How to Write an About Us Page: Structure, Examples, Template
A seven-part structure, proven page patterns and a fill-in template for writing an About Us page that builds trust and turns visitors into customers.
A good About Us page answers the questions a cautious buyer has before they contact you: who is behind this business, why it exists, who it is for, why it can be trusted, and what to do next. This guide gives you a seven-part structure, patterns borrowed from strong About pages across different kinds of businesses, a fill-in template, and a checklist that covers trust signals, search engines and the mistakes that quietly cost small businesses customers.
Key Takeaways
- Write the About page for your customer, not for yourself. Every section should answer a question a prospect has.
- Open with a one or two sentence statement of who you help and how, then tell the origin story.
- Real names, real faces, real places and specific facts build more trust than adjectives like “passionate” and “innovative.”
- End with a clear next step. Many visitors reach the About page right before they decide to call or buy.
- Keep it updated. An About page that mentions a team member who left two years ago undermines everything else on it.
Why the About Page Matters More Than You Think
On a small business website, the About page is often where interested visitors go next after the home page. They go there when they are interested but not yet convinced. They want to know whether you are real, whether you are the right fit, and whether they can trust you with their money.
It matters for search, too. Google’s guide on creating helpful, reliable, people-first content encourages site owners to think about “Who, How, and Why”: whether it is self-evident who created the content, how it was produced, and why it exists. It also says that of the qualities it groups under experience, expertise, authoritativeness and trust, trust is the most important. A clear About page is one of the simplest ways to show who is behind a website.
Yet many small businesses treat the About page as an afterthought: a few lines of vague mission statement, a stock photo of people shaking hands, and no clear next step. That is a missed opportunity.
The Seven-Part About Page Structure
Not every business needs every section, but this order works for most, from a solo consultant to a 50-person manufacturer.
- Opening statement: who you help, what you do, and what makes you different, in one or two sentences.
- Origin story: why the business exists, told briefly and honestly.
- What you believe or how you work: your approach, values or process, shown through specifics.
- The people: founder and team with names, photos and short bios.
- Proof: customer results, testimonials, credentials, press mentions, years in business.
- Where and how: location, service area, hours, company details.
- Call to action: the one next step you want visitors to take.
Section by Section: What to Write
1. Opening statement
Skip “Welcome to our website” and “We are a leading provider of…” Start with the customer and the outcome.
| Weak opening | Stronger opening |
|---|---|
| “We are a passionate team of professionals dedicated to excellence.” | “We help families in the Twin Cities keep their older homes warm, safe and efficient, without pushing unnecessary replacements.” |
| “ABC Design is an innovative creative agency.” | “ABC Design builds websites for independent restaurants that want more direct bookings and fewer third-party fees.” |
| “Founded in 2015, we offer quality products.” | “Since 2015, we’ve made small-batch hot sauces in Austin using peppers from three Texas farms.” |
The examples above are illustrative, but the pattern holds: specific audience, specific outcome, specific detail.
2. Origin story
A good origin story is short, usually 100 to 250 words, and connects to what the customer cares about. The best ones share a problem the founder saw first-hand.
A simple structure: Before (what the founder was doing and the problem they noticed), the moment (what made them decide to act), the start (the first version of the business), and today (how it has grown and who it serves). Keep it honest. If the business started because you were laid off and needed income, that can be a more relatable story than an invented “lifelong dream.”
3. How you work
Instead of listing values as single words (“Integrity. Quality. Service.”), show what they mean in practice.
- Instead of “transparency,” say “We send a written, itemized quote before any work starts, and we don’t charge for the estimate.”
- Instead of “quality,” say “Every piece is inspected by the person who made it and signed on the tag.”
- Instead of “customer-focused,” say “You’ll have one project manager’s direct number from start to finish.”
Three to five of these commitments are plenty. If a promise is hard to keep, do not publish it.
4. The people
People trust faces. Include real photos of the founder and, where possible, the team. For each person, add a name, role, a line about what they do for customers, and one human detail.
A short bio template: “[Name] leads [area]. [Years or background relevant to customers]. [What they are known for with clients]. Outside work, [one human detail].” Keep each bio to two to four sentences. Always ask team members for permission before publishing their photo and details.
5. Proof
This is where you back up your claims:
- Two or three short customer testimonials with names and, if permitted, photos or company names.
- Specific results: projects completed, customers served, years in business, as long as they are accurate.
- Licenses, certifications and memberships relevant to your industry, with license numbers where customers expect them, such as for contractors.
- Press mentions or awards, linked to the source where possible.
Testimonials must reflect real customers’ honest experiences. The Federal Trade Commission’s Endorsement Guides Q&A explains when you need to disclose that a customer received something in exchange and when unusual results need context. Rules can change, so check the current guidance if you are unsure.
6. Where and how
Local and service businesses should state their address or service area, hours, and phone number here as well as on the Contact page. Consistent name, address and phone details across your site and business listings help customers and search engines alike. Online businesses should still say where they are based and how to reach a human.
7. Call to action
Do not end with a dead end. Pick one primary next step and make it a button: “Book a free estimate,” “Shop the collection,” “Schedule a 20-minute call.” Add a secondary option, such as signing up for your newsletter, if it fits.
Patterns From Strong About Pages
You do not need to copy any single company. Instead, borrow the pattern that fits your business.
| Pattern | What it looks like | Best for |
|---|---|---|
| Founder letter | A first-person note from the founder, signed, with a photo | Solo businesses, consultants, craft brands |
| Timeline | Key milestones from founding to today in a short vertical list | Established businesses, family firms |
| By the numbers | Four to six real stats: years, customers, locations, products | Businesses with a track record to show |
| Behind the scenes | Photos and short captions of the workshop, kitchen or team at work | Makers, restaurants, manufacturers |
| Mission-led | The problem in the world you are addressing and how the business helps | Social enterprises, sustainable brands |
| Team grid | Photos and short bios of each team member | Service firms where clients work directly with staff |
| How we work | A numbered process from first contact to delivery | Agencies, contractors, professional services |
Many good pages combine two patterns, for example a founder letter followed by a team grid, or a timeline followed by “how we work.”
A Fill-in-the-Blanks About Page Template
Headline: [We help / I help] [specific audience] [achieve outcome].
Opening: [Business name] is a [type of business] in [city/state or “based in X, serving customers nationwide”]. We [what you do] for [who], so they can [benefit].
Our story: In [year], [founder name] was [situation]. [Problem noticed]. [What they did about it]. Today, [current scale and who you serve].
How we work: [Commitment 1 with specific detail]. [Commitment 2]. [Commitment 3].
Meet the team: [Photo] [Name, role, 2-4 sentence bio] (repeat).
What customers say: “[Testimonial]” – [Name, company or city].
Credentials: [License numbers, certifications, memberships, awards].
Visit or contact us: [Address or service area], [hours], [phone], [email].
Next step: [Button: primary action]
Worked example (illustrative)
Here is how the opening and story might read for a fictional pet-grooming business:
“We help anxious dogs in Sacramento get groomed without the stress. Paws & Calm is a small, appointment-only grooming studio where only one dog is in the room at a time.
In 2019, our founder Jamie worked at a busy grooming chain and watched nervous dogs shake through crowded, noisy appointments. She started taking a few private clients at home on weekends, in a quiet room with no other dogs. Word spread among owners of rescue dogs. Today, we have a two-room studio, three groomers trained in low-stress handling, and many clients who were turned away elsewhere.”
Notice how it names the audience, shows the problem, explains the difference, and gives concrete details without a single buzzword.
SEO and Technical Basics for the About Page
- Clear title and URL. “About [Business Name]” and /about/ are fine. Add your core service and location to the page title if you are a local business, for example “About Paws & Calm | Low-Stress Dog Grooming in Sacramento.”
- Organization details in structured data. Google’s organization structured data documentation says this markup can go on your home page or a single page that describes your organization, such as the About page, and covers details like name, logo, address, contact information and links to your other profiles.
- Link to it from the footer and main menu. People look for it there.
- Link from it. Point to your key service pages, case studies and contact page.
- Keep it fast. Compress team photos; a slow page full of huge images defeats the purpose.
- Make it readable on phones. Short paragraphs, clear headings, and a tap-to-call button for local businesses.
Common Mistakes to Avoid
- All about you, nothing about the customer. Balance your story with how it benefits the reader.
- Stock photos of strangers. Visitors can tell, and it signals you have something to hide.
- Vague superlatives. “Best,” “leading” and “world-class” without evidence reduce trust. Some claims can also raise advertising-law issues if you cannot back them up.
- Outdated information. Old team members, closed locations, expired awards.
- No contact details or next step. The visitor was interested. Don’t make them hunt.
- Walls of text. Break it up with headings, photos and short sections.
- Invented history or credentials. Never claim years, awards, clients or certifications you do not have.
Frequently Asked Questions
How long should an About Us page be?
Long enough to answer who, why, how and what next. For most small businesses that is 400 to 1,000 words, plus photos. A solo consultant might need less; a manufacturer with certifications and a large team may need more.
Should I write the About page in first person or third person?
Solo founders and small teams often sound warmer in first person (“I” or “we”). Larger firms may use third person for team bios. Pick one voice and keep it consistent.
Do I need a photo of myself?
For most small businesses, yes. A real, friendly photo of the founder is one of the strongest trust signals you can add. If privacy is a concern, show the team at work, your premises, or your products being made.
What if my business is brand new?
Focus on why you started, your relevant experience before the business, how you work, and your commitments to early customers. You do not need a long track record to be credible; you need honesty and specifics.
Should I include pricing on the About page?
Usually not in detail, but a line such as “free estimates” or “projects typically start at…” can help qualified visitors take the next step. Keep full pricing on your pricing or services pages.
How often should I update it?
Review it at least once a year and whenever the team, location, services or credentials change.
Draft Yours in One Sitting
Open a blank document, fill in the template above, and write the opening statement last once the rest is clear. Add one real photo, two genuine testimonials and one strong call to action. Then read it on your phone as a first-time visitor would and cut anything that does not answer a question they would have. A plain, honest, specific About page will outperform a clever but vague one.
