Tell a Story That Sells: How to Write the Perfect About Us

| By Kelly Vaughn

Tell a Story That Sells: How to Write the Perfect About Us

No matter what industry you’re in and no matter what products you sell, there are some pages that every website starts with - your product pages, Contact Us, FAQ, and your About Us.

However as important as the About Us page is, it’s often an afterthought. You have to have an About Us page...because you just do, right? First impressions count, and you want that first impression to be a lasting one so your customers know who you are, what you stand for, and what makes your products worth buying.

So how do you create a really great About Us page? It’s simple - make sure you answer key questions your customers will have about your brand.

1. How did you get started, and what do you do?

Every story has a beginning, and every business has a reason for starting up. Most businesses will have a story about how they were inspired to start; think about what your reasons were. This can cover the basics like the year you launched, the steps you took to get the business going, and a short summary of what your business does. You can go into more detail on your product pages, so aim for something that succinctly conveys the products you sell and their unique selling points.

2. What does your brand stand for?

A brand with a purpose is one that people can get behind. These days customers are seeking brands they can relate with on a personal level. When you share your beliefs -- whether it's conservation, charitable offering, or self-empowerment, to name a few -- your customers seek to relate to your brand and will respond in kind. Don't be afraid to share what you and your team believe in.

3. What have been your brand’s achievements or milestones so far?

Milestones and achievements show your customer that your brand is growing and has been recognized for what it does. Remember that a milestone can be big or small - it can be as simple as launching your site, selling your first product, getting stocked in a new location, hiring new staff, etc. The same goes for achievements; they can be as big as winning some kind of industry award, or even getting accreditation from an industry organization.

4. What sets you apart from the crowd?

It’s a big wide world out there and you’ll undoubtedly have competitors working in the same space, looking for the same customers. You need to make sure your customers understand what makes you different. It could be the materials or processes you use, the quality of your products, your approach to design, or the way you use your profits. Whatever your unique selling proposition may be, let the world know.

5. What are your goals?

So you’ve covered how you started, what you stand for, how your business is growing, and what makes your different. Now to seal the deal, you need to show your customers where your business is going. Your goals in your About Us don’t necessarily need to be the ones you set out in your business plan; they can be a bit more creative and relate to your company’s vision and mission statement. Do you want to change your industry or how people perceive it? Do you want to make an impact on people’s lives? Do you want your products to be the go-to in their category? Inspire your customers with your ambition and they’ll believe in what you’re trying to do.

Bonus: Who are your founders, and what are their stories?

Not every brand wants to focus on their founders, but it can make your story more relatable and personable for your customers. It’s hard to relate to a story just about a brand, but it’s not hard to relate to a person with a dream, a purpose, and an idea. You don’t have to cover absolutely everything about your founders, but small details that relate to the brand can make a difference in adding that personal touch to your brand story. For example if you make dog treats or products, maybe the founder’s dog inspired them. Or if you design clothes, maybe a trip the founder abroad took gave them the idea.

Examples of really great About Us pages

Le Papier Studio
Le Papier Studio’s About Us page is a great example of how to tell your brand’s story, and the story of your founders. They have a clear purpose, and tell the stories of their team in a thoughtful, genuine way that’s endearing and personal.

All Girl Shave Club
A great example of telling the brand story from the perspective of the founder - their About Us page focuses on why they started and how great their products are.

If you want to know how to incorporate purpose and goals into your About Us in a succinct, genuine way look no further than Toms.
The About Us page is fun, extensive, and covers everything from their mission, to their company history, to their founder.


In a market of competitors and endless options online, customers look to the About Us page to learn more about what makes you different and why they should buy from your site. Giving your About Us page the same amount of care and thought as the rest of your website can turn it into an incredibly valuable sales tool that you can use to inspire and gain more customers.

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