How to Write an About Us Page for a Small Business

While business formality is important, your ‘About Us’ page needs to be more. This is the exact mindset you need when you set out to create it.

One of the reasons to pay attention to what goes on in your ‘About Us’ is the fact that mediocre content is a bane of attention retention for your website or brand profile.

It becomes almost impossible for prospects encountering your business for the first time to forget your brand when  you have thoughtfully crafted about us page with the right choice of words.

A great About Us page serves as a handshake, a window into your what the passions and minds backing the business.

Most times, it’s the silent determining factor between a customer clicking away off the stay or staying to explore your unique offers.

But sadly, any small business owners are yet to master how to perfectly utilize the about us page for the good of their business.

Most existing websites trivialize the valuable space known as the About Us page. They simply throw together a few lines of text, add their mission and vision statements, and call it a day.

If that’s you and your website, then it’s high time you had fixed that. Your about us page matters more than what you think, and that’s why it must be well representing of all that your brand stands.

This guide, will shed light on some core elements that must be a part of your about us page.

We’d also consider some things to avoid when writing your About Us’ page, the person in an organisation that should write the about us page, and how to craft one that actually builds essence around your business. It builds trust, authority, and triggers the right emotional connection with prospective clients or customers.

What Is an About Us Page?

An About Us page is one of the most important web pages or sections of a website. It is a narrative profile that tells the story of your business, brand, or organisation concisely.

Some behind-the-scenes prospects are keenly interested in knowing who you are, what you stand for, how the business started and the passion that fuels your existence.

It’s more than just facts and statistical figures, it’s about how uniquely you can tell your brand’s story.

Your About Us page helps your brand create a unique voice and builds credibility for your business.

While it may appear as being a static page, it’s one that is dynamic in function; it rightfully informs, persuades, humanizes, and ultimately contributes to the overall conversion process.

See your about us page as an online biography of your business, vested with innate capabilities to earn trust, shape perception about your brand and build long-term relationships.

How important is your about us page?

1. It Builds Trust: In an industry full of faceless websites, people often like to know the minds backing the business they want to patronize. Knowing who they are buying from can help to build trust because one of the function of your about us page is to fill the trust vacuum.

2. Shows your brand’s human side: Customers who mindfully endorse brands today don’t do it just for the logos, rather because there is some sort of connection established between them and the brand.  The About Us page gives your brand a voice and a personality.

3. Helps Conversions: According to a study by KoMarketing, over 50% of users will go to see an About Us page when they visit a small business’s website for the first time. Visitors who find your values and mission relatable are far more likely to convert due to the connection established.

4. Aids SEO: When done right, your About Us page can become a value page with rich keywords that potentially showcase your business as an authority and boost your business visibility over time.

5. It’s good for Talent and Partnerships: Potential employees, collaborators, and investors often read your About Us page to gauge credibility and alignment.

How to Write an About Us Page for a Small Business: 7 Steps

Step 1: Plan Your Content First

Before writing, decide what sections you need to have on your About us page. You can have your UX designer or Web designer create a storyboard of the page. Sections like your mission, vision, our story, or values are essential. You can also have a chat with the founder or long-time employees for key details, and figure out if you’ll need photos, graphics, or a designer’s help. Skipping this risks missing important pieces.

Step 2: Lead with Your Mission

Start strong by stating ‘why‘ your company exists. People connect with purpose, not just products. Like Toms of Maine champions natural, safe products for families, clarify what you stand for and the problem you’re solving.

Step 3: Explain What You Do For Customers

Be very clear about your offers. When you try to communicate the features of your products or services, focus on how they benefit your customers, rather than bombarding them with a mechanical checklist of features. Shift from the “We sell software” narrative to “We save you 10 hours a week”. That makes more of a simple and productivity-focused message than the earlier. Your mission statement should be entwined with how you intentionally improve your clients’ or customers’ experience compared to other products or services. Even though this page is about you, it’s ultimately for them.

Step 4: Share Your Key Milestones

Sharing your key journeys as you build or scale your business can help build trust. It shows you’ve been on a journey of growth. Stylishly communicate your timelines, highlight founding dates, major wins, and celebrated turning points. Keep it brief and human. You can have your web developer use CSS or your graphic designer create this visual story in a way that shows, not just tells.

Step 5: Highlight Real Values (If You Live Them)

Values that you live and are proud of are a worthy mention on your about us page. However, make sure they are relevant to your business ethics, offers, and also valuable and actionable for your prospects. Avoid empty slogans that are from the values that propels your business daily, your customers are watching!

Step 6: Use Photos or Videos

Quality imageries cannot be overstated on this journey. They make your story sticks better. Images and videos of team members, short story videos of company’s culture and, simple graphics about your code of ethics can help to give clear direction to browsers on your site and also convert them to loyal customers.

Step 7: End with a Clear Next Step

Finally, as you conclude your about us page, guide your readers what action you want them to take next. Do you want to invite them to your service bucket page, ask them to follow you on social media, check out your product catalogue if you run an ecommerce business, hop on a trial, or learn more? Whatever it is, you must communicate that very clearly.

Example of Top Small Business Sites with Amazing About Us Pages

Below is a list of some small‑business websites that have amazing About Us pages that succinctly capture the whole essence of their brand. You can check them out and take clues as you get set to build yours.

Frequently Asked Questions

What should an About Us page include?

Your mission, what you do for customers, a few real milestones, the people behind the brand, and a clear call to action.

How long should an About Us page be?

Long enough to build trust without rambling. Lead with the most important point and keep it scannable.

Why is the About Us page important?

It is one of the most-visited pages and a key trust signal. A good one turns curious visitors into customers.

Should I use “About Us” or “About Me”?

Use “About Us” for a team or company and “About Me” for a personal brand or solo business.

Can an About Us page help SEO?

Yes. A clear, keyword-aware About page builds topical relevance and trust, which supports your overall SEO.