they use when they talk to a friend?
The easiest way to capture this is to build a customer persona. In other words, a semi-fictional profile of your typical customer. Once you have one, write your About Us page in the voice and tone that persona would respond to. For most small businesses, a conversational tone works better than a corporate one. But you know your audience.
This step belongs early in the process. You can’t write a good story, headline, or value proposition until you know who you’re writing for.
3. Tell a unique story
Every company has an origin story. Yours doesn’t need to be dramatic, but it does need to be specific.
A reliable framework for this is Joseph Campbell’s Hero’s Journey, the storytelling structure behind most great myths and modern movies.
Applied to a brand story, it asks:
- What problem did you set out to solve?
- What challenges did you run into?
- How did you overcome them?
- What’s the message you bring back for your customers?
In the strongest version of this story, your customer is the hero, and your brand is the trusted guide who helps them solve their problem.
4. Pick a hero image that supports your story
The image at the top of your About Us page is the first thing people look at, so it needs to support the story you’re telling.
A photo of your workspace, your product in use, or your team in action can be more interesting. Skip the same headshot you use on LinkedIn. Use something that shows your brand personality and the meaning behind your business.
Marketing strategist Neil Patel uses a short video on his About page, which is another option worth considering.
5. Use emotive language
The way you write affects how people feel, and how they feel affects whether they buy.
Analysis of more than 2,000 advertising case studies found that emotionally driven campaigns outperformed factual ones by roughly 2x. Word choice is one of the simplest levers you have.
Here are a few examples:
- When you describe customer pain points, you can use words like ‘frustrated,’ ‘fed up,’ and ‘tired of.’
- When you want to build curiosity, try ‘fascinating,’ ‘hidden,’ or ‘secret.’
- When you want to reassure, use phrases like ‘in good hands,’ ‘rest assured,’ or ‘we’ll walk you through it.’
These words signal you understand what the reader is feeling, which is the first step to building trust.
6. State your value proposition clearly
Your value proposition is one sentence that explains how your product or service changes the customer’s life. It should be the most prominent thing on the page after your headline.
A good value proposition tends to incorporate the following:
- Specific (it contains no jargon or vague benefits).
- Quantifiable where possible (with numbers and timeframes).
- Customer-focused (centered on the buyer’s experience).
For example, instead of writing ‘We help businesses grow,’ try ‘We help SaaS founders go from $0 to $10k MRR in their first six months.’ The second one is much more obvious, measurable, and obviously aimed at a specific reader.
Below the headline, add a short paragraph (two to three sentences) and a bullet list of the most valuable benefits.
7. Define your mission
A mission statement tells potential customers what you do, who you do it for, and why. It’s a short, memorable summary of your company values and goals.
A strong mission statement covers three things:
- Brand purpose. What do your products do, and who are they for?
- Brand values. What are your company’s core values? Sustainability, transparency, craftsmanship, and accessibility are common examples.
- Brand goals. What problem are you solving for your customers, and why should they pick you over the competition?
One or two sharp sentences are usually stronger than a long manifesto.
8. Show social proof
People trust other people more than they trust marketing copy. Social proof is the technical term for this, and it’s one of the most reliable conversion drivers on any website.
Here are some common forms of social proof for your About Us page:
- Customer testimonials with real names and photos.
- A logo bar or layout of recognizable clients.
- Awards, certifications, or press mentions.
- Quantified results like ‘Over 50,000 customers’ or ‘Trusted by 1,200+ small businesses’.
9. Include a clear call to action
If a visitor reads your entire About Us page and doesn’t know what to do next, you’ve wasted the page. A clear call to action (CTA) tells them where to go.
Here are a few of the most common common CTA lines:
- Sign up.
- Try for free.
- Get started.
- Learn more.
- Subscribe.
A good CTA is very specific, focuses on the benefits, and stands out on the page. ‘Start your free 14-day trial’ beats ‘Submit’ every time. If your CTA leads to a dedicated landing page, that’s even better.
Build your About Us page faster with Kadence
If you’re building your About Us page on WordPress, you don’t have to start from a blank canvas. Kadence, a WordPress theme and plugin suite, gives you a faster path to a polished page without writing any code.
The most useful pieces for an About Us page are:
- Kadence Theme. A lightweight theme with built-in starter templates. You pick a template, swap in your text and images, and you have a working page in under an hour.
- Kadence Blocks. A library of design blocks for the WordPress block editor. You can add testimonial blocks, team member layouts, animated counters, and more to your About Us page without a developer.
- Kadence Conversions. A tool for building pop-ups, sale banners, and slide-ins. Useful for adding a CTA to your About Us page that follows visitors as they scroll, or capturing emails for a lead magnet.
Kadence comes pre-installed with Liquid Web’s managed WordPress hosting, so if you’re picking your hosting at the same time as your theme, the two work together.
Five real About Us page examples you can learn from
Want to see these principles in action? Here are five real-world About Us page examples and the specific element from each you can borrow for your own.
1. Fantasy
Fantasy is a New York and San Francisco design agency that has worked with Netflix, Spotify, Google, Samsung, and Masterclass since 1999. Their About page leads with the line ‘For 25 years, we’ve been sought out by the world’s most ambitious brands to launch experiences used daily by millions,’ which works as both a positioning statement and social proof in one sentence. The page heavily features motion design and live product examples, which is itself a demonstration of what Fantasy sells.
2. Canva
Canva replaced the standard ‘About Us’ headline with their mission statement which is: ‘Empowering the world to design.’ The page is built around three key parts (values, commitments, and awards and recognition). They focus on facts and numbers with 220+ million monthly users, 190+ countries, and tens of billions of designs created, which acts as social proof without needing a wall of testimonials.
3. Anton & Irene
Anton Repponen and Irene Pereyra are a Brooklyn-based design studio of two, formed in 2014. Their site uses interactive scroll effects and animations to introduce themselves, with a long credits-style scroll of stats and project facts. The whole page is the work of two designers introducing themselves to potential clients, and the design itself is the credential.
4. Couro Azul
Couro Azul is a Portuguese automotive leather producer, supplying brands like Porsche, Volvo, Mercedes, and Volkswagen. Their About page starts with the story of founder, and walks through the company’s 80+ year history with milestones. This is entirely story-led and really speaks to the target audience of their brand. They use vintage photography throughout which reinforces the message that they take their craft seriously.
Common mistakes that let down your About Us page
Most weak About Us pages fall into the same handful of traps. If your current page hits one of these, take note.
Start with the company history
‘Founded in 2014, Acme Co. has been a leading provider of…’ is the most common opener. Depending on your audience, your visitors might not care when you started. They care whether you can solve their problem. Instead, you could lead with your mission statement, your values, or how you help your customers.
You have a wall of corporate text
If your About page is one long block of paragraphs with no images, headers, or breaks, most visitors will likely leave before reading any of it. Instead, break the page into short sections with subheadings, photos, and use white space too.
There are no real people
A page with no photos, no team bios, and no founder names feels faceless. People trust other people, so even one founder photo with a short personal note builds trust.
Vague mission statements
‘We strive to deliver excellence and innovation to our valued customers.’ This sentence appears on thousands of About pages, and to most site visitors, it doesn’t mean much. A good mission statement is specific and makes a clear claim about who you serve and how.
There are missing or weak CTAs
A reader who finishes your About Us page wants to know what to do next. If there’s no clear button, link, or invitation at the bottom, you may have wasted the visit. Focus instead on improving your CTAs on this page and monitor them over time.
You have an inconsistent brand voice
If your homepage is playful and your About page reads like a legal page, visitors will notice. You should make sure to match the tone across your site so people get a good first impression. This page is the perfect place to share your company culture, so make the most of it.
Outdated content
A team page with three former employees, a ‘recent news’ section from 2022, or social proof from a deal that fell through years ago needs a little work. We recommend setting a calendar reminder to review your About Us page every six months.
FAQs on how to write an About Us page
Common questions from business owners and web designers when building an About Us page.
There’s no fixed rule. For a small business or SaaS company, 400 to 800 words usually does the job. Service businesses and consultants often run longer (up to 1,500 words) because trust matters more in their sale. The right length is whatever it takes to cover mission, story, team, social proof, and CTA.
Yes, especially if you’re a small team. Team photos and short bios are some of the strongest trust signals you can put on an About Us page. They turn an abstract company into real people. If you’re a solo entrepreneur or startup business, even one photo and a paragraph in your own voice goes a long way.
When thinking about where to place the About Us page link in your navigation, you have a few options. The most common spot is in the top navigation menu, often as the second or third link. It also works in the footer, especially if your top navigation is product-led. The page itself should be reachable in one or two clicks from anywhere on the site, though.
Indirectly, yes. An About Us page is rarely a top-ranking keyword target on its own, but it influences SEO in two ways. First, it builds trust signals (E-E-A-T) that Google factors into ranking decisions. Second, it gives you a place to internally link to your most important product or service pages, which helps spread page authority across your site.
Your homepage is built for first-time visitors who don’t know what you do yet. It needs to explain your offer fast and route people toward action (this guide on homepage design covers what a strong homepage looks like). Your About Us page is built for visitors who are already curious, want to know who’s behind the company, and need a final reason to trust you before they buy.
Turn your About Us page into a sales tool
Your About Us page is one of the most-visited pages on your site, and one of the best places to convert curious visitors into customers.
Once you know how to write an About Us page that works, the fundamentals are simple: be human, tell a story, focus on the customer, and finish with a clear next step. You don’t need a complicated design or a long page. You need clarity, personality, and a reason for the reader to trust you. If you’re building your About page on WordPress, Kadence and Liquid Web’s managed WordPress hosting give you a fast path from blank page to polished result.