We all know that if you’re creating a website, an About Us page is a must. However, what we might not know are some of the best practices to keep in mind when creating About Us pages.
So, for this piece, we spoke to content marketing experts and asked them their thoughts on what makes a good About Us page, and which examples they’d point to for inspiration.
Let’s dive in to see some of the best About Us page designs and what makes them so cool!
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1. Fluidic Makes It About The Customer
One of the best things an About Us page can do is focus on potential customers. So, instead of just making the entire About Us page about you, redirect it to what sets you apart from your competitors, why your experience matters, and why they should trust you.
What we’re trying to say is although your About Us page should be personable, it should also contain enough information to reinforce to your prospect that you’re a trusted and reputed brand to partner with.
A great example that reflects this practice is Fluidic, a growth marketing agency. Their headlines are a dead giveaway that they’re customer-oriented.
But aside from just that, their About Us page also tells you:
- What sets them apart
- What their mission is
- What pain points of yours can they address
- Which awards they’ve won
- How to know if you’d have a great partnership with them
2. Gummi Sig and Alex Birret Showcase Their Personalities
Another great way About Us pages can hit the mark is by showing audiences their unique personalities.
Experts especially suggest showcasing personalities if you have a personal website, where there’s more autonomy and freedom to create a direct human-to-human connection.
Some great examples of About Us pages showcasing the person’s personality are Gummi Sig and Alex Birret’s websites.
For reference, this is Gummi Sig’s website, where you can see his personality right off the bat:
And the same applies to Alex Birkett’s About Us page too:
But aside from just including their personalities, Gummi Sig and Alex both adhere to other best practices, such as showing their achievements and adding a quick call-to-action (CTA) at the end of the page.
For example:
3. Salesforce Knows the About Us Page Serves as a Litmus Test
“A purchase is a transfer of trust,” says Patty Radford Henderson, the founder of Annum.
“This means that beyond ensuring your product or service aligns with your target customer’s needs, you must also convince them your company is credible, that their money will be well spent, and that you’ll deliver the outcome they desire.
If there is any question or concern, your About Us page often serves as the litmus test.”
When asked to share an example, she pointed us to Salesforce’s About Us page, which is full of information like their creation story, purpose, leadership, value, credentials, and customer testimonials.
4. Picsart Provides Quick Snapshots
We all know that customers love to scan as opposed to reading long paragraphs of text. So, how do you grab your customer’s attention in the short time span that you have?
The answer is simple: you rely on quick snapshots that tell your customers all the need-to-know details about your brand. Take a page out of Picsart’s book for this one.
Since its founding in 2011, Picsart has become a powerhouse in creative editing, with over 800 edits happening every second and an astounding one billion-plus edits made each month.
With active creators spanning 180 countries, Picsart’s photo editing tools boast a vibrant global community. Their platform attracts over 150 million monthly active users, making it a thriving hub for creativity.
Not to mention, their commitment to inclusivity is visible through their support for 30 languages, which enables creators from around the world to express themselves.
But instead of writing out every detail of these impressive milestones, they only share the quick and fast facts on their About Us page. This strategy works wonders to demonstrate their tremendous success without losing the visitor in the weeds.
With just a few snapshots, Picsart can tell its story and keep the visitor engaged, while also building trust by showcasing its authority. It’s a stellar approach.
5. Keap Uses a Clear (And Clever) Headline
As a marketing consultant, Joe Manna, suggests that all About Us pages must follow three critical principles:
- They should tell the audience what makes their team unique
- They should showcase your top strengths
- And they should tell them your story
An example he directed us to was Keap. And although Keap follows all the principles Joe shared with us, the other thing we noticed that made it stand out in our eyes was the headline.
Take a look at their About Us page to see what we mean:
The other few things we liked about their website were the timestamps and numbers they shared.
6. Aurit Center Tells Their Story
Due to the nature of their business, Aurit Center, a company that helps with healthy mediation of divorces in Arizona, has to create a personable and professional image. Their clients want someone with technical know-how, but who’ll also treat them like a friend in their vulnerable state.
And that’s something Aurit Center knows all too well, as their About Us page indicates.
The company tells a highly personable story of the founders, showcases the team (and shares professional information of all team members), and even so much so as even includes testimonials, company mission and values, awards, social proof, and their approach.
7. Breadcrumbs Adds Interesting Visuals
If there’s one thing Breadcrumbs specializes in, aside from being a lead scoring software, is its eye-catching custom visuals. Just take a look at any of their social or website content, and you’ll find a style of bold colors that’s hard to miss.
Their About Us page is no different. It has visuals that grab the attention of the reader, and then Breadcrumbs infuses a lot of personality on the page to keep the reader hooked by sharing a personal story.
8. Great Jones Shows the Audience the Kind of Business They’d Be Supporting
Another expert we spoke to was Dan Siepen, a growth and marketing advisor (he’s also written an entire resource on the best About Us page examples, so he really knows his stuff).
One of the things he told us was that an About Us page should have:
- Reflection of the company core values (aka, it should tell the audience what kind of business they’d be supporting)
- Incredible imagery
- Clear mission, vision, and purpose
- A good CTA to round up things
And an example he pointed to us was Great Jones Goods.
If you go to explore their About Us page, you’ll know this is a women-led business with great family values, just at a quick glance — so that’s what sets them apart from the competition.
9. Swagmagic Addresses the Pain Points They Solve
SwagMagic is a sister company to SnackMagic, and one of the ways their About Us page stands out is by focusing on potential client pain points from the get-go.
Do you see what we mean?
However, aside from just addressing pain points, their About Us page has another super cool feature, and that’s the way they introduce their company in the style of a sitcom. That’s to say, instead of just writing their story, they’ve turned it into the format of a TV show.
Take a look to see what we mean:
10. Immi Makes Their About Us Page Interactive
Immi (a ramen brand) has an About Us page that’s extremely concise and yet still super interactive.
Here’s what we mean by this: The founders have a photo of their childhood selves (aka, where their love of ramen first began), and when you click on those photos, you see the recent pictures of the founders.
Aside from this, they also have two videos that give more insight into the lives of the founders and the product’s history.
11. TOMS Is Super Transparent
Normand Chevrette, the president of CME Corp, pointed us to TOMS, a shoe brand that stood out from its competitors by being super authentic and transparent on its About Us page. TOMS is well known for environmentally friendly company values that are deeply rooted in the company culture.
Here’s what he meant by this:
- TOMS has an impact report on their About Us page
- It tells the reader where the profit goes
- It shows how they place mental health at the forefront
- TOMS also showcases their social and environmental ranking
Take a look at TOMS’ About Us page to see for yourself what makes it so special:
12. Sparktoro Showcases What Makes Them Stand Out From the Competition
SparkToro is a website all marketers know and love. However, according to Caleb Rule of Rule Marketing Group, the few ways they stand out with their About Us page is by:
- Leveraging the personal brand of team members (all team members on SparkToro’s website are well-known among the marketing circle)
- Showcasing the reader what makes them stand apart from the competition
For reference, here’s a look at their leadership:
And here’s what makes them different from their competitors:
Create About Us Pages With Rock Content
As stated above, an About Us page serves as a litmus test. So, it can either make or break your trust with customers.
Ideally, when it comes to creating something as important as an About Us page, you should leave it to the pros (after all, creating website content isn’t a task every alternate day!).
And who better to trust with your website content than the team that’s been trusted by giants like General Electric, Yahoo, IBM, Cisco, Microsoft, Red Bull, and Oracle?
And that’s us — Rock Content.
So, to hire industry-leading freelancers and writers, start a 14-day free trial with Rock Content, and see for yourself what good content can do for your business (and your conversion rates).
Mike Bandar is an award-winning UK-based entrepreneur. A Founding Partner of Turn Partners, the startup studio focused on the acquisition, turnaround, or creation of digital businesses. Through Turn Partners, Mike co-founded Hopper HQ the Instagram planning and scheduling tool, working with thousands of influencers, brands and agencies around the world.
