How to Write an About Us Page That Tells a Story.

Let’s talk about us… more specifically, let’s talk about YOUR “About Us” page!

This is a page where you tell your story or your journey of how you created your company.

It involves establishing the setting, introducing your characters, and providing a compelling conclusion that drives action from your website’s visitors.

This adventure of a lifetime may seem a little intimidating at first. Perhaps you may even find yourself asking, “Where do I start?” or — more importantly — “How do I start?” but don’t worry!

We’ll take you through the ins and outs of how to write an about us page, starting with the basics.

What better way to begin this guide than by understanding what an about us page is and what it does?

What Is an About Us Page Exactly?

An about us page is where you can tell your story. It’s a page where you can show off your assets and answer the question: “why should I buy from you?”

Because of this, your page should be goal-oriented. It should focus on highlighting your unique selling points and making a good first impression.

Why is this important, you may ask!

Well, the response is simple. Your brand is a representation of you. It’s how you want the world to see you and it’s also how your consumers connect to you.

When online users visit a website, they look for the people behind the products. They want to hear what you have to offer.

Whether that’s a fun and quirky personality, a provocative advocate, or an eco-conscious duty, consumers want to find the voice behind your brand.

What makes you special and why should people trust you?

These are the questions you need to ask yourself when you develop your about us page.

What Is the Purpose of an About Us Page?

Long story short, an about us page should act as a one-stop shop for your potential customers to learn about you and your founding story.

What’s more, it’s a great place to show off some of your business wins and answer questions that your target audience may have.

All of the information that you include on your page should ultimately tie back to your purpose — your “why.”

Why are you the best at what you do? Why is your business a top-rated company? What makes you different from your competition?

To give you a brief recap, here’s what your about us page should accomplish:

• Communicate your brand’s story and the reason behind why you started it
• Describe what type of customers your business serves (through your voice and tone)
• Explain how your business operates
• Put a face on your brand by featuring key people on your team
• Make a good first impression

TLDR: an about us page is a chance to tell the world about what your company is, what it does, and what sets it apart.

Because of this, it needs to contain key information, such as the brand story, value proposition, mission and vision statements, team members, and more.

Want to know what each of these components means?

Here’s a quick breakdown of what your about us page should contain.

Brand Story

The first component is your brand story. It’s where you tell people how you started and how you ended up producing the products or services your company is selling.

Keep in mind, when writing your brand story, you want to be as compelling and succinct as possible.

Remember not to share too much information and come across as overzealous. Only focus on your career highlights and pivotal moments.

Value Proposition

This next component answers the question: what are you offering that makes your company or brand stand out?

It’s where you showcase your selling point, a characteristic that gives you an unparalleled edge over your competition.

Mission and Vision

OK, you’ve already talked about where your company comes from and what you do.

Now, tackle why you’re doing what you’re doing and what you expect to happen in the future.

This is what’s called your mission and vision.

Make sure to discuss your driving points and your motivation to deliver a product or service that solves a particular problem.

Because of the philosophical nature of this point, you may need to take some time to really think about your brand’s purpose.

Team Members

Have you ever heard of the phrase, “Behind every success is a great team”?

There is no better situation to apply this phrase to than in the context of your company.

Remember, there is no brand without a team, so make sure to give credit where credit is due.

If you have a small business, you may have enough space on your about us page to showcase the entire team.

However, if you have a slightly larger business, you can try to mention the key players of the team.

This section is a good opportunity to add a human face to your business and build a stronger connection with your audience.

Plus, if you want to further engage the viewers, try to incorporate a short description and maybe a motivational quote from each member so both potential and current customers can get to know them a little better.

Anecdote

Want to learn how to grab people’s attention better? Write a story… or better yet, add an anecdote from your previous clients.

By putting a case study or a testimonial on your about us page, you strengthen your credibility, which can put your brand in a position of more authority.

In other words, you become more trustworthy.

Just keep in mind: audiences love to hear authentic stories. As much as possible, don’t oversell yourself.

Strategic Redirect

Once you have all the important parts covered, the end of the consumer’s journey on your about us page is to take action.

That is, you need to lead them to a specific section on your website. This could be your products and services subpage, your contact page, your landing page, or a blog section.

In any case, redirecting them to another area of your website can give them more chances to get to know your brand further.

Each of these components is important, so if you need an expert eye to look over any work you’re doing on your website — like your landing page design or overall theme — let us know.

At this point, you’ve already covered the basics of an about us page. The next step is to learn how to write them in a way that yields positive results.

Here are some killer tips to help you tell your company’s story and convert your visitors to customers.

Establish the Setting of the Story

More than anything, your about us page should tell an interesting narrative that’s straight to the point and not too wordy.

Remember, your readers don’t have all day to read the in-depth history of your company. Keep it short and sweet.

To give you a better idea, here are some key parts of your story to keep in mind:

• The prologue: This includes background information and answers the question of how you started your company.
• The characters: These are the main players in your story, or in other words, your team. Talk about who they are and what makes them pivotal figures in the story.
• The setting: This includes the time of operations and the place of business. It informs viewers where you are located and what time you open.

Paint a comprehensive picture so your potential customers can have a better idea of who you are and what you’re about.

Include Illustrations and Photos

To make your story all the more exciting, incorporate visual elements anywhere you can in your about us page design.

Use photos, infographics, and videos to increase engagement and keep your visitors hooked on your page.

Keep in mind: consumers nowadays are visual users.

This means that they’re looking for fun and interesting graphics that can grab their attention and keep them wanting more.

Encourage Involvement With Your Company

A good story doesn’t just show and tell, it also engages and connects with the reader.

That’s why if you want to create a compelling about us page that drives action, you need to make your audience feel like they’re a part of the narrative.

Let them take control of their journey, but don’t forget to nudge them in the right direction. This is where strategic redirection comes into play.

Make sure that you lead them to other pages (e.g., the products and services page or your contact us page) on your website by incorporating links and buttons.

If not, you can also include pop-up banners at the end of their journey to further engage with them.

When deciding what action your readers need to take, keep in mind that each one is different.

While you may engage with potential customers, you may also have potential new hires in your midst. Try to link your careers page as well.

And remember, your career page design matters too. Make sure every page you’re linking to from your about us page has a purpose and fulfills it well.

This is your chance to get their attention.

Take advantage of it by creating multiple calls to action (CTAs) to draw both possible hires and customers to your company.

Writing an about us page that tells a story helps build trust instantly and makes target customers feel emotionally invested in your brand.

DeAnna Klein, Copywriter

Knowing what to DO is only one-half of the equation.

To truly get the results you want, you also need to know what NOT to do to keep you on the right track.

Don’t Just Talk About One Thing

Yes, it’s true that you need to be cohesive in your storytelling.

But this doesn’t mean that you should limit your narrative to just one thing. Making this mistake can make your page seem boring and monotonous.

Instead, try to branch out and cover a variety of topics.

Don’t be afraid to be expressive.

After all, this is your moment to shine.

Don’t Overhype or Be Over-the-Top Sales-y

Do you know what readers don’t like?

It’s when you tell them what to do without giving them the chance to make the decision themselves.

Avoid overselling yourself at the get-go.

Allow your readers to discover who you are and your unique qualities through the story you weave.

When you do this right, you’ll get the sales, clicks, and shares you’re looking for.

Don’t Forget the Ending

What’s a story without an ending? A cliffhanger, that’s for sure.

Don’t be the kind of author that leaves your readers hanging. Give them a clear conclusion that ties everything together.

In doing so, you can help your readers (a.k.a, potential customers and hires) understand you better and, ultimately, make the right decision.

After delivering your narrative, the goal is to keep them wanting more. That’s when you push them to take action and be part of the overarching story.

Your about us page is one big story that tells the tale of your company and its people.

Make it interesting, make it fun, and — most of all — make it memorable.

If website redesign isn’t your niche, contact us!

At Huemor, we use our creative perspective and specialized skills to tell a story.

We can guide you through transforming your concept into words and images that sell.

Together, let’s create a tale that ends happily ever after!