An effective About Us page quickly explains what your business does, who it helps, why it exists, and why visitors should trust it. It is not simply a founder biography or a chronological company history. Treat it as a trust-and-relevance page: tell a focused story, support important claims with evidence, and give readers one sensible next step.
What an About Us page is supposed to do
Your About Us page should help a potential customer, client, subscriber, partner, or job candidate decide whether your business is relevant and credible. It can:
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- Explain what you sell or provide.
- Introduce the people and expertise behind the business.
- Explain why the business was founded.
- Show how your values affect the way you work.
- Reduce uncertainty before someone buys, books, contacts, or subscribes.
- Direct visitors to an appropriate next action.
It should not contain every fact about the company. Prioritize information that helps your primary audience understand, trust, or choose the business. A consultant, ecommerce brand, local shop, nonprofit, and software company may all need different information on the page.
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There is no universal ideal length. A solo freelancer may need only a few well-written sections, while a larger organization may need separate material for its history, leadership, locations, sourcing, careers, or impact. Let the audience’s questions determine the length, and use links to move detailed information elsewhere. Shopify’s guidance also recommends adapting the page to the business and including relevant story, people, media, and a call to action.
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Before you start writing
Choose the primary reader
Decide who matters most on this page:
- Customers: emphasize relevance, process, product quality, and trust.
- Clients: emphasize expertise, working style, outcomes, and credentials.
- Job candidates: emphasize mission, culture, leadership, and open roles.
- Partners or press: emphasize organizational facts, leadership, locations, and contact details.
You can serve several audiences, but do not make everyone read everything. Add clear routes such as “View our services,” “See open roles,” or “Press resources.”
Write the central message first
Reduce the page to one sentence:
We exist to help [audience] achieve [outcome] because [belief, insight, or problem].
Use this sentence as a filter. If a detail does not help explain, support, or humanize that message, cut it or move it to another page.
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List the evidence you can verify: qualifications, licenses, certifications, awards, customer numbers, years of experience, locations, testimonials, case studies, sourcing information, or media coverage. Do not invent credentials, inflate results, or use customer names and logos without permission.
The 9 dos and don’ts
1. Do lead with what you do
Do: State the business, audience, offer, and benefit near the beginning.
Don’t: Make visitors decode your business from an abstract slogan or mission statement.
A useful opening formula is:
We help [specific audience] achieve [specific outcome] through [product, service, or approach].
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For example:
Weak: “We believe in a better tomorrow through human-centered transformation.”
Stronger: “We help independent restaurants reduce food waste with inventory software that predicts demand and automates ordering.”
Your first section should answer “Who are you?”, “What do you do?”, “Who do you help?”, and “Why should the reader care?” before the visitor reaches the longer story.
2. Do tell a focused origin story
Do: Explain the problem, observation, or experience that led to the business.
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Include the details that explain why the business exists: the original need, the founder’s relevant motivation, a meaningful turning point, and how the business developed. A dramatic story is not required. A recurring customer problem, a professional insight, or a process you wanted to improve can be enough.
The story should answer “Why does this business exist?” rather than merely “What happened first?”
3. Do put the visitor—not the company—at the center
Do: Connect your experience and values to customer benefits.
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After each paragraph, ask: Does this help the reader understand, trust, or choose this business? If not, remove it or move it to a more suitable page.
“We have spent 15 years perfecting our process” becomes more useful when followed by what that process means for the customer: fewer delays, clearer communication, more durable products, or a simpler buying experience.
4. Do show real people
Do: Name the founder or team, explain relevant roles, and use genuine photographs when appropriate.
Don’t: Use anonymous stock photographs or list a large team without explaining who does what.
“I” often suits a freelancer, consultant, artist, coach, or founder-led business. “We” generally suits a team or company. Use the voice that reflects reality rather than pretending to be a larger organization.
A larger company does not need to turn its About page into a directory. Introduce the people whose presence improves trust or understanding, then link to a dedicated leadership or team page. Publish personal details and photographs only with appropriate consent.
5. Do support claims with evidence
Do: Use specific, current, verifiable proof.
Don’t: Rely on unsupported claims such as “best,” “world-class,” “leading,” or “trusted by everyone.”
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Useful evidence might look like:
- “Serving customers in 18 states since 2019.”
- “Licensed in California and Oregon.”
- “More than 2,000 orders shipped.”
- “Certified by [recognized organization].”
- A genuine testimonial that identifies the speaker and includes permission.
- A link to a case study, review, award, or media mention.
Testimonials and logos are not automatically persuasive. They should be relevant, attributable, current, and presented honestly. Do not publish atypical results as if they were normal, and do not edit a testimonial in a way that changes its meaning.
6. Do write in a distinctive but accessible voice
Do: Sound like the real people behind the business.
Don’t: Confuse personality with obscurity, forced humor, or excessive informality.
Replace generic language with details that could belong only to your business:
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Generic: “We are committed to quality and customer satisfaction.”
Specific: “Every batch is mixed in our Portland kitchen, labeled by hand, and shipped within two business days.”
Use a tone that matches the industry and reader. A financial adviser, medical practice, nonprofit, and clothing brand should not all sound identical. In regulated industries, confidence must never become an unsupported promise or guarantee.
7. Do structure the page for scanning
Do: Use meaningful headings, short paragraphs, lists, captions, whitespace, and intentional visual breaks.
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Helpful visuals include a real founder or team photograph, images of the work, product or production photos, a short video, a timeline, a map, or a small number of meaningful statistics. Each visual should help explain the business or strengthen trust. Add useful captions and alternative text, and ensure the page remains understandable if images are disabled.
Check the mobile layout, text contrast, font size, loading performance, heading hierarchy, and motion effects. Squarespace’s guide similarly emphasizes readable spacing, consistent branding, relevant media, and mobile optimization.
8. Do end with one relevant call to action
Do: Give visitors one clear next step that matches their likely readiness.
Don’t: End abruptly or present a dozen competing buttons.
Possible calls to action include:
- Shop the collection.
- View our services.
- Book a consultation.
- Request a quote.
- Read customer stories.
- Join the newsletter.
- Contact us.
- See how it works.
An About page does not need to force the hardest possible sale. Someone still researching may respond better to a low-friction action, such as reading a case study or exploring the service page. Add secondary links for careers, press, wholesale, or partnerships only when they serve a genuine audience need.
9. Do keep the page accurate and updated
Do: Review the page after major business changes and perform a routine check at least twice a year.
Don’t: Leave old team members, outdated statistics, discontinued services, expired awards, broken links, or obsolete photographs online.
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Check the business name, people, roles, years in operation, customer counts, locations, services, certifications, awards, testimonials, images, contact details, CTA links, and any legal or compliance language. The twice-yearly schedule is a practical editorial recommendation, not a universal legal requirement; update sooner when something important changes.
A practical About Us page structure
- Headline and one-sentence description: Say what the business does and who it serves.
- Short version: Summarize the business in two or three sentences for scanners.
- Origin story: Explain the problem, motivation, turning point, and evolution.
- What you do today: Describe current products or services and the customer experience.
- Values in practice: Show how principles affect real decisions.
- People: Introduce relevant founders, team members, roles, and credentials.
- Evidence: Add the strongest relevant proof.
- CTA: Direct the visitor to the next logical action.
Do not merely list values such as “quality,” “transparency,” and “sustainability.” Explain the behavior behind them. For example: “We publish the material composition of every product and work with suppliers that provide origin documentation.” Sustainability and social-impact claims should identify what was measured, when, and whether the claim applies to the whole business, one product, or a specific initiative.
Fill-in-the-blank About Us template
Headline
We help [audience] with [problem or desired outcome].
Introduction
[Business name] is a [type of business] that provides [product or service] for [audience]. We started because [specific problem, observation, or experience].
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Story
In [year or period], [founder or team] noticed [problem or unmet need]. After [relevant experience or turning point], we created [business, product, or service] to [specific purpose].
Present-day offer
Today, we [what the business does]. Customers choose us for [specific differentiator], [proof-backed strength], and [experience or process benefit].
Values
We believe [value], which means [observable behavior or decision].
Repeat this for two or three values, not every principle in your internal handbook.
Team
[Name], [role], brings [relevant experience]. [Name], [role], focuses on [responsibility].
Proof
Since [date], we have [verifiable achievement]. We are [credential, certification, or recognition] and have helped [specific audience] with [documented result, if available].
CTA
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Want to [desired outcome]? [CTA link or button].
Adapt the page to the business
Freelancer or consultant
Lead with your expertise, the problems you solve, your working style, and what clients can expect. A personal photograph and first-person voice may be appropriate. Explain your process rather than presenting a list of impressive but irrelevant career facts.
Ecommerce brand
Focus on product origin, materials, sourcing, craftsmanship, production standards, shipping expectations, and the founder’s reason for creating the product. Link to returns, guarantees, or detailed sustainability information rather than making the About page carry every operational detail.
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Local business
Include the location, people customers will meet, relevant experience, community connection, opening information, and a direct route to book, visit, call, or request a quote. Do not publish a private home address or personal phone number.
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B2B company
Emphasize industry expertise, implementation, security or compliance information where relevant, named leadership, client outcomes, and case studies. Avoid vague claims about “ 혁신” or transformation; describe what your product or service actually changes.
Creator or artist
Explain your creative practice, influences, materials, process, and what collectors, viewers, or clients can do next. Personal detail can add context, but authenticity does not require oversharing.
Nonprofit
Explain the problem, the organization’s approach, who benefits, how donations or participation are used, and what evidence shows progress. Link to current impact reporting and avoid broad claims that cannot be measured.
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Explain the problem, the insight behind the product, the current offering, the relevant expertise of the team, and what is true today. Do not imply a longer history, larger customer base, or more advanced product than you can substantiate.
When the usual approach fails
No dramatic origin story
Use an honest smaller story: a recurring customer problem, a professional insight, a process you wanted to improve, or a customer request that revealed an opportunity. Specificity matters more than drama.
No social proof yet
Use other forms of evidence, such as qualifications, transparent processes, product specifications, demonstrations, samples, clear contact information, or a genuinely offered guarantee. Never fabricate testimonials or anonymous praise.
The founder does not want to appear on camera
Use a professional photograph, written founder note, product or process images, a team photograph, or an audio recording that can be transcribed into natural copy. Video is optional, not a requirement.
There are too many facts
Separate “what visitors need now” from detailed history, leadership, impact, press, careers, and technical information. Keep the About page focused and link to deeper material.
The page sounds generic
Interview the founder instead of asking for polished copy. Record a natural explanation, collect exact customer language, add one concrete example to each abstract claim, and delete phrases that could describe any competitor.
The page receives visits but no one takes action
Check whether the opening explains the offer, the proof is specific, the CTA matches visitor readiness, and all links work on mobile. More buttons are not automatically the answer; unclear positioning or insufficient evidence may be the real problem.
Should you use AI to draft the page?
AI can help brainstorm questions, organize notes, transcribe a founder interview, or create a first draft. It should not invent a founding story, credential, award, customer result, statistic, team member, or testimonial. Replace generic generated language with verified details and review every factual claim. A recorded, natural explanation can be a useful starting point; Shopify discusses transcription as one way to preserve an authentic voice.
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Choosing a website platform for the page
If you already have a website, improve the copy before changing platforms. The builder matters less than clarity, proof, usability, and a relevant CTA.
- Wix: a practical option for beginners who want drag-and-drop editing, hosting, and features such as bookings, payments, or ecommerce in one system. Its official plans page currently lists Free, Light, Core, Business, and Business Elite options, but prices and taxes vary by location, currency, and billing period. Check Wix’s live pricing page before buying.
- Shopify: particularly suited to product businesses that need an online store, inventory, checkout, and commerce integrations. Its official About Us guidance explains how to add business information, images, testimonials, and a CTA. The source does not establish a current price, so use Shopify’s live pricing page rather than quoting an old figure.
- Squarespace: a strong fit for creators, consultants, portfolios, and design-conscious service businesses. Its About page guide provides a useful mission-to-story-to-values-to-team-to-proof sequence. Current support documentation refers to Basic, Core, Plus, and Advanced website plans; check the current plan guidance for regional pricing and availability.
Do not choose a paid platform solely because it offers an About-page template. A template can arrange sections, but it cannot supply an honest story or credible evidence.
Quick Recap
Final editing and publishing checklist
- Can a new visitor explain what the business does after reading the opening?
- Is the primary audience clear?
- Does the origin story explain relevance rather than list history?
- Does each major claim have current evidence?
- Are testimonials, photos, customer stories, and logos used with permission?
- Are credentials, licenses, awards, statistics, and impact claims accurate?
- Does the voice sound like the real business?
- Are headings meaningful and paragraphs easy to scan?
- Does the page work on mobile and with assistive technology?
- Do images have useful alternative text and captions where needed?
- Is there one obvious primary CTA?
- Do all links, forms, phone numbers, and contact details work?
- Are old employees, services, locations, photos, and statistics removed?
- Is the next review scheduled, with an earlier update planned after major changes?
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