What Should Go on Your “About” Page?

It's not just about your business — it's about the people behind it

By Andrea Borja-Hoffmann

Your “About” page is typically one of the most visited pages on your site. Now, I bet you think your About page is about you, but it’s actually about the person who clicks the link to see it.

Talk to that person about why they should bother reading your site. Expand on the problems you solve. Explain how you can help. Point out shared interests.

Crafting an engaging “About” page is a powerful way to connect with your audience. Remember, it’s not just about your business — it’s about the people behind it, too.

1. Explain what you do

Start by grabbing your readers’ attention with a brief and impactful introduction. Highlight the essence of your business and what sets you apart. For instance, “At [Your Business], we’re more than just a company. We’re a passionate team dedicated to…”

Communicate the story of your business and why you started it. Describe the customers or the cause that your business serves. Explain your business model or how your products are made.

2. Map out your company history

Share your business journey, your core values, and the reasons behind its inception. Paint a vivid picture of your background, milestones, and the challenges you’ve overcome. This will establish a personal connection with your audience and make your business relatable. For example, “Our story began when [founder’s name] embarked on a mission to…”

3. Introduce yourself or your team

Put a face to your business, featuring the founders or the people on your team. Introduce key members of your team, highlighting their unique skills and experiences. This showcases your company’s expertise and builds trust. Include a sentence like, “Our team, with diverse backgrounds in [relevant fields], collaborates to deliver…”

Infuse your team’s personality into the page. Share hobbies, interests, or fun facts to humanize your brand. For instance, “When we’re not crafting innovative solutions, you can find us…”

4. Share your mission, vision or values

Clearly state your mission and values, emphasizing your commitment to delivering exceptional products or services. Use language such as, “At [Your Business], our mission is to…”

5. Show off your reputation

When it comes to your business, don’t hold back with exposing your street cred. The ‘About Us’ text isn’t an advertisement, but it should present your company in a positive light, highlighting unique services and products and inspiring trust.

Feature testimonials or success stories from satisfied clients to demonstrate your credibility. Quotes like, “Working with [Your Business] was a game-changer for our company. Their expertise and dedication resulted in…” Mention any awards, recognition, or affiliations your business has received.

6. Tell them what’s next

What’s next?

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