The Anatomy of an Effective About Us Page: What to Include to Showcase Your Brand

If you've ever visited a website, chances are you've come across an "About Us" page. It's typically one of the first pages people visit when they want to learn more about a company or organization. And yet, many website owners neglect this page or fill it with generic information. In this post, we'll discuss why the About Us page is so important and what you should include on it.

Telling Your Company's Story

First and foremost, the About Us page is your chance to tell your company's story. It's an opportunity to share your values, your mission, and your goals. This is especially important if you're a new or small business that doesn't have the brand recognition of larger companies. By sharing your story, you can connect with potential customers on a personal level and build trust.

One of the best ways to tell your story is to use a conversational tone. This means writing like you're having a conversation with your audience. Use simple language and avoid jargon. Remember, you're not trying to impress people with your vocabulary; you're trying to connect with them.

What to Include on Your About Us Page

So, what should you include on your About Us page? Here are a few key elements:

1. A Brief History

Start with a brief history of your company. When was it founded? Why was it founded? What inspired you to start the business? This information helps people understand the roots of your company and how it has evolved over time.

2. Your Mission and Values

What is your company's mission? What values do you hold dear? This is your chance to communicate what you stand for and what you're trying to accomplish. Make sure your mission and values are clear and concise.

3. Meet the Team

People do business with people they like and trust. Introduce your team members on your About Us page. Include photos and brief bios. This helps potential customers get a sense of who you are and the people behind your company.

4. Testimonials

Include testimonials from happy customers. This social proof can help build trust and credibility with potential customers.

5. Contact Information

Make it easy for people to get in touch with you. Include your phone number, email address, and physical address. If you have a social media presence, include links to your profiles. However, on most business websites, a separate Contact Us page will contain this information. There is no need to be redundant if you have a separate Contact page.

6. Awards and Achievements

If your company has won any awards or achieved any notable accomplishments, be sure to include them on your About Us page. This can help build credibility and show potential customers that you're a reputable company.

7. Your Unique Selling Proposition

What sets your company apart from the competition? This is your chance to showcase your unique selling proposition (USP). Make sure it's clear and concise.

8. Call-to-Action

Finally, include a call-to-action (CTA) on your About Us page. This could be anything from inviting people to sign up for your newsletter to encouraging them to make a purchase. Make sure your CTA is clear and prominent.


The About Us page is an important part of your website. It's your chance to tell your story, connect with potential customers, and build trust. By including a brief history, your mission and values, team bios, testimonials, contact information, awards and achievements, your unique selling proposition, and a clear call-to-action, you can create a compelling About Us page that sets your business apart from the competition.

Remember to use a conversational tone and avoid jargon, so that your About Us page feels authentic and approachable. Whether you're a small business just starting out or a well-established brand, your About Us page can help you build a connection with potential customers and establish a strong online presence.

two person standing on gray tile paving

About The Llama Behind The Scarf

Once upon a sun dial, in the mountains of Peru, Larry the llama had a dream. He wanted to start a website to sell his handmade scarfs. Larry spent countless hours perfecting his knitting skills and creating beautiful, one-of-a-kind scarfs.

One day, Larry’s best friend, Alvin the alpaca, came to visit. Alvin was a tech-savvy alpaca and he was excited to see what Larry had been working on. But when Alvin clicked on Larry’s website, he was surprised to find that the About Us page was empty.

“Hey, Larry, where’s the About Us page?” asked Alvin.

“The what?” replied Larry.

“The About Us page, you know, the page that tells people who you are and what your company is all about,” said Alvin.

Larry scratched his shaggy head. He had been so focused on knitting scarfs that he had completely forgotten about the About Us page.

“Why do I need an About Us page? I just want to sell scarfs,” said Larry.

“Well, people want to know who they’re buying from. They want to know your story and what makes your scarfs special,” explained Alvin.

Larry realized that Alvin was right. He knew that his scarfs were special, but he hadn’t done a good job of explaining why. He immediately set to work on creating an About Us page.

He wrote about how he had learned to knit from his grandmother and how he had always dreamed of starting his own scarf business. He wrote about the care and attention to detail that went into each and every scarf he made. And he included photos of himself and his team of llama knitters.

When Larry showed Alvin the new About Us page, Alvin was impressed. “This is great, Larry! Now people will know who they’re buying from and why your scarfs are so special.”

Larry smiled. He knew that his scarfs were special, but now he had a way to share his story with the world.

From that day on, Larry made sure to keep his About Us page up-to-date. And his scarf business flourished. People from all over the world wanted to buy his scarfs, and they loved reading about the llama behind the scarf.

And Larry knew that he had his best friend, Alvin the alpaca, to thank for teaching him the importance of the About Us page.

“Without an About Us page, my scarfs were just threads in the wind. But now, thanks to my llama-tastic story, they’re flying off the shelves!”
Larry the Llama
The Llama Behind The Scarf

About Us VS About

In general, it doesn’t matter whether you call it the “About” page or “About Us” page. The important thing is to include the relevant information and make it easy for visitors to find on your website.

That being said, the term “About Us” has become a common and recognized way to refer to the page that tells the story of a business or organization. Using this term can make it clear to visitors what they can expect to find on the page.

However, there are some cases where “About” might be more appropriate. For example, if your website is focused on a personal brand or blog, using “About” might feel more natural and less formal. Ultimately, the decision comes down to what feels right for your brand and your audience.

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