About Us Page Examples and How to Write Yours

An about page is the one part of a website that small business owners most often put off, even though they could talk about their work for an hour across a counter. Reading about us page examples from businesses like yours is one of the quickest ways past that block, because the good ones turn out to be neither clever nor long, just honest and well ordered. A plumber, a bakery and a bookkeeping practice will each tell a different story, yet the pages that work share a shape you can borrow. They answer the questions a nearly convinced visitor still has. They show real people rather than a faceless brand. They end by making it easy to get in touch.

This article is part of our complete guide: Company Profile Guide.

The reason this page feels so awkward is that it asks you to describe yourself, and most people swing between two extremes. Some owners are so modest that the page says almost nothing beyond the year they opened, while others borrow the grand language of large corporations and end up sounding like nobody in particular. Neither version helps a customer decide. When an empty screen is the real obstacle, our free company profile generator gives you an about section, a mission, a set of values and a why choose us section built around a few lines about your trade, so you have a structure to react to. From there the job becomes one of adding your own facts, names and photographs. That is a far easier job than starting cold.

Anyone who clicks on an about link is looking for something specific, and knowing what that is shapes everything else on the page. Most small businesses then fit one of five styles, from the bakery that grew out of a home kitchen to the hardware shop that has served the same streets for decades. Once you have chosen yours, the page itself can be written in a single afternoon from a sheet of notes. A handful of avoidable mistakes, such as a stale team list or a missing contact button, are what make most about pages forgettable. None of it needs a copywriter or a big budget. It needs you to be specific about who you are and who you serve.

What visitors want from your about page

People rarely read an about page out of idle curiosity. They arrive there when they are weighing you up, usually after seeing your services or prices and wanting to know who is behind them. A family in Mombasa choosing a caterer for a wedding wants to see the faces of the people who will be in their kitchen tent on the day. A facilities manager in Leeds comparing cleaning contractors wants to know how long the firm has traded and whether its staff are vetted and insured. A parent in Chennai looking at tuition centres wants to know who the teachers are and what they have taught before. Each of them is asking the same underlying question, which is whether you can be trusted with something that matters to them. Your about page is where you answer it.

That changes what belongs on the page. It is not an autobiography, and it is not a list of everything you have ever done. Your story earns its place only where it explains why a customer can rely on you, such as the years spent training under a master tailor or the reason you started delivering on Sundays. Specific facts carry far more weight than adjectives, so a line saying you have fitted kitchens in over two hundred homes across Nairobi is worth more than a paragraph about being passionate and dedicated. Only use numbers like that when they are true and you can stand behind them. Keep asking yourself what a nervous first time customer would want to know. Anything that does not help them can go.

About us page examples from five kinds of business

The first style is the founder story, and it suits businesses where the owner's personal history shaped the product. Picture a small bakery in Accra that began in a home kitchen, selling sugar bread to neighbours before opening a shop in Osu. Its about page might open with a line such as "We started baking in my mother's kitchen, and we still use her recipe for sugar bread every morning". It then explains in two short paragraphs how the business grew, what it bakes now and where customers can buy. This works because the story explains why the bread tastes the way it does, which is exactly what a new customer wants to know. The founder story fails only when it wanders into details that have nothing to do with the customer.

The second style puts the team first, which suits trades where customers let people into their homes or businesses. A heating and plumbing firm in Leeds might introduce its three engineers by name, with a photograph of each beside the van, a line about their training and a note on what each one tends to handle. A homeowner reading that page knows who will ring the doorbell, and that small piece of certainty is often what gets the phone call. The same approach works for a physiotherapy clinic in Johannesburg or an IT support company in Pune, where the client is really buying the skill of particular people. If staff change often, keep the introductions short so the page is easy to update. Stale names on an about page do more harm than no names at all.

The third style leans on local roots and longevity. A family hardware shop in Kisumu that has served builders and homeowners since the early nineties does not need a dramatic story. Its page can simply say who runs it now, how it has grown from one counter to a full yard, which neighbourhoods it delivers to and what the staff can help customers with. Longevity is proof in itself, because a shop that has lasted through three decades of competition must be doing something right. This style also suits accountants, driving schools and funeral services, where continuity reassures people. The key is to show that the long history is still alive today, with current photographs and present day details.

The fourth style explains the process, and it suits businesses whose customers compare quality before they buy. A furniture workshop in Jaipur might describe where its timber comes from, how long it is seasoned, which joints are cut by hand and how finished pieces are packed for delivery. A bookkeeping practice in Makati could describe what happens in the first month with a new client, from the initial call to the first set of monthly accounts. Walking a reader through the way you work makes the quality visible, and it quietly answers objections before they are raised. It also sets expectations, which means fewer surprises and fewer disputes later. For this style, clear steps written as short paragraphs read better than long blocks of description.

The fifth style leads with purpose, and it suits businesses built around a particular problem. A refill shop in Cape Town that sells cleaning products and dry goods without plastic packaging might open with the waste it set out to reduce, then move quickly to what customers can buy and how the refill system works. A clinic offering evening appointments for shift workers in Manchester could open with the gap it noticed in local care. Purpose led pages work when the purpose is concrete and connected to what the customer receives. Many businesses of this kind also keep a formal mission and vision statement, and we look at those separately in another guide. On the about page itself, a plain sentence about why you exist usually does more than a polished statement.

How to write yours in an afternoon

Start with notes rather than finished sentences, because notes are easier to judge and rearrange. Take a sheet of paper and answer six questions in a few words each: when and why you started, who your customers are, where you work, who is on the team, what you do differently and what a customer can expect when they get in touch. If writing feels stiff, record yourself explaining the business to a friend on your phone and then listen back for the phrases that sound most like you. Those phrases are often better than anything you would produce by staring at a screen. Circle the two or three facts that a customer would find most reassuring. Those facts will decide which of the five styles suits you.

Next, choose your style based on your strongest material rather than on what you admire elsewhere. If your origin story explains your product, lead with it; if your people are the product, lead with the team; if your history is your proof, lead with that. Then put the page in a simple order: an opening sentence that says what you do and for whom, two or three short paragraphs of story or process, a section on the people, a line or two of proof, and a clear next step. That order works for almost any trade because it follows the visitor's own thinking. It moves from what this is, to why it can be trusted, to what to do now. Keep each paragraph short enough to read comfortably on a phone.

Write the way you speak to a good customer, not the way you imagine a company ought to sound. A sole trader should usually write as "I", because customers know they are dealing with one person and the honesty is appealing. A business with a team can write as "we" and address the reader as "you". Read every sentence aloud and rewrite anything you would never say across a counter. Cut phrases that could belong to anyone, such as one stop shop, customer focused or second to none. Once they are gone, the sentences that remain will sound like a real business with a real voice.

Finish the page with proof and a way forward. Add real photographs of your premises, your team or your work, even if they are taken on a phone, because stock images of smiling strangers undo everything the words have built. Include one or two short customer comments if you have permission to use them, with a first name and a town. Your core values and your reasons to choose you can appear here in brief and be expanded elsewhere, and each has a separate guide on our blog with examples. End with the single action you most want a visitor to take, whether that is calling, booking a visit or requesting a quote. A good about page closes with a door, not a full stop.

Mistakes that make an about page forgettable

The most common mistake is opening with a line like "Welcome to our website", which wastes the one place a visitor is guaranteed to look. Another is copying the tone of a multinational, full of synergies and solutions, when your customers want to hear from a person. Some owners turn the page into a CV, listing qualifications without explaining what they mean for the customer. Others let the page go stale, so it still mentions a team member who left two years ago or says the business was established five years ago when it has been eight. Each of these tells the reader that nobody is paying attention. Set a reminder to reread the page every few months, which takes ten minutes and prevents most of these problems.

The other mistakes are about placement and length. An about page hidden deep in a footer menu will rarely be found, so keep it in your main navigation where people expect it. A page with no contact button leaves an interested visitor with nowhere to go at the very moment they are ready to act. A page that runs to thousands of words will be skimmed rather than read, and the important facts will get lost among the less important ones. Aim for something a visitor can take in over a cup of tea. If a detail is interesting but not reassuring, save it for your social media or a blog post.

Once your about page is written, it needs a website to live on, and AI Web Maker can put one together around your words within minutes once you describe what you do. You pay nothing to build and preview the site; publishing it means paying for hosting at $119 a year, and the domain is a separate purchase. When the page is up, the wider set of AI SEO Tools on our site is there for the next jobs, from testing whether your pages show properly in search results to suggesting a domain name that suits you. Start, though, with the notes you made on paper, because the facts in them are what will make your page believable. Look again at the examples that caught your eye, notice which style they follow and borrow the shape rather than the words. Your own story, told plainly and in the right order, will do the rest.