How to Write an About Us Page People Actually Want to Read
February 1
3-minute read
KEY INSIGHTS:
Most About Us pages underperform because they talk at people, not with them
A strong About Us page builds trust before you ever ask for a sale
Story, clarity, and relevance matter more than clever wording
Your About Us page supports conversions, SEO, and long term brand equity
We have all had that moment where we open our own website, click on About Us, and immediately feel stuck. It sounds awkward. Too formal. Too vague. Or somehow both. If that has happened to you, you are not doing anything wrong. This is one of the hardest pages to write because it asks us to explain ourselves clearly and confidently.
Most small business owners and marketing managers feel the same tension here. We want to sound professional, but not boring. Personal, but not oversharing. Polished, but still human. That discomfort is normal. Writing about ourselves is weird, even when we know our work inside and out.
The good news is that a great About Us page is not about perfection. It is about connection.
What an About Us Page Is Really For
At its core, an About Us page answers one question your reader is already asking. Can I trust you?
This page is not just background information. It is where your brand earns credibility, signals values, and helps someone decide if they want to keep going. Studies from Nielsen Norman Group show that About pages are consistently among the most visited pages on small business websites, especially for first time visitors.
We often think people only care about pricing or services, but in reality, they want context. They want to know who they are buying from and why that business exists.
Why This Page Matters
When we audit websites for DIY Digital Marketing Guide users, the About Us page is often the missing link. Traffic is coming in, content is solid, but conversions feel slow.
Here is why this page matters:
It builds trust before a sales page ever has to
It differentiates you in crowded markets where offers look similar
It supports SEO by giving search engines clear brand context
It gives hesitant buyers reassurance without pressure
One marketing manager we worked with rewrote their About Us page using a simple story first approach. No new ads. No new offers. Conversions increased by 18 percent over the next 60 days because visitors stayed longer and clicked deeper into the site.
How to Write an About Us Page People Finish Reading
Start with a human truth
Instead of opening with what you do, open with something your reader feels.
It’s common to start with a line like, “We help businesses grow,” but that tells the reader nothing. Try starting with why the problem exists or why the work matters.
Example: We started this business because we were tired of watching smart people struggle with unclear systems.
That kind of opening makes someone feel seen.
Tell a clear, simple story
You do not need your entire origin story. You need a clean narrative.
Why this work exists
What problem you noticed
What you believe instead
Always use an author or founder as the example when sharing stories. People connect to people, not brands.
Share values through action
Instead of listing values, show them.
If clarity matters to you, explain how you simplify decisions. If sustainability matters, explain what you choose not to do. This is where trust is built.
Quoteable insight:
“People do not trust perfection. They trust clarity and consistency.”
Introduce the people behind the work
Even if it is just one person, show the human side. A short bio, a photo, or a sentence about how you work makes the brand feel real.
End with direction
Never let this page be a dead end. Tell readers what to do next.
Read the guide. Watch the workshop. Explore the services. Momentum comes from giving people the next clear step.
KEY TAKEAWAYS
Your About Us page builds trust before you sell
Story and clarity outperform clever language
This page supports SEO, engagement, and conversions
Momentum is clarity, systems, and synchronized strategy
If you are working through the DIY Digital Marketing Guide, your About Us page supports every channel you are building. Email, social, SEO, and conversions all benefit from clarity here.
Done is better than perfect. This page does not need to be flawless. It needs to be honest, clear, and aligned.
For deeper guidance, watch the YouTube workshop on building omnichannel digital marketing infrastructure.
