How to write an about us page, with examples

An about us page tells visitors who is behind your business, why it exists and why they can trust you. To write your about us text, answer the questions a customer would ask if you met in person: how you started, what you offer and how you work.

What is an about us page?

An about us page is where visitors go to find out who they're dealing with, usually before they buy, book or get in touch. It's the page that gives them a reason to trust you enough to take that step.

Picture a potential customer across the table in a café. They'd ask about you, your business and your products, and maybe about the people you work with. You'd answer in plain words, so write the page the same way and leave out jargon and empty phrases.

Answer those questions honestly, and the page helps you build brand trust and win repeat customers. Before you write, it's worth doing a short keyword analysis to find the words your customers search with, such as your trade and your town. Use them where they fit naturally, and write for the reader first, even when you're working on search engine optimisation (SEO).

How to write about us on your website: what to include

A good about us page covers seven parts, usually in the order below. You don't need a heading for each one, and you can name them as you like, as long as your key messages come across.

Your story

Start with how and why the business began, what you did before and what made you start. You don't need a dramatic tale. Like any good piece of brand storytelling, a few honest sentences with a beginning, a problem and what you did about it are enough.

Your mission and vision

Your mission is what you do for your customers, and your vision is what you're working towards. For a bakery, the mission could be "fresh bread every morning, baked with local flour" and the vision "a proper bakery within walking distance of every home in town". Say which problem you solve and why it matters to you. A sentence or two for each is enough, as long as it sounds honest and relatable rather than impressive.

What you offer

Next, say what you sell or which services you offer, and connect it to your mission. This is where you explain how you solve the customer's problem and what makes your products or service different from others. Keep to the essentials and link to your product or service pages for the details.

The people behind the business

Put faces to the business, whether you employ a handful of people or a large team. Add a photo and a short bio for each person, or a team photo or video. Two or three sentences per person are enough: their name, what they do for your customers and perhaps how long they've worked in the trade. If you're a sole trader, write a short description of yourself instead and add a photo or a video of you at work.

How you work

This part shows customers what it's like to deal with you. Pick the points your customers care about, for example:

• Say how you treat customers, for example how quickly you reply, how you handle a complaint and what you promise.
• Explain how you choose suppliers and materials, for example local produce or recycled packaging.
• Describe the kind of workplace you run and how your team works together.
• Name what you won't do, such as pushing extras the customer doesn't need.

Don't skip this part, even if it seems less important than your products. Another business may sell the same things, but how you work is yours alone, and it's often what a customer remembers.

What customers say

Quotes and reviews from real customers show visitors that other people already buy from you and are happy with the result. This is called social proof. On an about us page, a few short quotes work well, with the customer's name and photo if they agree. A review score or a short video works too. It's worth repeating a few of the reviews from your home page here, because many visitors open your about us page when they want to know more about your business.

How to get in touch

End the page with what the visitor should do next. Give one clear next step, such as booking a table or asking for a quote, rather than a list of options. Below it, add your email address and phone number, and your address if customers visit you, or link to your contact page. Finally, make sure visitors can find your about us page, for example through a link in your navigation menu or the footer of every page.

How to make your about us text convincing

Five habits make each part of your text say something real:

• Write the way you talk. Read the text out loud, and rewrite any sentence you wouldn't say to a customer in person.
• Be specific. Use real names, places and details, like the hair salon below, because they tell a visitor more than "a passionate team with lots of experience".
• Cut the generic lines. Readers skip phrases such as "quality products", "excellent service" and "great value", so give a detail only you can give instead.
• Keep it short. Cover the parts your customers care about most in a paragraph or less each, like the examples below, so a visitor can read the page quickly.
• Check your facts. Go through dates, names and figures before you publish, especially in an AI draft, because AI-generated text isn't guaranteed to be accurate.

About us text examples

The about us page examples below are for four invented businesses. None of them tries to fit in every part. Each one leads with what matters most to its customers, and the last column shows what you can take from it for your own text.

Write your about us text with AI

An AI writing tool can help when you're stuck in front of a blank page. Describe your business to it and use what it writes as a first draft. The tool can't know your story, your team or what your customers say about you. Write a clear prompt that gives it those facts in as much detail as you can. Once you have the draft, rewrite it in your own voice.

If you build your website with our Aida AI Website Builder, you can write the text right where it appears on your site:

1. If you're starting a new site, describe your business to Aida in your own words, and it builds a first version with text, structure and images.
2. Add an About us section if your site doesn't have one yet: ask Aida in the chat or add it yourself from the sections.
3. Tell Aida what to change in the text and give it your own facts: how you started, who works with you and what customers say.
4. Change the text directly wherever a detail needs your own words.
5. Save your changes.

When you're happy with the text, publish your site so visitors can read it.

Answer the questions before they're asked

Before you publish, ask a customer or a friend to read your about us text, and add answers to anything they'd still want to know. If you don't have a website yet, build your website with the Aida AI Website Builder and put your text in an About us section, which you can add if your site doesn't have one.