How to Write an 'About Us' Page

If someone's landed on your 'About Us' page, they're not just curious about what you do; they're likely interested in who you are. It's like walking into a room and making that first impression – you want it to count. Sharing the most integral parts of your brand story, in a voice and tone that's distinctly yours, can help you stand out to customers who share your vision and values. This isn't just about setting you apart from the competition but inviting people to join you on your journey.

My journey to founding my audience insights and marketing studio, Tote + Pears, came from a deeply personal place as my husband, Kai-Saun, and I were navigating the complexity of our daily life while caring for our premature child. This experience opened my eyes to how businesses often overlook their audience’s journeys, propelling me to start a meaningful marketing-centered agency. 

Every piece of Tote + Pears – from our website to brand identity to our recruitment strategies to our content and other marketing materials – reflects who we are, what we stand for, and how we’re different from other agencies. As a small-business owner, you have a unique story, too, and your 'About' page can be the perfect place to share it.

Building Your "About Me/Us" Page: A Step-by-Step Guide

You don’t need to follow an about me template, but there are certain elements that can give your page some pop. When considering what to include in an 'About Me' page, you can focus on highlighting your mission, journey, and vision in a voice that's authentically yours.

Define Your Mission Statement 

You can begin by defining the core purpose of your business. What impact do you wish to make? You can articulate this through a concise mission statement that captures the essence of why your business exists and the difference you aim to make in the lives of your customers or the broader world.

For example, at Tote + Pears, our mission is to get people what they need by helping companies understand, build, and connect with the audiences that need them.

Tell Your Company Story 

Sharing your company story is an opportunity to showcase your passions and perseverance by recounting the journey from inception through growth. How did you get started? What challenges have you overcome? What are you most proud of?

Was the business started in a small garage while making your child’s prom outfit or out of a passion for providing holistic medical care? Are you a leading voice in your field? Sharing your background and progress can allow new and potential customers to connect with your journey and take action.

Discuss Your Evolution

The 'About' page is an ideal place to reflect on your company's growth and the pivotal lessons learned along the way. Highlighting your adaptability and evolution can demonstrate a commitment to growth and enhance your relatability.

Share Your North Star

Identify and communicate the core motivation behind your business. For my business, it stemmed from a personal need for better, more meaningful products and services. Sharing your north star can help create emotional connections with customers.

Identify Your Target Audience 

Understanding the diverse reasons visitors come to your 'About' page can help you tailor content that addresses their specific interests and questions. You can utilize tools like Google Analytics or Qualtrics or hire experts to gather important audience insights. Different audiences may be visiting your 'About Us' page for different reasons; knowing what these reasons are can help you create a page that answers their questions.

Explain Your Unique Offer

You can leverage your understanding of your target audience to articulate what sets your product or service apart. Highlighting how your offerings align with their values and meet their needs can enhance the effectiveness of your 'About' page.

When considering what to include in an 'About Me' page, you can focus on highlighting your mission, journey, and vision in a voice that's authentically yours.

For example, if you find your market prefers local manufacturers and so do you, you can include these messages on your 'About' page.

Highlight Customer Successes with Testimonials

Testimonials highlight customer satisfaction as well as the tangible benefits of your business. Featuring these success stories on your 'About Us' page is an excellent strategy to foster trust, illustrating precisely how your business meets and exceeds customer needs. By sharing these experiences, you can show visitors the real impact of choosing your products or services.

Share Your Values

Laying out your core values can foster a sense of community and reinforce customer loyalty. This aspect of your 'About' page can distinguish your brand and solidify it as the go-to choice for customers whose values align with yours.

The Takeaway

By crafting an engaging 'About Us' page, you can connect with your audience at a deeper level. You can embrace this chance to share your journey, celebrate your successes, and extend an invitation to customers that is more than transactional.