5 Tips to Make Your About Us Page Better
A great About Us page tells visitors who you are, who you serve, and why you are worth trusting, all in language a real person would use. The strongest pages combine a clear value proposition, an authentic story, proof points like results and team faces, and a single obvious next step. Done well, the page turns curious visitors into qualified leads instead of acting as a forgettable corporate bio.
Most teams treat the About Us page as an afterthought. They write a few paragraphs about when the company was founded, drop in a stock photo, and never look at it again. That is a missed opportunity. The About Us page is one of the most visited pages on almost every website, because people who are deciding whether to buy from you, apply to work for you, or partner with you go there to size you up. Trust has become a deciding factor in whether that decision goes your way. According to Edelman’s Brand Trust research, 81% of consumers say they need to trust a brand before they will buy from it, and people who trust a brand are more than twice as likely to stay loyal and to recommend it to others (Edelman). Your About Us page is where a lot of that trust is won or lost.
Below are five practical, evergreen tips to make your About Us page work harder, plus an original framework, a comparison table, and answers to the questions people actually ask about this page.
Why the About Us Page Matters More Than You Think
Before the tips, it helps to understand the job this page is doing. Visitors rarely land on an About page by accident. They click “About” because they have a question your product pages did not answer: Can I trust these people? Do they understand my problem? Are they the kind of company I want to work with?
That question is more loaded than ever. There is a wide gap between how trustworthy companies think they are and how trustworthy customers find them. PwC’s Trust in Business survey found that 90% of business executives believe customers highly trust their company, while only 30% of consumers actually do (PwC). The About Us page is one of the few places where you can close that gap on purpose, with specifics instead of slogans.
Values matter too. Edelman’s 2025 Brand Trust report found that 84% of people say they need to share values with a brand in order to buy from it (Edelman). An About page that says nothing about what you stand for leaves that box unchecked. The five tips that follow are built to answer the real questions behind every About page visit.
Tip 1: Lead With Your Value Proposition, Not Your Founding Date
The most common About Us mistake is opening with a timeline. “Founded in a small office, we set out to…” Visitors do not care when you started until they care about what you do for them. Lead with the value proposition: who you help, the problem you solve, and the outcome you deliver.
Write the first sentence so a stranger could read it and immediately understand whether you are relevant to them. A B2B software company might open with “We help mid-sized finance teams close their books in days, not weeks.” A design agency might say “We build websites that turn traffic into revenue for ambitious brands.” The founding story still belongs on the page, but it works better as supporting detail further down, not as the headline.
A quick test: cover everything on your About page except the first two sentences. If a visitor could not tell what you do or who you serve from those sentences alone, rewrite them. The opening should do the same job as a strong elevator pitch.
Tip 2: Tell a Real Story, Not a Corporate Timeline
Facts inform, but stories connect. A company timeline (“2010: opened. 2015: expanded. 2020: rebranded.”) reads like a resume and is forgotten the moment the visitor scrolls. A story about why you exist, what frustrated you about the status quo, and the change you wanted to create gives people a reason to care.
The most compelling brand stories share a simple shape: there was a problem, you saw it differently, and you built something to fix it. Keep the customer in the frame. The best origin stories are not really about the founder; they are about the people the founder set out to serve. When you describe the problem you solve, your ideal customer should recognize their own frustration in your words.
This is also where shared values come in. If sustainability, craftsmanship, transparency, or accessibility drives your decisions, say so plainly and back it up with an example. Vague claims like “we put customers first” are invisible. A specific practice, such as “every project includes a post-launch review at no extra cost,” is memorable and verifiable.
Tip 3: Add Proof, Faces, and Specifics
This is where most About pages fall apart. They make claims (“industry-leading,” “trusted by businesses everywhere”) with nothing to back them up. Replace adjectives with evidence. Specifics are the antidote to the executive-versus-customer trust gap noted earlier.
Strong proof elements for an About page include:
- Real numbers. Years in business, clients served, projects shipped, measurable results. Concrete figures beat superlatives every time.
- Team photos and names. Real faces signal that real people stand behind the work. Headshots and short bios humanize the company and make it harder to dismiss as faceless.
- Recognizable logos. Client or partner logos, certifications, and press mentions borrow credibility from names visitors already trust.
- Testimonials or short case results. A single specific outcome (“cut their support response time in half”) does more than a paragraph of self-praise.
- Awards and credentials. Relevant recognition, especially from sources your audience respects.
For a real-world example, see how Lounge Lizard helped Agility build a website designed to win visitors over within the first seven seconds of landing on the page. Our designers made the new site pop and put Agility’s story front and center, exactly what a strong About Us page should do.
The goal is to let the visitor verify your claims without leaving the page. Every proof point you add narrows the gap between what you say about yourself and what a skeptical buyer is willing to believe.
Tip 4: Write Like a Human and Show Your Personality
Corporate language is a trust killer. Phrases like “synergistic solutions” and “best-in-class deliverables” signal that a committee wrote the page and no one meant a word of it. Write the way you would talk to a customer across a table. Use plain words, short sentences, and a tone that matches your brand.
Personality is a competitive advantage on an About page because it is the one place where being memorable is more useful than being polished. A little humor, a strong point of view, or a genuinely held belief makes you stand out in a sea of interchangeable corporate bios. If your brand is playful, let the writing be playful. If it is serious and technical, be precise and confident. The mistake is sounding like everyone else.
Read the page out loud before you publish. Anywhere you stumble or cringe is a line a visitor would stumble over too. If a sentence sounds like something a person would never actually say, cut it or rewrite it in real language.
Tip 5: End With One Clear Call to Action
An About Us page should never be a dead end. Visitors who reach the bottom are interested, and they need to know what to do next. Yet many About pages just stop, leaving the most engaged readers with nowhere to go.
Choose one primary action that matches where About-page readers are in their journey. They are usually still evaluating, so a high-pressure “Buy now” often misses. Better options include “See our work,” “Meet the team,” “Read client stories,” or “Start a conversation.” Pick the single next step that makes the most sense and make it visually obvious with a clear button.
You can include a secondary link or two, but resist the urge to add five competing buttons. One clear path forward converts better than a cluttered menu of options. The call to action is the bridge between interest and action; do not leave it off.
An Original Framework: The TRUST Checklist for About Us Pages
Use this five-point framework to audit any About Us page. If you can answer yes to all five, your page is doing its job.
- T – Tells them what you do. Within the first two sentences, a stranger understands who you help and how.
- R – Reveals real people. Names, faces, and a genuine story make the company human.
- U – Uses proof, not adjectives. Numbers, logos, testimonials, and credentials back every claim.
- S – Sounds like a person. The writing is plain, confident, and free of corporate filler.
- T – Tells them what to do next. One clear call to action gives engaged visitors a path forward.
Run your current page through TRUST today. The weakest letter is where you start.
Comparison Table: Weak vs. Strong About Us Pages
| Element | Weak About Us Page | Strong About Us Page |
|---|---|---|
| Opening line | “Founded in 2026, our company…” | Clear statement of who you help and the outcome you deliver |
| Story | Chronological timeline of milestones | Why you exist and the problem you set out to solve |
| Proof | “Industry-leading” and “trusted by many” | Real numbers, client logos, named testimonials |
| Team | No people shown | Photos, names, and short bios of real staff |
| Voice | Stiff corporate jargon | Plain, confident, on-brand human language |
| Values | Not mentioned | Stated clearly and backed by a specific practice |
| Ending | Page simply stops | One obvious call to action |
Putting It All Together
A better About Us page is not about writing more; it is about writing with intent. Lead with value, tell a true story, prove your claims, sound like a human, and point visitors toward a clear next step. Each of those moves directly addresses the question every visitor brings to the page: can I trust these people? Given that the majority of buyers will not purchase from a brand they do not trust, and that most companies overestimate how trustworthy they appear, the About page is one of the highest-leverage pages you can improve.
Start with the TRUST checklist, fix your weakest area first, and revisit the page at least once a year so it keeps pace with how your company has grown. A page that earns trust pays for the effort many times over.
Frequently Asked Questions
What should an About Us page include?
A strong About Us page includes a clear value proposition up top, an authentic story about why the company exists, proof points such as real numbers, client logos, and testimonials, photos and bios of the actual team, a statement of what the company stands for, and one clear call to action. The goal is to answer the visitor’s underlying question: can I trust these people?
How long should an About Us page be?
There is no fixed word count. The page should be long enough to establish trust and short enough to stay scannable. Most effective About pages run from a few hundred to roughly a thousand words, broken into clear sections with headings, short paragraphs, and visuals. Lead with the most important information so visitors get value even if they only read the top.
What is the biggest mistake on About Us pages?
The most common mistake is making vague claims with no proof, such as calling yourself “industry-leading” without numbers, logos, or testimonials to back it up. A close second is opening with a founding-date timeline instead of a value proposition that tells visitors what you do for them. Both leave the visitor’s trust question unanswered.
Should an About Us page include photos of the team?
Yes. Real photos of real people are one of the most effective trust signals on an About page. Faces and names make a company feel human and accountable rather than anonymous. Use genuine team headshots rather than stock photos, since visitors can usually tell the difference and stock imagery can quietly undermine credibility.
How often should I update my About Us page?
Review your About Us page at least once a year, and any time your company makes a meaningful change such as new leadership, a refreshed mission, new services, or fresh results worth featuring. Because it is one of the most visited pages on most sites, keeping it current ensures it accurately reflects who you are and continues to build trust with new visitors.
