6-Point About Us Page Template And Examples
Most “about us” pages are boring!
Here’s why: Business owners are too scared to be vulnerable online.
So they write boring about pages that sound like everyone else in their industry.
You don’t have to be boring. You can create an engaging about page that stands out and creates trust and rapport with your target audience.
By following the template for about us page , examples and content ideas shared in this blog post, you’ll be able to create a winning about page that you can be proud of.
What is an About Page?
An about page is an important part of any website because it establishes who you are, what you do, and whom you help.
When website visitors read an about page, they're not just looking for facts—they're trying to discover whether this is a business they want to do business with.
It’s important to keep in mind that while the page talks about the company, it's really about the target customer. Your pieces of content should be focused on the ideal customer and the benefits they can expect from working with you.
One simple way of ensuring the content focuses on the ideal customer is to check that there are just as many uses of the word “you” in the copy as there are “we”, “I”, “us” or “our”.
Why do you need an About Page?
In a recent study conducted by KoMarketing, 52% of respondents said the first thing they want to see when they land on a website is a company’s about page.
Your about page is your opportunity to:
- Build customer trust and rapport with potential clients
- Showcase your expertise and experience
- Tell your team story (or your company story)
What content should you include on your About Page?
At Copywriting Crew, our team of experienced Native English copywriters have written website content for hundreds of companies across 153 different industries.
In that time, we’ve discovered there are 6 best practices you should follow when creating an about page that converts visitors into loyal customers. We have created a helpful infographic to illustrate each of these important elements.
When it comes to writing your about page content, think of each element as a different ‘section’ with its own purpose, unique content and images.
Template For About Us Page + Examples Below
6-Point Template for About Us Page
1. Headline
The headline is the most important element because it’s the first thing people read when they arrive on your about page. It’s your opportunity to make a great first impression and capture their attention and interest.
Don’t write another boring “About XYZ company” headline unless you want to appear like everyone else in your industry. If you want to stand out from the crowd, then writing a unique and engaging headline is the first step.
Here are a few examples to inspire you to write a compelling headline.
Whoa Nelly Caters example
Launch Accounting example
2. Founder Story
The Founder Story is the story about how and why you started your business.
A great founder story shares your business journey, reveals who you are, and makes people want to do business with you.
Your founder story doesn’t need to be some big or a compelling brand story about how you changed the world or made a billion dollars.
Every founder story can be interesting if you follow a proven formula and include the right ingredients.
Answering these questions can help you write your founder story.
What was the problem you noticed in your industry?
What’s your mission?
What was the spark that gave you the inspiration to start your business?
What are you doing now to fix the problem?
Need a little inspiration? Check out these two compelling founder stories…
Dollar Shave Club founder story
Having just been laid off, Michael Dubin packed his bags and moved from New York to Los Angeles with no job and no plan. He was contacted by an old family friend, Mark Levine, who asked, “Hey Michael, I have a warehouse filled with 250,000 razors from South Korea—any ideas on how to sell them?”
A lightbulb went off in Michael’s head. He had always been frustrated by the cost of razor blades. Furthermore, the buying process was annoying, inconvenient and time-consuming. Because of this frustration, he thought,
“What if I created a subscription service that sent blades to customers automatically every month, at a reasonable price?” Thus, the Dollar Shave Club was born.
But how were they going to compete with the likes of Gillette and Schick? Michael knew they had to tap into the emotions of potential club members. Michael decided to create a funny launch video.
Of course, the video went viral and the value proposition was so strong that they sold out of those first 250,000 razors within one day.
Our mission at Dollar Shave Club is to help guys take care of their minds and bodies so they can be their best selves.
Warby Parker founder story
3. Why Choose Us?
The ‘Why choose us’ is a section of your about page where you answer that question by coming up with unique reasons why you’re better than the competition.
It’s an important question to answer because your potential customers may be comparing you and several other competitors at the same time.
What are 3 to 6 unique reasons why your business/products or services are better than your competitors?
Here are some examples to help you come up with your own reasons…
CopywritingCrew.com example
Snappr.com example
4. Meet Our Team
The ‘Meet the team’ section of the about page is where you introduce your team members to the world.
People want to do business with other people. Adding information about your team (and gallery of photos) helps establish trust and rapport by humanising your business.
Here are a few tips to help you write this section.
Write a headline for this section ‘Meet The Team’
Write a short bio description for each team member
Make it fun and personal
Add smiling photos
Blueadz example
5. Social Proof
The ‘social proof’ section of your about page is where you share evidence that your business is trustworthy and credible to other people.
Common types of social proof include:
Customer review or testimonials
Certifications or Qualifications
Recognisable clients
Media mentions
Number of users
Social Proof example
One of the best forms of social proof is customer testimonials. The best kind of testimonials typically include the following elements.
Specific result or benefits the customer experienced
The person’s full name, photo and occupation or location
Get to the point (not long-winded or rambling)
Here are some examples of about page testimonials:
casestudybuddy.com testimonial example
copywritingcrew.com testimonial example
6. Call To Action
The ‘Call to Action’ (CTA) section is located towards the bottom of your about page. It’s where you invite visitors to take whatever action you’d like them to take.
While your about page isn’t really a goal-oriented sales page, it is a highly visited page and should be utilised to send your visitors to other pages on your website. Here are a couple of call to action ideas to inspire you.
Get in touch with your team
Check out your products or services
Request a call back
Start a free trial
Here are our best practices for writing the Final CTA section
Write attention-getting heading (e.g., Ready To…?).
Write CTA button copy
SamanthaLennie.com.au about page example
DesignPickle.com about page example
Full Template For About Us Page
Looking for a template for about us page? You’re in luck! We have turned the above infographic and best practices into a fill-in-the-blank starter template you can use to create your own content.
We Help [who you help] [achieve ideal outcome] with [how you help them]
We provide [description of services] for [typical clients]. [Business name] is proud to serve clients in [location] and to be regarded as one of [location’s] leading [business type].
The Story Of [Business Name]
One thing that always bothered me about the [industry] was the [problems].
[explain how the problems have impacted you and other people].
So in [year], I decided to do something about it. I started a company called [business name] with the goal of [your mission statement].
Unlike our competitors who [do these bad things] we [explain how you’re doing things differently than your competitors].
Fast forward to today and we have [share some of your accomplishments, i.e., number of customers served, review ratings, etc].
Meet Our Team Of [Top / Leading / Expert] [your profession]
Work with a team of [top / leading / expert] [your profession] with over [number] years of experience.
Why Choose [Company Name]?
x great reasons why [company name] is the best choice for your needs
Reason 1 heading
Reason 1 description
Reason 2 heading
Reason 2 description
Reason 3 heading
Reason 3 description
Reason 4 heading
Reason 4 description
What Happy Customers Are Saying
Don’t just take our word for it. Here’s what some of our customers are saying about working with [business name].
[Testimonial text]
[full name]
[personal information such as occupation, location, etc]
[Testimonial text]
[full name]
[personal information such as occupation, location, etc]
Ready To [achieve ideal outcome]?
Find out how [product / service name] can help you [achieve benefits]
[Call to action button]
5 Awesome About Us Page Examples To Inspire You
Studio1 Design Example
Studio1 Design is a design agency founded by Greg Merrilees in Melbourne, Australia. We have worked with Greg and his team and they do amazing work!
Their about page uses a unique time-line approach to share Greg’s founder story and journey until present day. From humble beginnings to working with leading brands, starting his own podcast, and speaking on stages, it’s a distinct story! The best part is that the story isn’t just about him—it’s about his devotion to his clients and dedication to producing high-quality designs that convert.
Neil Patel Example
Neil Patel is one of the most recognized Internet Marketers in the world today. His bio lists incredible accomplishments like “I was recognized as a top 100 entrepreneur under the age of 30 by President Obama.” Even though he is already famous in the online marketing world, his about page still works hard to establish his authority and credibility in the industry.
The about page headline ‘Who Is Neil Patel?’ is followed by an explainer video that answers that question and also shares his rags-to-riches founder story. He lists his many accomplishments, quality products and services, and links to his many social accounts where you can follow him and consume his content. Neil’s About Page also acts as a gatekeeper for people and companies wanting to reach him for sponsorships, partnerships and speaking engagements by listing his strict criteria.
MindValley Example
The MindValley about page headline makes a bold claim—‘Mindvalley Provides The Education That Regular Schools Forgot’—and continues with the product promise of ‘We teach the world the art of truly living extraordinary, fulfilling, happy lives’.
This is a visual page that includes a cinematic explainer video and many high-quality images of their team, customers and clients enjoying their live events, online programs and mastermind groups. The copywriting is equally compelling and includes many of the essential elements we recommend in this blog post (why choose us, meet the team, founder story, etc.).
Barkbox Example
BarkBox is the ultimate monthly dog treat delivery service. They offer a variety of treats, toys, and goodies for your pup! BarkBox sends you a new box every month with the best treats and toys for your furry friend.
Their about page starts off with their mission statement: “At BARK, we want to make dogs as happy as they make us. Because dogs and humans are better together.” Then it lists the many different subscription memberships (Bark Super Chewer, Bark Bright, Bark Eats), which are catered to different types of dogs and their owners. They also list the many initiatives they are involved in to make the lives of dogs better which include photos and images of those initiatives.
Content Maximiser Example
Content Maximiser is a digital marketing agency that provides a one-stop solution for businesses wanting to grow online. The founder, Liza Choa, is a personal friend and I’m impressed by the jaw-dropping results she gets for her clients.
What impresses me about her about page is that it answers most of the questions that a potential client would be thinking when evaluating her business, such as: What makes Content Maximiser different? What are our credentials? How do we do it? She answers these questions by providing impressive client results and case studies, which provide enough compelling reasons to choose Content Maximiser instead of the competition. The about page also includes credible testimonials and an engaging explainer video to keep visitors on the page longer.
Need help writing content for your website?
If you’re launching a new website (or updating an existing one) and don’t have time to write content for your about page and all the other copy-driven pages, don’t worry—we can help! Our team of professional Native English copywriters and editors can research, write and deliver high-quality website content in a matter of days.
You can check out our website portfolio examples here. And you can place your order for custom website content by visiting our services page.
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Frequently Asked Questions Regarding About Pages
How can I write an about us page?
Writing an about us page is a great way to show off your company. It should explain why you do what you do, what makes your company culture unique, and how you can help people. Your company story is a powerful selling point for an ideal customer.
Your content should be written in a conversational tone to sound more personal, but still professional. The about us page should concisely communicate what differentiates your business model from others.
What is the content for an about us page?
Here are 6 essential elements we recommend every business owner include when creating their about us page. Read this blog post to learn more about each element.
- Headline
- Founder story
- Why choose us?
- Meet our team
Social proof
- Call to Action
Further reading
10 Great Website Copywriting Examples You’ll Want To Copy In 2022