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About Us Page Copywriting Tips + 5 Solid Examples

Last Updated: November 30, 2022

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What makes an excellent About Us page? The story! Your story!

But it’s not just some history lesson or timeline of events that make your company — that’s part of it, but it’s not everything your About Us page should be.

An excellent story will resonate with your audience, which will help them truly understand what you do, how you can help them, and why they can genuinely relate to your brand.

You’re off to a good start if this sounds like your About page.

But if not, that’s okay! That’s the reason why we wrote this blog.

We’ll show you the best practices of writing copy for an about Us page so you can truly stand out and persuade your leads to choose your company.

Let’s get start!

CHAPTER one

Copywriting Tips and Tricks

No one should ignore their About Us page when developing their websites.

After all, it’s one of the first pages that potential customers will go to if they want to know more about your company.

Here are the best ways to write your About Us page.

Differentiate Yourself From the Competition

It’s important to remember that your About Us page is an opportunity to differentiate your company from the competition.

Many companies make the mistake of focusing too much on their history, but people want to know why they should choose your company over others.

Focus on your company values and what makes you different.

Of course, you can still include company history, but be creative about how you incorporate it into the page.

Show Some Personality

Your About Us page is also an opportunity to show off your personality.

After all, people do business with people, not businesses. Make sure your page reflects the character of your company.

For example, if you’re a fun and friendly company, ensure those characteristics come across on your page. If your company is more serious, keep your page’s tone professional.

Some companies like to use humor on their About Us pages, but be careful with this approach. If done wrong, it can come across as try-hard or unprofessional.

Only use humor if it fits well with your brand voice and if you’re confident that you can pull it off.

Add Some Calls-to-Action

Add Some Calls to Action

Your About Us page is one of the essential pages on your website — it’s where customers go to learn more about your company and what you offer.

Why not take advantage of this opportunity by adding some calls-to-action (CTAs) to your About Us page?

Adding CTAs to your About Us page can help increase conversions by giving customers a clear next step to take.

For example, you could add a CTA to contact you or sign up for your email list.

Make sure that your CTAs are relevant to your target audience and that they’re placed strategically and tastefully on the page.

Share Your Values

Your About Us page is an excellent way to share your company values.

These values will guide your customers and help them understand what you stand for as a business. Make sure to include them on your About Us page.

If you’ve been in business for a while, mention it on your About Us page. This can help build trust with potential customers and show that you’re a reputable company.

You can include information about how long you’ve been in business or highlight some of your significant accomplishments.

Another great way to build trust with potential customers is to talk about the clients you’ve helped in the past. This shows that you have experience working with businesses like theirs and know how to deliver results.

If you’ve helped big-name clients or completed significant projects, mention it on your About Us page or link to a dedicated page on your website.

deAnna klein news page

Your About Us page copy needs to be customer-focused to be effective. Always make sure you convey that you are uniquely qualified to offer a service or product that will address their pain points and solve their problems, making their lives easier and better.

DeAnna Klein, Copywriter

Add Timelines

It’s vital to add timelines to your About Us page for a few reasons.

First, it helps your customers see the growth of your company.

This is especially important for newer businesses, as transparency can help build trust with potential customers.

Additionally, timelines can help set clear expectations of goals and what is to come.

This is vital for keeping customers updated on new products, developments, and changes within the company.

However, it’s important to note that timelines will vary depending on the industry.

For this reason, it’s best to work with your web developer and copywriter to ensure accuracy and relevancy.

Show Your Face!

Show Your Face

Running a business is all about building relationships. One of the best ways to build relationships is to put a face to a name.

Your About Us page is the perfect place to do just that.

Showing your team helps potential customers and clients put a face to your business. It also helps build familiarity and trust.

After all, when people can see who they’re doing business with, they’re more likely to feel comfortable working with you.

Include Stats and Social Proof

If you want your About Us page to be truly effective, you need to include stats and social proof.

Stats and social proof are some of the most powerful tools you have at your disposal.

They help show potential customers that you’re a reputable and trustworthy company.

When customers see that you’re a reputable and trustworthy company, they’re more likely to do business with you.

There are a few different ways you can include stats and social proof on your About Us page:

  • Mention any awards or accolades your company has earned. This helps show potential customers that you’re an authority in your industry.
  • Include customer testimonials or reviews on your About Us page. This is one of the best ways to show potential customers that others have been happy with their experience with you. (Learn how to use testimonials effectively!)
  • If you have impressive stats or figures, include them on your About Us page. Stats could be anything from the number of products you’ve sold to the percentage of satisfied customers.

Key Takeaways

These tips can be overwhelming, especially for newbie copywriters, but it’s essential to remember that there’s no one-size-fits-all strategy for About Us copywriting.

What’s important to remember is to use this page as a tool that will help drive sales and engage your potential customers.

Your web design, along with several components of your website, will play a vital role in the success of your About Us page.

CHAPTER two

Examples of Great About Us Copywriting

Now that you know the critical elements of an excellent About Us page let’s look at some of the best About Us pages we found for your inspiration.

Here are our top About Us page picks:

BetterCloud

BetterCloud

BetterCloud is an excellent example of an About Us page done right.

It highlights the company’s strengths without going into too much detail.

It uses statistics effectively to show how many years in business, how many employees, and how many offices they have.

BetterCloud’s copy is well-written and engaging without sounding too sales-y or self-promotional.

HubSpot

HubSpot

HubSpot is another About Us page that does a great job of highlighting the company’s key points.

It starts with a simple, clean design and uses colors and images that invoke the correct feeling and draw the user in.

The copy is quick and to the point, including the mission statement, a short story about HubSpot, a brief history/timeline, and information on what they do and how they help their customers.

Their use of statistics is also helpful in furthering their point to customers.

Luseta Beauty

Luseta Beauty

Luseta Beauty is an excellent example of an about us page with well written copy for a few key reasons.

First, the page highlights information about their company in an engaging and easily digestible way.

Second, the page highlights what they stand for — being relatable to customers who may share the same beliefs, like their ingredients, clean beauty, and more.

Finally, the CTA at the end of the page effectively sends customers back to the shopping-related pages.

Lunya

Lunya

Lunya has another About Us page that does a great job of highlighting what the company stands for.

They share their mission clearly and concisely while connecting with their potential customers by talking about what they value — quality products while caring for the environment.

The highlight of their founder and the story of Lunya is also an excellent way to engage potential customers and give them a sense of the company’s history.

Tripleseat

Tripleseat

Finally, Tripleseat is an excellent example of how to write an About Us page that engages users and builds trust.

By featuring images of their employees and discussing key company facts, they create a page that is both informative and relatable.

This allows potential customers to learn more about the company and its team and encourages them to visit the career page to join the Tripleseat team.

Overall, Tripleseat does an excellent job of writing its About Us page in an informative and trustworthy way.

By featuring images of their employees and discussing key company facts, they can engage with potential customers and build a relationship of trust.

This makes Tripleseat an excellent example for anyone looking to improve their about us page and the copy showcased on the page.

CHAPTER three

Final Thoughts

What makes a great About Us page? Well, it’s essential to consider all the elements that make up your page.

The tone you set and the story you tell are critical in getting people to connect with your brand.

And don’t forget to showcase your team and what makes it unique!

By taking cues from some of the best pages out there, you can create an About Us page that represents your business and helps you stand out from the competition.

If you need help putting all this together or want someone to bounce ideas off of, reach out to us at Huemor.

We would be happy to chat about creating an amazing About Us page for your website.

Meet The Author

Jeff Gapinski is the President of Huemor where he helps plan the long-term strategic growth of the agency. Jeff is passionate about UI/UX, demand generation, and digital strategy.

Originally Published

October 10, 2022

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