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How to write an about us page that converts

Updated: Dec 7, 2023

My easy-to-follow formula & examples

text: how to write an about us page that converts

Did you know the ‘about us’ page is the second most read page on a website, after the sales page?

Since this page isn’t directly focused on sales, you might think it isn’t important for conversions – but that’s not true!

As more people choose to shop consciously, trust and authenticity become increasingly important in consumer decisions. The about us page is your space to nurture a connection beyond the product and convert those conscious consumers wanting to make personal and intentional purchases.

In this guide, I’ll talk you through the step-by-step formula I use when writing About Pages for my Grounded Web-Copy clients, from laying the foundations to the final flourishes.

(Note: often effective about pages are split into multiple sub-pages, like sustainability, ethos, mission, our story etc. In the name of keeping things easy, I’ve written this guide as though it’ll all be on one page).


What is an ‘about us’ page?

Where a sales page is about what your customers are spending their money on, the about us page is about who they’re giving their money to.

That said, it’s not a biography. It’s about how you can serve your ideal customer. Think of it like a job interview, and only share details that show you’re the best fit for the role.

Another thing to bear in mind is that your about us page is rarely the first place a customer meets you.

Unless they’ve previously heard of your offer and how it will benefit them, they’re unlikely to be on a page where the main aim is to build a deeper connection. This would be like moving in with someone you’ve never met.

It’s part of a growing relationship. They’ve likely ended up on this page because you’ve made a good first impression, and now they want to know more.

They could …

  • want to know if they can trust you

  • want to know if your values align with theirs

  • be curious, and have questions unanswered

  • already love your brand and want to get involved in your community

It shouldn’t be a whole new (or irrelevant) impression of you, it should build on what your customer already knows.

Your Roots: mission statements

Before we get onto writing the page, go back to your brand’s mission statement. This is your roots; it won’t be seen on the page, at least not word-for-word, but it’ll guide you as you write.

You might already have one for your brand. If that’s the case, great, get it out. If you don’t, or it needs a refresh, here’s what I suggest:

1. Go over the basics

  • What are your advantages over competitors?

  • What are your unique selling points?

  • What’s your brand voice?

2. Free Write

Don’t overthink here. Put all your clay on the wheel before you start to mold.

  • What do you do?

  • How do you do it?

  • Who do you do it for?

  • Why do you do it?

3. Plug-it-in

We [what] by [how] for [who] so that [why]. Copy and paste parts from your free writing. It will look messy at first, but it gives you a lot to work with.

4. Whittle it down

Chop it down to no more than 100 words.

5. Add some sparkle

Get creative and write a few catchy versions. Analyse them all and choose which one best fits.

Spend time getting your mission statement spot on.

Once you have one set in stone, you can draw on it and adapt it for different contexts, such as your social media bios, or applications for certifications like B-corp, and, of course, your about us page.

(For those who don’t have the time, I offer mission statement writing as a service)

Building a mission statement mind-map

The temptation with about pages is to write out your entire story, start to finish, including every business milestone. For now, you can give in to the temptation. Note down everything that’s made your business what it is today.

Now, create a mind map with your mission statement in the middle. For each part of the mission statement, connect a few of these milestones.

This will ensure the details you have to hand, are relevant to your what, why, how, and for whom.

How to write an about us page in 7 steps

Okay, we’ve laid the foundations – now let’s get this website copy written.

Step 1: write a welcome line

You might choose to keep it simple and start your page with ‘About us’ or ‘Our story’. That works, but it’s a missed opportunity to welcome your customer into your world.

Some alternative options are:

· We’re here to…

· Meet the…

· Welcome to…

· Join the…

Get creative here and infuse your tone of voice.

Lush website copy screenshot that says 'hello gorgeous...welcome to the wonderful world of lush'

Step 2: Add a touch of your mission statement

Next, you want to add a bit of meaning behind the brand name. Touch on your mission statement, but keep it succinct, because the most important part comes next.

(If you didn’t get crazy creative with the welcome line, now’s your chance).

Feel Good Club website copy screenshot that says 'join the club'

Step 3: Get the key information across

This is the most important part. Near the top of the page, put your best foot forward. This will vary from brand to brand but think about big milestones, unique selling points, and the questions your succinct sentence (above) leaves unanswered.

A CTA to your shop page works well here, in a bold graphic of products with a link.

Grind coffee website copy screenshot that says 'every minute 29000 plastic and aluminium pods go to landfill'

Step 4: write a brief and relevant company history

Once the key information is down, it’s ego-boost time. Using your mission statement mind map, plot a history of your brand, keeping in mind how each stage is relevant to your consumer.

Keep it short and to the point. There are a lot of ups and downs in building a business, and maybe your socials are a good place to share those, but not your about us page.

I recommend breaking it down into subheadings that speak to each other and relate to the core brand identity. It’s also good to use years and a timeline structure, as people are visually drawn to numbers.

I love how Tropics start with a letter from the founder explaining her inspiration before moving onto a timeline.

Topics skincare website copy screenshot with image of founder

It ticks all the personal, relevant, and visually appealing boxes!

Step 5: Add some social proof

Now, you can let others do the talking. Include some of your best testimonials, features, and impact stats (like 4Oceans below).

Remember your about page is not so much about what you sell, but why you sell it, so make sure you pick proof that backs up your values.

4Ocean website copy screenshot

Step 6: Give readers a next step (call-to-action)

You’re about us page invites the reader into your world and is the perfect opportunity that to show them how to be a part of it. This could be your social media, email list, or blog.

Don’t shy away from selling, either. This page gives your reader a new motivation to purchase. Rather than ‘I like this product, I’ll buy it’ (sales page), it’s ‘I like what you’re about, I’ll buy from you’.

Glossier website copy screenshot

Step 7: Build trust with your values

As a final little hug, finish with your values, future, goals, or a promise to your customer. Leave the reader with a positive impression.

DrinkOlipop website copy screenshot

Written by Heather | Grounded website copy

And there you have it, an about page set up to attract your aligned customers, nurture connections, and inspire informed purchases.

Need a helping hand? Fab, I have two right here.

My Grounded Website copy package is focused on crafting mission-driven web pages, like your about us page, ethos page, and sustainability page. Get in touch today, and I’ll take it off your plate.

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