How to Write Your ‘About Us’ Page: A Step-by-Step Copywriting Guide
How to Write Your ‘About Us’ Page:
A Step-by-Step Copywriting Guide
The About Us page: misunderstood, underappreciated, and so often done wrong.
But not yours.
Not after this guide.
Writing your About Us page can feel a bit like crafting a dating profile. Instead of pitching yourself to your dream man (or woman), you’re pitching yourself to your dream client. Do you go all-in on your quirks or play it cool and professional?
Here’s the truth: your audience doesn’t just want to know what you do—they want to know you. This guide covers About Page Copywriting, so you can write something that feels human, hits home, and actually gets read.
Think: less LinkedIn bio, more chatting with your future bestie over a spicy marg.
Let’s get to it.
Understanding the Purpose of the About Us Page:
‘It’s not about YOU; it’s about THEM.’
You’ve heard it before—it’s classic About Page copywriting advice. But if you know me—or you’ve followed me for a while—you’d know I’m not afraid to go against the grain... which is why I’m going to tell you that that advice is... ahem... bullshit. Well, not totally. But it doesn’t tell the whole story.
If your homepage (and the rest of your website) does its job, visitors already know what you do and who you serve. You’ve already spoken to their needs and shown how you can help. They’re here now because they want to connect with the person behind the brand. The one they might be working with.
The best About Us Pages:
Establish Credibility: They share expertise, milestones, and values to show trustworthiness.
Build Connection: They create a narrative that resonates with the audience’s needs, goals, or pain points.
Set the Tone: Have a clear brand voice. Whether it’s playful, professional, or rebellious, the brand voice should shine through here. Don’t have a clear brand voice? You need to establish that first. You can find out more, here.
Crafting Compelling About Us Page Copy
tip 1 — start with a bang.
The opening lines of your About Us page should make an immediate impact. Think of it as your elevator pitch—a single, clear statement that tells visitors what you’re about and why they should care. Take mine for example...
Copywriting to help you scale your business (what I do). So you can find freedom doing what you love. (how it benefits my client).
TIP 2 – Share Your Brand Story
Done right, your story will tell you’re reader why they should want you on their team. But here’s the trick... you have to tell the right story. The best About Us pages tell a story that will resonate. Use a character arc to walk readers through your journey: where you started, the challenges you faced, and where you are now.
Be Selective: Highlight only the moments that matter to your audience.
Focus on Transformation: Your story should show growth, resilience, or purpose—qualities that will resonate.
When crafting your brand story, ask yourself: "Will my reader care about this?" For example:
If your audience is 90s kids, sprinkle in nostalgic pop culture references.
If they’re navigating their own business struggles, share your journey from "struggle street" to success.
If they’re dreaming of freedom, tell the tale of quitting your 9-to-5 to pursue your passion and live the life you always dreamed of.
TIP 3 – Keep It Customer-Centric
Now it’s time to ensure your story always circles back to your audience.
Here’s how:
Address their pain points: Show empathy by understanding their struggles and positioning yourself as the solution... the ‘hero’ if you will.
Use testimonials: Share customer success stories or quotes to build trust. This is called social proof... and you want a lot of it.
Highlight benefits: Explain how your story translates into something that benefits them.
TIP 4 – Be Transparent and Authentic
Trust me when I say that audiences today have finely tuned BS detectors. They can spot inauthenticity from a mile away, so it’s best to keep it real.
Share behind-the-scenes insights or honest reflections.
Avoid jargon or corporate-speak. Write like you’re having a conversation. Ask yourself ‘Would I actually say this IRL?’
Be upfront about your values and how they shape your business. After all, more and more people want to work with businesses that align with them.
TIP 5 - End with a Call-to-Action
Don’t let your About Us page be a dead end. Encourage your visitors to take the next step:
Sign up for your newsletter.
Book a consultation.
Follow you on social media.
Make the CTA clear, direct, and easy to follow. Let’s take a look at mine as an example.
ABOUT US PAGE DESIGN
We’ve spoken about the content... now let’s talk about designing an engaging About Us Page. The best part of crafting an about page is that there is no strict formula to follow, or rules to abide by. Here’s your chance to have some fun and get creative.
Having said that, there are a few key things to keep in mind.
1. Layout and Structure
A well-structured page keeps readers engaged. Use these tips:
Break up text with subheadings, bullet points, and short paragraphs. Please, for the love of God, avoid big chunks of text. No one will read it, except your mum.
Include visuals like photos, videos, or infographics to enhance storytelling.
Ensure it’s mobile-friendly and easy to navigate.
2. Visual Branding
Your About Us page should look and feel like the rest of your site. Consistency is key.
Use your brand colours, fonts, and imagery. If you can, avoid generic stock images.
Add logos or icons that reinforce your brand identity.
Keep the design clean and visually appealing.
If you’re struggling in this area, I highly recommend reaching out to a professional brand and website designer. I have plenty of great contacts I can connect you with. On a budget? Consider using a free or paid template instead of going it alone.
3. Navigation and Accessibility
Make sure visitors can find your About Us page easily—and that everyone can access it.
Include it in the main navigation menu.
Use proper coding practices to ensure accessibility for users with disabilities.
Provide clear breadcrumbs or links to return to the homepage.
Let’s take a look at three About Us Page Examples—each reflecting the brand's unique personality and using emotional storytelling to engage their reader.
1. Women in the Field
This About Page nails it with its authentic storytelling. Founder Haley shares her journey as a diplomat and certified nutritionist, blending personal details with a clear purpose. It’s relatable, heartfelt, and paints a vivid picture of why this brand exists. Plus, it’s laser-focused on the audience: women navigating international careers who want to prioritize their health. It’s not just a story—it’s a story that means something to the people reading it.
2. The Guestbook Collective
This page stands out for its engaging and conversational tone. The founders share their modern love story and the inspiration behind their business, making the brand personable and relatable. The use of humour and candid language breaks away from traditional corporate speak, appealing to their target audience seeking unique and modern guestbooks. By showcasing their personalities and passion, they build a connection with potential customers.
3. Bimby and Roy
Simple, stylish, and straight to the point—this About Page is a masterclass in less-is-more. It tells the brand’s story without overloading you, focusing on its values (hello, comfort and versatility!) and unique selling point: lingerie that doubles as daywear. The sleek visuals match their vibe perfectly, and the no-fuss layout makes it easy to take in. It’s all about saying just enough to intrigue and connect without too much fluff.
Why You Should Hire a Copywriter to Write Your About Us Page
Feeling overwhelmed? You’re not alone. Most people think it’ll be easy—until they actually sit down to do it, and realise that in fact they’d prefer to do literally anything else.
That’s where a professional copywriter comes in.
A copywriter excels at storytelling, shaping your narrative to engage your audience and keep them reading.
But if you’re set on tackling it yourself (props to you!), here are a few questions to ensure you’re hitting the mark when telling YOUR story:
Is it interesting? Does it deliver a meaningful message that resonates with your audience?
Does it sound like you? Read it out loud and ask yourself: “Does this sound like something I’d actually say?”
Is it sincere? If your story feels inauthentic or lacks conviction, your audience will likely pick up on it.
Is it structured well? Does your story flow smoothly, with a clear progression that makes sense?
The About Us page is often treated as an afterthought, filled with stale buzzwords or overly personal anecdotes that don't resonate. But here’s the truth: your About Us page is crucial. Done right, it establishes trust, builds credibility, and connects with your audience in a way that turns casual browsers into loyal fans.
Ready to make an About Us page that leaves a lasting impression? Let’s chat—I’d love to help you craft a story that sells.
