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How to Write an About Page that Just Works (With Examples)

The About page – your one-stop shop to showcase what your company has to offer, the people behind it, and what makes it memorable. How to write an About page is a question many companies ask, and for good reason – it’s not as simple as it first appears. 

It’s an incredibly important part of your website but sometimes it makes absolutely no sense to the people reading it. How many times have you been trying to understand what a company does or the values it holds, when all their About Us page says is something like “we put the power into the emotional responses to technology”? What does that phrase even mean? I have no idea. And neither do your customers. 

You should use clear but beautiful words to demonstrate what you represent, instead of relying on superlative-laced phrases to appear like you know what you’re doing. The page should build trust, and showcase why you’re the best people for the job. 

Think of it as your chance to really show off what makes your company and your team so exceptional. You can dig into your values, your history, and even your mission and company goals. Use it to tell your story. 

The only problem is, whether you’re writing an About Us page as part of a website rewrite or a one-off project, you need to do all that in just a few paragraphs. Sound difficult? Well, fear not. Proof is here to help you craft your About page with ease. We’ll let you in on some tips to create a compelling page that engages your audience and actually makes sense to anyone reading it.

Where to begin

Crafting an effective About page rests on understanding your Position in the market and your Key Messages. You can’t tell your audience why you’re the brand to choose if you have no idea yourself.

Define your brand

What are your values? Your mission? Your goals? You can’t just pluck these things out of thin air after spending a few minutes thinking about them. Start by considering why your business exists, its niche, and what impact you have on your customers, as well as your employees. Think about your successes and failures, and how your values are reflected in those situations. Did they help or hinder? 

This process will help you discover the values that are crucial for maintaining your company’s integrity and identity. It goes a long way towards building trust with your customers and employees.

A Key Messaging strategy, alongside a wider Positioning strategy, is an incredibly effective way to find the answers to these questions. You can discover how you compare to other brands, where your clear market niche lies, and how you can express this information in the best way possible to everyone who needs to hear it. A brand expert can help draw all this information out and present it in a way that makes it easy for your customers, investors and other stakeholders to understand. 

When you know your core values, you can better communicate them to your audience. Taking the time to know who you are will give you a solid basis for talking about what you actually do as a brand before you write beautiful words on top. 

Consider who you’re talking to

Your About page will be seen by a wide variety of people and professionals so it must be written with several audiences in mind. You’re likely to be writing it for potential employees, alongside potential customers or clients. There’s every chance that investors and current customers will also be checking out your About page to make sure your brand still aligns with their goals. 

Here’s what each of your audiences want to see: 

Potential customers

Potential customers want to know whether your values align with theirs. So, put those values front and centre. Write persuasively and explain each one clearly. Make sure it all makes sense in the context of what you do and who your customers are. This not only helps build trust but also adds credibility, creating a personal connection.

Speaking of connection, a great way to do that is by introducing the people behind your brand. Show their faces and a short bio that says something about them on a personal as well as professional level — they’re the ones your customers or clients will be dealing with, so it’s good to show them off. But don’t stop there; let potential customers in on the expertise your team brings to the table, especially in your industry. Describe what makes them perfect for the role they’re in. 

Potential investors

Potential investors are looking for clarity and persuasion when they visit your About page. They want to understand why your company is a wise investment. Highlight what makes your company memorable and valuable, while emphasising your competitive advantages and innovations. Guiding potential investors to your value proposition is crucial. You must also craft a compelling call to action that encourages them to go further with an investment. 

Don’t forget to showcase any industry awards, partnerships, or recognitions that provide a basis of credibility. Demonstrating your expertise and credibility is key. It ensures they can trust that their investment will be in capable hands.

Employees and potential employees

People thinking of joining your workforce are keen to know about your company’s values and work culture. They want assurance that they will have opportunities for personal growth and that their achievements and milestones will be celebrated. It’s essential to emphasise aspects like well-being and work-life balance, and you can do this in engaging, appealing ways to make your company stand out. Sharing insights into your company’s culture and values will attract like-minded individuals.  

Current and potential employees want to know who they’ll be working alongside, so they’ll also be interested in seeing key team members and their backgrounds. Include information about your company’s plans for growth and overall mission to ensure that potential employees are inclined to stay loyal as they grow with your organisation. You could even get a quote from one of your current employees about how great it is to work there – providing it actually is, of course. 

Identifying your audience

Now that you have a grasp of what potential customers, investors, and employees are seeking in your About page, it’s time to figure out how you can identify which audiences you should be targeting. In some cases, you’ll need to cater to multiple groups. Here’s how:  

  1. Self-reflection: Start by understanding what your business offers, the problems it solves, and the value it provides. This self-awareness forms the foundation for identifying your target audience.
  2. Market research: Conduct comprehensive market research using surveys, industry reports, and data analytics to gain insights into customer behaviours, preferences, and demographics. A great starting point for building your target audience profile is an analysis of your existing customer base.
  3. Competitive analysis: Study your competitors and figure out who they’re targeting and how they’re reaching their audience. This information can help you identify areas that set your business apart, or what you might prefer to do differently. 
  4. Audience segmentation: Segment your potential audience based on various criteria such as demographics, psychographics, location, and buying behaviour. This allows you to tailor your messaging to specific groups.
  5. Persona development: Create detailed audience personas, which are fictional representations of your ideal customers, investors, or employees. These personas help you better understand the motivations, needs, and pain points of each audience segment.
  6. Prioritisation: After identifying multiple potential audiences, prioritise them based on their significance to your business goals. Focus on the groups that are most aligned with your mission and objectives.
  7. Customised messaging: Craft messages and content tailored to each audience segment. Highlight the aspects of your company that resonate most with their interests and needs.
  8. Testing and iteration: Continuously monitor and analyse the response of different audience segments to your messaging. Be prepared to refine your approach based on what resonates best with each group.

Once you have a clear understanding of who you’re trying to reach, you can start crafting a message that resonates with them.

How to write your About page

You know who you are. You know your audience. So what’s next?

It’s finally time to craft your About page.

Start with the basics – it needs to be a mixture of personal and professional information that highlights everything great about your company, your team, and your values. But where should you start? It all depends on what you’re selling, and who’s buying it. Of course, that means all of this is dependent on the brand message you want to convey. 

For example, a brand like Nike is all about being bold and active, and how anyone has the potential to do almost anything. With that in mind, their About page features the words ​​”BRING INSPIRATION AND INNOVATION TO EVERY ATHLETE* IN THE WORLD. *If you have a body, you are an athlete”. 

I’d put a screenshot of their message in this blog, but the worlds are so enormous that you need to scroll down the page to see them all. 

See what I mean?

Another example that I can actually show is Wise (formally Transfer Wise). Their About page is titled “The Wise Story” and leans heavily into the story aspect of their brand. It talks about how their company began with two friends who found an issue with having to constantly move money around, between different currencies. Their brand story is on full display here, walking readers through how the company got started while seamlessly weaving in exactly what Wise does as a company. 

While these two examples are widely different in their formatting and the type of language they use, they are trying to accomplish the same goal – showing off their brand. With that in mind, here are some pointers to how you can go about crafting your own About page.  

Structure is key

Crafting your About page is a bit like constructing a compelling narrative. It starts with an enticing message – an opening sentence that instantly grabs your visitors’ attention and sets the stage for what’s to come. 

This enticing message is your hook. It’s the initial scene in your brand’s story that draws readers in, much like the opening lines of a book or the first few minutes of a movie. Take Salesforce, for instance. Their About page draws on their commitment to helping companies build strong customer relationships with the phrase “We’re Salesforce, the Customer Company.” It sets the tone immediately and captivates visitors by directly addressing the reason they might be looking at Salesforce in the first place. 

You should then delve into what makes your brand special. Share the journey that led to your company’s creation, the challenges you’ve faced, and the milestones you’ve achieved. This is where you convey your brand’s mission, vision, and the positive impact it aims to make. Think back to our Wise example – they’re able to tell their story while also showcasing why their service is important. It’s not just about what they do but how they’ve transformed their industry through innovation.

Show off your team

​What’s a brand without the people behind it? Your team members are the ones who breathe life into your brand. Highlight their roles, experiences, and what fuels their (hopefully) unwavering dedication to your company. Showcase their personalities because, more often than not, your team embodies your brand’s ethos. Use this section to create more of a personality for your brand.

It’s your choice whether to include photos or videos, but if you do, it can help strengthen the connection with your audience. Showing the people behind the brand highlights the message you’re sharing. 

Depending on your brand, you could use photos of your employees in an office setting, or you might decide to show your employees doing an activity they love. The latter may be better for brands that give off a relaxed and cool vibe, while the former can be a better representation of a company that cares about showcasing its professionalism. 

Keep the tone consistent

Ensure your tone of voice is authentic and aligns with your audience and your message’s purpose. A conversational tone is much more engaging than a formal one but knowing your audience is key. You wouldn’t expect to see a casual tone with lots of slang on a law firm’s website. Equally, if you’re a children’s photographer, visitors to your site are not going to expect a lot of formal, antiquated words. 

Whether your brand radiates professionalism, warmth, innovation, humour, or any other quality, this tone should flow seamlessly through every word. Consistency reinforces your brand identity and helps to leave a lasting impression. 

Showcase your work

Arguably one of the most important things to do on an About page is to showcase your work. Whether you’re a photographer, writer, or business owner, including examples of your work can help visitors understand what you do and how you can help them. 

Ensure you choose a selection of your best work that demonstrates your skills and ability. If you’re displaying a product, consider adding some positive testimonials; they can really boost your credibility. And don’t forget to include quotes from happy customers to add that extra layer of trust.

Now, what if you don’t have a ready-made portfolio? You can create examples specifically for your About page. It’s a great way to stand out and emphasise your skills and expertise. Just make sure to write engaging descriptions of your work, explaining the story behind each piece. And if you can add a couple of quotes from clients and customers – they’ll be even more powerful. 

For those wanting a quick snapshot of your successes, add some numbers to your work. Quantify the impact you’ve had – use stats and percentages to illustrate your achievements. Whether it’s increasing sales, streamlining processes, or enhancing customer satisfaction, using data adds weight to your claims.

To ensure you remain relevant, keep your About page up to date with your latest work. This shows you’re actively engaged and always improving. Also, mix it up by showcasing different types of work you’ve undertaken. If you’ve won an award, don’t be shy about mentioning it – celebrate your achievements right here!

However you choose to display your work, remember the goal is to share your expertise and leave a lasting impression. Your About page should serve as a dynamic portfolio that continually tells your story and builds trust with your audience.

Additional tips

Here are a few additional tips to keep in mind when writing your About page:

  • Keep it concise: While your About page should contain a wealth of information, it’s essential not to overwhelm your visitors with lengthy text. Aim for a concise yet informative page of around 500-700 words. Break up your content with clear headings, subheadings, and images to make it easily scannable and digestible.
  • Use visuals: Incorporating visuals such as photos or videos can work wonders in breaking up the text and making your page more engaging. A picture is worth a thousand words, and a well-placed image can instantly convey your brand’s personality and values.
  • Include calls-to-action: Your About page gives you an excellent opportunity to guide your visitors toward specific actions. Encourage them to take a step further by including calls-to-action (CTAs). Invite them to sign up for your newsletter, follow you on social media, or explore your products and services. CTAs can help convert visitors into engaged customers or followers.
  • Test and refine: Don’t be afraid to experiment with different formats or styles for your About page. What resonates best with your audience may evolve. Regularly update your About page to keep it fresh and relevant. Think of it as a dynamic canvas where you can refine your brand’s story and adapt to changing circumstances. If you have the money, an A/B testing tool can really help you find what’s working. 
  • Edit for clarity: Make sure your content is well-edited and error-free to ensure clarity and coherence. Spelling and grammatical errors could easily deter people from choosing to do business with you. 
  • Highlight your location: Include your physical address or online presence to make it easy for visitors to find you. By showing your location, you can help build trust with people who are also from that area. And providing socials can make it easier for customers and clients to reach out to you. 

How to write an About page examples 

We’ve spoken a lot about how to write an About page. Now, let us show you some of our favourites:


How to write an About page - Mailchimp's about page

We don’t know who these happy, smiling people are, but putting them front and centre like this means we want to. And, more importantly, we want to know what it is about Mailchimp that’s making them so happy.

As you scroll down, you’ll find out who they are, how they started and what’s important to them, especially their philanthropic work.

Yellow Leaf Hammocks

An image displaying Yellow Leaf's About page - How to write an About page

Yellow Leaf Hammocks uses the art of storytelling to not only share how they began but also to show us how their company is ‘transforming communities’ and ‘empowering women’. All good things that make you want to know more, along with a simple page layout and strong images.

Chili Piper

Chili Piper uses a friendly, conversational tone with words weaved around lots of images of their team hanging out and having fun together. Who wouldn’t want to know more about them? Their copy shows they understand their client’s pain points and their images make them relatable.

H2: Create an About page that works

Creating an effective About page is crucial for any website. By identifying your audience, crafting your message, and showcasing your work, you can engage your visitors and help them understand who you are and what you do. 

Remember to keep your message clear, concise, and authentic, and you’ll be well on your way to learning how to write an About page that actually works. Don’t be afraid to experiment with different formats or styles, and be sure to update it regularly to stay fresh and relevant.

With these tips in mind, you’ll know exactly how to write an About page yourself and be ready to create one that will resonate with your audience. But, if you want a bit of help, why not get in touch? We can help you craft an About page that brings your brand’s story to life. 

How to write an About page

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