The “About the Company” page is often seen by us as filled with dry text about “professional experts” and “significant experience in the field”. If you’re unsure how to design your company page or what content to fill it with, analyze your direct competitors and try to identify what interests your target audience.
For a marketing agency’s website, it’s important to focus on numbers, client achievements, while for the cosmetics industry, information about ingredients and manufacturing technology might be more important. The page can be designed succinctly or contain a lot of visuals and text—it all depends on the specific business’s concept and its tone of voice.
What will be discussed?
- Why is an “About Us” page necessary?
- What should be on the company page?
- “About Us” page templates
- How to design a company page?
- How to write text for a company website?
- Examples of “About Us” pages
- Why is the “About Us” section important?
The “About Us” section should inspire trust in the website visitor. If your business is young and you can’t boast significant achievements, tell an interesting story about the company’s development, share the mission, brand values, showcase your specialists, and demonstrate how you differ from competitors.
The ‘About Us’ page is a page on your website that tells your readers all about you. It includes a detailed description covering all aspects of your business and you as an entrepreneur. This might include the products or services you offer, the history of your business, your mission and vision, purpose, and possibly something about your future goals. The ‘About Us’ page is a great opportunity to tell a compelling story about your business.
Example of the company Moz
Although Moz was founded in 2004, the “About Us” page lacks a section with numbers and a list of achievements. Instead, there are many sincere photos, brief descriptions of advantages, and at the top of the page, the brand’s philosophy, its purpose, and principles are laid out. The uniqueness of the concept lies, first, in the direction of activity (“This is one of the least understood and least transparent aspects of great marketing, and we see this as an opportunity. We’re excited to simplify SEO…”), and, second, in a special approach to marketing (“At Moz, we believe there’s a better way to do marketing. A more valuable way, where customers are earned, not bought”).
Why is an “About Us” page necessary?
Remember that the “About Us” page doesn’t necessarily need to be optimized for search engine queries, as users often navigate to it from other sections of the site. You can include a few key phrases or words in the article, but they should fit harmoniously and not overload the text.
The main function of this section is to present the company in a way that makes people want to buy a product or order a service specifically from you, even if the range of products in the catalog is exactly the same as that of competitors. Properly designing the page is important for online stores and for enterprise web resources (law firms, medical centers, IT companies, and others).
If a business is run by a single individual, such as a psychologist or copywriter, the section changes its name to “About Me,” but its presence on the website remains just as important. A good example is the website of CPA and financial consultant Katy Derus, featuring a high-quality photo, succinct text, and highlights of Katy’s appearances in leading media and publications like Entrepreneur and Cosmopolitan.
What goals can be achieved with a properly designed “About Us” page?
- Convince website visitors that the company is trustworthy.
- Show the “behind the scenes,” confirm the reality of an office, team, etc.
- Stand out among competitors through a unique and significant mission, values, manufacturing technologies, etc.
- Increase website conversion through calls to action, additional offers, linking to other site pages, and buttons.
- Prove the business’s legality and the legality of the trade offer.
The absence of an “About Us” page can make website visitors think that you are not interested in providing them with necessary information or specific facts. This can be compared to being unable to call or find the company’s office. When comparing different offers, a potential client will choose the one that is presented by an entrepreneur with a face, a name, and even a specific mood.
Also, an interesting company page can increase the time visitors spend on the site, which positively affects its ranking by search engines.
on the About Us page
What should be on the company page?
- A headline with a unique value proposition. Even if the UVP is present on the homepage, it’s still valuable here.
“In marketing, a unique selling proposition (USP), also called a unique selling point or a unique value proposition (UVP) in a business model, is a marketing strategy of informing customers about how one’s own brand or product surpasses competitors (in addition to other advantages).”
Hindle, Tim Guide to Management Ideas and Gurus
- A statement of the company’s mission and values, and identification of the target audience. Answer the questions “Who are we?”, “What do we do?”, “For whom do we do this and why?”.
- An article about the company. If the page is designed as a landing page, this element is not mandatory—it’s significantly better to present information in the form of text blocks visualized with graphic icons and photographs. This can be the company’s history, vision of future activities, as well as the advantages of the service or products. The latter is better formatted as a bulleted list or a separate block.
- Photos of the team with captions. Include surnames and names, positions, specialization, and possibly a few words about achievements and experience in a particular field.
- Thematic events, for example, participation in events related to the company’s activities, including photos from exhibitions.
- Cases. A separate section should be dedicated to the portfolio, but the “About Us” page can showcase the best examples and provide a link to the “Our Works” page.
- Numbers. Not every field considers exact figures important. However, for a marketing agency, for example, having information about the number of completed projects, the average percentage increase in site conversion rates for regular clients, etc., would be a significant advantage.
- Documents. Certificates and awards confirm the professionalism of the company or a particular specialist. This is primarily important for medical facilities, cosmetologists, psychologists—everyone involved in improving a person’s health and appearance.
- Reviews. Like cases, they should be placed on a separate page, but in the “About the Company” section, you can publish a few reviews with photos of clients or even videos. It’s great if you can boast of collaboration with celebrities.
- Call to action (CTA). To make the page conversion-friendly, in addition to links to other sections of the site, add an offer and a button, for example, “Book a consultation” or “Choose a service”.
📌 Read in blog post: How to create USP
Sometimes an FAQ section is added to the company page—a block with popular questions about services or products and answers to them. This component is not mandatory, like the “Reviews” and “Cases” sections, and can be placed in a separate section.
A powerful trust trigger is shared photos of the entrepreneur with notable individuals if they are mentors, partners, or clients of the company.
Example of using photographs on the About Us page
This is implemented on the website of business coach Marie Forleo. Also, on Marie’s site, you can see a successful example of using a lead magnet (a free bait product). A popup window with an offer to receive an audio training as a gift appears on the screen at the moment the website visitor has scrolled to the end of the page, thereby showing interest and, likely, being convinced of the business lady’s expertise.
“About Us” Page Templates
Using a template simplifies the creation of a website or its individual page.
Website templates are pre-designed layouts that allow content to be placed on a web page for quick creation of a well-thought-out website. You can drag and drop elements, such as image blocks, photo galleries, logos, and more, into the template to make it your own. With a template for creating a high-quality website design tailored to your brand’s needs, absolutely no programming skills are required.
Examples of company page templates in WordPress
One of the simplest and most popular ways is to create a company page on WordPress.
- The bright and modern Touraza template is perfectly suited for a progressive project or a young team, for example, a marketing agency.
- For a small business, like a café, the Munchies Template on WordPress would be suitable.
- The Logan Template can be downloaded for Shopify. It’s a decent option for a travel agency, educational or entertainment establishment.
- One of the free “About Us” page generators is Volusion. Also, a large number of ready-made solutions can be found on Nicepage.
How to design a company page?
It’s not always necessary to use “About Us” page templates—in some niches, it’s much more effective to be creative. This approach is taken by bold pioneers and global brands.
For example, Nike starts its introduction to website visitors with the words “To bring inspiration and innovation to every athlete in the world” and adds the slogan “If you have a body, you are an athlete”.
However, excessive creativity in designing the “About Us” page is mostly afforded only by well-known brands that have already won their audience’s trust. In the process of creating a section about the company, you should use typical structure elements, combining them depending on the activity direction. An interesting fact can be presented as a quote from the founder or team members, as done on the Moz website.
To show the scale of the company, it’s a good idea to add a group photo of employees (if the team is really large). A photo taken in an informal setting is even a plus. A large number of people united by a common activity, smiling faces, an eloquent caption—all this is on the Ceros page, which positions itself as the first company whose specialists began to work remotely: “Damn. There are about 400 of us. And we continue to grow. Intensively. In 15 countries”.
To better convey the work atmosphere, you can place a video from a corporate event, meeting, or conference. Overall, images of people increase website conversion and inspire more trust. This is proven by A/B testing results conducted by VWO. An example is the blog of Jason Thompson. He compared the number of contacts made with him using two different avatars.
- When he used a logo, the conversion was 3.7%.
- When he replaced the logo with his own photo, the figure rose to 5.5%.
People want to emotionally connect with other people; a photograph makes this emotional connection much simpler and, as the test shows, encourages people to move to the contact form more than an unremarkable icon.
For the “About Us” page, photographs are especially important because this section reveals the “behind the scenes” and introduces users to key people in the company.
As for the design of this page, it should consider the business direction and the preferences of the target audience. Cute cats in photos next to specialists might be appropriate for a creative IT studio but not for a law firm. A lot depends on the color scheme and fonts.
Of course, the style of the “About Us” page should not drastically differ from the style of the entire site. However, you can experiment by combining familiar elements with new ones. For example, with the tool fontpair.co, you can select the optimal combination of fonts for the site.
Don’t forget to check the responsiveness of the site so that smartphone and tablet users can view the page without any issues. Also, set up AMP pages.
Next, we will look at how to write a short and valuable text for potential clients about the company.
How to write text for a company website?
NNG research showed that only 16% of users read text on a website in full. Others “scan” it, paying attention to key points and elements that are visually highlighted.
To make a visitor on the “About Us” page stop and read the article about the company, the text should be organized in a way that makes “scanning” very easy.
- Add subheadings, bulleted or numbered lists.
- Divide the text into paragraphs of 4-5 lines, ensuring proper indentation.
- If the business field allows, supplement the text with a table, chart, or infographic. This is a great way to successfully show the company’s development timeline.
- Highlight quotes in italics, important statements in bold font. However, highlighting keywords is considered a gross mistake. Visual accents are not needed for optimization, and they can distract the reader.
- Videos and photos can also blend harmoniously into the article if the text segments next to the visuals match their content.
An example of an article about a project is on the Girlboss website. It reveals the essence, mission, and values of the community. The text is informative yet not too lengthy.
On the Yellow Leaf Hammocks company website, its story and concept are unveiled through brief descriptions and photos. The story about the social significance of the project concludes with a call to action and a button.
The company text should be concise (1000-1500 characters without spaces), written in a “live” language, occasionally sprinkled with humor and interesting facts. Avoid unnecessary appeals to the reader and repetitions of the word “we”.
Try to convey the main information about the activity, benefits for clients, and differences from competitors. At the same time, it’s important to avoid exaggerations and be as specific as possible in your statements.
How to write an “About the Company” text
“Our network of studios is one of the largest in US. We only select professionals with a minimum of 5 years of experience. Our key principle is flawless execution combined with speed. A quality department specialist ensures the perfect implementation of client ideas, while a project manager ensures deadlines are met”.
How not to write an “About the Company” text
“Our network of studios is the largest in US. Our experts have extensive experience and can complete any task in just a few days. High-level service is our main working principle”.
No matter how perfect the text about the company is, it cannot do without appropriate design and images. Using visual content simplifies the perception of information. A great solution for the service sector or selling products in a small assortment is a landing page.
Examples of “About Us” pages
Let’s consider several well-designed “About Us” pages, whose structure and content may inspire you to develop an interesting and conversion-oriented section about your company.
How the company page of MacPaw was designed
- Team photos and values
The company page of MacPaw, a company founded by Ukrainians that develops mobile applications for Apple devices, starts with a brief description of its activity and a photo of the team. It then discusses the core values.
- Work Process
The next several blocks of the page talk about the specialists’ attitude towards their work and clients. Bright colors, professional humor, and a video clip are what stand out the most.
- Meeting the Specialists and Hiring Newcomers
It’s worth noting the introduction to the team. A big plus is that under each photo, besides the name, surname, description of specialization, and position, there is a link to the expert’s Instagram profile. The company invites specialists to join the team, and everyone else to follow them on social media.
- Merch and Invitation to Get Acquainted
If the company has an additional direction, why not talk about it on the “About Us” page? That’s what MacPaw does, offering visitors branded goods. One of the CTAs is to start shopping, which is implemented with a “Shop now” button.
“Talk to us. We love strangers” and the “Contact Us” button conclude the page with this call to action and contact information.
Building trust should be gradual and unobtrusive. This is how MacPaw operates, focusing visitors’ attention not on offers but on “live” visual content.
Grammarly
Another company founded by Ukrainians is Grammarly. The essence of its activity is to improve written English through software development.
- Mission and Video Presentation
“Improving lives by improving communication” is the mission statement that begins the page. The first thing a visitor sees is a video clip about the company’s activities.
- Trust Factors: Key Figures, Certificates, Ratings
The discussion then moves on to achievements, numbers, certificates, security principles, and confidentiality.
“Every day, 30 million people and 50,000 teams worldwide rely on our advice. TIME recognized us as one of the 100 most influential companies”. Note that the information about rankings is backed up by links. This enhances user trust, as the evidence of listed achievements is documented on third-party, verified sources.
- Company Values and Hiring New Specialists
A separate block is dedicated to presenting the team’s values. Below is an invitation to become one of its members and a call-to-action button.
- Key Figures and Software Solutions
The most important metrics in figures and an article about the company are placed at the bottom of the page. The text contains hyperlinks to other sections of the site, positively affecting both the organic promotion of the web resource and its conversion.
Software solutions for different devices are described concisely and in accessible language.
- Development Chronology
Next are photos of key specialists, the history of the project’s founding and development, and a schematic chronology of events that is easy to grasp and intended for users who never read long texts.
The last block is a call to learn more about the Grammarly team with a button.
Ajax Systems
Next, let’s look at the page about Ajax Systems. Once a Ukrainian and now an international company, it is engaged in the development and installation of security systems against burglars, fires, gas leaks.
- Team and Key Figures
The introduction begins with a photo of the team. Then, the essence of the company’s activities and achievements, expressed in figures, are revealed.
- Product Details
The ability to demonstrate the product “in section” is an important advantage for advertising a technological product. Ajax devices are not only described but also shown from the inside.
- Working Principles
Minimalist graphic icons are successfully combined with descriptions of proprietary technologies, design, software, etc. A slider is an original way to present a list of principles.
At the bottom of the page, there are links to the company’s vacancies and blog.
NP Digital
- Values
The page about the marketing agency NP Digital starts with a description of the company’s key values against a photo of the office.
- Meeting the Founder
The next section introduces the company’s founder, Neil Patel, highlighting the ample number of buttons. However, there are no pushy calls to action. Just “Contact Us,” “Learn More,” “Reach Out to Us”.
- Numbers
The numbersare indeed impressive. This isn’t a case where the achievements section causes distrust or a skeptical smile. For a company of NP Digital’s scale, generalizing results is necessary. This way, the website visitor understands the scale of professionalism and popularity of the agency and appreciates the value of the product.
- Working Principles
The information about values and principles is presented without superfluous words or even visualization. Such conciseness in some cases is more effective than creativity and the WOW effect.
- Office Locations
The geography of operations is shown on a map: “We operate in 15 different countries and 40 out of 50 states in the USA”.
- Inclusivity, Team Awards
The page also discusses awards, the number of clients, employees, offices. The mention of inclusivity is very important, as it enhances its uniqueness: “We are a minority-founded business that belongs to minorities. We have created a diverse organization that is inclusive, where all our colleagues find opportunities for growth and belonging”.
A significant portion is dedicated to introducing key individuals representing the company in various countries.
The conversation with the potential client concludes with the call to action “Let’s Talk” linked to the “Contact” page.
HubSpot
The American company HubSpot specializes in developing software for marketing, online commerce, and customer service.
- Team
The About Us page starts with a photo of employees at a training or conference and a slogan.
- Business Sustainability
If inclusivity was the foundation of uniqueness for the previous example, in this case, it’s the sustainability of the business, meaning sincerity, real help for clients, and healthy market competition. The impression from meeting a “business with a soul” is enhanced by emotional photos, for example, the co-founders in a casual setting with a cute dog.
- Company History
The story of the company’s creation and development is presented in the form of text, a video clip, and a slider with a chronology of events. Different presentations of important facts are aimed at users with different types of information perception.
- Product Description
The most important part is the description of the software. This section is intentionally located in the middle of the page so that the potential buyer is prepared for the product presentation and feels its value compared to similar, possibly more budget-friendly, solutions.
- Trial Offer
Site visitors can use the free version of HubSpot CRM or install the full CRM platform.
- Company Numbers
Numbers demonstrating the scale of the community are backed by specific data. Each indicator has a link to an additional page where you can learn more about that information.
- Director’s Quote
A statement from the CTO and founder of HubSpot once again emphasizes the sustainability of the business and its mission.
Overall, well-designed and apt quotes from key specialists successfully complement any company page. Such elements can help stand out from competitors. Despite the familiar structure of each website page, marketing cannot be static. It’s not desirable to copy competitors or market leaders—it’s better to analyze them and adapt the best ideas for your own business.
Marketer comment
The company page is important both for users and search engines. It’s a source of trust for your website.
Since the introduction of E.A.T. factors and the Y.M.Y.L. algorithm, this has become a special ranking factor. And in the video, I explain why exactly Google will scan your site, paying attention to what you have written on this page.
To our clients, the team and I always update the company pages in the first month of work, suggesting adding certificates and videos.
Small and medium businesses often ignore this page, settling for template phrases, although they have all the necessary data.
Why is the “About Us” section important?
The “About Us” block is a company’s business card. Its presence contributes to the organic promotion of the site, can increase conversion, and most importantly—strengthen the trust of potential clients.
It’s important to remember that any visitor to a web resource is primarily interested not in the company’s achievements but in the benefits they can gain from its services or products. Talking about the mission, principles, and achievements is necessary, but only by harmoniously combining this information with descriptions of what the client ultimately receives from cooperation.
Conclusions
- With a properly designed and compelling content-filled “About the Company” page, you can become closer to the client, showing where you started and what goal you are heading towards. Between the lines, there should be a read of care for consumers, respect for them, and for the employees.
- Google Analytics traffic monitoring data shows that the About Us section is one of the most visited. It almost always is part of the visitor’s path to conversion—that is, to ordering a product or service or booking a consultation.
- Therefore, do not neglect this important component of the website and, before preparing the page, analyze your target audience to find out which criteria for choosing a service provider or goods seller are the most significant for them. Even with a template, you can create an effective “About Us” section, periodically refining and supplementing it.
