How to Write an About Us Page That Sounds Like You

Your about us page is probably the second most visited page on your site, and it probably says almost nothing. "We are a passionate team dedicated to excellence" could belong to a dental clinic, a logistics firm or a bakery, which means it belongs to none of them.

The fix is not more adjectives. A good about us page answers four questions a stranger has in the first thirty seconds: who are you, what do you actually do, why should I believe you, and what should I do next. I have rewritten more than forty of these pages for clients over the past decade, and the ones that work all follow that order, in a voice that matches the rest of the brand.

What an about us page is really for

People rarely read an about us page out of curiosity. They read it to decide. A buyer is checking that you are a real company before paying. A journalist is looking for a founding year and a name to quote. A job candidate wants to know what working there feels like. A partner wants to see if you are serious.

That is four audiences with one shared need: proof that you are who you say you are, delivered quickly. Every sentence on the page should serve that need. If a paragraph exists only because the founder likes it, it belongs in a blog post or a speech, not here.

A useful test: print the page, hand it to someone who has never heard of you, give them sixty seconds, then take it away. Ask them what you do, where you are and why you are different. If they cannot answer all three, the page is not doing its job yet.

The structure that works for most companies

You do not need a creative format. You need the right order. This is the outline I start from with almost every client, and it rarely needs more than 400 to 600 words.

1. One sentence on what you do and for whom. "We design and install solar systems for farms in northern Spain." Not your mission, your actual work.
2. A short origin. Two or three sentences on why the company exists. The problem you saw, the year you started, who started it.
3. Proof. Numbers, named clients if they agree, years in business, certifications, a single strong customer quote.
4. The people. Real names, real photos, one line each on what they do. Even for a team of three.
5. How you work. Two or three specific habits or principles, written as behavior, not values.
6. A next step. One clear action: book a call, see our work, read our press kit.

Notice what is missing: a vision statement, a list of five values, and a paragraph about passion. Those are not banned, but they rarely help the stranger decide anything.

Writing your about us page in your real brand voice

Most about us pages drift into a stiff, formal register even when the rest of the site is warm and plain. It happens because people feel the page is "official," so they reach for official language. The result reads like a different company wrote it.

If you already have a voice guide, pull out the three adjectives that describe your tone and check each paragraph against them. If you do not, our piece on picking a brand voice you can keep for years walks through how to find those adjectives without a workshop.

Then apply these concrete swaps:

Each specific version does two jobs at once. It sounds like a person wrote it, and it gives the reader a fact they can check.

Push back: you do not need a founder story

A lot of advice says every about us page should open with an emotional founder story. The garage, the crisis, the moment of inspiration. I disagree for most businesses.

Founder stories work when the founder is the product: a chef, a designer, a consultant whose name is on the door. For a company of twenty people selling accounting software, a three paragraph origin tale makes the reader wait for the information they came for. Worse, many founder stories are polished until they sound invented, and readers notice.

If your origin is genuinely interesting, give it three sentences and move on. If it is ordinary, say so plainly: "We started in 2019 because our previous employer closed and our clients still needed help." That kind of honesty builds more trust than a dramatic arc. It also ages better. A story you are embarrassed by in five years has to be rewritten, and readers who saw the old version will remember.

Keep the page consistent with every other channel

Your about us page is often the source other people copy from. Reporters lift the first paragraph. Partners paste your description into their own websites. Recruiters quote it in job ads. If the page says one thing and your LinkedIn profile says another, you end up with three versions of your company in public.

Write one master description of 50 to 70 words and use it as the opening of the page, the base of your press boilerplate and the start of your profile bios. Then review all of them together twice a year. Our guide to when consistent messaging starts to sound robotic covers how to keep the core identical while letting the tone flex by channel.

Also date the facts that change. "Over 300 clients" was true at some point. Put a reminder in your calendar to check every number each January, because an about us page with stale figures quietly tells visitors nobody is paying attention.

Small details that change how the page reads

Photos of real people outperform stock imagery every time I have tested it, even when the real photos are slightly less polished. A team photo taken on a phone in good daylight beats a stock handshake.

Use first person plural. "We" reads as a company speaking. "The company" reads as a legal document. Keep sentences short and paragraphs to three or four lines on a phone screen, because more than half your readers will see it that way.

Finally, end with one link, not five. A single clear next step converts better than a menu of options.

Frequently asked questions

How long should an about us page be?

For most small and mid-sized companies, 400 to 600 words is enough. That covers what you do, a short origin, proof, your people and a next step. Longer pages are fine only if every section answers a real visitor question.

What should you not put on an about us page?

Avoid vague value lists, unverified claims like "industry leading," and stock photos of people who do not work for you. Skip internal jargon too. Anything a stranger cannot understand or check weakens the page.

Should an about us page be written in first person?

Yes, usually "we" for the company and "I" only for a sole trader or a short founder note. First person reads as a real business talking directly to the visitor. Third person tends to sound distant and formal.