The Brand Wagon

What Should an About Us Page Actually Say?

You know your business. How it started, what you sell, who works there, and why customers choose you.

But wrapping all of that into an engaging About page that someone actually wants to read can feel a little overwhelming.

In a nutshell, a good About page should bridge the gap between business credibility and human connection. It should demonstrate that you have the experience and ability to deliver while giving people a reason to care about who they’re doing business with.

The good new is, you don't need a perfectly defined mission statement, a sophisticated brand strategy, or a 100-year company history to create a compelling About page.

Start with what's true about your business. Explain why it matters to your customers. And give them enough evidence to believe you.

Your About Page Isn't Just About You

Someone visiting your About page usually isn't there because they're fascinated by the history of your company.

They're trying to figure you out.

Who are these people?
Do they understand what I need?
Do they have the experience to help me?
What makes them different from the other companies I'm considering?
Can I trust them?

Your company story, experience, employees, values, accomplishments, and history can all help answer those questions. The trick is connecting information about your business to something meaningful for your customer.

So instead of simply saying, We've been in business for 25 years, try explain what those 25 years mean. i.e. For more than 25 years, we've helped homeowners throughout our community navigate everything from small repairs to complete renovations.

The first statement gives us a fact while the second gives that fact relevance. That's the job of a good About page.

BEFORE YOU READ: You Don't Need All Seven

Choose the pieces that give your customers the clearest picture of your business while answering the question:

What does someone need to know about us before they'll feel comfortable doing business with us?

Build the page around the answer.

1. Start With Who You Help

Before you write your company history, tell people they've arrived at the right place. Show them you understand who they are and how you can help them accomplish their goal.

A commercial contractor might say:

We work with general contractors, developers, and property owners who need projects completed safely, correctly, and on schedule.

A local accounting firm might say:

We help small businesses and families make sense of their finances without making accounting feel more complicated than it needs to be.

A manufacturer might say:

We build equipment for people who depend on it every day and can't afford unnecessary downtime.

You don't necessarily need clever marketing language here, in fact, simple is usually better.

Try completing this sentence:

We help [type of customer] [solve a problem/accomplish something] by [what you do].

You may never use that exact sentence on your website, but it's an excellent starting point.

2. Explain Why the Business Exists

This doesn't have to be a grand corporate mission. If you already have one, kudos! However, for many small businesses, providing an honest and heartfelt answer is easier to connect with and more interesting.

Maybe you saw a better way to make something.
Maybe customers kept asking you for a service.
Maybe you were frustrated by how your industry treated people.
Maybe the company has been in your family for three generations.
Maybe you were told if you do something you love you'll never work again.
Maybe you're simply very good at something and decided to build a business around it.

That's your story.

Ask yourself:

Why did we start doing this?
Why do we still care about doing it today?

Those two answers can often produce a meaningful explanation of your company's purpose.

3. Tell the Parts of Your Story That Matter

You don't need to document every year your company has existed, choose the moments that help someone understand how you became the business you are today.

If your company is only two years old, that's okay too. A good story doesn't have to be an old story. Talk about the experience that led to starting the company and what you've accomplished since.

That could include when the company was founded, an important expansion, a second generation taking over, the development of a new product, moving into a larger facility, reaching an important milestone, or entering a new market.

For businesses with enough history, a simple timeline can work extremely well.

1998 — Started in a two-car garage.
2005 — Moved into our first dedicated shop.
2014 — Expanded to serve customers statewide.
2022 — Second generation joined the business.

Notice what this does.

Instead of telling people that you're “established” or “experienced,” you're giving them evidence that allows them to reach that conclusion themselves.

4. Explain What You Believe About the Work

This is where a lot of businesses feel pressure to come up with their core values. If you don't already have them, no worries. Instead, think about the beliefs that actually influence how you operate.

Ask yourself:

What are we unwilling to compromise on?
What do we think customers deserve?
What frustrates us about our industry?
What do we do differently because we believe there's a better way?
What would our employees say matters around here?

The answers might be things like:

We return phone calls.
We don't recommend work people don't need.
We would rather do something correctly than do it twice.
We believe customers deserve to understand what they're paying for.
We hire good people and trust them to do their jobs.
We stand behind what we build.

Those statements may not sound as corporate as “Integrity. Innovation. Excellence.” That's ok and precisely why they're useful. They're believable.

5. Show What Makes You Different

Almost every business has competitors. Your About page is a good place to help customers understand why your business isn't interchangeable with all of them. The important part is being specific.

“Quality service” isn't much of a differentiator because your competitors probably promise quality service too.

Instead, look for differences customers can actually understand.

Maybe every project is handled by an experienced technician.
Maybe you manufacture your products locally.
Maybe customers work directly with the owner.
Maybe you stock replacement parts that competitors have to order.
Maybe your company has expertise in a particularly difficult type of project.
Maybe you've intentionally stayed small because it allows you to provide better service.

Ask:

What do customers get from working with us that they may not get somewhere else?

Then explain why that difference matters.

6. Introduce the People

For many small and medium-sized businesses, the people are one of the greatest advantages you have over a large competitor.

Use that.

Show the owner. Introduce the team. Let people see who will answer the phone, visit their property, manage their project, design their product, or solve their problem.

You don't necessarily need a lengthy biography for everyone.

A photograph, name, position, area of expertise, and a sentence or two about the person may be enough. If appropriate for your business, allow some personality to show through too.

People like doing business with people.

Your About page is one of the few places on your website where visitors are specifically looking for the humans behind the company.

7. Back Up What You Say

If you say you're experienced, show experience. If you say customers trust you, show evidence of that trust.

This is where social proof can make your about page much stronger.

Depending on your business, that might include customer testimonials, years in business, number of customers served, certifications, professional memberships, awards, recognizable clients, community involvement, case studies, project photographs, review ratings, or other meaningful accomplishments.

You don't need all of them. Choose the proof that supports the story you're telling. And don't worry if your numbers aren't enormous.

“Serving Billings businesses since 1997” may mean far more to a local customer than “10,000+ satisfied customers.”

Relevant proof beats impressive-looking numbers.