Your About Us page is one of the most visited pages on your website. The About Us page helps potential customers learn more about your business and what makes you unique.
Your About Us page is also important for SEO! Google uses this page to understand who your business is and why your company is trustworthy.
I have a few tips on how to write a compelling About Us page that works for both human visitors and search engines like Google.
Key Elements for About Us Page
In my examples below, the key elements you should include are in bold text.
1. Introduction: Who You Are
Start with a brief overview of your business. This should be clear and engaging, telling visitors what your business does and who your ideal customer might be.
Example: Abuzz Creative is a Web Design Agency located in Northern Michigan. We specialize in Web Design and Website Development and have been proudly serving Small Business Owners since 2014.
2. The Business Story (History & Mission)
Share the background of your business. People love a good story, especially one that explains the journey, challenges, and passion behind starting your company.
Be sure to include:
- Why the business was started
- A story about the founder (if relevant)
- Core mission and values
Example: What started as a small passion project in 2014 has grown into a trusted web design business known for affordable websites. Our mission is to develop creative websites that are affordable and easy for clients to update.
3. What Makes Your Business Unique
Highlight what sets your business apart from competitors. This could include:
- Unique selling points (USP)
- Special expertise
- Commitment to customer service
- Awards, recognitions, or certifications
Example: Unlike large marketing firms with lots of salaried employees, we focus on website design services that are personalized, priced for Northern Michigan. Business owner Marcie Wolf brings more than 25 years of experience and is dedicated to helping small business owners find success online.
4. Meet the Team (Optional but Encouraged)
Customers love to see the faces behind the brand. It doesn’t matter if you have one owner or multiple employees – people hire people they like.
Introduce yourself to potential customers with:
- A team photo or individual headshots
- Brief bios of each team member highlighting their experience and expertise
- Personal fun facts and volunteer gigs (if appropriate for the brand)
5. Social Proof & Trust Signals
Adding credibility elements reassures visitors and Google of the business’s legitimacy.
- Testimonials or quotes from happy customers
- Notable clients or partnerships
- Press mentions
- Certifications or accreditations
6. Call to Action (CTA)
Every good About Us page should guide the visitor on what to do next.
Examples of CTAs include:
- A button to view products/services
- A link to contact the team
- A signup for a newsletter
Example: Ready to hire us for web design services? Contact Marcie Wolf today for a proposal!
SEO Best Practices
The following tips will help your About Us page rank better in Google searches:
- Use relevant keywords naturally (e.g., Abuzz Creative Web Design, Northern Michigan, Web Design)
- Optimize the page title and meta description so the tags are relevant to the About Us page.
- Add links to your other web pages when mentioned in your About Us text.
- Add structured data (schema markup) to help search engines understand your business better.
- Include location-based keywords if you’re a local business.
