About Us
High-performance exterior systems designed for durability and energy efficiency.
High-performance exterior systems designed for durability and energy efficiency.
Every About Us page is unique, just like your business. The key is to include what’s necessary to fully reflect your brand’s personality, your leadership’s experience and attributes, and your mission or purpose as an organization (your “why”).
Not all elements will be necessary for every site, but here are a few to consider:
Your mission statement includes your purpose, core values, and goals. It’s a concise declaration of what you do, how you do it, and why it matters.
Including a mission statement gives customers a clear sense of what drives you. It helps them understand not just what you sell, but what you stand for. More than a formality, it’s another chance to make a meaningful impression on visitors.
When crafting you mission statement, consider your:
Unique value proposition. What makes your brand, product, or human resources stand out from competitors?
Target customer. Who are you serving, why, and how do you meet their needs?
Broader impact. How does your business seek to make a difference beyond the bottom line?
Vision for the future.What do you hope to achieve as a result of running a successful organization? Why should customers, stakeholders, or potential investors care?
Your core value proposition is a clear statement of the primary benefit you offer — the one thing that makes you indispensable to your target customer.
A strong value proposition should:
Focus on benefits, not just features. How does your product or service make your customers’ lives better?
Be specific and relevant to your target audience. Speak directly to your ideal customer’s needs and desires.
Create an emotional pull. Tap into the deeper reasons why your offering matters.
A truly effective value proposition goes far beyond the surface level. Sure, you can say that your teen clothing brand’s value proposition is that it saves people money, but that’s fairly boring. Instead, you might say you help families afford fashionable, durable clothing that will help students fit in at school and feel comfortable year-round.
Don’t rush this step. Getting it right can mean the difference between a bounce and a lifelong customer.
People are always looking for some kind of reassurance that they’re doing the right thing. Sometimes, that assurance can come simply from others making the same choice. This is why trends take off and peer pressure is so effective.
Social proof is the technical term used to describe this phenomenon where people look to the actions and attitudes of others to guide their own behavior or affirm their decisions.
In the online world, social proof is incredibly important because it helps add legitimacy. With the surge in fake content and photoshopped images, people can struggle to gauge authenticity, and social proof can help.
Online shoppers can’t see or touch your products in person. They can’t look you in the eye and get a sense of your trustworthiness. So they rely on the experiences of others to gauge whether you’re legit.
In the context of your About page, you can use social proof by including:
Customer testimonials. Feature glowing quotes from satisfied shoppers.
Product reviews. Showcase star ratings and detailed feedback from real users.
Social media feeds. Embed real-time posts from your social media accounts that show customers engaging with your brand. Add social media links, too.
Trust badges. Display seals from trusted third parties like the Better Business Bureau.
When done right, social proof taps into our innate desire to follow the crowd and can give hesitant shoppers the confidence they need to click “add to cart.”
Press mentions or features are another powerful form of social proof that you can include on your About Us page.
Well-known publications give your brand credibility and importance. They’re a proven trust signal. That’s why so many landing pages have an “As seen on…” section.
When including press mentions on your About page:
Highlight recognizable publications. Focus on outlets your target audience is likely to know and trust.
Use logos or featured images. Make the mentions visually engaging and easy to scan.
Include snippets or quotes. Give a taste of what was said about you, especially if it reinforces your core value prop.
Link to the full articles. Let interested readers dive deeper and see the full context.
If you’ve been successful enough to have lots of press features to choose between, select a balance of the most well-known publications and mentions that speak to your unique selling points and resonate with your core audience.
Your company’s core values dictate how you do business. They’re the unchanging beliefs that shape your decisions, your culture, and your brand identity.
Value-driven consumption is increasing. Including your brand values helps customers understand what you stand for beyond making a profit. It gives them a sense of your priorities and your larger purpose.
To make your values compelling on your About page, strive to:
Be specific and actionable. Avoid generic platitudes and focus on real brand values that guide your day-to-day operations.
Show, don’t just tell. Provide concrete examples or stories of your values in action.
Tie them to your customer experience. Explain how your values translate into benefits for your shoppers.
Make them visually engaging. Use icons, images, or formatting to make your values easy to digest and remember.
Creative visuals showcase your products, convey your brand personality, and build an emotional connection with your customers.
Videos and imagery also put a face to your brand and evoke an emotional response. Plus, they break up text and make your About Us page more scannable.
Here are some types of images and videos you should consider:
Behind-the-scenes photos or videos. Show your team, your workspace, or your production process.
Customer photos or videos. Authenticity trumps production value in most cases. User generated content is the ultimate in authenticity.
Aspirational imagery. Capture the lifestyle or feeling you want to associate with your brand.
Product close-ups or 360-degree views. Give customers more opportunities to see key features and benefits up close.
Infographics or illustrated explanations. Describe your business model, values, or the company’s mission using graphics that might be more engaging than blocks of text.
Your company history is the story of how your business came to be. It’s your journey from an idea to an established brand.
it gives customers a sense of your roots and your evolution. It helps them understand the origins of your mission and values, and it creates a narrative arc they can follow and invest in.
When crafting your history section:
Start with the “aha” moment. What inspired you to start this business? What problem were you trying to solve?
Highlight key milestones. What were the major turning points or achievements in your journey? How did you grow and evolve?
Emphasize the human element. Who are the key players in your company’s story? What challenges did you face, and how did you overcome them?
Tie it back to your mission. How does your history inform your current values and approach? What has remained constant throughout your journey?
Craft a narrative that shows the heart and the hustle behind your brand. Showcase the late nights, the learning curves, and the breakthroughs.
These eight diverse About Us examples demonstrate the varying styles and elements available for different business needs. Use them as an inspirational starting point to create a page that reflects your brand and includes all of the core elements discussed earlier in this article.
Badeloft is a boutique company that sells high-end bathroom fixtures, especially bathtubs. Their About Us page is a masterclass in storytelling.
First off, they nail their brand’s story.
Three high school friends, united by a shared frustration with the luxury bathroom market, decide to start their own company.
They also lay out their mission and approach in a way that feels authentic and customer-centric.
Their goal is to provide luxury to every bathroom for the “ultimate bathing experience.”
But the real showstopper is the social proof. They’ve got glowing reviews from Houzz (a go-to site for home design inspiration).
Plus, they feature Instagram posts from real customers showing off their gorgeous Badeloft tubs.
It’s not just pretty pictures — it’s proof that people love their products.
Badeloft’s About Us page works because it’s not just about them. It’s about a shared passion for great design, a commitment to customers, and a story you can’t help but get invested in.
Offerman Woodshop is a collective of skilled woodworkers based in East Los Angeles that focuses on traditional joinery and sustainability.
Their About Us page shines with personality, passion, and a deep commitment to their craft and community.
The page opens by highlighting their values — a focus on hand-crafted quality, sustainable practices, and strong local partnerships.