How to Make an Effective “About Us” Page

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How to Make an Effective “About Us” Page

Hopefully by now you know that every single page of your website offers some sort of opportunity to show off your business to visitors. Even the most mundane pages that you may never think twice about—unsubscribe pages, Thank You pages, Contact Us pages, etc.—all offer opportunity if you know what to do with them.

The same can be said for About Us pages. They may seem pretty easy and pretty self-explanatory, but there are plenty of ways to get clever and create something that is not only informative but also effective in engaging readers.

7 Characteristics of a Great “About Us” Page

A big part of writing an effective About Us page is seeing different examples and taking inspiration from each. Consider some of the most popular characteristics and how they’re put to good use below.

Images and Graphics Matter

First and foremost, the importance of images is the same for an About Us page as it would be for a blog post article, product page, etc. You want to grab the attention of your readers, and images and graphics are one way to do that. You want them to be eye-catching, but you also want them to be relevant and engaging. The idea here is to show your personality while simultaneously creating a page interesting enough to keep people browsing.

Other graphics, such as infographics or gifs, can also work if used correctly, you just want to make sure you’re not overwhelming visitors. Videos work the same way. In the example below from the hotel/hostel chain Freehand, you can see they opted out of anything as fancy as a video, but they were able to use images effectively by using them as backsplash as well as creating high resolution and quality images to add color to the page:

How to Make an Effective “About Us” Page | SEJ

Tell Your Company’s Story

When people visit an About Us page they likely want to know what your company has to offer, but giving background information can help humanize your brand and make visitors feel like they really know you. Telling the story of how the company started can give readers the whole picture and create something interesting to keep them on the page. I would also recommend creating subheadings to break up “the story of how the company was born” and “what we’re all about today” so people don’t get lost in a sea of text.

This is one of the few ways to really make an About Us page engaging, so don’t miss it. Below is a great example from the Ballast Point founders. Notice how they went into the archives to find a picture that represents their story, and they have this under a “History” section, which is a part of their About Us section, where they get into some detail:

How to Make an Effective “About Us” Page | SEJ

Discuss Your Company Values

I would put this under an entirely new subheading from the points mentioned above. Your company values are a huge part of your company, so it makes sense that if people were curious they would visit the About Us page to learn more.

Keep your values clear and to the point, but write enough that people can connect with you and believe you. Below is an example from a cricket powder-inspired dog treat company EntoBento, that does an excellent job of this. As you can see, they used a design to help their mission statement stand out, they used their logo to help their values pop, and they kept it clear and concise:

How to Make an Effective “About Us” Page | SEJ

Keep it Brief

So all of the above points are about establishing a voice and personality for your About Us page. It represents your company as a whole (as opposed to one specific product you sell or service you offer), so the content is incredibly important.

However, you have to remember through it all you should keep it brief. It’s definitely difficult to find the balance between including your story and discussing your values and doing all of these great things while not being too wordy.

This is something writers struggle with often; however your About Us page is extra important because when people visit the page they don’t expect to do a ton of reading. If adding in all of the information above doesn’t make sense for your humble business, then keep it simple.

Below is a great example I stumbled upon from a local Café Shop called Ground Swell Surf Café. They managed to get in a photo, information about how they started, information about what they do, and their values all in a simple format that works for their audience:

How to Make an Effective “About Us” Page | SEJ

Include Your Social Media Widgets and Contact Information

Again, your About Us page is still a page on your website. Social media links are so easy to install on all of your pages, so it makes sense to also include them on your About Us page. This gives visitors the chance to connect if they liked what they read. Putting a quick email address at the bottom also does the same thing and helps make sure you’re transparent, so this one should be a no-brainer. If you missed it, go add it right now!

Don’t Forget to A/B Test

Just as with any new webpage, A/B testing can help ensure you’re using the page that is most appealing to your readers. Testing an About Us page is a little bit more difficult because you aren’t often trying to nudge anyone down a sales funnel, but you can still take a look at visit duration on the page, bounce rate, if anyone clicked any links on the page, watched your video, etc. You can learn more about A/B testing in an SEJ post here.

Extra: Meet the Team is a Great Supplement

Some companies put team members on an About Us page, but oftentimes companies will actually have a separate webpage for team member profiles under an About Us tab. This helps keep your About Us page more direct while still offering an option to meet the team.

Learn2Earn does a great job of this, and it works well for them because they’re a small company. Notice how they created a clever title and funny photos when you scroll over a photo (Summer as the example below). It’s interactive and clearly great for their audience of elementary teachers:

How to Make an Effective “About Us” Page | SEJ

The Takeaway

How you write the perfect “About Us” page will, of course, depend on your company and what you’re offering. If your audience is more analytical, you may want to try a clever page; and if your audience is more creative, then fancy videos and images might do the trick.

In other words, it’s up to you to determine which characteristics to include — you won’t necessarily want to employ all of the ideas above.

Of course, these aren’t the only cool ideas out there. Let me know if I should add anything to the list or share your personal experiences in the comment section below.


Image Credits

Featured Image: Tashatuvango/
All screenshots by Amanda DiSilvestro. Taken November 2015.

Amanda DiSilvestro

Amanda DiSilvestro

Online Content Editor/Writer at HigherVisibility
Amanda DiSilvestro gives small business and entrepreneurs SEO advice ranging from keyword density to recovering from Panda and Penguin updates. She writes for HigherVisibility, a... Read Full Bio
Amanda DiSilvestro
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  • Nodi Mester

    Hi, Amanda!

    I agree that presenting the team on about page makes a good supplement as people want to see who is behind the webpage in question.

    On our website, my colleagues and I made a funny “about us” page where each of us wrote some characteristic stuff about the other one, with some funny drawings made in Paint; and while it looks great, the feedback from people we heard is awesome.

    • Pankaj Dhawan

      hi Nodi,

      I just checked out your about us page and I must say it is indeed a great work. The way you put things up and those cartoons, it really is awesome. 🙂

      • Amanda DiSilvestro

        I love it Nodi! Great to see people getting creative and I’ve never seen anything like that before.

  • Kodematix

    Thanks for the informative post, Amanda!

    There seems to be this concept that the About Us is essential to construct trust, reveal there are genuine people behind the services or products, and so on. However, I believe that’s finished with the website in its entirety. If your website is professional as well as legitimate, you probably are expert and also reputable. The typical About Us seems to be a hangover from when everyone with a web based company was looking for capital. Possibly there’s still some requirement for that with some companies, however we need to make them click a little much deeper to obtain there.

    • Amanda DiSilvestro

      I think you’re right–a lot of companies still have About Us pages that worked years ago, but that’s no longer what works now. It’s important to consistently revise all of the pages on your website so you’re not missing possible opportunities. Thanks for reading!

  • Pankaj Dhawan

    hi Amanda,

    I am yet to create about us page for my blog but I was just waiting for the more content to be posted first so website looks stuffed up with good info.
    I realize lately that about us page is really important for people to know about you. I hardly read much about it or people putting focus on this thing.

    • Amanda DiSilvestro

      I think that is actually what a lot of websites do, but there is no reason to wait until you have more content. In fact, once you start publishing more content you’ll start to get more viewers, so you’ll want your About Us page ready to go. I say the sooner the better!

  • Akshat

    Well a good About us page can really have a great impact on visitors. They can get to know more about your blog/site and it can help them to understand the blog.

  • Scott

    Great article!
    I think you are spot on about humanizing your brand. The web is littered with tech and marketing sites that are generic and this generic approach unfortunately make them blend in as just another tech company with a blue and white logo. I think it helps build trust to put real pictures of you and your business on your site. Show people something interesting and unique and not stock photos.
    Well done!

    • Amanda DiSilvestro

      Couldn’t agree more! You pretty much summed up this entire article in one paragraph. Thanks for reading!

  • Michal

    Hi Amanda

    Great article. We have more than 50 employees. Do you think it´s good idea put them all on our website?

    • Amanda DiSilvestro

      Excellent question and I’m glad you asked. I definitely think that’s a bad idea! That would be overwhelming to readers. Include just your higher-up/ managerial staff. This will help break it down but you still get the same benefits as discussed above.

  • Milabert

    I think creating a proper about us page helps with customer trust – and also google is looking for some elements like this to see which site represents a real business and it may give some weigh in seo to sites having been built like this. You do not have to reinvent the wheel again – you just need to show the human face of your website to earn trust.

    • Amanda DiSilvestro

      Totally agree. Humanization online is everything!

  • Pat

    Thanks for the tips, I would add that if your budget allows video is great here also. I’ve seen some pretty nice ones where the owner goes over his team and company values.

  • Michael

    Hi Amanda,

    Great point given on writing your about us page suiting the niche of your market. I would also add in one more point that contributes to a better about us page. Adding the ‘Why’ section will audience know, why does your company exist? The niche will have clarity to know what you are doing, how you are doing it and why you are doing.

    I have a formula i think it helps with about us page.
    Purpose (WHY) + Methodology(HOW) – two important factors a must in your about us page.

    Thanks and Regards
    Michael Ng