How to Create an Impactful ‘About Us’ Page

How to Create an Impactful ‘About Us’ Page

By Casey NewmanApr 4 /2019

When designing your website, it can be tempting to focus on what your site will look like rather than the type of content it will contain. But if your site doesn’t have compelling content, you’re not going to hold the interest of your potential customers. Think of it as a date: If you go out with a good-looking person, but their personality is lacking, the date probably won’t last long, will it? It’s the same with your website and your potential customers. Yes, a good-looking site is nice, but if you can’t find what you need, you’re probably going to move on.

And once you begin writing your site’s content, you’re probably more likely to focus on your products or services, rather than your “About Us” page. But the “About Us” page is your chance to make an introduction to your potential customers. An ”About” page is one of the four most important pages on your site. Here’s why you need a good, thorough page and some examples to inspire you.

What Makes a Good “About Us” Page

In a world full of brands offering similar services and products, your “About Us” page can be what sets you apart. An analysis of the “About Us” pages of Kuno clients showed the “About Us” page was the third most frequently visited page. (And Kuno’s “About Us” page is the second most highly visited page on our site.)

In fact, you should think about your page as “a goal-oriented sales page, one that focuses on highlighting the biggest selling points of your story and brand, making a strong impression on curious customers,” notes Shopify.

When you’re looking for a new doctor, hairdresser, plumber or any new service, the recommendations of others probably hold more weight than what the provider has to say about themselves, right? While your “About Us” page should talk about you, it should also include what your current customers think of your offerings. Adding customer testimonials to your page helps create a “hub of information” for your potential customers, which can make them all the more eager to get in touch.

Your “About Us” page should put a face to your brand and answer these questions:

  • Who you are
  • What makes you different/Why someone should buy from you
  • Why you’re doing what you’re doing

In addition to answering the above questions, your page should:

  • Contain testimonials or case study data that proves your value
  • Be visually appealing
  • Be responsive on any device

5 Common “About Us” Page Mistakes

Writing an “About Us” page seems simple enough, but there are some common mistakes that can derail the hard work you put into creating your page.

These mistakes include:

Your Copy is Boring/Doesn’t Address Pain Points: Here’s where content marketing comes into play. You know what makes compelling website content, but when it comes to writing about ourselves, it can get awkward. Get over this hurdle by staying true to your own writing style, and not using jargon, and don’t forget to point out the problems you solve when writing an about us page. Consider using the opening sentences to directly address why someone may have visited your site. Are they having trouble closing sales? Do they need a certain piece of equipment? Are they looking to reduce costs?

You Don’t Share What Your Team Looks Like: Like your page copy, a photo of you or your team members helps potential customers get a better idea of who you are. Plus, it can be easier to put a face to a name.

Your Copy is Too Long:  Storytelling is effective if you’re telling an interesting story. But remember that date analogy from earlier? You’d probably want to leave that date if he or she talked endlessly about themselves. The same holds true for your “About” page. While how you came to be and what sets you apart is important, your potential customers want to know how you can help them fix their pain points. Share that information in a concise, interesting way.

You Don’t Have an “About Us” Page or It’s Hard to Find: A survey from KoMarketing found that over half (52 percent) of site visitors want to see an “About Us”/company information page when they land on your site. If your page is buried in the footer, you’re making the person work for the information they want, which will likely cause them to go elsewhere.

The Page isn’t Optimized: If your “About Us” page isn’t optimized for the user experience, you’re making a potential customer work to find the information they need. Make sure you include the most important information about your company above the fold so visitors don’t have to scroll. While you’re optimizing, be sure to include at least one CTA that gives visitors a chance to interact with you, which could include an invitation to contact you, work for you, or read your blog.

3 “About Us” Page Examples to Inspire You



 BlueGranite’s about us page does several things well. The page is human. It includes photos of all the team members and the copy takes a complicated task like data and analytics services and puts a conversational, human spin on it. It also clearly lays out why it’s different — it doesn’t focus on billable hours and has a unique attitude. Adding to that human element, there is a group photo of the entire team at the top and individual team member photos down the page. There are CTAs throughout, including one to work for them at the top.

The page also features a ‘BlueGranite by the Numbers’ section, which features animated tiles that showcase interesting information about the team.


Emily McDowell and Friends


 Like BlueGranite, Emily McDowell and Friends’ “About Us” page takes a human tone with its content. Moz recommends including different forms of media when creating an about us page, and Emily McDowell and Friends has done that with a video and a graphic that incorporates her brand’s unique style.

The page features a video above the fold that includes an introduction to Emily and her company as well as the company’s mission statement designed in the style Emily uses to create her products.

Farther down the page, there are CTAs to learn more about Emily and where to find her products.




Medium’s “About” page is simple and clean. The benefit to the reader is clear and, like the other examples, takes a human approach (are you noticing a theme?). If you’re still on the fence about diving in, the page also features testimonials from its users, helping to solidify what makes the network unique.

You also have the option to explore sections of content or purchase a membership on the page.

Your “About Us” page shouldn’t be an afterthought. A well-designed company page with engaging content that speaks to your customer’s pain points (and is not just about you) could be the thing that gets you your next customer.

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Casey Newman
The Author

Casey Newman

A former journalist, Casey tells brands’ stories and helps to create engaging content strategies for companies. Before joining Kuno, she was in charge of public relations for marketing tech company Knotice. She earned a gold Hermes Creative Award for Knotice’s blog content and spearheaded several content initiatives that helped lead to the company's acquisition.