How to Write an About Us Page

I spent three evenings wrestling with the tone before the first line finally felt like me. The hardest part isn’t finding a clever hook; it’s deciding which slice of your story will actually convince a stranger to stay. I kept a notebook of every sentence I crossed out, then reread the remaining ones aloud until one of them didn’t sound like a press release.

Your audience arrives with a checklist: “Who runs this?” “What do they care about?” “Why should I trust them?” If you answer those three questions in the first 150 words, the rest of the page can focus on personality instead of proof. The trick is to blend fact and feeling without letting either dominate.

Below is the workflow that turned a vague corporate blurb into a page that feels like a conversation over coffee. Follow it, swap the examples for your own data, and you’ll have a solid draft before the week is out.

Step by Step

1. Identify the core claim you want readers to remember. Decision: Choose a single statement that captures your unique value. Example: “We help small‑business owners double their online sales in 12 months without hiring a full‑time marketer.” This becomes the anchor you repeat in the headline and the closing paragraph.
2. Pick the most credible credential to back that claim. Decision: Decide whether a client count, a years‑in‑business figure, or a specific award carries the most weight. Example: “Trusted by 1,200 retailers since 2015” feels stronger than “Award‑winning service” for a B2B audience because the number is concrete and verifiable.
3. Draft a personal anecdote that illustrates the origin story. Decision: Select a moment that shows vulnerability and relevance, not just a milestone. Example: “I launched my first e‑commerce site in my garage after a friend’s bakery failed to attract customers online. The sleepless nights taught me the exact levers that now drive growth for our clients.”
4. Define the voice that matches your target reader’s expectations. Decision: Choose between formal, conversational, or witty tones based on industry norms. Example: For a fintech startup, a measured tone with occasional data points (“Our algorithm improves conversion by 27 %”) works better than slang‑heavy language.
5. Set a word‑count ceiling for each section. Decision: Allocate 100–150 words for the opening, 80–120 for credentials, 150–200 for the anecdote, and 60–90 for the closing call‑to‑action. Example: A total of 500 words keeps the page scannable on mobile while still delivering depth.
6. Write a closing line that tells the reader what to do next. Decision: Decide between inviting a conversation, prompting a newsletter sign‑up, or linking to a case study. Example: “If you’re ready to see those numbers for yourself, schedule a 15‑minute strategy call below.” The verb “schedule” is specific and low‑commitment.
7. Run a fact‑check pass. Decision: Verify every statistic, date, and name before publishing. Example: Cross‑reference the “1,200 retailers” claim with your CRM export; a single typo can erode trust instantly.

A Simple Structure to Follow

[Headline] – One sentence, core claim.
[Sub‑headline] – 1‑2 lines, supporting credential (e.g., years, clients, award).
[Paragraph 1] – Brief origin story (150‑200 words).
[Paragraph 2] – Core services or products, linked to the claim (80‑120 words).
[Paragraph 3] – Team snapshot or personal touch (60‑90 words).
[Closing] – Direct call‑to‑action with next step (30‑50 words).

Copy the block above into your editor, replace the brackets, and you have a ready‑to‑fill template.

The Line People Skip

Many founders write a paragraph about “our mission” and assume it will resonate. In practice, readers skim straight to the proof point. If you notice a drop‑off after the first sentence, move the credential up, right under the headline. For a nonprofit, swapping “Our mission is to empower…” with “Trusted by 3,400 volunteers since 2012” often holds attention longer.

How Long Is Too Long

Aim for 400–550 words for a typical B2C brand; cut any sentence that repeats a statistic or uses filler (“in order to,” “as a matter of fact”). Each word should either inform or humanize—nothing else earns screen real estate.

Tone for a Skeptical Audience

If your readers are accustomed to hype‑filled copy, they’ll expect data‑driven language. Use concrete percentages, dates, and client names. Avoid vague adjectives like “innovative” or “cutting‑edge.” Instead, write: “Our platform reduced checkout abandonment by 18 % for 47 % of our clients in Q3 2023.” Pair the numbers with a brief, relatable sentence: “That’s the difference between a cart of $2,000 and one that sits empty.” The contrast makes the statistic feel personal.

By treating the About Us page as a series of deliberate choices rather than a free‑form narrative, you can craft a page that both informs and persuades. The steps above, the fill‑in template, and the extra sections on length and tone give you a complete toolkit. Plug in your own facts, keep the voice true to your brand, and you’ll have a page that stops strangers from scrolling and starts them trusting you.