The Problem with Most About Us Pages
Open any SMB website's About Us page. You'll read something like: "Founded in [year], [Company] is a leading provider of [service]. We are committed to excellence, innovation, and customer satisfaction. Our team of experienced professionals..."
This copy is on ten thousand websites. It says nothing distinctive, creates no emotional connection, and fails to answer the question every visitor is silently asking: why should I trust these people with my money/time/problem?
The best About Us pages tell a story. Specifically: the story of why this company exists — what problem the founder experienced, couldn't solve with existing options, and decided to fix. That real, specific origin story is more persuasive than any list of credentials.
The 5-Section About Us Framework
Section 1: The Hook — Start with the customer's problem
Don't start with "We were founded in..." Start with the problem your customers were facing before you existed. This immediately signals relevance and draws them in.
Example: "In 2019, small business owners had two options for accounting software: expensive enterprise tools built for finance teams, or spreadsheets. There was nothing built for non-accountants who just wanted to know if their business was profitable."
Section 2: The Origin Story — Why you started
Connect the problem above to your founders' personal experience with it. This is who, when, and why. Be specific — vague founding stories don't create connection.
Example: "Our founder Sarah ran a 12-person event planning business and spent every Sunday afternoon manually reconciling transactions. When she hired her first accountant, they couldn't explain the financials in plain English either..."
Section 3: The Mission — What you're trying to do
One clear sentence. What specific problem are you solving, for whom, and how? The best mission statements are concrete enough to be falsifiable — you can tell if you're succeeding or failing.
Example: "We make the financial health of your business visible and understandable — without requiring any accounting knowledge."
Section 4: Credibility — Evidence you can deliver
Numbers, names, or logos that demonstrate you've done this before. Clients helped, years in operation, notable brands worked with, press coverage. Real and specific. Two genuine data points beat ten vague claims.
Section 5: The Team — Real people, briefly
Photos with names, titles, and 1-2 sentences about each person's background and what they bring. Studies consistently show that pages with real photos of team members convert significantly better than those without. Authenticity beats polish here.
Writing Tone: First or Third Person?
For small businesses and startups: first person ("We built this because we were tired of...") creates warmth and directness. It's more personal and human.
For enterprise companies and professional services where formal credibility matters: third person ("The team at Firm X has advised over 200 companies...") is the convention.
The biggest mistake is switching between first and third person mid-page. Pick one and stick to it. Consistency in voice signals a coherent brand — inconsistency signals someone assembled this page quickly and didn't reread it.
Elements That Dramatically Increase Trust
- Founder photo (real, not stock) — A genuine founder photo with a brief quote increases trust signals measurably. Visitors want to know who they're dealing with.
- Specific metrics — "Over 2,000 businesses served" or "12 years in operation" are more convincing than "thousands of satisfied customers" or "decades of experience".
- Press logos / "As Seen In" — A row of recognisable media logos anchors credibility. Even small publication features count — a Forbes contributor piece is a Forbes logo on your About page.
- Video — A 60-second founder video explaining why you started the company has one of the highest trust-per-minute conversion rates of any About page element. Most competitors skip it.
- Values with evidence — "We believe in transparency" is empty. "We publish our pricing openly because we once got stung by a surprise invoice — and we never do that to customers" is a value statement backed by story.
Write your About Us page in seconds
Enter your company name, mission, team size, and founding story — get a professional About Us draft ready to paste and customise.
Try the About Us Writer →Don't End Without a CTA
Your About page has earned trust — now direct it somewhere. Every About Us page should end with a clear next step: visit the products page, book a call, read the blog, or start a free trial.
"Now that you know who we are, here's what to do next" thinking applies. A trust-builder that doesn't channel that trust into action is an incomplete conversion.
CTA examples: "Ready to get started? See our plans →" | "Want to know if we're the right fit? Book a 20-minute intro call →" | "See how we've helped businesses like yours →"
Frequently Asked Questions
How long should an About Us page be?
300-600 words for most small businesses. Enough to tell the story, establish credibility, and show personality — without burying visitors. Always lead with the most important content.
Should the About Us page be about the company or the customer?
Both — but start with the customer. Your About page should open with the problem you solve and who you solve it for. The mistake most businesses make is starting with themselves instead of the customer's situation.
What should I include in an About Us page?
Origin story, mission statement, team information, credibility signals (years in business, clients served, press), values with evidence, and a call to action. Photos of real people dramatically increase trust and conversion.
Does the About Us page actually matter for conversions?
Yes — About Us is typically the 2nd or 3rd most visited page on a business website. Visitors arrive there specifically to make a trust decision. A strong About Us page converts the undecided visitor; a weak one lets them leave.