Your homepage could seize all of the glory, however information from lots of of Google Analytics accounts reveals the subsequent cease for many guests is the About web page. So why does it really feel such as you all of a sudden neglect find out how to converse human while you sit down to write down one? Confronted with that blinking cursor, you’re not alone if you happen to marvel, “How do I speak about myself with out sounding like a résumé stapled to the underside of a gross sales flyer?”
We’ll allow you to in on a bit secret: Nobody is in search of a Pulitzer-worthy autobiography. They’re in search of the real-person story behind your enterprise: why you began, what drives you, and perhaps a bit bit about how one can make their lives higher. That’s it! Nail that, and an nameless clicker turns right into a buyer who seems like they only met a founder, not a brand.
On this information, we’re breaking down the straightforward constructing blocks of a trust-boosting About Us web page. We’ll additionally tour a dozen examples you possibly can steal concepts from and discover some copy prompts (plus a number of AI shortcuts) that can assist you energy via author’s block. Prepared to show that intimidating clean display screen into your website’s welcoming meet-and-greet? Let’s get began.
What an About Us Web page Really Does
Consider your About Us web page because the digital model of a “good to fulfill you.” In examine after examine, it’s one of many first clicks guests make after your homepage —usually the second-most visited web page on a website, based on Google Analytics information.
So what does that site visitors truly do for you?
| Why Guests Click on | What It Does For Your Enterprise | How To Capitalize On It |
| Intestine-check belief | Places a human face to your model and reduces perceived danger | Use actual photographs, founder quotes, and mission statements written in plain English |
| Check relevance | Exhibits you “get” the client’s drawback, nudging them deeper into the funnel | Lead with a price proposition framed across the customer, not your résumé |
| Sign web optimization | Naturally incorporates long-tail model key phrases and will increase your topical authority | Embrace concise metadata and schema for group in WordPress |
| Help conversions | A powerful About web page can carry total conversions by giving hesitant patrons the push they want | Finish with a low-friction name to motion (CTA), like a demo, e-newsletter, or product quiz |
The underside line: Ignoring your About Us web page is like displaying as much as a networking occasion and refusing to shake palms. However get it proper, and people additional clicks translate into measurable belief, longer dwell time, and extra gross sales.
Anatomy of a Belief-Constructing About Us Web page
Under is a six-part blueprint you possibly can drop straight into WordPress and customise in a day. Every aspect stacks intentionally, transferring a customer from “Who’re you?” to “Shut up and take my cash!”
1. Hook or Headline
Why it issues: Stops the scroll. For instance, “Turning thrift-store finds into assertion items since 2018.”
How one can construct it: Borrow a confirmed copywriting system like “Ache-Agitate-Resolution” and converse to the reader’s aim, not your ego. You may even draft a number of choices and A/B check them to land on one of the best one (extra on that later on this article).
2. Hero Picture or Micro-Video
Why it issues: Faces set off neurons that immediately entice fellow people and enhance our belief.
Professional-tip: Shoot a five-second GIF-style loop in your cellphone (you packing an order, roasting beans, sketching code, and so on.) for a micro-video that’s low-budget but efficient.
3. Buyer-Centric Worth Proposition
Why it issues: Immediately clarifies the “What’s in it for me?”
How one can construct it: One or two sentences that begin with a verb and embody a tangible consequence (for instance, “We construct WordPress websites that load in underneath one second and rank on web page 1”). Observe that up with one bullet row of quick-scan proof factors, likehow a few years you’ve been in enterprise, what number of tasks you’ve shipped, your five-star evaluations, and so on.
4. Your Founder or Origin Story
Why it issues: Tales activate 22x extra areas of the mind than info alone.
How one can construct it: Use the Pixar framework in three brief paragraphs: As soon as upon a time… / Till at some point… / Ever since then… Maintain the highlight on the issue you clear up, not the medals you’ve received.
5. Social Proof Stack
Why it issues: 73% of patrons say manufacturers have a duty to behave for the better good, displaying they care in regards to the values and beliefs of the businesses behind merchandise.
How one can construct it: Combine testimonial snippets, belief badges, and “as seen in” logos, however restrict your social proof to round 5 gadgets at most to keep away from visible muddle, and hyperlink every brand to its supply for authenticity.
6. Clear Name to Motion
Why it issues: Guests want the subsequent step whereas your story is contemporary.
How one can construct it: Use a single main CTA button. Place it above the fold and after the story so it’s all the time inside attain on cell.
11 About Us Web page Examples That Nail It
Wish to write your About Us web page like a professional? Skim these examples to be taught from among the greatest.
1. Yellow Leaf Hammocks
Yellow Leaf Hammock opens with a strong video, then sells clients on the story of empowering artisan weavers —mission first, product second, after which a mild store CTA.
Key takeaway: Lead together with your mission, particularly if you happen to’re altering the world.
2. Hiut Denim Co.
A town-revival story (“[Cardigan] is making denims once more”) plus candid manufacturing unit pictures show goal and craft in a single scroll for Hiut Denim Co.
Key takeaway: Inform a place-based story if your enterprise has robust hometown roots.
3. Pipcorn
Pipcorn leans into their origin story, with a brief “Shark Tank to Oprah” story and ingredient data to maintain their About web page snackable and credible.
Key takeaway: A tiny timeline can supply massive proof when you have a viral product or an organization that blew up shortly.
4. Blueland
Blueland includes a household photograph from the corporate’s founder, plus a personalised message that features some scary stats she discovered that impressed her to start out her sustainability-minded startup.
Key takeaway: Stats can inform a narrative,particularly if you happen to personalize them.
5. Wistia
Wistia retains issues candy and easy. There aren’t any gimmicks right here,only a easy mission assertion and a easy story of the corporate’s roots.
Key takeaway: Don’t overthink it! Your mission ought to shine in your About web page, so put it entrance and middle.
6. Basecamp
Co-founder Jason Fried narrates a failure-to-fix story. Informal typography and doodles hold it human, not company.
Key takeaway: Telling your story in first-person makes it sound like a chat with a buddy, no more corporate-speak.
7. Assist Scout
Assist Scout prominently includes a one-line, customer-centric mission adopted by an enormous hero picture of its distant workforce gathered collectively in a enjoyable location —belief and transparency in a single scroll.
Key takeaway: Present the people.
8. Bombas
Bombas’ well-known “One bought = one donated” sits on the prime of the web page, which tells the corporate story and hyperlinks to an Impression Report the place clients can see how their purchases have funded a lot change.
Key takeaway: If your organization is mission-based, lean into it with a cause-driven hook.
9. Bark
Massive copy, like”make canine as joyful as they make us,”plus goofy canine GIFs mirror the model’s playful voice.
Key takeaway: Mirror your viewers’s pleasure.
10. Warby Parker
Warby Parker’s About web page is in depth, nevertheless it frames (pun meant) the entire web page round one drawback —overpriced glasses —after which reveals how the corporate’s “purchase one, give one” mannequin fixes it.
Key takeaway: In case your model solves an enormous drawback, use your About web page to name consideration to it.
11. Ugmonk
Founder Jeff Sheldon opens with a brief parable, intersperses studio photographs, and finishes with a e-newsletter opt-in.
Key takeaway: Inform a micro-story to seize guests’ consideration (and don’t let it go till they get to the tip of the web page).
Prepared to start out? Decide one takeaway from this listing that resonates with you and plug it into the anatomy guidelines from the earlier part. Iterate one aspect at a time to maintain the method gentle, quick, and authentically you.
Get Unstuck When Writing Your About Web page
Author’s block doesn’t care how thrilling your origin story is. Kick it to the curb with these quick-start prompts and AI writing instruments, all designed that can assist you fill a clean web page in minutes.
5 Prompts To Spark Actual-Discuss Copy
1. Origin-Story Mad Lib
Copy this body: “Again in ___, I used to be pissed off by ___, so I made a decision to ___. Right this moment our clients get ___.”
Substitute the blanks in a single go — no enhancing allowed. That’s the entire great thing about Mad Libs. Earlier than you hit publish, although, learn it out loud to your self. If something sounds stiff, go forward and chop it.
2. Day-in-the-Life Mirror
Record three issues your greatest buyer wakes up with. Subsequent to every, write how your product removes the headache. Flip the listing right into a “We get it” opening paragraph on your About web page.
3. Earlier than-and-After Snapshot
Decide one buyer photograph or testimonial. Use it to encourage you to draft two sentences: life earlier than your services or products, and life after your services or products.
Then, use that buyer photograph or testimonial because the hero or headline on your About web page. Your two sentences can both be the hero photograph caption or the opening paragraph.
4. Three-E mail Check
Fake a buddy despatched you an e mail asking what you do. Draft an off-the-cuff reply (75 phrases, tops). Paste it into your About web page. You can provide it a little bit of polish, however don’t spend a ton of time enhancing or overwriting.
5. Evaluation Remix
Copy a five-star evaluate from Google or Etsy. Spotlight the phrase that nails your worth. Open with that quote, then add, “Right here’s why this issues…”
3 AI Helpers To Pace Issues Up
1. DreamHost Liftoff Web site Builder
DreamHost’s AI web site builder generates a WordPress website (copy + photos) in 60 seconds, after which allows you to tweak contained in the block editor.
To get began: Set up with only one click on by way of the WordPress Set up Assistant within the DreamHost management panel.
2. ChatGPT
This free-to-use AI can broaden bullet factors, recommend headlines, or show you how to tighten up your copy.
To get began: Paste one immediate (for instance, “Rewrite this in a pleasant, Eighth-grade studying stage”). From the output, hold the elements that sound such as you, and delete the remaining.
3. Jasper AI
This AI device has marketing-focused templates for bios, taglines, worth props, and extra, plus you possibly can alter settings to fine-tune your model voice.
To get began: Open the Skilled-Bio Generator template, feed it 3–4 info, generate three variants, and mix one of the best traces.
About Web page FAQ
How lengthy ought to an About web page be?
Lengthy sufficient to reply “Who’re you and why ought to I belief you?” Which means it is best to goal for round 600 phrases plus visuals, however some manufacturers have longer tales, and that’s OK.
Do I’ve to indicate my face?
Pictures enhance credibility, however a well-shot product or workspace picture can do the job if you happen to’re camera-shy.
First or third particular person?
For solo founders, first particular person feels genuine. For rising groups, first-person plural (“we”) works effective. Simply keep in keeping with no matter you select.
How usually ought to I replace my About web page?
In case you embody statistics, examine in quarterly to ensure they aren’t outdated. In any other case, hold issues like workforce photographs and firm milestones present —say, every year or so.
Can I let AI write the entire thing?
AI drafts are an important begin, however readers discover when your copy feels generic. Use AI for construction, however add your individual voice earlier than publishing.
Let DreamHost Assist Excellent Your About Web page
You recognize what’s subsequent. Lead with a mission headline, again it up with a human story, present proof, and end with a transparent subsequent step. Maintain it quick, accessible, and all the time evolving via data-driven tweaks.
Want a head begin? DreamHost can spin up a WordPress website (About web page included) in underneath a minute, and each internet hosting plan comes with 24/7 assist plus site-speed and web optimization guides to maintain your story loading lightning-fast.
Able to construct an About web page that truly makes guests care? Discover internet hosting plans (all with AI web site builder included).
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