About us page content ideas for an about page that rocks!
The hardest page of your website to create?
After the home page, you almost certainly said your about us page…
…at least that’s what the majority of my clients tend to find.
Knowing what content to add to your about us page, how to organise it and how to create something that really rocks, without getting all me me me about the thing can be a real challenge!
So today I’m listing out a bunch of about us page content ideas to help you create a page that rocks, and most importantly creates a connection between you and your website visitors (your ideal clients if you will)
Oh and if you did say homepage, make sure to check this post out on the 7 crucial components of homepage design!
On with the about us page content ideas!
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What’s the purpose of an about us page?
Let’s take a moment before we begin to be clear about the purpose of an about us page. In my view your about us page serves 3 core purposes…
Build trust with your visitors
Provide key information that your visitors might need about you and your company
Boost your SEO & therefore drive traffic (especially where you have enough brand awareness that people are searching for your company name)
And so the about us page content ideas in this blog post are all connected to one of these purposes.
And there’s one principle that I want you to hold in your mind throughout (it’s the thing that most about us pages do terribly)… and that’s to remember your about us page actually isn’t about you… it’s about your visitors and so despite the about us page obviously having information about you on it, every piece of this content on your about page should serve a purpose for your audience.
So to the about us page content ideas & tips (oh and final thing before we begin, make sure to grab the free content planning template - the perfect companion to this blog post)
About Us Page Content Idea One: A timeline/ story
If someone has landed on your about us page, they’re interested in learning more about your company - that’s a great starting point! But imagine it a bit like a first date… that gorge guy or gal is probably noottt super interested in knowing what GCSEs you did, and your work experience when you were 17, nor every stage of starting and “pivoting” (can I say that word without you wanting to puke a bit?!) your biz either.
I love timeline content on an about page, but I like it even more when it’s short, to the point & has highlights that I can skim - like this from Sophia Amoruso, or this, which is a bit lengthier, but static from Paige Brunton.
I love this timeline example from Sophia Amoruso
Story style about us page example from Paige Brunton
Another great way to position your back story is if you lived something and then created a product or service to help someone overcome the same problem, this is like the example above from Paige Brunton who learnt how to do something and now sells courses helping others do the same (in this context telling her story in a more in depth way is really useful.
It relates what you offer with your own lived experience showing you understand and can relate to your visitors having a similar issue…
Careful though, your backstory (and timeline if you use one) need to be interesting, short & relatable.
About Us Page Content Idea Two: Values
Doing business ethically, and with businesses that share our values has become more and more important in recent years (up 48% between 2020 & 2021 with 78% of people making at least one purchasing decision in 2021 based on values) .
And so about us page content idea two is to share your values on your about us page.
A great way to go about this is to have a range of icons, or brief headings that summarise your values, and if possible (in a sentence or just a couple of words) relate this to what it means to your clients/ customers.
A coupla examples for you…
“Quality'‘ - every wooden toy has a lifetime guarantee meaning it’ll stay in your family for generations.
“Empowerment” - we want you to be set up so grows as your biz does - our client portal empowers you to do this.
“Environment” - we plant a tree for every website completed - last year that was 76 new trees!
Struggling for ideas to layout your values? I love these two about us pages, Viola Hill Studio that uses a Carousel effect to scroll through and past client Village Fitness & Physical Therapy adding a fun brand touch by adding custom icons
About Us Page Content Idea Three: Social proof
Some low-key showing off is necessary on your homepage, but it can work great on your about page too, especially if you’ve worked with some big names, or have some testimonials that shout loud n proud of the things you’re most proud of and want your visitors to know.
In terms of actual about us page content ideas for showing off your social proof, here are a couple of my faves…
I love counters - for example the number of sales, or your ranking in a survey/ award or star-reviews, these can be embedded in an easily skimmable way and have a fun animated effect that brings a bit of life to your about us page
Video testimonials - people love to hear and see others impressions of a product or service - these can work beautifully wherever you have testimonials on your site
Logo galleries - if you’ve worked with, or have been showcased in any big organisations, a logo wall can be a great place to show these highly recognisable logos off. Do make sure to check first that the organisations you’re using the logos of have said you can, and an extra tip is to put them all into the same colour, or grey-scale so they don’t clash against your website color palette. (The example from Squarespace & Showit Webdesigner Emily Jane below is fabulous for this (and gets extra points for the testimonial that goes above).
The other example is of number counters showing key successes in an easy to skim way (looking for number counters plug ins - I love elfsight for this!)
Pro tip for this one, if you can integrate these into your timeline/ story that can work great too, otherwise scatter them throughout the page (and only use information that your visitors will be interested in & that will develop trust in your biz & what you have to offer).
About Us Page Content Idea Four: Your Team
People connect with people (research shows that seeing images of people increases empathy) - and your about us page is the perfect place to introduce your team, especially where you have customer facing folks (or even when you don’t, but your people are fabulous, which I’m sure they are) & you want people to connect with the humans behind the service or product!
Please please please though, try to make this section interesting. People don’t need to know the backstory of everyone that works in your biz, nor have a load of faceless names, or bland photos. And please don’t use stock photos - your about page is the place for real pics of real humans!
So for what to go along with the pics of your people, think along the lines of…useful and interesting.
What I mean by that is that if you have content about your people that is useful (ie builds trust with your visitors - so a certain experience or qualification or anecdote) and interesting (something quirky, fun, cute or relatable) that’s a perfect mix! You want people to think - I want these people to work on my project, or even, I’d love to grab a beer with these folks!
Other fun about us “our people” section ideas include…
Have hover over photos that show your team as kids
Share a fun (not boring!) fact or anecdote
Use one big pic with everyone in it having fun, if you want to keep it short & don’t need everyone to be listed individually
These two examples, the first from Digital Marmalade and the Second from Cloud Horizon are fun ways to communicate personality & get that human connection without boring your audience!
About Us Page Content Idea Five: Practical Details
Often people are looking for practical stuff when they arrive on your about us page - so it’s worth making a list of this practical info & including it here.
Now this isn’t to be confused with a contact-us page, where I recommend you add
locations
opening hours
several ways to contact you
maps etc.
But it would be good to link to this page, and add any other useful practical information, like areas served if you only serve certain areas, or any pre-requisite to work with you.
It’s quite astounding to me the number of websites I end up on where I can’t find out basic info about where they’re based, how to get in touch or when they’re open/ closed. Don’t make this mistake - make it easy for people to get in touch with you!
About Us Page Content Idea Six: Media Kit
This one is one of my favorite about us content page ideas.
Think about it this way, there are a couple of groups of people, that may well visit your about page, that you likely haven’t thought about. And that’s the media, researchers or people wanting to write an article about you.
So stepping into their shoes for a min, let’s think about what they want…
They’ll probs be interested in your story or timeline, and defs key business stats, numbers or social proof. But they’ll also likely want images of you, logos and maybe even more detailed information about your company/ product or service.
So let’s make their job easy peasy and have a media kit on your about page so they can easily download all this info in one easy to use bundle. That way you’re not annoyed by emails asking for it, and they have a low barrier to getting what they need to put your name in lights (and give you a sweet back link in the process!)
See this great article from hubspot for fabulous ideas for your media/press kit!
About Us Page Content Idea Seven: A call to action/ next step
Remember if someone’s on your about page, chances are they’re a warm lead - they’re interested in you and your company and they’re likely therefore to be pretty close to wanting to buy.
Soooo don’t make it difficult for them by forgetting to add a CTA (call to action)! 70% of small B2B websites don’t have a call to action… at all! Not just on the about us page… anywhere on the website! So imagine what a jump you’re getting on the competition by having well placed CTAs!
In other word, one of the best about us content page ideas is to make sure you give them a next step - this could be your lead magnet/ email list or a straight path to your store or enquiry form, either way, don’t make your about us page a dead end!
Content Not to put on your about US page
Products and services
This isn’t to say that your about us page shouldn’t mention your products or services at all, but it’s not to confused with a product or service page. People land on your about page to find out the things that sit around your product and services - the how, the why, the who etc.
Link to your products or services by all means, but don’t let them get in the way of the main purpose of your about us page.
CV/ Resume or your whole life story…
Unless your website is a CV style site which you’re using to get hired, or you’re in a world (like academia) where a list of your publications/ a CV is important, don’t bother putting it on your about us page.
If you must have it, think about providing it as a downloadable PDF rather than taking up valuable real estate with a list of past jobs!
Boring stuff to fill space!
Don’t feel you need to have an about us page if you don’t have anything to put! Or that it needs to be long if you’re stuck for content. You can get away with a mini about section on your homepage, and core information like a media kit on your contact us page if you’re just putting content on your about us page for the sake of it!
Final tip
I hope these about us page content ideas have sparked some starting points as you start to put together a really killer about page - remember, to take everything back to your ideal client, put yourself in their shoes and ask yourself, what information they need, what reassurances they’re looking for, how they’d need to feel to take the next step to working with you and base your about us page content ideas around them.
Don’t have a clear idea of your ideal client yet? Make sure to download the free workbook that takes you through step by step how to define, understand & approach your ideal client (plus the step almost everyone misses!)
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