A strong About Us page earns trust with specifics: what your business does, who is responsible for it, how it works, and what evidence supports its claims. A warm founder story or polished design can help, but neither can substitute for clear, verifiable information. Use the framework below to plan, write, and check a page that helps visitors decide what to do next.
What an About Us page should do
An About Us page is more than a company biography. It helps visitors understand the business and judge whether it is a credible fit for their needs. Depending on the business, it can explain its identity, origin, expertise, operating principles, and next step.
Think of trust as a set of questions the page should answer, not a feeling a page can claim to create:
- Identity: Who is behind the site?
- Competence: Can the business deliver what it offers?
- Honesty: Are its claims, limits, and policies presented plainly?
- Accountability: Can visitors identify responsible people or find a way to contact the business?
- Relevance: Does the business understand the customer’s situation?
- Proof: Can important claims be checked?
A clear page can support a visitor’s decision, but there is no universal conversion lift or search-ranking guarantee from publishing one. It also should not be the only place to find decision-critical details such as prices, service areas, shipping terms, or return policies.
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What to include on an About Us page
Choose the material that answers your audience’s real questions. A small service business may need a concise story and credentials; a product company may need more detail about sourcing, production, and support.
A plain-language opening
Say what you do and whom you help near the top of the page. A reader should not have to decode a slogan to discover whether you sell furniture, provide tax advice, or repair plumbing.
The reason the business exists
Describe the problem, experience, or insight that led to the business. Keep the story tied to the work you do now: what customers needed, what you decided to change, and how that choice shaped your approach. A dramatic origin story is not required.
Your current offer and approach
Explain what the business does today, who it serves, and what a customer can expect. If the process is unfamiliar or anxiety-inducing, show the main steps from first inquiry to delivery. Link to relevant products, services, or process details rather than forcing the About page to contain everything.
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Introduce the founder, practitioners, or team members when their identity or expertise matters to a customer’s decision. Use names, roles, and relevant qualifications. Keep profiles and photographs current; a headshot alone is not proof of competence.
Values, differences, and proof
Include values only when you can explain how they affect decisions or behavior. Describe what you do differently and why it matters to customers. Support meaningful claims with evidence close to the claim: a credential, a documented process, a case study, a current certification, or a link to a relevant policy.
A useful next step
End with an action that fits the page and the visitor’s likely question: shop a collection, request a quote, book an appointment, see selected work, or read an impact report. A specific action is more helpful than a vague “Learn more.”
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A trust-first About page structure
A practical sequence is: who you are → why you exist → who you help → how you work → why visitors should believe you → what to do next. Adjust it to the business rather than treating it as a rigid template.
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- Lead with clarity: State the business’s purpose and offer, with a primary link if there is an obvious next step.
- Explain the customer problem or insight: Describe what was missing or frustrating and why it mattered.
- Tell the relevant part of the story: Include the decisions and turning points that explain the business today.
- Show how the business works now: Explain the offer, audience, process, standards, or service area.
- Introduce responsible people: Add roles and relevant experience where they help visitors evaluate the business.
- Place proof beside claims: Link qualifications, results, sourcing details, or other evidence to the statements they support.
- Give the visitor a next step: Choose an action that naturally follows from what the page has explained.
A solo consultant may need only a short story, relevant experience, proof, and a contact link. A manufacturer, nonprofit, or regulated practice may need more detail and links to supporting material.
How to write the page step by step
1. Decide what the visitor should do
Complete this sentence: “After reading this page, the right visitor should feel confident enough to ____.” The answer might be to book a call, request a quote, visit a location, donate, or explore a product. This keeps the page from turning into an autobiography without a purpose.
2. List the visitor’s doubts
Write down what a skeptical visitor might want to know: Is this a real business? Who owns it? Where does it operate? Does it understand my problem? What happens after I make contact? What happens if something goes wrong? Use the answers to decide which information belongs on this page and which belongs on a product, service, or policy page.
3. Gather evidence before drafting
Collect the facts you may need: founding date, names and roles, relevant qualifications, licenses, locations, service areas, case studies, customer results, sourcing details, partnerships, and support or return policies. For every number, define what it measures and when it was measured. “Customers served,” for example, could mean accounts, purchasers, members, or orders.
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Identify the initial situation, the insight that prompted action, the decision you made, and how the business operates as a result. Keep personal details that explain customer relevance, expertise, or business choices. Leave out details that do not help the visitor understand the offer or the people responsible for it.
5. Turn values into observable behavior
For each value you name, ask what the business does, refuses to do, or makes visible because of it. “We believe in transparency” is difficult to evaluate. Saying that project prices specify included revisions, exclusions, and support gives the visitor something concrete to assess. Claims about environmental, ethical, health, safety, or performance benefits need especially careful definitions and supporting evidence.
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6. Choose a voice and length that fit
First person (“I” or “we”) often suits founder-led businesses and direct customer relationships. Third person can suit formal organizations or institutional biographies, but may sound distant if it slips into corporate jargon. Use the amount of detail your audience needs: business complexity, trust barriers, regulatory context, and available proof matter more than a universal word-count target.
Use emotion to explain why the work matters, then use facts to support the story. A page composed only of emotion can feel unsubstantiated; a page composed only of facts can feel impersonal.
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7. Draft for scanning
Use descriptive subheadings, short paragraphs, and lists for credentials, milestones, or process steps. Place evidence next to the relevant claim instead of collecting disconnected trust badges at the bottom. Nielsen Norman Group’s research on company information highlights the value of understandable language and signals of authenticity and transparency: Presenting Company Information on Corporate Websites.
8. Verify claims and choose the CTA
Check that dates, team members, awards, licenses, and statistics are current and accurate. Link to the underlying evidence where it is useful. Then choose the next action that matches the visitor’s stage: a product brand might invite readers to shop; a professional practice might link to its practitioners or appointment process.
How to use photos, testimonials, and other trust signals
People and behind-the-scenes images
Original photos can show who does the work, where it happens, or how a product is made. They are especially useful when customers are choosing a local provider or buying expertise and care. Use accurate captions and alternative text, and avoid stock photos that imply a team, facility, or process the business does not have.
Reviews and testimonials
Specific, relevant feedback can help a visitor understand another customer’s experience. Anonymous praise without context may do little to establish credibility. Use genuine testimonials with permission, preserve their meaning, and disclose material relationships where required. The U.S. Federal Trade Commission explains its guidance on reviews and endorsements in its endorsements, influencers, and reviews guidance and Endorsement Guides Q&A. These are U.S. sources; requirements elsewhere may differ.
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Name the issuing body and year for an award or certification, clarify its scope, and make sure it is still current. A client logo indicates a relationship only to the extent you can substantiate it; it does not automatically prove the quality of the work. Date statistics and explain their definitions, distinguishing cumulative totals from current counts.
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Video and visual polish
A video is useful when it reveals people, a work process, a location, or other information a visitor needs. It is not inherently more authentic than clear writing. Design should make the content easier to understand and navigate; artificial informality cannot make unsupported claims credible.
Adapt the page to your type of business
| Business type | Useful About-page emphasis |
|---|---|
| Ecommerce | Product origin, materials, manufacturing, quality standards, customer support, and links to shipping and returns information. Do not use the About page as a substitute for product details or policies. |
| Local services | Location and service area, who performs the work, applicable qualifications, scheduling, the next steps after an inquiry, and relevant customer examples. |
| Consultant, freelancer, or agency | Expertise relevant to the buyer’s problem, clients served, process, selected outcomes, and who is or is not a good fit. |
| Healthcare, legal, financial, or other regulated services | Credentials, licensing, scope of service, limitations, privacy practices, and a clear route to the qualified professional. Avoid implying guaranteed outcomes. |
| Nonprofit | Mission, beneficiaries, geography, programs, governance, financial or impact reporting, and how to donate, volunteer, or participate. |
| Personal brand | A concise account of relevant experience, expertise, personality, and evidence. “About Me” may be a more natural label than “About Us.” |
About Us page examples and what to learn from them
Shopify’s guide and Webflow’s examples offer starting points for studying how businesses present a story, mission, people, differentiation, and social proof: Shopify’s About Us page guide and Webflow’s About Us page examples. Pages change over time, so treat examples as design prompts rather than proof that a particular layout or claim will work for every business.
Mission-led product brand
Look for a clear reason the product exists, details about sourcing or production, evidence for ethical or environmental claims, and a path from the story to product discovery. A smaller business can borrow the practice of naming materials and suppliers where it can substantiate those details; it need not imitate a larger brand’s scale or visual style.
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Founder-led service business
Notice whether the founder’s experience is relevant to the customer’s problem and whether the page explains what happens after a visitor gets in touch. A solo professional can adapt this by pairing a concise personal account with qualifications, a process, and a specific contact action.
Local or professional practice
Assess whether visitors can identify the people responsible for the service, find relevant qualifications and locations, and understand how to book or ask a question. Human language can coexist with precise professional information.
Creative company or nonprofit
For a creative company, check whether a distinctive point of view is supported by work samples. For a nonprofit, check whether its mission connects to programs and transparent impact information. In either case, the next action should be clear and appropriate to the reader.
A fill-in-the-blank About page template
Use this as a planning aid, not finished copy. Replace every bracket with a specific fact, decision, or detail you can support.
Best Value
[Headline that states the business’s purpose]
We help [specific audience] [achieve an outcome] through [product, service, or category].
We started [business name] because [specific problem, insight, or experience]. At the time, [describe the customer frustration or situation].
Today, we [explain what the business does and how it works]. Our approach is different because [specific distinction], which means [customer-relevant benefit].
You can expect [process, standard, or operating principle]. [Name and role] brings [relevant experience or qualification] to the work.
Special offer. See more information about Outbyte and uninstall instructions. Please review EULA and Privacy policy.[Add a dated, defined, and verifiable result, credential, milestone, certification, or sourcing detail.]
Ready to [appropriate next action]? [Specific CTA]
About Us page checklist
- The opening explains what the business does and whom it serves.
- The story helps explain the current work rather than centering unrelated biography.
- Important values are shown through observable behavior.
- Team details, qualifications, and time-sensitive claims are current.
- Numbers have definitions and dates.
- Testimonials are genuine, relevant, and properly attributed.
- Evidence appears near the claim it supports.
- Visitors can find relevant product, service, policy, and contact information.
- The CTA is specific and fits the page.
- Headings, links, images, and layout are usable on mobile and accessible to visitors.
- The page has an owner and a review date, with an update after material changes to leadership, locations, products, or credentials.
Where to build and maintain the page
Your existing website platform is often the practical place to publish an About page. Choose based on how the whole site needs to work, not on the idea that a particular builder creates trust. Wix and Squarespace provide visual site-building options; Webflow may suit teams seeking more design control or structured content; Shopify fits businesses built around ecommerce. Those are broad fit considerations, not guarantees about a particular project.
Plans, features, and billing terms can change. Check the official pages for current details: Wix plans, Squarespace pricing, Squarespace plan guidance, Webflow pricing, Webflow Site plan guidance, and Shopify pricing. Webflow distinguishes Site plans from Workspace plans; its help page explains that a site published to a custom domain requires a Site plan. For an online store, Shopify’s About-page guide also discusses story, mission, and examples.
After publishing, review the page when the business changes and at least annually. Remove outdated claims and people, check every link, and make sure the page still matches the offer and policies visitors find elsewhere on the site.
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