Why Your About Us Page Actually Matters
An About Us page is your brand’s handshake, elevator pitch, and personality snapshot all in one. It tells new visitors who you are, what you do, and why they should care, before they bounce off and forget you ever existed.
Skip it, and you risk being just another faceless dot on the internet. Nail it, and you turn curiosity into connection.
Why Your Brand Bio Isn’t Optional
Your About Us page is prime real estate for trust-building, value-showcasing, and making sure potential customers don’t click away thinking you’re just another bland brand.
This page answers the one burning question every visitor has (even if they don’t say it out loud): Who are you, and why should I care?
Whether you call it Our Mission, Meet the Team, or simply About, this section tells your origin story, what you stand for, and what it’s actually like to work with you. Without it? You leave prospects guessing and possibly Googling your competitors instead.
People want to connect with brands that feel human. In fact, visitors who read an About Us page spend around 20% more than those who don’t. Why? Because alignment builds loyalty. And when your mission resonates, customers stick around.
What to Actually Put on Your About Page
There’s no strict recipe for the perfect About Us page, but there is a secret sauce (and we’re pouring it out). Below are some essentials that will help you write a brand intro that works.
Share the Origin Story (Even If It Started in Your Garage)
People crave real stories. So whether you launched from a dorm room, a kitchen table, tell the why behind your brand. Add a mission statement that’s actually human, and weave in personal touches that build connection, not corporate distance.
Flaunt Your Values Without Sounding Like a Robot
Your brand values are what tell people whether you’re a good fit for them. So, be open about them! But don’t just list them. Live them in your tone, your actions, and your storytelling.
Let the Data Do Some Talking
Feelings are great, but facts seal the deal. Sprinkle in real stats, like how many customers you’ve helped, results you’ve delivered, or milestones you’ve crushed.
Talk About the Problems You Solve (And How You Actually Solve Them)
People don’t click on your About page just to admire your company timeline. They’re looking for a sign you get their pain points. Use clear, problem-solving language to show how you’ve turned stress into success for others and how you can do the same for them.
Make It Personal with a Team Reveal
Your brand is people. Show off the humans behind the magic. Feature your team with mini bios, quirky facts, or photos that don’t scream stock image. When readers feel like they know your crew, they’re far more likely to trust what you offer.
What Not to Do on Your About Page
Now that you know what makes an About Us page shine, let’s talk about the red flags. Think of these as the branding equivalent of spinach in your teeth. Avoid them like a dull homepage headline.
Don’t Inflate Your Ego
Look, confidence is cool, but chest-thumping? Not so much. Saying you’re the #1 disruptor of all time or world-changing thought leader without a shred of proof doesn’t impress anyone. Instead, show your value through real results, customer testimonials, or straight-up honesty.
Don’t Write a Novel (No One’s Got the Time)
This isn’t your memoir. Visitors want the TL;DR of your brand, not a never-ending scroll. Keep it snappy, well-structured, and easy to skim. Say more with less!
Don’t Obsess Over SEO
When it comes to About Us pages, keyword-stuffing like it’s 2006 will only make you sound robotic. This page is about connection, not conversion, so keep it optimized, but let your tone lead the way. Human > algorithm here.
Don’t Be Vague, This Is Not the Place for Mystery
Phrases like We leverage synergistic solutions to empower ecosystems might look fancy, but they say absolutely nothing. Be clear. Be concrete. Say what you do, how you do it, and why anyone should care. If your reader walks away confused, they won’t come back.
Seal the Deal With a Story Worth Telling
A well-crafted About Us page builds trust, answers the big Who are you? question, and gives your audience a reason to stick around (and convert). It’s where your story meets their curiosity.
Saying your About Us page doesn’t matter is the digital equivalent of ghosting your own party. If you’ve made it this far, you already know the truth, this page is crucial!