Writing your About Us page can feel a bit awkward, like talking yourself up on a first date. But here's the thing: people don’t just buy products or services. They connect with people, stories and values. And when you’re building a website—whether through a website builder or with custom web design—this page is one of your most powerful tools for making a connection.

Too many brands overlook the About Us page or throw in generic fluff. Don’t make that mistake. A well-crafted About Us builds trust, shows what you’re all about and gives visitors the confidence to stick around and take action. Let’s explore how to write one that’s clear, engaging and actually does its job.

Why your About page matters

Your About page is one of the most strategic parts of your website—it builds connection, credibility and trust in just a few scrolls. If you’re building a site or working with a designer, don’t treat your About page as an afterthought. It’s one of the best ways to turn curious visitors into loyal customers.

Visitors land on your About page when they’re almost ready to take action—making a purchase, booking a service or connecting with your brand. What they see can either win them over or send them searching somewhere else.

A great About page tells people who you are, why you do what you do and how you can help them. It answers the questions your audience didn’t even know they had, like “Is this brand for me?” or “Can I trust them?”

See how others do it: inspiring About us page examples

What to include on an About page

Highlight what makes you unique, how you solve problems and the people behind your brand. Use clear, honest content that connects with your audience. Think of it as a mix of storytelling and strategy—designed to inform and inspire action.

Key ingredients for a great About page

• Who you are: Share your story—why you started, the problem you spotted and the experiences that shaped your mission. Keep it real, relatable and human.

• What you do and why it matters: Be clear about what you offer and how it helps. What problem do you solve? How do you make life easier, better or more meaningful for your customers?

• Who you serve: Speak directly to your ideal audience. Use simple, approachable language that makes them feel understood. This builds trust and helps connect with the right people.

• Your mission and values: Share what drives you but keep it grounded. Instead of vague statements like “we value honesty,” show how it works in action: “We’re upfront about pricing and communicate clearly every step of the way.”

• The people behind the business: Add friendly photos and a short intro about yourself or your team. It reminds visitors they’re working with real people, not just a faceless brand.

• Milestones and credibility: Talk about how long you’ve been around, who you’ve worked with or awards you’ve earned. Use logos, stats or a timeline to show your experience without overdoing it.

• What it’s like to work with you: Break down your process into a few easy-to-follow steps. Show how simple it is to go from “just looking” to becoming a happy customer.

• Call to action: Don’t leave visitors guessing what to do next. Add something simple like “Book a free call,” “Explore our services” or “Follow us for updates.” Keep the conversation going.nnect the ‘About Us’ page to other pages on your site and your social channels.

How to write an about us page: Step-by-step

Not sure how to pull it all together? This simple guide will walk you through writing each section with intention. From your opening line to your final call to action, here's how to make your About page something people will actually want to read.

1. Start with a hook

2. Tell a story 

3. Show who you are now

4. Write in your brand's voice

5. Throw photos and videos in the mix

6. Include proof

7. Double-check for spelling and grammar mistakes

8. Wrap it up with an action

9. SEO for your About page

10. Link to your social channels

01. Start with a hook

Your opening line needs to grab attention and instantly share what you're about. It could be your mission, a bold statement or a belief that fuels your work. Keep it short—just one or two sentences that spark curiosity without overwhelming.

Think of it as your headline. If this is all someone reads, will they understand your brand? It sets the vibe for everything that follows so make it clear, genuine and a little intriguing.

02. Tell a story 

Every story starts somewhere. Visitors to your site want to know how your business came to life—when it all began, where it happened and what inspired it. Skip the dry bureaucracy and focus on what connects with people.

If you're not sure where to start, use an AI website builder to generate a first draft of your About page. Then, tweak it to make it truly yours: add real moments, personality and details that reflect your journey.

Got a funny or heartwarming story that fits your brand? Share it! If your great-great-grandfather started a family business in 1904, that’s a detail worth telling. Just don’t overdo it. Think of anecdotes like seasoning—used in the right amount, they add flavor. Too much and you lose the point.

Make sure to highlight what stands out about your background. If you’ve been in the game for years, let that experience shine. If you're just starting out, lean into your fresh innovative approach.

Learn more: How to write a bio

03. Show who you are now

Sharing your business story is great but don’t stop at the beginning. People want to know what you’re up to now. Use your About page to highlight how far you’ve come and what you offer today.Keep it real and focused. Talk about your strengths without exaggerating or oversharing.

Skip name-dropping past clients unless it truly adds value. Instead of bold claims, focus on the real benefits and results you bring. Add a quick summary of your current services or products even if they’re listed elsewhere. It makes it easier for visitors to understand what you do and why it matters.

Learn more: How to write an about me page for a photographer

04. Write in your brand's voice

Your content has its own unique style—a tone that people recognize and connect with. You can see it in the words on your site, the website design and even the way you communicate on social media. It’s what makes your brand feel like you.

Think carefully about the tone you want to use. If you run a financial consulting business, a casual chatty style might not feel right. But if you’re describing your colorful new food truck, don’t make it sound like a legal contract.

Get inspired by Wix website examples 

05. Throw photos and videos in the mix

Visual content brings your company to life and shows the real people behind your business. It helps close the gap between your team and your visitors in a way that words simply can’t.

Skip the boring stock photos that scream “fake” and use authentic images from your workplace instead. Not great with a camera? No problem. Ask a friend or colleague for help. Your photos don’t need to win awards—they just need to feel real.

For a polished look, try using these free photo editors online to tweak and filter your shots. Keep it simple, keep it honest and let your visuals tell your story.

06. Include proof

After sharing your story, back it up with proof. Highlight awards, glowing testimonials, happy clients or media mentions. These build trust and show visitors you know your stuff.

Keep it simple with short blurbs or quick stats instead of long paragraphs. Even a few strong examples can make a big impact on how credible and reliable you come across.

Examples of proof to include:

• Client testimonials: “We’ve doubled our sales since working with [Your Company].”

• Awards and certifications: 2024 Small Business of the Year, Google Certified Partner

• Press features: Featured in Forbes, Wired or your local news outlet

• Milestones: 10,000+ happy customers, 5 years in business, 50+ team members

• Partner logos: Highlight recognizable brands you’ve worked with

• Social proof: Ratings from Google, Trustpilot or other review platforms

• Results-driven outcomes: “Helped over 300 startups grow their reach”

• Visual trust signals: Screenshots, badges, awards or security seals

07. Double-check for spelling and grammar mistakes

We get it—after spending days perfecting your "About Us" page, it’s tempting to hit publish and binge-watch your favorite show. But taking a few extra minutes to review your work is worth it. Those small errors can distract readers and take away from your message.

Set aside 15 minutes to proofread, it could pay off big time. And don’t forget to use a tool like Grammarly or another spell checker to catch anything you might miss.

08. Wrap it up with an action

Now that your reader knows and likes you (hopefully), give them their next step. Make it clear—explore your services, check out a case study or fill out a contact form.

This isn’t about pushing a sale. It’s about creating momentum. Your About page has built a connection, so make it easy for them to keep going.

09. SEO for your About page

Clear and helpful content on this page makes it easier for people to find you when they search. It also helps search engines and AI tools understand what your business does. AI tools that answer questions or recommend businesses often rely on About pages to learn who you are and what you offer.

Start by naturally adding keywords related to your business, industry or location. For example, a graphic designer might include phrases like “logo design,” “branding for small businesses,” or “graphic designer in Austin.” Use a headline with an <h1> or <h2> tag that clearly explains what you do.

Don’t forget a custom meta description that quickly sums up who you are and what you offer. Link to your services or contact us page and keep your URL simple, like /about or /about-us.

10. Link to your social channels

Your About page is the perfect place to connect with visitors on a deeper level. Adding links to your social media channels makes it easy for people to follow, interact and stay connected with you long after they leave your site.

Keep it simple—add clickable icons or a quick note like “Follow us for updates” at the bottom of the page. Let them know what to expect like behind-the-scenes moments, tips, client stories or real-time updates that keep them engaged.

If you're looking for a solid About Us page example, take a look at ours.

Make your About page work harder

Many About pages miss the mark not because they’re badly written—but because they play it too safe. They often skim the surface, repeat what’s already on the homepage or try too hard to sound professional instead of meaningful. These tips are meant to push your About page beyond the basics—toward something that actually converts.

• Address objections: Your About page is the perfect spot to address any doubts your audience might have. New to the game? Share your skills and experience. In a crowded market let people know what makes you different.

• Highlight evolution: Everyone tells their “how we started” story—but don’t stop there. Show how you’ve adapted, grown or shifted focus.

• Define your space in the industry: Your About page can double as a positioning statement. Are you the affordable option? The boutique expert? The innovator? Make that identity clear without jargon.

• Use words your customers use: Use terms, problems and even jokes that resonate with your audience. This shows you get them—and builds connection faster than generic “passion for excellence” talk.

• Mention your process: Explain how you work. A peek into your methods (creative process, onboarding, values in action) sets expectations and signals professionalism.

• Make clear who you’re not for: Be bold. Clarifying who isn’t a good fit saves everyone time and creates stronger alignment with the right customers.

• Include micro-conversions: Don’t just end the page with a “Contact us.” Include subtle CTAs like newsletter sign-ups, lead magnets, product quizzes or links to popular blog posts.

• Share the humans behind the work: If you include a team section, add candid photos, mini bios with quirks or values or even “day in the life” blurbs.

• Use metrics with meaning: Instead of “10 years in business,” share outcomes: “Helped 250+ clients build 7-figure brands” or “95% of customers return within 3 months.”

• Make your values specific: Everyone claims “integrity” and “quality.” Instead, explain how you act on values: “We respond to every client email within 24 hours. Every time.”

• Break the fourth wall: Write like a person. You can say things like “Still reading? Awesome—here’s the part where we talk results.” It makes the page feel personal and fresh.

How to write an about us page FAQ

How to write an introduction about us?

Begin with a strong, attention-grabbing statement that highlights your mission or what drives you. Then, share a quick, clear explanation of what you do and who you help to keep readers engaged and informed.

How do I write a personal about me page?

Share your story in a way that feels natural and engaging. Talk about what you do, why it matters and how it helps others. Add a touch of personality by including personal experiences that highlight your values or unique approach. Keep it real, relatable and easy to connect with.

How to design an about us page?

Keep your layout simple and easy to read with clear headings, short paragraphs and visuals like team photos or behind-the-scenes moments. Focus on creating a smooth flow that takes visitors through your story, builds trust with proof and leads them to the next step.

What are the key components of a great about us page?

A strong hook, your story or mission, team or founder info, social proof (like testimonials or press) and a call to action. Visual elements and clear writing tie it all together.

How many words should an about us page be?

Keep your business description between 150-400 words, depending on how complex your services are. Make it long enough to share your story and build trust, but short enough to keep readers engaged.

How do I begin my introduction?

Begin with a sentence that shares who you are or what you stand for. Use a tone that reflects your brand—bold, warm or professional—to create an instant connection.