How to Write the Perfect ‘About Us’ Page

It’s easy to underestimate the power of an effective ‘About Us’ page. These pages are often deemed unnecessary or unimportant because their primary purpose is to inform rather than drive sales.

However, this could not be further from the truth. A well-crafted ‘About Us’ page can humanise your brand, build connections with your audience, and showcase your business’ purpose, mission, or raison d’etre. 

Emotion plays an enormous role in purchasing decisions. We want to trust the brands we support and share the same values. The personal touch provided by an ‘About Us’ page helps people to become more invested in your business story. 

If someone lands on your website and is intrigued to know more, they’ll likely visit your ‘About Us’ page. That’s where they’ll want to learn about how your business started, what inspired you, and the initial spark that set everything into motion. 

Was it a sudden lightbulb moment leading to an amazing new product? Or was your business borne out of frustration at the cost of an existing service? Maybe it was a personal issue you decided to solve yourself, or perhaps it stemmed from a deep passion for a particular industry. People love a good backstory; an ‘About Us’ page can satisfy this curiosity. 

Whether you call it your ‘About Page,’ ‘Story,’ or ‘Mission,’ the main purpose is to showcase who you are as a business and what motivates you to do what you do every day. 

What is an ‘About Us’ page?

An ‘About Us’ page gives visitors extra information about a company they can’t get from simply visiting your website or browsing your products or services. It tells your brand’s story and is your opportunity to share your vision, introduce your team members, share your history, and shout about your achievements. 

Why is an ‘About Us’ page so important?

An ‘About Us’ page helps you showcase your brand’s personality, authenticity and values. This, in turn, can build trust, a key factor in winning over customers and driving your business to success. According to a 2023 survey, 56% of consumers said they are more likely to purchase from a brand they trust, and this number jumps to 79% among consumers in their 20s. 

It also gives you a chance to highlight your commitment to ethical business practices, sustainability efforts, and social responsibility, which are extremely important in today’s world. Whether you’re a B-Corp, active in charity events, or hold prestigious accreditations, your ‘About Us’ page is your chance to celebrate the great things about your business beyond the products or services you offer.

Customers love supporting companies that care about more than just the bottom line. They want to know that you care about your customers, employees, the local community, and the planet!

How to Write an ‘About Us’ Page

There’s no one-size-fits-all approach to writing an ‘About Us’ page. Every business is different, and it’s up to you how you want to communicate who you are. However, there are some top tips that can help you along the way. 

1. Tell a story.

Paint the picture of your business journey to give readers a glimpse into your brand’s narrative and mission. Start by introducing the problem your product or service addresses, explain how you developed the solution, and provide a sneak peek into future plans and aspirations for you and your business. 

2. Explain what you offer and who it’s for.

Outline what you provide and who your products or services are intended for. This helps potential customers better understand your business and decide whether you’re the right fit for them.

3. Shout about your achievements.

Celebrate your accomplishments, such as press mentions, testimonials, awards, accreditations, charitable activities, sustainability initiatives, or even workplace traditions and employee benefits. This emphasises your credibility and demonstrates your commitment to making a positive impact. 

4. Add a human touch.

Share team bios and photos to introduce the faces behind your brand. This helps customers feel like they’re interacting with real people rather than a faceless brand. Highlighting your team’s personalities builds trust and makes your company more relatable and approachable. 

5. Encourage engagement.

Encourage engagement by including clear calls to action, such as following you on social media or reading related blog posts. You can mention your products and services and subtly encourage customers to make a purchase, but avoid making this the main focus. In other words, don’t overdo it with ‘buy now’ buttons!

How can Puddle help?

An ‘About Us’ page serves as more than just a mere introduction; it’s a powerful tool for establishing meaningful connections, showcasing authenticity, and aligning with the values of your target audience.

At Puddle Agency, our copywriting services are designed to help you uncover and communicate the essence of your business. We work closely with you to ask the right questions and get to the heart of who you are as a brand. Our goal is to show the world how great your business is and why people should choose you. 

We’ve successfully done this for many clients by creating impactful web copy, social media posts, blog posts, and more. We understand that when you’re close to your business, it can sometimes be hard to know what to highlight and celebrate. That’s where we come in. 

Plus, our designers and developers have the expertise to create beautiful web pages, including ‘About Us’ pages, using platforms like Shopify, WordPress, and more.  

Get in touch to find out more by calling 0113 856 1930 or emailing [email protected].