An About Us page is a great way to let customers and potential customers know more about your business, who you are, and what makes you stand out from other businesses.
This article will help inspire you to create a unique About Us page that's both informative and interesting by showing examples of others and what makes them eye-catching.
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What is an About Us Page?
An About Us page is a page on a website that's used to highlight the organization rather than any specific product or service it offers.
It's primarily a way to inform potential customers, users or members about a business, particularly anything that makes it unique.
What are the Benefits to Having an About Us Page?
The major benefit to an About Us page is that it helps to build credibility with customers by demonstrating that you are a legitimate business. This helps distinguish you from less reputable companies, including those which use multiple brands or identities, to try to mislead people. For example, they may try to create the false impression that they are a local company.
An About Us page can also highlight strengths of your business beyond the products you offer and your pricing. For example, you can demonstrate experience or specialist expertise. You can also build an emotional connection with customers by telling your story.
Another benefit is that the information in the About Us page may help with search engine optimization, particularly when people are not searching for a specific product or service.
The About Us page may also be useful for any information which you think is important to convey to potential customers, but which doesn't logically fit onto other pages of your site. For example, you may follow sustainable practices or use fairly traded products.
What are Some Tips For Creating an About Us Page?
The following tips can make your About Us page more effective:
- Keep it short while still including key information. This makes it more likely people will read the whole page.
- Give specific details such as when your business started operating, where you operate, and any impressive statistics such as the total number of products you have shipped or how many customers you serve.
- Include images. Staff photographs or pictures of your production facilities and operations can help convey that you are a genuine organization.
- Include a mix of emotional points and rational, objective points. Remember that you want a customer to trust and like your business but also consider you competent at what you do.
- Remember to highlight anything that makes your business unique or unusual.
Examples of About Us Pages
Because every business is different and wants to highlight different things, there's no fixed format for an About Us page. However, the following examples of effective pages will give you ideas for what you could include and how to present it by using things like formatting of text, use of visuals, color choices and actual informative content.
DICK's Sporting Goods uses a very casual, conversational style to tell its origin story. This, combined with the image that backs up the story, creates an impression of a business that will be straightforward and non-intimidating for customers.
The history really works well to emphasize that while the company is huge now, it started as a small endeavor from someone actually named Dick. This really helps make the brand be relatable and not just another giant corporate name.
If your business or brand has a story that shows how unique it is in that it was founded in your backyard or in a very small back-to-roots sort of way, this is a great thing to showcase in a time when people are hungry for smaller businesses.
Yakima Valley Hops uses a big, colorful and friendly staff photo in a setting that shows their product (hops) that really showcases the non-stuffy vibe of its employees. People love seeing real faces and the real humans behind the company, especially if it shows a part of your work culture:
Nine Mile Creek Watershed District's About Us staff section works to showcase employees and members, while also providing useful contact information for the person.
Combining useful information for customers while also adding some personality and human-ness to your About Us page is a nice tactic. Using outdoor photos rather than shots in the office reinforces the work the organization does, as well:
Many organizations list professional awards on About Us pages. Phoenix Children's Hospital does a good job of explaining why a particular award is meaningful. This helps showcase why the hospital is a top-notch choice:
If your own business has any rewards or awards, or is top of any industry, you can and should use your About Us page to showcase this. After all, you've earned it.
The United Nations explains its purpose in a single sentence. It then reiterates the importance of this purpose by repeating it in a longer explanation of its history, including key dates in the organization's history.
It also includes hyperlinks to other web pages with additional information. This helps keep the section short, while also allowing users to learn even more if they wish to:
GM has a clear mission statement that readers can understand and imagine. It uses simple language and a modern image to portray a streamlined and modern approach.
GM notes how many employees are there to show how expansive the company is, while also acknowledging the people who make it a success. The tone is hopeful, positive and striving to deliver a service:
Honda uses a nice visual layout with information in circles, and large numbers to draw in the reader's eye. The clean background works well to keep things visually simple and crisp.
The text in the circles outlines some statistics about its current and future work, which shows the company is looking to the future:
Aecom focuses a lot on using basic text, which is an easy, standard format to use. It presents a brief history that's easy to understand and follow. While some companies may prefer fancy graphics and eye-catching visuals, you can also just go simple like this.
The content of the text speaks for itself to show how the company has grown in an impressive and expansive way. Note how it doesn't go into detail on accomplishments, but just provides a general overview and summary:
World Vision's About Us page combines a number of really impactful and effective methods, from nice visuals and interesting photographs, to a timeline design that helps organize the rich history better.
The short excerpts of the history section are concise and emotionally impactful, which helps show the spirit of the company:
VMLYR uses colors, columns and text to showcase a number of its aspects, including brand experience, customer experience and commerce. This helps show how dynamic the company is from a variety of angles.
The information is organized nicely in a way that's easy to understand and read using bullet points and lists:
Most About Us pages are more about the organization than the reader. The American Red Cross uses a different approach, directly addressing the reader's potential involvement in its work, which will grab their attention.
It also makes use of video embeds for an enhanced visual message about the organization. Links to its social media are added as well to help people connect more intimately with the organization:
As you can see, About Us pages come in a variety of styles, lengths, formats and display a range of different types of information and content.
The best thing you can do when creating your own is to stay true to the heart and purpose of your brand or business, and showcase it in a way that's easy for readers to view and understand.
Make use of graphics, color schemes, and informative text to tell your story.
Where Do I Display an About Us Page?
Many people come to sites from a search engine or link and won't necessarily arrive on your home page. A good option is to include a link to your About Us page in a footer menu or other navigational tool that appears on every page.
USPTO links to its About Us page from the top of every page on its site:
Summary
An About Us page tells customers about your business as a whole rather than about specific products or services. It helps build trust and an emotional connection.
An effective About Us page is concise while combining factual detail and emotional points. It should highlight anything that makes a business unique.
What to include in an About Us page varies from business to business. Common components include a mission statement or other description, a history of the business, eye-catching and impressive statistics, staff photographs, professional qualifications and awards obtained.
To make the most of your About Us page, link to it from every page on your site, for example in a footer menu or other site navigational menu.
