An about us page tells a visitor what your organization does, for whom, why they should trust you, who is behind it and what to do next. The good ones open with a plain sentence about the work, back it with proof and real people, and give each main audience a clear next step, with one primary action where possible. Below are ten about pages for local businesses, B2B firms, a brand, nonprofits and a publisher, each with a note on why it works. To start writing straight away, jump to the fill-in template.
The organizations in the original examples are invented. Borrow the structure and use your own facts. If you work alone, the about me page examples are written for one person rather than a team.
What an about us page includes
Most strong about pages use the same seven parts, in roughly this order. A small business can fit all seven into 150 words.
| Part | Its job | Looks like |
|---|---|---|
| PartSummary | Its jobSay what you do, for whom and where | Looks like“Plumbing and heating repairs in Lancaster County, since 1987.” |
| PartProof | Its jobMake the summary believable | Looks likeA number with a unit, named clients, awards with the year, reviews |
| PartStory | Its jobSay why you exist, briefly | Looks likeOne founding detail, not a decade-by-decade history |
| PartPeople | Its jobShow who the visitor will deal with | Looks likeNames, roles and real photos |
| PartHow you work | Its jobTurn values into promises | Looks like“A price before we start, and photos of what we found” |
| PartPractical details | Its jobAnswer the questions that block a decision | Looks likeLocation, hours, ownership or funding, how to reach you |
| PartNext step | Its jobTell the visitor what to do now | Looks like“Book a 20-minute demo” or “Call (717) 555-0142” |
The parts follow what visitors look for. Nielsen Norman Group, the usability research firm, has studied About Us pages over more than a decade; its 2019 report by Anna Kaley and Jakob Nielsen describes users trying to learn an organization's purpose, where it is located, its mission, values and history, and how to contact it. The report recommends a summary of one or two short, scannable paragraphs at the top of the main About Us page, with detail such as history, leadership and careers below it or on pages of their own.
The same research lists what went wrong on the pages tested: content without substance, stock photography and walls of text. It also found that people check what others say. In the 20 sessions of the latest round, participants used the word “reviews” more than 40 times. Say where your reviews live, and don't quote only the glowing ones.
About us or about me?
An about us page speaks for an organization, so it says “we,” but it still names people. “Our team” is nobody; “Joanne Tallis runs the business now” is someone you could call. Write it in the tone of voice customers hear on the phone, and keep a third-person paragraph, the boilerplate, for press releases and directories.
About us examples for local businesses
Local customers want three answers quickly: do you do what I need, can I trust you in my house or with my money, and when are you open.
Plumbing and heating repairs in Lancaster County, since 1987.
We fix leaks, replace water heaters and keep old boilers running in homes across Lancaster County. Most of our calls come from houses built before 1950, which is the work we know best: cast-iron drains, steam heat and pipes nobody has opened in decades.
Tallis is a family business. Frank Tallis started it from his garage in 1987. His daughter Joanne runs it now, with eleven licensed plumbers and two people in the office who answer the phone until 8 p.m.
What to expect: a two-hour arrival window, a price before we start, and a plumber who puts down drop cloths and photographs what they found. If we can repair it, we won't sell you a new one.
Call (717) 555-0142 or book a visit online.
Why it works. The headline names the service, the location and the years in business. The old-house specialty gives the right customers a reason to call this firm and not the next one. Three concrete promises replace “quality service,” and the phone number is written out as text.
Breakfast, bread and coffee in the old pharmacy on Ashby Street.
Linden & Lark is a neighborhood café in a 1920s pharmacy, with the original tile floor and a counter that used to sell cough syrup. We bake everything in the back each morning, starting at 4:30, so the cinnamon rolls are usually gone by ten.
We're owned by Sam and Priya Haddad, who met working the line at a hotel downtown. Most of our staff have been with us more than three years.
Open 7 a.m. to 2 p.m., every day but Monday. No reservations, but call ahead for a group of eight or more on weekdays and we'll save you the long table.
Why it works. The building is the memorable detail, and it doubles as directions. “Gone by ten” is a fact and a reason to come early. A restaurant's about page is also its practical page, so the hours and the group policy sit right under the story.
Four generations of apples, pears and cider in the Hood River Valley.
Pruitt Family Orchard has grown fruit on the same 60 acres since 1931, when Ada and Thomas Pruitt planted their first apple trees. Their great-grandchildren, Will and Hannah, run the farm now with a crew of twelve, most of whom come back every harvest.
We grow 23 kinds of apples and nine of pears, and we press cider on the farm from fruit picked that week. The farm stand is open from late August to Thanksgiving. The rest of the year, find us at a Saturday farmers market in Portland.
Pick your own on fall weekends, or order a box and we'll ship it the day it's packed.
Why it works. Ninety-five years of history fit in two sentences: a year, a number of acres and the names of the people who started it. Then the page moves to what a visitor can do this season, which is what they came to find out.
About us examples for B2B companies
Business buyers read an about page to judge risk: will this company understand our problem, and will it still be around next year?
Scheduling software for home-care agencies.
Kinroster matches caregivers to clients' visits, so coordinators stop rebuilding the week in a spreadsheet every time someone calls in sick. Agencies use it to fill open shifts faster, record visit times for billing and send caregivers their schedules by phone.
We started Kinroster in 2023 after Elena Marsh spent six years as a scheduling coordinator at an agency in Cleveland. She still remembers the Sunday nights. Her co-founder, Tomás Reyes, built the first version in four months.
Today 140 agencies in 19 states use Kinroster to schedule about 30,000 visits a week. We're a team of 26, most of us in Cleveland.
See it in a 20-minute demo, or read how one agency halved its unfilled shifts.
Why it works. The first line names the category and the customer, so the wrong visitors leave and the right ones keep reading. The founding story is one credible detail, six years in the job and the Sunday nights, and the scale numbers use units the buyer cares about. Two next steps fit two stages of buying. A clear value proposition usually supplies the first two lines.
We design packaging and websites for small food and drink producers.
Stoneboat is a studio of seven in Madison, Wisconsin. Our clients make cheese, coffee, hot sauce, beer and granola. Most have fewer than fifty employees, and many have never hired a designer before.
Since 2015 we've worked on more than 120 products, from a single jar label to a rebrand for a creamery whose cheese is now sold in 400 stores. Every project starts with a day at your kitchen, farm or brewery.
You'll work directly with Ruth Albrecht, our design director, and Marcus Lee, who leads web projects. There are no account managers in between.
See the work, then tell us about your product. We reply to every inquiry within two working days.
Why it works. Agencies that serve everyone sound alike; naming one kind of client is the differentiator. The proof pairs a total with one named result, and “no account managers in between” answers a buyer's question about who will actually handle their project. For the longer story behind a result like the creamery's, see these case study examples.
Accounting, audits and tax filings for nonprofits in Virginia.
Ashdown & Pike is a CPA firm of fourteen people in Richmond. We work only with nonprofits: food banks, arts groups, schools, clinics and foundations, with budgets from $200,000 to $40 million.
Working with one kind of client means we already know your Form 990, your grant reports and the questions your board will ask. Most of our clients have been with us more than five years.
Our partners are Denise Ashdown, CPA, who spent nine years as finance director of a regional food bank, and Paul Pike, CPA, who leads the audit practice.
Book a 30-minute call with a partner, even if you're not ready to switch.
Why it works. Every firm claims expertise. This one shows it with a specialty, a budget range a visitor can measure themselves against, and a partner who once sat on the client's side of the desk. The next step suits a slow, high-trust decision. The partners' longer bios belong on their own pages; these executive bio examples show the format.
About us example for brands
For a company that sells things, the about page is part of the sales argument: who makes it, how, and why it costs what it does.
Stoneware plates and bowls, thrown by hand in Santa Fe.
Every piece we sell is made in our studio by one of five potters and fired in a kiln we built ourselves in 2012. We started Brindle because we wanted dinnerware sturdy enough for the dishwasher and still worth looking at.
Each piece carries the initials of the potter who made it, so if you ever want a matching bowl, we know who to ask. Because every piece is handmade, no two plates are identical, and some glazes sell out for weeks.
Orders ship within five working days, and we replace anything that arrives broken. Shop the collection, or visit the studio on Saturdays from 10 to 4.
Why it works. The initials turn “handmade” from an adjective into a fact a buyer can see on the plate. The page also answers the questions that stop a purchase, here shipping times and breakage; the Nielsen Norman Group report notes that shoppers want to know whether a company will ship reliably and accept a return. A short brand line can carry the same idea on the homepage; see these tagline examples.
Nonprofit and publisher about us examples
Donors, members and readers want to know where the money comes from and where it goes, and what rules the organization keeps.
3,000 tools, free to borrow for anyone in Spokane County.
Northgate Tool Library lends drills, ladders, tile saws, pressure washers and thousands of other tools to anyone with a county library card, the way the public library lends books. Members borrow for a week at a time, with no fee.
We opened in 2018 in a donated garage with 140 tools and four volunteers. Today we're a nonprofit with two staff, 60 volunteers and a workshop where we teach repair classes twice a month. Last year members made 11,000 loans.
We're funded by donations, two local foundations and the county's waste-reduction program.
Become a member, donate a tool you no longer use, or volunteer at the front desk on a Saturday.
Why it works. The headline explains an unfamiliar idea with a familiar one, a library. Growth from 140 tools to 3,000 is the proof, and the funding line answers the donor's question before it's asked. Three ways to help fit three kinds of visitor.
Literary fiction in translation, four books a year.
Quillon Books is an independent press in Providence, Rhode Island. We publish novels and story collections translated into English, mostly from Portuguese, Polish and Korean. We pay our translators royalties and put their names on the cover.
We were founded in 2019 by Inês Carvalho, a translator, and Daniel Kwon, a former bookseller. Our books reach bookstores and libraries across the US and Canada through a national distributor.
Translators: we read proposals all year; the guidelines are on the Submissions page. Readers: subscribe and get all four books as they come out.
Why it works. A publisher's about page has several readers at once, and this one gives translators and readers a labeled line each. The cover-credit line is a value stated as a practice, which is easier to check than a list of values. “Four books a year” signals a small, selective list.
Local news for Sable County, free to read and paid for by readers.
The Sable River Dispatch is a nonprofit newsroom with five reporters and two editors. We cover the county board, the schools, the courts and the river, and every story is free to read, with no paywall.
We started in 2021, after the county's daily paper cut its newsroom to one reporter. Our funding comes from 2,300 members, three local foundations and businesses that sponsor the newsletter. No funder sees a story before it's published or has any say in what we cover.
Our standards: we fix errors in the story and list every correction on one page, we name our sources unless there's a clear reason not to, and we say so when a story involves one of our funders.
Send a tip, get the morning newsletter, or become a member.
Why it works. A newsroom sells credibility, so its about page has to explain money and rules: who pays, what funders can't do, how mistakes are corrected. In rhetorical terms it is all ethos. The founding reason, a county left with one reporter, is the mission, and it needs no mission statement to say so.
Short about us examples
The same organizations, cut to the size of a homepage section, a social profile and a press release. Each keeps the summary and one piece of proof. At this size the next step usually sits beside the text rather than in it: the shop button next to a homepage section, the link field on a social profile. The boilerplate carries its own web address.
Stoneware plates and bowls, thrown by hand in our Santa Fe studio by five potters whose initials are on every piece. Dishwasher-safe, shipped within five working days, and replaced free if they arrive broken.
3,000 tools, free to borrow in Spokane County. Repair classes twice a month. Open Thursday to Sunday.
About Kinroster. Kinroster makes scheduling software for home-care agencies. Founded in 2023 by a former scheduling coordinator, the company serves 140 agencies in 19 states, which use it to schedule about 30,000 caregiver visits a week. Kinroster is based in Cleveland. Learn more at kinroster.example.
The boilerplate goes at the end of every press release, word for word each time, until the facts in it change. These press release examples show where it sits.
Real about pages worth studying
Four real organizations, four different jobs for the same page: a nonprofit newsroom, a payments company, an outdoor co-op and a US agency. Pages change, so open the current version before you borrow from it.
| Organization | What the page does | What to borrow |
|---|---|---|
| OrganizationProPublica | What the page doesOpens by calling itself “an independent, nonprofit newsroom that produces investigative journalism with moral force,” then states its mission, then covers its funding and its founding in short paragraphs. A side menu leads to staff, board, impact, awards, supporters and reports. | What to borrowWhen credibility is the product, explain the money and the rules on the page itself |
| OrganizationStripe | What the page doesDescribes the company's purpose and gives a scale figure, more than 5 million businesses building on Stripe. It names no founders and tells no history, and it ends with three questions that send sales prospects, developers and job seekers to different places. | What to borrowRoute visitors by the question they arrived with |
| OrganizationREI Co-op | What the page doesExplains the ownership model in one line, “a consumer co-operative that exists to inspire and equip everyone to get outside,” and tells the founding story through one detail: 23 friends in 1938, and a first store that was a shelf in a gas station. | What to borrowOne founding detail does more than a timeline |
| OrganizationNational Park Service | What the page doesOpens with words from the 1916 law that created it, then explains its work with partners and lists the pages in its About section, each with a one-line description. | What to borrowIf your purpose is written down somewhere official, quote it |
The National Park Service page shows the last idea best, because the mandate it quotes is a federal law from 1916. The Organic Act directs the service to conserve “the scenery and the natural and historic objects and the wild life therein” and to leave the parks “unimpaired for the enjoyment of future generations.” Few organizations have a mission with that pedigree. Most have a founding reason, and the examples above show how to state it in a sentence.
A generic about page, fixed
Most first drafts of an about us page are a list of qualities. Here is one, and the same firm's page after every adjective was traded for a fact.
Welcome to Marlowe Bookkeeping! We are a passionate team of dedicated professionals committed to delivering innovative, high-quality financial solutions that exceed our clients' expectations. Founded on the values of integrity, excellence and customer satisfaction, we pride ourselves on our attention to detail and personalized service. Contact us today to learn how we can help your business grow!
Monthly bookkeeping for restaurants and bars in the Twin Cities.
We close your books by the 10th of every month, so you know last month's food and labor costs while you can still act on them. We match every card payout to your sales reports and flag anything that doesn't add up.
Marlowe was started in 2017 by Kim Marlowe, who managed restaurant kitchens for twelve years before becoming a bookkeeper. Today we keep the books for 38 restaurants, from one food truck to a group of six dining rooms.
Send us last month's sales report and we'll show you what we'd have flagged. No charge.
Every quality in the first version is a claim taken on faith. The second follows the rule of show, don't tell: “attention to detail” becomes matching every card payout, “personalized service” becomes a founder who ran kitchens, and “help your business grow” becomes knowing your food costs by the 10th. Narrowing to one kind of client feels risky, but it is what lets the page say anything specific at all.
How to write an about page
- Decide who reads it, and what they should do next
Customers, donors, job seekers, journalists or investors. Pick the visitor who matters most and the main action you want from them. If several groups matter, give each a labeled line near the end, as the publisher does.
- Write the summary before anything else
One or two short paragraphs: what you do, for whom, where, and what makes you different. Read it to someone outside your field. If they can't repeat it back, it's too abstract. A vision or mission statement can sit below the summary, but it can't replace it.
Your customers may already have written it for you. Attach a handful of reviews or survey answers to the Strokes Assistant and ask which words they use for what you do.
- Choose proof a visitor can check
Numbers with units, named clients or partners, awards with the year, and where to read reviews. One specific result beats a list of superlatives.
- Tell the story in one detail
Find the single fact that explains why you exist: the garage, the Sunday nights, the county left with one reporter. Leave the timeline for a separate history page, if anyone needs one.
- Name the people and show them
Names, roles and one line each, with recent photos of the real team. A group photo in the office does more than a stock image of a handshake.
- Turn values into practices, then add the details
“Responsive” becomes “we reply within two working days.” Then add the practical facts that block decisions: location, hours, shipping, who owns or funds you. End with a clear next step for each main audience, one primary action where possible, and an email address or phone number written out as text.
A fill-in template
Copy this into a document, replace each bracket and delete the lines you don't need.
About us page template
[Headline: what you do, for whom and where, in under 12 words]
[Summary: one or two short paragraphs. What you make or do,
who it's for, and what makes you different]
[Proof: one number with a unit, two or three named clients,
partners or awards with the year, where to read reviews]
[Story: why you started, told through one detail]
[People: names, roles and one line each, with real photos]
[How you work: two or three promises a customer can check]
[Practical details: location, hours, ownership or funding,
how to reach you]
[Next step: a clear action for each main audience, one
primary button or link where possible, plus an email address
or phone number written out as text]Check it before you publish
Frequently asked questions
How long should an about us page be?
Long enough to answer what visitors came to check. The full examples here run about 100 to 150 words; pages with team bios or a history section can reach 500 or more. Either way, put a one- or two-paragraph summary at the top, because some visitors read only that, and move the detail further down or onto subpages.
Should an about us page be written in first or third person?
Use “we” on your own site: it's warmer and sounds the way customers hear you on the phone. Within that, name individuals in the third person, as in “Joanne Tallis runs the business now.” Keep a separate third-person paragraph, the boilerplate, for press releases, directories and partners who need to paste a description of you.
What is the difference between an about us page and a mission statement?
A mission statement is a sentence or two about what the organization exists to do. An about us page is the whole introduction: what you do, for whom, proof, history, people and how to reach you. The mission statement can sit on the about page, but it can't replace it, because it answers why and not who, where or what to do next.
Where should the about us page go on a website?
Link it in the main navigation, usually labeled About or About us, and again in the footer. Nielsen Norman Group found that when users couldn't find information in the main navigation, they scrolled straight to the footer. A one-line version on the homepage helps too, and subpages need plain labels such as Our team or History rather than internal jargon.
