About us

The about us page is commonly used by all types of businesses to give customers more insight into who is involved with a given business and exactly what it does. The history of a business is often provided, and the histories of the people in charge are usually expressed through short articles, usually accompanied by photographs.

Depending on the specific company, some information about goals, attitude or other aspects of culture that aren't strictly tied to business practices are included as well. The about us page is often a reflection of the purpose and personality of the business and its owners or top employees. Finally, the page can also incorporate contact or locational information. One way to view the about us concept is as a text self-portrait or short autobiography created by a business.

What is the purpose of an about us page?

The primary purpose of an about us page is to inform the reader about the company and its operations. This is a straightforward goal that nearly all businesses have to fulfill in some fashion or another. However, there are other reasons why about us pages are common fixtures on business websites. The text on these pages is a marketing tool for a business, enticing potential customers with both the history and the aspirations of a business, as well as adding a human element. Additionally, about us pages are incorporated into search-engine marketing efforts as a way to find potential customers through Web searches.

What do about us pages mean for ecommerce stores?

Ecommerce is a rapidly expanding segment of overall commerce, with more stores being opened each and every day. An about us page helps a business distinguish itself from the competition. This individualization is valuable for businesses that are using drop shipping or are otherwise selling products offered by other stores. Customers place a great deal of value on price, delivery options and customer service, but will also remember a store that has a more developed personality. The about us page helps online retailers develop a relationship with customers and build trust by putting a face and a story to the name on the storefront.

About us pages serve much the same purpose for retailers who sell less-common or unique items as well. Additionally, they allow for an in-depth explanation of what brought the ecommerce store owner to the specific market and the thought process that led to the items being created and sold.

Your website serves several important purposes for your company — attracting customers, generating leads, and making sales, just to name a few. And as your home on the Internet, it also needs to explain who you are to the world and why they should choose you over your competitors.

However, creating an “About Us” page that accurately describes your company can be easier said than done. You can probably think of hundreds of things you want people to know, from your history to your successes to your values, but cramming all of that information on one page is overwhelming for you and your visitors.

So how can you create a compelling “About Us” page that will show customers who you are and what you do? There’s no one-size-fits-all solution, but here are seven examples of companies who got it right.

Denny’s

Many companies with long histories use them as the foundation of their identity, and Denny’s does a great job of displaying theirs in an interactive timeline:

They offer a brief summary of their history, then allow visitors to click through various company events over the past 62 years. The best part of the design, though, is the inclusion of photos with each piece of information. Although many companies prominently display the year the company was founded, words just can’t convey the same feeling as an authentic photo of a 1953 diner.

Trader Joe’s

Much like Denny’s, Trader Joe’s was also founded in the ‘50s and includes their history on an “Our Story” page. But unlike Denny’s, they choose to explain their method of bringing value to shoppers:

Considering that the chain’s main draw is high quality food at low prices, it makes sense that customers might question how Trader Joe’s can afford to charge less than other brands. This short explanation answers that question, and it’s easy to see how it could be very effective at drawing new customers to their local store.

Airbnb

After the first two examples, you may think that older, more well-known businesses have an advantage when creating introduction pages. But as Airbnb demonstrates, a long history isn’t necessary:

Their stats are impressive by any standard, and the map of countries could spark potential customers to check out what’s available in the areas they want to visit. Plus, who wouldn’t want to patronize a company that has listings with over 600 castles?

Basecamp

products are designed to make working together easier, so it makes sense that their about page is focused on their team:

Highlighting their diversity and various locations is a testimony to the effectiveness of the project management tools they make. If it’s possible for this successful company to work out of 26 different cities, they’re certainly doing something right.

Munchery

Another company that chooses to focus on their team is Munchery. But instead of describing them as group, they highlight individual employees with fun photos:

Many companies have employee photos on their sites (, but very few rival the originality of Munchery’s. By allowing each person to pose with something that represents their hobbies or interests, they bring a dose of personality to the site. And considering that their entire ordering system is online, that could certainly help customers feel more at ease while making a purchase.

Periscope

Video-streaming app Periscope has only been around for “just over a year,” so it’s important that their “About Us” page explains why their app is useful to people who may have never even heard of it:

Although the explanation is short, the examples it uses (watching a sunrise from a hot air balloon in Cappadocia!) are compelling, and so is the idea of experiencing new places in real time. And even though it’s kind of unusual to provide so little background, my guess is that this page is effective in generating downloads of the app.

WWF

Another organization that takes a simple approach is WWF (World Wide Fund for Nature):

As an organization that works to protect the environment, it’s hard to imagine that anything could be more effective at demonstrating their mission than a photo of the land they conserve. And while they go into more detail lower on the page about their goals and strategies, the bold headline they chose is an accurate and succinct summary of what they do.

The takeaway

If you’re in the process of writing or revising an “About Us” page, the way to start is by figuring out what makes your business unique. Is it your story? Your mission? Your employees?

Visitors and customers aren’t going to be impressed by generic facts and figures, so it’s important that your page is not only accurate, but also sets you apart from the millions of other businesses online. And as the seven very different examples above demonstrate, there’s no “right” approach — so feel free to have a little fun with this part of your site!

If you have any questions about creating an “About Us” page, or know of any other great examples, let me know in the comments below!

Your About Us page is one of the most important pages on your website.

An About Us page is your chance to tell the world:

• Who you are.
• What matters to you.
• What you do.
• How you do it.

It’s often one of the first stops when someone visits your website or blog.

An About Us page may be a deciding factor before you convince someone to convert, whether that comes in the form of:

• Making a purchase.
• Downloading an awesome piece of content.
• Signing up for your newsletter.
• Requesting information or a demo.

So how do you make your About Us page awesome (or more awesome??

What Makes a Great About Us Page?

Your About Us page should be:

• Informative. It doesn’t always have to tell your whole story, but it should at least provide people with an idea of .
• Contain social proof, testimonials, and some personal information that visitors can relate to, such as education, family, etc.
• Useful.
• Engaging.
• Easy to navigate.
• Accessible on any device.

Does that all sound complicated?

It really isn’t.

The main purpose of your About Us page is to give your visitors a glimpse into who you are as a person or a business (or sometimes both).

As users discover your brand, they need to distinguish what sets you apart and makes you… you.

This often requires finding the right balance between compelling content and a design carefully planned to look the part.

Conveying your identity in a fun and approachable – but also reliable and informative – way is challenging.

If you know who you are and your goal for your site, the About Us page should come naturally.

However, if you’re looking for some inspiration, you can always check out the following 25 awesome examples of About Us pages.

These examples will help you build a personal and engaging website journey.

1. ToyFight

ToyFight is an award-winning creative design agency.

You’ll find the About Page at the top of the menu under the Who section.

This page has a unique feel, thanks to the deconstructed action figures representing the founders, Leigh Whipday and Jonny Lander.

The great attention to detail and interactivity also reflect the company’s 16 years of experience.

To sum up, this page stands out by providing the perfect mix of fun and information.

2. Band

Band is a multidisciplinary creative studio based in the Pacific Northwest.

Their About Us page stands out by showcasing some of their unique and creative projects.

No number of words could hope to tell one of their potential clients nearly as much as these pictures can.

In this case, the 25 pictures featured on Band’s About Us page are worth much more than the 170 actual words you’ll read on the page.

The magical visuals and overall simple look and feel makes this About Us page one of our top picks.

3. Anton & Irene

This might be the most distinctive website we’ve come across.

Anton & Irene is a design agency based in Manhattan.

Why are they a distinctive web presence?

Because their page takes parallax scrolling to the next level.

The snowy effects, bold colors, and quirky visuals create a truly captivating experience

4. Pierro Caron

Pierro Caron is a French artisan sculptor.

Want to know our favorite part about his page?

The honesty.

Here is a man with great respect for wood and handcrafted sculptures that “tell a story and testify to the richness of one of our most precious resources.”

His website is light, easy to read, and filled with inspiring quotes and photos of his labors of love.

5. Blake Suarez

Who doesn’t love a good bio?

Especially one that starts with “I was born in good ol’ Madison, Wisconsin. The son of a Librarian and a Researcher.”

It also goes on to tell you how he and his family survived Hurricane Andrew and how his sister was born that night.

Who is this guy?

Blake Suárez is an illustrator and designer with a fantastic sense of humor.

His quirkiness comes through thanks to his humorous tone and goofy picture.

The page, while minimalist in design, offers a glimpse into Suárez’s colorful personality and his impressive block of work.

6. LessFilms

If you were a “super awesome” video business, what medium would you choose to show people what you do?

Video, of course.

LessFilms is a video production company based in Florida with clients and team members all over the world.

On their about page, you’ll find a humorous 50-second video along with a short list of facts summarizing their love for tacos, travel, and karate – a theme which certainly permeates most of the content on the website.

7. DoomTree

DoomTree’s page starts off as a coming-of-age story about how “a mess of friends” built the record label that made them a household name in Minneapolis.

However, it’s really the audio and the visuals that got us hooked.

Why tell, when you can show, right?

Explore their About Us page to meet the crew, listen to their songs, and get the latest news.

8. Cupcakes and Cashmere

On this website’s main page you will find everything lifestyle related – fashion, food, beauty, home decor and more.

But it’s the About section that introduces you to the team that makes this website an endless source of inspiration.

The page introduces founder Emily Schuman, as well as her blog, books, and fashion collection.

Want to stay in touch?

No problem – the page also features useful links to her social media pages, as well as her online shop.

9. NOWNESS

NOWNESS is a video channel providing the best in global arts and culture.

Therefore, it’s only natural that their About Us page features a compilation of various videos they host.

The content’s diversity and the team’s curatorial expertise are another reason to keep you browsing.

To stay in line with their video-centric aesthetic, the text on their page is short and concise.

However, it still provides enough guidance for browsing the website and even contributing.

Access the awards section and see why NOWNESS is currently a powerhouse in online film and video.

10. MailChimp

Millions of people use MailChimp every day to create, send, and track email newsletters.

That’s the clever part behind MailChimp’s About Page.

It’s a great example of how to use such a page as a sort of pre-sales platform.

It’s simple, fun and effective, quite colorful, and displays a welcoming mix of diverseness.

11. Tate

Tate’s About Us states that their mission is to “increase the public’s enjoyment of British art […] and international modern and contemporary art.”

So said, so done.

How come?

Because this page eases the journey for any reader seeking to take them up on their mission.

Scroll down to find out who they are, how to stay in touch and everything in between.

12. Yellow Leaf Hammocks

Yellow Leaf Hammocks is trying to save the world one hammock at a time.

Their goal is to break the cycle of extreme poverty by empowering local artisans in Thailand to earn a stable income.

The brand’s About Page is filled with uplifting stories of impeccable craftsmanship and tight-knit communities.

As a result, it’s just as inspiring as their devotion to sustainable change.

13. Eight Hour Day

You had me at “hello.”

Well, that’s exactly how the About Us section of Eight Hour Day starts – a welcoming greeting.

For that reason, it also made us browse for more.

Why?

Because as much as you love good design and inspiring illustrations, you also want to meet the people that curate all the content for you.

Furthermore, it’s equally rewarding when you realize that they are just as eager to start a visual dialogue with you.

Nathan Strandberg and Katie Kirk are doing what makes them happy, and this is obvious throughout their page.

14. Lonely Planet

You know you’re about to hop on a journey when a website’s About Us page tells you to “Just go.”

This is a website for travelers, so the layout is perfect for those eager to explore.

As you scroll down, you discover what Lonely Planet stands for, and their visual aid offers a preview of their services.

The perks?

You see everything in one go and decide for yourself what you take on your journey.

Will it be their apps, their printed guides, or their website?

In any case, every resource becomes an inexhaustible well of travel inspiration.

So, are you ready to go?

15. Gummisig

Gummisig is a freelance web designer who likes to talk about himself in the third person.

He also makes great use of over-sized text to bring attention to his work in a humorous manner.

Perhaps what’s striking about this page is that it introduces Gummisig’s portfolio, but also reflects his free spirit and commitment.

And while he mentions the household names he worked for in the past, he remains approachable and open to new collaborations.

Scroll down to discover his preferred action items.

Hint: he wants to know your secrets!

Perhaps the most striking feature behind this page is that it acts as a preface to the designer’s portfolio, mirroring his free spirit and a remarkable passion for design.

While he proudly states the companies he has worked for (IKEA is just one of the bigger names to pop up) he does so in a manner that is not boastful.

16. Amnesty International

Amnesty International is more than an NGO.

It is a global movement of more than 7 million people that are campaigning for a better world, where human rights are central.

It is no wonder that the pronoun we is prevalent throughout their page.

Filled with quotes, videos, and testimonials, their page makes you believe that you can hope for a better world. And they have the facts to prove it, too.

If you scroll down, you can access all their accomplishments on the road toward better social change.

After you understand their global footprint, you should also imagine – imagine the possibility of a world where human rights are at the center of discussion.

Good enough reason to stay in touch, no?

17. Chattanooga Renaissance Fund

The top part of the Chattanooga Renaissance Fund page aims to attract entrepreneurs into the Chattanooga area of Tennessee.

How?

By describing its history and the companies that already invested there, such as Amazon or Volkswagen, to name a few.

Which begs the question: what prompted these companies to move there?

Find out by reading more about the fund’s members and how they contributed to its growth.

This is especially reassuring because they are also here to help you.

Whether you’re a startup, investor, or third party, the page has a dedicated section for all its users.

All you have to do is prove that you want to turn ideas into existence.

18. DORÉ

This website started off as a photography blog founded by Garance Doré.

Eventually, it became a place for inspiration with a growing team that’s eager to question everything.

Whether it is style, femininity, or modern dilemmas, no topic remains off limits.

Ready to contribute to the discussion? By all means, you are most welcome.

The team reads all your comments and is ready to turn your thoughts into their command.

Not sure where to start?

Scroll down to see their work in videos and use the pictures at the bottom to access their Instagram page.

19. Bulldog Skincare

How can you convince men to delve into skincare?

You bring their best friend on their side – a dog.

Meet Bulldog Skincare, the company that aims to make skincare options dedicated to men readily available.

To have you sold, their About Us page greets you with the adorable mug of a bulldog.

This quickly becomes your guide to finding the products that will help you look and feel your best.

As you scroll down, you are growing familiar with the products and are slowly but surely befriending the brand itself and its values.

Their skincare is made from a mix of natural and carefully-selected man-made ingredients.

It’s also vegan and certified by Cruelty Free International.

Their page is so good, it’s no wonder they have a ‘Shop Now’ button every step of the way.

Don’t mind if I do.

20. Couro Azul

Navigating through Couro Azul’s About Us page is like a journey through the unknown.

The kind of journey that keeps you scrolling down for more.

The company makes leather upholstery for cars and trains, and its history and trajectory are equally fascinating.

In addition to the visual delight, the page is also interactive and engaging.

Why?

So that you can understand what the company values from a first browse: 100 percent in-house products.

Their certificate for ecologic distinction attests to their commitment to environmental best practices.

21. Girlboss

The entire Girlboss website is simply inspiring.

Sophia Amoruso’s brand aims to redefine success for millennial women.

Girlboss empowers them by providing the tools and connections they need to own their futures.

Furthermore, every bit of content you’ll find on this site oozes with passion, humor, and resourcefulness.

These key traits are sewn into the fabric of Amoruso’s success.

22. Purple, Rock, Scissors

If you want people to understand your company’s values, then put them in bold black and white print – just like Purple, Rock, Scissors did.

Their entire website is a technological marvel.

With its quaint background animation, concise content, and creative visuals, this page is definitely an eye-catcher.

There’s also an openness about it that will unfailingly draw you in.

23. Mixd

It’s not often that you see an About page that puts so much emphasis on its “meet the team” section.

Each member is portrayed with a short description and an almost full-body shot, complete with their social media accounts.

Boasting big, bold elements and sharp colors, this page excels at making a great first impression.

24. 6tematik

There are many things we love about this website, but for brevity’s sake we’ll narrow it down to two.

First, their main page is highly interactive.

The simple act of pushing a key or moving the mouse reveals a key piece of info about the brand. Because of that, it feels like watching a modern silent movie.

The second thing is the way 6tematik introduces us to its team. Each member is portrayed by a minimalist caricature that is defined by one obvious trait. Some have long pink hair, others a bushy beard or big glasses.

These traits add a touch of personality to each member’s portrait, without giving too much away.

25. Bigcartel

Made by artists for artists, Bigcartel is an online platform that makes it easy to build and manage an online store.

The simple yet impactful mission statement and the candid employee photographs make this About page refreshingly different.

Each photo in the gallery is unique and personal.

As a result, you won’t find any staged or boring ID-badge-type photos – just a wonderful display of diversity.

More Resources:

Image Credits

All screenshots taken by author