The layout of a website reminds me of interstate construction. Yes, I know that’s weird, but the way roads are intentionally designed to drive traffic to specific places is very much like website layout.
Typical websites include a:
- Home page
- About Us page
- Product pages
- Service pages
- Checkout pages
- Contact page
- Policy pages (returns, use, etc.)
- Instruction pages (if necessary)
- And others
Here are two things to keep in mind.
#1 – Links to all of your internal pages can show up separately in search results, or be shared by others on social media, etc. Reminds me of exit/entrance ramps. So, people don’t always start their journey on your site from the Home page. They can enter through any page, including your About Us page.
#2 – People connect with stories. People also want to know who they are dealing with. By telling your story on your About Us page, you accomplish both tasks: connecting with visitors in a way they appreciate.
What’s the difference between a Home page and an About Us page?
The Home page is the hub of your website. Think of it as a traffic circle (roundabout). People enter, and they are introduced to your business then directed to another place (your internal pages).
The About Us page is the get-to-know-us section. This is where you go into detail about your history, growth, accomplishments, mission and other important details. This is usually (but not always) in story form.
Does a website really need an About Us page?
In a word? Yes.
Whether due to curiosity, the desire to connect, skepticism or even concern, your visitors will want to know more about you. If you can, encourage, support, connect with and reassure those people with useful information and delightful stories, you’ll keep them on your site longer.
What do you put in the About Us page on your website?
The options are practically endless. Sure, you might want to consider information like your:
- Company history
- Leaders/Founders bios
- Employee introductions
- Customer testimonials
- Community activism
But it’s the way you present the information that can truly make an impact. Anybody can compile a list of facts and figures and dates on a page.
When you creatively connect with your audience, your word choice will land with your visitors you will engage with your business willingly.
About Us Page Examples that Highlight 5 Styles
Here are five impressive About Us page examples for you to scoop some inspiration from. If you are looking for examples of how to write an About Us page, you will likely find it here.
#1 – The Explanation
The first sentence of this page hook to me. Why? Because it made Bowen’s Island sound like something special… Maybe a secret that only the locals knew about.
“To the uninitiated, the oyster joint on Bowens Island was a curiosity of sorts.” It goes on to explain that this old, graffiti-laden shack was something supreme. Something the locals understood. Then it provides the details.
This is a great example of how to write an About Us page that gives site visitors a glimpse at your business in a way that is intriguing and inviting. It made me want to drive to Charleston, South Carolina just for dinner!
I encourage you to study their word choices and sentence structure if you want to apply this technique when you write your About Us page.
You don’t have to own a restaurant. This could easily work for a multitude of business types.
#2 – The Timeline
If your business has a lengthy history behind it, that includes some notable ups and downs, implementing a timeline About Us page might work well for you.
Ben and Jerry’s ice cream chose to break there 50-year history into decades, and provide snippets of the best and the worst.
There’s not only allows site visitors to understand where you were, what you’ve been through and where you are now, it also gives them a feeling that they’ve been along for the ride.
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#3 – The Invitation
Devoted to serving unsheltered veterans, Galatians 6:2 is a charity that accepts donations of money, food (perishable and nonperishable), clothing, and other goods.
But you don’t have to be a nonprofit to write an About Us page like theirs.
In addition to some classic elements, including information on their team, vision, and mission, Galatians 6:2 also offers an invitation.
Their “Get Involved” section gives information on how you can volunteer, donate and advocate for veterans who need help.
#4 – The Hub
Life is Good® is a classic example of a great About Us page. They use it as a hub to provide snippets about:
- Their mission
- Their story
- Their community
- Their cause
Then they link to additional information so site visitors can learn more about each one.
#5 – The Movie
In the style of such classic romance dramas including The Notebook and The Vow, the Camden Jewelers’ About Us page resembles a movie script.
Two childhood sweethearts, torn apart by war, go off to live their lives only to find each other again, fall in love, and live happily ever after.
The level of detail in this About Us page gives you a glimpse into not only the facts of the company’s history, but also the personalities of the characters in this story.
It brings a level of intimacy and connection that Hollywood screenwriters would be proud of.
You can use this technique, even if the business owner/partners are not married. This approach works best if you have a combination of characters (aka founders) who live through difficulties (together or apart) only to find success in the end.
Whether you use one of these techniques or something entirely different, remember that you are seeking to reach out to your target customer. Invite them to understand more about you and enlighten them on how they can become a part of your journey.
Have questions about these About Us examples or writing your About Us page? Talk to me below!
Recommended Learning & Tools
- Mix & Match Copywriting Templates – With Home, About Us, Products and Service page templates you can pick, choose, mix & match your way to copy that communicates your brand and converts visitors to customers!
- Storytelling That Sells – Ready to boost your likeability, trust, loyalty and conversions? I’ll show you how to take the approach major brands use: creating engaging stories that connect with and convert your customers.