Why do so many about us pages sound exactly the same? "We are passionate about excellence." "We put the customer first." "Founded in 2015 with a vision to change the industry." You read three of these in a row and none of them tell you anything real about the people behind the business.
Your about us page is one of the most visited pages on any website. People land there when they want to know who they are dealing with before they buy, hire, or reach out. Learning how to write an about us page that actually answers that question is one of the highest-impact writing tasks on your site. Here is where to start.
What should an about us page include?
A strong about us page covers four things. Who you are and what you do. Why you started or what problem you set out to solve. What makes your approach different. And who is on the team, even if that is just you.
Skip the corporate mission statement language. Write the way you would explain your business to someone at a dinner party. What do you do? Who do you help? Why do you care about this work? Those answers form the backbone of a page people actually read.
Include real details. The year you started, the city you work from, the type of clients you serve best. Specifics build trust. Vague claims about "quality" and "innovation" do not.
How do you structure an about us page?
Start with a short opening that speaks to the reader, not about yourself. "If you are looking for a designer who understands small retail brands, you are in the right place" works better than "Welcome to our company." The reader should feel seen in the first two sentences.
Follow with your story. How did this business start? What moment or frustration led you here? Keep it to two or three short paragraphs. People connect with stories, not timelines of corporate milestones.
Add a section about your values or approach. Not a bullet list of buzzwords, but one or two sentences about how you work with clients or what you refuse to compromise on. This is where personality shows up.
End with faces. Team photos and short bios humanize the page instantly. Even a solo founder benefits from a photo and a few lines about who they are beyond the job title.
What mistakes should you avoid?
The biggest mistake is writing about yourself instead of for the visitor. Every paragraph should answer an unspoken reader question. "Can I trust these people?" "Do they understand my situation?" "Would I enjoy working with them?"
Another common trap is making the page too long. You are not writing a memoir. Three hundred to six hundred words is plenty for most businesses. Say what matters, cut the rest, and link to your blog or portfolio if people want more depth.
Do not forget a next step. After someone reads your story, point them to your services, your contact page, or a recent project. The about us page is a trust-building stop on the way to something else.
For solo brands, an about me page follows a similar approach with a more personal angle. To see what strong pages look like in practice, browse about us page examples and what to learn from them.
Frequently asked questions
How long should an about us page be?
Most about us pages work well between 300 and 600 words. Enough to build trust, not so much that the reader loses interest. If you have a larger team or a longer founding story, you can go slightly longer, but keep paragraphs short and scannable.
Should you use we or I on an about us page?
Use "we" if you have a team, even a small one. Use "I" if you are a solo founder or freelancer. Consistency matters more than the pronoun itself. Pick one and stick with it throughout the page so the tone feels cohesive.
Do you need team photos on your about us page?
Photos make a significant difference in how trustworthy a page feels. Visitors want to see the people behind the business. Professional headshots work well, but authentic casual photos often feel more approachable for small teams.
Where does the about us page fit in your website structure?
Most websites link to the about us page from the main navigation or footer. It should be easy to find from any page on your site. With WEMASY, you can create and edit your about us page in the website builder using the same visual editor as your other pages.
Should your about us page mention awards or certifications?
Mention awards or certifications only if they are relevant to the reader's decision. A food safety certification matters on a catering site. A generic "best of" badge from an unknown directory does not. Let real credentials support your story rather than replace it.
How often should you update your about us page?
Review your about us page at least once a year or whenever your team, services, or story changes significantly. An outdated team section or a mission that no longer matches your work erodes trust quickly. Small updates take minutes and keep the page accurate.