Building a website is an exercise of willpower in many ways. It’s tempting to get distracted by the bells and whistles of the design process and forget all about creating compelling content.
It is this compelling content that is critical to making inbound marketing work for your business.
How do you balance your remarkable content creation with your web design needs? It all starts with the About Us page.
For a remarkable info page, all you have to do is find out the unique identity of your company and then share it with the world. Just right? Of course not. Your About Us page is one of the most important pages on your website and needs to be well designed. This profile is also one of the most overlooked pages, which is why you should highlight it.
The good news? It can be done. In fact, there are a few companies with notable “About Us” pages that you can emulate elements of on your own website.
At the end of this post they will be introduced in:
Best About Us page examples
- Yellow leaf hammocks
- Eight hour day
- Joe Payton
- Aja Frost
- Cultivated joke
- Kero One
- Sara Dietschy
- Marie Catribs
- Marc Ensign
- Bulldog skin care
- Brave Xchange
- Sweet Loren
- LoveBug probiotics
- Brown and coconut
- Kuno Creative
1. Yellow leaf hammocks
Why the About Us page rocks: It tells us a story.
If you have a great story about how your product or service was designed to change lives, share it. The About Us page is also a great place to live. Good stories humanize your brand and give your product context and meaning. Plus, good stories are sticky – which means people are more likely to connect with them and pass them on.
Yellow Leaf Hammocks educates users about its product by describing how the hammocks strengthen artisanal weavers and their families. The company breaks different parts of the story into sections that combine words and easily digestible graphics and paint a picture instead of large blocks of text. They know exactly why they are different: “Not a charity,” it says on the site. And then: “This is the basis for a better future that is built on one hand, not one hand.”
Every company has a story to tell. So break your storytelling skills out of the random English class you took years ago and put them to work on your About Us page. With descriptive and emotional text and beautiful graphics, an “About Us” page with a story works harder for your business than a generic one.
2. Eight hour day
Why the About Us page rocks: It’s human.
People tend to think that “About Us” pages need to sound formal to gain credibility and trust. But most people find it easier to trust real people than a description that sounds like it came from a machine. Trying to sound too professional on your “About Us” page results in a rigid, “safe” copy and layout – the perfect way to ensure your business fits in with the crowd.
Instead, Eight Hour Day shows the people behind the company and humanizes its brand. If we introduce the founders by name and publish their photos on the About Us page, it becomes clear that Nathan and Katie – as they so astutely put it – are two people with a passion for creativity – creativity makes us happy. “
When designing your About Us page, avoid the jargon and replace it with an authentic voice – yours – to describe your product or service. Sure, it has to be polished and flawless, but it should always sound friendly and real.
3. Joe Payton
Why the “About Me” page rocks: It’s confident, creative, and easy to skim through.
“About Us” pages may contain the values of more than one person or organization, but are no more important to a company’s image than your personal About page. Take Joe Payton’s About Me page below.
Joe’s illustrative self-portrait not only gives him a personal brand that customers will remember, but it also shows his expertise as a designer and animator. His website visitors can find out not only what he is doing, but also why he is doing it in an easily digestible way. The opportunity to express your values as a creative professional on such a well-organized site leaves everyone wanting who creates their own site.
Why the “About Us” page rocks: It skips the business chatter.
We know – no technical jargon. If you think you sound super smart on your About Us page, think again. People want and appreciate being able to speak directly about what your company is doing. If people can’t figure out what you are doing, how do they know they need your product or service?
So skip the industry jargon – that’s exactly what Apptopia does on its About Us page. The startup’s simple but polished language effectively communicates the company’s offer and allows the average Joe to understand it.
The moral of the story: Try to get rid of jargon on your About Us page whenever possible. Use short and expressive sentences to explain complex products and ideas in a way that is empathetic and not patronizing.
Why the About Us page rocks: It’s humble.
Instead of following the classic “About Us” script and writing a few paragraphs about the company’s mission and origins, try something different – there are many ways you can make your brand more appealing to someone who doesn’t know about you.
Take Moz for example. A lot has happened since it was founded in 2004. So the company chose to share these milestones with a fun and clean design that includes clear headings, succinct blurb, and small graphics to break up the text.
We especially love the humble references to how Moz was funded, how it changed its brand positioning – and most importantly, how it reverted to its original model. This speaks volumes of the value honesty and humility can bring to your customers. Don’t be afraid to talk about your ups and downs. Your customers will trust what you say even more.
6. Aja Frost
Why the “About Me” page rocks: It’s data-driven.
Okay, we might be biased when it comes to highlighting this professional as Aja is our own SEO strategist at HubSpot. However, the ingenuity she brings to the company isn’t lost on the “About Me” page of their website.
As a data-driven professional, Aja knows her own clients as a freelance writer and strategist. She not only wants to see what she’s written, but also how her content has evolved. With that in mind, her About Me page tells a story about her career growth that – without punctuation intended – culminates in an impressive line chart and shows the result of an SEO strategy she implemented for the HubSpot blog. (The sharp drop in the graph in September only indicates when it stopped collecting data.)
After the impressive table, Aja concludes her About page with a personal note about what she does in her spare time – always a great way to humanize yourself in the eyes of your potential customers.
7. Cultivated joke
Why the About Us page rocks: It breaks the mold.
Yes, this post is about the “About Us” pages. However, sometimes you don’t always have to wait for users to get there to make a statement. This is part of breaking away to show off your company’s personality.
That’s exactly what Cultivated Wit – a creative agency and media company – does, with a nervous name and an incredibly funny story told through video and parallax scrolling … right on the homepage.
Below is the current About Us page which is a gem when you get there. But it’s great to see a company taking on its own quirk across the website.
Even if you have your own About Us page, there are many ways to creatively showcase your company’s personality across your entire website. And yes, this is more difficult than filling out an “About Us” template – but it can really pay off for your brand.
8. Kero One
Why the About Me page rocks: It’s multilingual.
Kero One is a hip hop artist and DJ from San Francisco. His About Me page provides a valuable lesson for personal brands that appeal to more than one audience – especially if those audiences speak different languages.
The story of Kero One begins in his childhood when he was six years old and first discovered a passion for hip hop. Knowing how old and genuine his love for the genre is gives his own music tremendous value in the eyes of his listeners.
While this entrepreneur’s childhood interests help deepen his audience, the second screenshot below helps Kero One expand it. His “About Me” page tells his story first in English, then in Japanese, then in Korean, then in Chinese. By adapting to this Southeast Asian audience, his brand includes all audiences with which he identifies.
Why the About Us page rocks: It knows its audience.
Nike seems like a company too big to inspire smaller companies. You might even be wondering if Nike still has an About Us page at all. In fact, it does, and it hasn’t forgotten the company’s roots.
Nike started on the University of Oregon campus with the hand of the college coach, Bill Bowerman. And even though he’s no longer with the company, one of his beloved quotes still marks the bottom of Nike’s About Us page: “If you have a body, you are an athlete.”
This bold phrase, referred to by the starred “athlete” in the words just above it, casts an important light on the Nike audience. The brand may be big today, but Nike is all about the rising stars – which the rest of its About Us page says Nike relies on to “expand human potential.”
The takeaway for marketers? Know your audience and make it clear to them as soon as they read about you on your website.
Why the About Us page rocks: It shows you what’s most important.
Here’s another case where every area of your website – not just the About Us page – is an opportunity to set new standards.
Many companies just add a simple mission statement or company profile, but often people don’t want to create a wall of text explaining what you are doing. So Refinery29 broke it down to convey the intangibles that are difficult to put on a basic “About Us” page.
Although Refinery29 introduces their site with a description of their business, things are in full swing – four ponies to be precise. While the organization is on a “mission,” there is also an “essence” of Refinery29, a “promise” that it keeps and a “vibe” that it delivers.
These aren’t business characteristics to start with, but your customers will often make good decisions when purchasing.
11. Sara Dietschy
Why the “About Me” site rocks: It’s varied, but still fits your personal brand.
This professional YouTube content creator has an eclectic collection of technology and culture videos and expresses that diversity on her About Me page.
In addition to the vivid self-portrait at the top of the page, Sara’s first sentence shows how many people have subscribed to her channel: 350,000. This is an important number for their potential video advertisers and employees who want to know how much exposure they would get by working with her or promoting on her channel.
The colored tiles on the page – starting with the red one as shown below – also do an excellent job of segmenting her work according to the types of projects she’s taking up and doing it for. The Intel logo in the second photo of Sara below is sure to grab the attention of some visitors as they read her website.
12. Marie Catribs
Why the About Us page rocks: It’s unexpected.
There’s a reason these examples are exceptional – “About Us” pages aren’t always the most exciting part of a company website. In fact, they often look like an afterthought. But even if you don’t have a budget for juicy graphics, video, or parallax, there are other ways to make your “About Us” page unexpected with the copy alone.
Marie Catrib’s is a restaurant. So you might be thinking that the About Us page is your typical “Here is how we started, what we believe in and here is our food” story. Marie Catrib’s “About Us” page tells us that – but in an unconventional way. Immediately, the user’s eyes are drawn to a header that says, “It’s okay to make a mess. Experimentation can lead to beautiful things.” Quite philosophical, for a place to have dinner.
But next comes the story about the owner, which begins in an unexpected way: “It’s hard to imagine, but once Marie was banned from the family kitchen.” Such a line attracts the audience because we know it won’t be typical.
How are you going to use the copy to really attract readers? It’s amazing what an impression you can make when you tell your story creatively using just words.
13. Marc Ensign
Why the “About Me” page rocks: It’s fun, but professional.
This branding expert does two things very well on their About page: They take their job seriously, but they don’t take themselves too seriously. Marketers know it is important to keep a casual tone in the content they create. However, in order to attract customers, you need to demonstrate that you have discipline and integrity. That’s a difficult balance to get right.
Marc Ensign strikes the balance between friendly and formal with a confident opening speech, followed by an amusing smiley photo of himself to set an inviting tone.
14. Bulldog skin care
Why the “About Us” page rocks: It’s adorable and unforgettable.
What is the difference between “average” marketing and adorable marketing? It’s the difference between creating generic websites that deliver great information, but in a simple, black and white fashion, and creating websites that deliver great information and are full of color, personality and maintaining a company’s unique branding voice. When you create lovable marketing, you can start a movement of brand evangelists and advocates to help you grow.
Where does that fit on a company’s “About Us” page? The folks at Bulldog, a men’s skincare company named after the slang slang “man’s best friend” – a dog – could have written a few paragraphs about where the brand came from and how they were among the first stereotypes in the room to redefine and eradicate the care of men. But this text alone would have been a bit average.
Instead, the “About Us” page is pithy, colorful and leads with the lovable mug of an adorable bulldog – matching the name and the brand. And it states the purpose of the products – to help customers not wake up with the (admittedly adorable) wrinkled face you see when they visit the Bulldog website.
Play in your own words – it is okay to have fun and play with your brand as it will add personality and humor to your About Us page. It prepares visitors for a story in such a way that they instantly feel something. This is how you create unforgettable, lovable marketing.
Why the “About Us” page rocks: It shows, tells and has a soundtrack.
According to Dr. James McQuivey of Forrester Research says a minute of video 1.8 million words. But what about audio and video combined with a really cool story? Well, that’s one way to tell your story in an engaging way – through multimedia.
Doomtree is based on an innovative concept: a group of talented artists can have a successful solo career but still come together regularly to create great music. It’s not a band – it’s a crew. It’s an unconventional concept with an equally interesting backstory that “started when a mess of friends in Minneapolis fooling around after school trying to make music without reading the manual”. And once you get to Doomtree’s About Us page, you’ll be greeted with large, bold photos of these friends.
As you scroll down, users can interact even more with the crew’s tracks and music videos. This makes sense because visitors will get a sample of the Doomtree product right away. Additionally, the entire About Us page, including the video, is responsive. This is important – not only because it gives site visitors a great mobile experience, but also for Google search ranking – especially now that this mobile usage has surpassed the desktop.
16. Xchange in bold
Why the “About Us” page rocks: It’s sleek and focused on the company’s mission.
Bold Xchange’s About Us page begins with a story about the co-founder’s initial inspiration for starting the company: “This summer the two friends and family members opened up to do what feels right, despite obstacles asking you to do something else. ”
Sound familiar? The introduction immediately jumped at me because it felt so reliable.
The “About Us” page continues in story format and is divided into three sections: “Be Fat”, “Stay Fat”, and “Split Bold”. Along with a moving origin story, the site has a sleek design with a red and black color scheme and authentic imagery to support each of the three sections.
What I like most about this About Us page is that it doesn’t focus on what the company is selling, but rather uses the space to showcase the company’s ultimate mission. When creating your own About Us page, consider how to attract visitors with an inspiring message in advance.
Why the About Us page rocks: It’s interactive and fun.
Ceros’ About Us page is interactive and engaging. As you scroll the text slowly moves up the page, with bold and humorous stats like “4 beers on tap”. In addition, Ceros uses images of their stunning, unique office space to further personalize the site.
Best of all, Ceros’ keeps the text short and sweet on the page, with powerful statements like “We exist to unleash creativity”. Der Bereich Kultur zeigt Ceros ‘verspielte Markenstimme mit Grundwerten wie “Wir tragen unsere Hühneranzüge”.
Warum die Seite “Über uns” rockt: Sie überzeugt mit unterhaltsamen scrollbaren Funktionen.
Selten habe ich eine aussagekräftigere Eröffnungserklärung gesehen als die, die Marketive auf der Seite “Über uns” verwendet: “Haben Sie ein solides Produkt? Wir sagen Ihrer Zielgruppe, dass Sie existieren.”
Darüber hinaus werden auf der Seite “Über uns” von Marketive Originalentwürfe anstelle von Fotos angezeigt, um den Text zu unterstützen, und es macht einfach Spaß, durch die Seite zu scrollen. Außerdem habe ich das Layout von Marketive sehr geschätzt – angefangen bei dem, was sie tun, über die Arten von Branchen, denen sie helfen, bis hin zu den früheren Meilensteinen des Unternehmens.
Besonders beeindruckend ist der interaktive Meilensteinkalender unten. Es repräsentiert authentisch einige bescheidene Anfänge (einschließlich zweier erfolgloser Startups, die das heutige Marketive inspiriert haben) und verfügt über ein lustiges Scroll-Element, das verschiedene Daten im gesamten Kalender hervorhebt.
19. Süßer Loren
Warum die “Über uns” -Seite rockt: Sie ist verspielt und spiegelt die Persönlichkeit der Marke wider.
Die Seite “Über uns” von Sweet Loren ist von Anfang bis Ende verspielt, ansprechend und farbenfroh. Die Seite beginnt mit einem 60-Sekunden-Video und enthält sogar Gifs zum Ausstechen von Keksteig. Während Sie scrollen, werden Sie einige der beeindruckenden Werte von Sweet Loren durchgehen, einschließlich Inklusivität und Weigerung, Kompromisse einzugehen.
Das Beste ist, dass die leckeren Produkte von Sweet Loren als letzte auf der Seite stehen. So können Sie erst dann einkaufen, wenn Sie die Mission und den Differenzierungsfaktor von Sweet Loren kennengelernt haben: die Herstellung von gentechnikfreiem, glutenfreiem, pflanzlichem und köstlichem Keksteig .
Warum die Seite “Über uns” rockt: Sie konzentriert sich auf soziale Verantwortung.
TalEx hat eine interessante Ursprungsgeschichte, in dem zwei Frauen eine große Personalvermittlungsfirma verließen, um ihre eigene aufzubauen, und schließlich AOL als eine ihrer Hauptkunden landeten – die zuvor die Klientin ihres alten Arbeitgebers war.
TalEx verzeichnete seitdem ein beispielloses Wachstum bei 4.900% in den drei Jahren seit es begann. All dies und mehr erfahren Sie auf der Seite “Über uns”. Was die Seite jedoch wirklich auszeichnet, ist die Betonung der sozialen Verantwortung des Unternehmens, die fast die Hälfte der Seite einnimmt und das Engagement des Unternehmens erklärt, 5% seines Nettogewinns zu erzielen jährlich an verschiedene philanthropische Organisationen.
Why the “About Us” Page Rocks: It’s authentic and down-to-earth.
SkinnyDipped’s About Us page features a few sweet, polaroid images of the employees (including three of the co-founders as young children), and a moving nod to Josh Dickerson, a family friend whose death inspired the family to start the business.
Their About Us page is well-written and inspiring — for instance, they write, “We decided to start a business … That it would be centered around food was obvious. For us—family, friends, food and love are all tangled up.” By the time you finish reading their story (and the individual employee bios), you’ll be as impressed by SkinnyDipped’s brand values as you are by their delicious products.
22. LoveBug Probiotics
Why the “About Us” Page Rocks: It’s playful and informative.
LoveBug Probiotics’ About Us page features an image of the founder’s four young children wearing “Chief Fun Officer”, “Chief Giggle Officer”, “Chief Silly Officer” and “Chief Humor Officer” t-shirts. I’ll admit — there aren’t many About Us pages with cuter introductions than that.
The page effectively includes all the information you’d need on the company to make an informed purchasing decision — including how the founder came up with the idea, her personal ties to her vision, the science behind her probiotics, and even an opportunity to find local stores that carry LoveBug probiotics.
Plus, while the products are science-backed, the About Us page doesn’t confuse visitors with difficult-to-understand facts: instead, the page is simple, straightforward, and helpful.
23. Brown and Coconut
Why the “About Us” Page Rocks: It’s simple and no-fuss.
Sometimes, simpler is better — as is the case with Brown and Coconut’s About Us page, which features a photo of the two co-founders alongside a few paragraphs of text, outlining the purpose and vision behind Brown and Coconut.
Plus, the opening sentence is incredibly relatable and draws the reader in: “After years of suffering from severe acne and frustrated by the lack of effectiveness and further damage they experienced with popular skin care products, Brown and Coconut founders and sisters, Letisha and Zeena Brown embarked on a journey to heal their skin from the inside out.”
What I liked best about this About Us page is the simple, no-fuss language they used to describe their business. Plus, rather than ending with a CTA directing visitors to their products, the co-founders instead choose to include a CTA to follow their business on Instagram, promoting a likely more effective, long-term lead generation strategy that starts with brand awareness.
24. Kuno Creative
Why the “About Us” Page Rocks: It focuses on people rather than products.
Kuno Creative’s About Us page effectively focuses on what makes the company different: its people. While the first paragraph describes the origin of the digital marketing agency, the majority of the page is taken up by black-and-white shots of all its employees along with descriptions of each member, like a modern day yearbook.
Plus, the page looks sleek and clean, with plenty of white space and large blue lettering to draw attention without overwhelming visitors. If you’re unsure what you want to include in your About Us page, consider taking note of how Kuno Creative focuses on its people, rather than its product, in the About Us page — a great way to humanize your brand.
How to Write an About Page
- Establish a mission statement.
- Outline our company story.
- Reveal how you’ve evolved.
- State your “aha!” moment.
- Explain who you serve.
- Explain what you’re offering them.
- Cite examples of who you’ve served.
- Describe your values.
It’s tough to establish one all-encompassing template for your “About Us” page — there are just so many ways you can go about telling your company story. But, per the real “About Us” pages we’ve just highlighted, there are some steps you should keep in mind when getting started.
Here are five steps to writing an “About Us” page based on some of the things that impressed us about the examples above.
1. Establish a mission statement.
Your “About Us” page can and will be much longer than a single mission statement, but in order to draw people in, you need to succinctly state your goal in the industry up front. What are you here to do? Why should your website visitors care?
2. Outline your company story.
You might not have a long history of changes and growth your company has endured (yet), but it’s a nice touch to talk about where you came from in your “About Us” page. So, isolate the milestones prior your company’s founding, and use them to give readers some backstory on your current venture.
3. Reveal how you’ve evolved.
Even if you’re a young company, there’s no shame in admitting your business strategy — or even personal way of thinking — has changed since you began. In fact, in about pages, these evolutions can improve the story you tell to website visitors.
About pages are perfect spaces to talk about where you started, how you’ve grown, and the ideals that have helped your organization mature. Use these moments to further your company story and show people that you’re always ready to change and adapt to the needs of your industry.
4. State your “aha!” moment.
Every good company was founded on an idea — something the current marketplace might not yet offer. What was your idea? Use this “Aha!” moment as a pivot point when telling your company story. What was a challenge you faced while developing your company? How did this challenge or discovery shape what you are today?
5. Explain who you serve.
As much as you want as many eyeballs on your “About Us” page as possible, you won’t do business with every single one of them. That’s why it’s crucial that you identify and mention your core customer. Who should care you exist? Which eyeballs are you here to serve?
6. Explain what you’re offering them.
As you’re explaining who you serve, make it clear what it is you’re offering. Too often companies generalize their product or service in the language of their website, making it hard to understand what it is the customer is actually paying for. They’re afraid literal explanations of their products aren’t interesting enough, or will sound unappealing in writing. And that’s a fair concern.
However, by investing just a sentence or two into telling your potential customers exactly what they’ll receive can keep them on your website for longer and interested in learning more.
7. Cite examples of who you’ve served.
Got some loyal customers in your portfolio? Use your about page to let the world know who already trusts and benefits from your work.
Knowing about your company’s past successes can influence the purchasing decision of up to 90% of today’s B2B customers, according to Dimensional Research. Even if you don’t yet have case studies to expand on the problems you’ve helped buyers solve, it’s in your interest to briefly mention who you’ve done this for. And your about page is the perfect platform for it.
8. Describe your values.
Customers want to be treated like human beings. For that to happen, they need to feel that they’re being treated by human beings. When finishing your “About Us” page, describe who you are as a person or a team, and what your personal values are. What’s your company culture like? What bigger picture in life drives your business?
An LED lightbulb maker might sell 10 different lamp styles, for example, but that might not be the most important characteristic to its primary audience. Maybe this lightbulb developer was founded on a commitment to environmental protection, and every bulb the company makes was built by people who are dedicated to making the world more energy-efficient.
Keep in mind a secondary audience of your company’s “About Us” page consists of your future employees. This is another reason describing your personal values is a good idea — the key to your job candidates’ hearts is to show them you have one too.
About Us Page Templates That Rock
Copy is an important element of an About page. However, you’ll also want to keep user experience in mind as you showcase your brand story and identity to the world. Here are some of the top About Us and About Me page templates to use or draw inspiration from:
1. Sodium v2 (HubSpot)
Tell your prospects about you using bold color and by telling your story. This template can help with that with its bold color (that can be customized) and timeline-like layout. Website visitors will know where you’ve come and where you’re going.
2. Touraza Template (WordPress)
If you want something with a little flavor, the Touraza template is a good choice. With the “meet the team” section near the top with geometric designs and striking typography, you’ll be able to showcase the humans behind your brand.
3. Logan Template (Shopify)
This template makes use of large images in a modern layout to break up the ample white space. The result: A clean and enjoyable reading experience. The top of the page puts the brand story (or other introductory text) first, supported by a large image that speaks for itself. The pops of color can be customized to your brand style, drawing emphasis to the most important elements you want to highlight.
4. Mercuric Modular Premium (HubSpot)
Make a statement with a stylish slider and smooth 3D animations. This template can be edited using user-friendly modules and other effects to catch your website visitors’ attention. It comes with counter boxes, progress bars, and animated images for you to customize. There’s also a full template pack for the other pages of your site.
5. Coax Template (WordPress)
The advantage of the Coax template is that it’s powered by Elementor, a page builder that makes customization easy. Even if you want to keep some of the defaults, though, this template is beautiful, letting the typography and copy take center stage. Ideal for a personal brand, you can choose to lay out your content similarly to a resume with big subheads on the left and descriptive text on the right.
6. Clean (HubSpot)
This template is 100% drag-and-drop ready, making setup a breeze. With an elegant header and overlay, you’ll make a great first impression as you tell your brand story. Zero coding is required, it’s completely customizable, and it’s backed by a 100% happiness guarantee.
7. Negocis (HubSpot)
Do you think that your story is best told visually? This template supports icons and other elements that appeal to website visitors who want to understand your impact. It features image sliders, social sharing buttons, and more.
At this point, we hope that creating an “About Us” page doesn’t seem like a daunting task — rather, we hope you’re ready to have some fun with it. With a good story to tell, creative copy, humility, and digestible visuals, you’re on your way to an eye-catching user experience.
Even better? You’re becoming part of the exception — and standing out from a sea of “About Us” pages. What makes you different? We’re eager to learn more … about you.