Your about us page is critical. If there’s any question of what your company does, what its process looks like, how it got started, and how to get in touch, your customers and potential customers and even prospective employees will head to this section of your website. You need to meet their expectations, provide that information, and entice them to stay longer—to get to know your brand, to connect directly, or to purchase your product.
Here, we’ve collected 17 stand-out about us pages that do this exceptionally well to help you get ideas and inspiration you can use to make your own website even better.
Contents
The core components of a successful about us page
The best about us pages stand out. They’re unique. The visuals are striking and eye-catching. The copy is punchy and punny. Most of all, they’re noticeably on-brand.
I love this about us page example from beauty brand Ilia. Skin-centric beauty, skincare powered—feels luxe and exclusive and appealing, like the rest of Ilia’s brand.
This is all great. But when users navigate to this section of your website, they’re looking for some specific information that you need to deliver to avoid frustrating visitors or even losing your prospective customers.
So here are the core components that every about us page needs to have.
1. Clear mission or purpose
What does your business do? Your about page should clearly articulate your business’s core offerings, as well as key differentiators. This can go a step further to share your company’s mission statement, which outlines the impact your company aims to achieve.
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2. Brand story
How was your company founded? Why was your company started? You should have a compelling brand story, whether it’s an in-depth personal founding story or a succinct overview.
Whatever your story is, it should be on your about page.
3. Social proof
Your website visitors—customers and potential customers—need to know that other people trust your brand. That means you need to feature social proof, including:
- Awards and recognitions.
- Milestones and growth metrics.
- Client and partner logos.
- Customer ratings and testimonials.
This helps establish your credibility.
This lawncare business includes both awards/recognitions and client logos.
4. Accessibility and mobile optimization
Your about us page needs to be accessible to all of your website visitors, on all of your devices. Keep in mind your percentage of mobile viewers when you’re considering graphics and templates, and be sure to run through a website accessibility checklist.
5. Strong call to action
Your about us page shouldn’t leave people wondering where to go next—or worse, clicking away from your website entirely.
Instead, include CTAs to keep visitors moving through your website. This could be to learn more about your products or process, to explore your content, or
You could—and probably should—also include a clear CTA to connect with your company. This could be to get in touch directly or connect on social media. It should be simple to reach out to your company, and these contact links need to be on your about us page. Think chatbot, newsletter subscribe field, contact form, social links, hours for phone lines.
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6. Optional additions
Some other components businesses might add to their about us pages include:
- Staff information or employee bios
- A link to open careers or job opportunities
- The business address with a map
- Core values
About us page template
Here’s an example about us page template with the core components we outlined plus a few additional:
The best about us page examples
Now that we’re clear on what every about us page needs, let’s take a look at the stand-out examples that go above and beyond. They’re going to be the best sources of inspiration as you’re working on creating or re-vamping your own.
Here we go.
1. Society6
Society6 is a print-on-demand online marketplace that allows artists to sell their designs as products—printed, shipped, and sold by the company—to consumers. This process is a little unclear, especially when you consider the ubiquity of other marketplaces like Etsy, where the consumer is purchasing directly from the creator.
The about us page explains the process of buying from Society6, and it does so by stressing the brand’s commitment to supporting artists and bridging the gap between these creators and consumers.
2. Merit
Merit is a beauty brand that I haven’t seen anywhere IRL but keep seeing online. The products are vegan, cruelty-free, and perhaps most importantly, curated. Merit offers select products and kits to create a minimalist makeup routine. This minimalism is central to the brand’s identity, and this spills over into its copy, design, and marketing.
And, of course, Merit’s branding is clear and consistent on the company’s about us page.
In this copy, Merit stresses minimalism and intentionality. The design underscores this, letting users know exactly what to expect with the brand interactions and the makeup.
3. Read Between the Lines
Read Between the Lines is a local stationery and gift store. The about us page highlights the human element by diving into the backstory of the company. Read Between the Lines was founded by Melinda Jones from her dream of creating greeting cards and a store that inspired people to shop locally.
The about us page showcases her vision and mission for her business and even gives a way for visitors to provide feedback. It also has a small widget that showcases the business’s Google reviews rating for some added social proof.
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4. McGee & Co.
McGee & Co. is a home decor brand launched by Studio McGee, an interior design firm based in Salt Lake City, run by Shea McGee. If you’re like me, you might have binged the firm’s Dream Home Makeover show on Netflix a few years ago, and then soon after started seeing McGee & Co. in Target ads soon after that.
With two closely related brands, media appearances, and collaborations, consistency and clarity is key. Visitors should know exactly what the company does and where to go for more, and McGee & Co.’s about us page does this well. The brand colors are consistent, the names are clear, and the copy is succinct.
Plus, directions to stay on the website and browse some products. Excellent.
5. Lifestyles of Saratoga
Lifestyles is a women’s boutique located in downtown Saratoga Springs, New York. The about page outlines what shoppers can expect from this store—a curated selection of clothing, shoes, and accessories from known brands as well as indie designers. This is great for setting clear expectations.
The about page gives more space to founder Heidi Owen West, which is great for creating a personal connection. This page includes a note directly from Heidi, a story about her family-centered motivation for opening Lifestyles, and her deep connection to the Saratoga Springs community. Celebrating Heidi’s community commitment makes it clear that supporting Lifestyles of Saratoga is supporting the small business community in the town. Win, win.
6. The Urban Grape
The Urban Grape is a Boston-based wine shop with a second location in Washington, D.C., and national shipping from the curated bottles stocked at both locations. The store’s setup is unique; there’s a number system that corresponds with taste profiles and locations, making it easy for casual wine drinkers—or anyone picking up a bottle—to find something. And if that doesn’t work, the staff is always eager to talk you through options or, if you’re a repeat customer, pull up your profile to suggest a new bottle based on your past favorites.
This accessibility and hospitality is central to The Urban Grape’s founding story. The about us page highlights this mission, while explaining how the company’s additional locations and ventures ties into it.
7. The Citizenry
We’ve talked about graphics and visuals as key elements of a successful about us page. But depending on your brand, video can be even more effective. The Citizenry has a great example of a hero video on an about us page.
The Citizenry is a home decor brand that sources products from artisans throughout the world. This hero video highlights the types of products that the brand sells, the artisans that it works with, and the ethos that serves as the mission.
8. Great Jones
Great Jones is a cookware brand that has high-quality pieces with fun designs. Think bright colors and bold stripes and perky scallops. The product names are tongue-in-cheek: the sheet pan is Holy Sheet, the loaf pan is Breadwinner.
Great Jones carries this playful branding through to its about us page, with direct address in the copy, as well as bold colors and cut-out collage images, and candid-seeming photos in the design.
This brand personality is amazing—and it gets even better. My favorite part is the personal recommendations that aren’t products but are cooking-related. Great Jones recommends cookbooks and playlist pairings for meals.
9. Quince
Knowing your audience helps you create your about us page, because your page should be consistent with your brand personality, identity, and story. But this understanding of what your audience cares about most can also help format and focus the webpage.
Take Quince, for example. The brand offers high-quality, near-luxury goods at affordable prices by partnering directly with manufacturers to offer “un-branded” products. The appeal for consumers isn’t the brand name but the quality in terms of cost. Quince knows this. Even though the company clearly has a brand—cool and minimalist as it is—the about us page features its values clearly stated without much stylizing.
Further down the page, Quince includes a graph depicting how it’s able to maintain low prices.
Giving the people what they want to know—this is one hallmark of a stand-out about us page.
10. Tend
Tend offers what they describe as a digital-first approach to dental care. The company has sleek, updated offices in six metropolitan areas, and it helps with both standard dental care and orthodontics.
When I’m looking for a dentist, I don’t usually care about how nice the office looks, even if it is a plus. I want a regular cleaning that I don’t have to think about or play phone tag to reschedule that’s in my network. That’s where Tend’s digital-first approach gets appealing.
The about page on this dentist website highlights the easy-to-use booking system as a differentiator from other practices. It even includes a screenshot of the app with access to your dental information, confirming there’s no need to chase down your file if you do need to move to a different dental practice. Sold.
11. Chapter House Cape Cod
Chapter House Cape Cod is an independent hotel. Like any good hotel website, the Chapter House features high-quality images of the rooms, the inn, and the amenities in multiple locations, including the about page.
The about page also delves into the inn’s history. For travelers looking for historic New England charm, this is perfect. A Revolutionary War hospital? What an origin story.
But the emphasis on history doesn’t end there. Instead, the about page features the other uses of the buildings on the property to illustrate the changes over time and consistent evolution, up until today. This assures potential guests that, while the building has a rich history, they won’t be forfeiting any modern luxuries during their stay.
12. The Barn Yard
The Barn Yard is a family-owned company that designs and builds barns, cabins, garages, pool houses, pavilions, and sheds. The brand focuses on its excellent and customer-focused process and its superior reliability.
On its about page, The Barn Yard is able to showcase both of these brand values by featuring a video. The recording captures the design and construction process and the beautiful results, and the voiceover shares the background of this third-generation family business.
13. Native
Native is a personal care brand with deodorant, body wash, and hair care that comes in simple, clean, no-frills packaging. The about us page is similarly clean and simple. There are three sections: how the company started, how it’s going, and its environmental impact. Each section has a short paragraph of copy and a single image.
And you know what? It’s effective.
14. Chicago Home Tutor
Chicago Home Tutor is a local tutoring service with educators in core subjects such as reading, writing, math, as well as more specialized services such as executive functioning coaching, ADHD support, homeschooling support, and more.
Before a parent wants to learn anything else, they want to know that they can trust the educator and the education company. Chicago Home Tutor knows this. The company includes both its Google rating and review widget as well as its Yelp rating and review widget right in the hero of the about page. This makes it easy for a prospective parent to click over and read through reviews, and at least makes sure that any viewer catches those impressive 4.9-star ratings.
15. Lightwork Therapy & Recovery
Lightwork Therapy & Recovery is a mental health treatment facility that offers both flexible therapeutic support and structured outpatient programs for women. For an industry built on trust, compassion, and professionalism, the copy and design of the website is critical, especially the about page. Lightwork Therapy & Recovery has an about page that encourages trust and makes its commitment to compassion and professionalism clear.
The brand colors are calming and muted natural tones, and the designs feature nature-based imagery, like suns, plants, and flowers. The calming effect is furthered by the focus on people throughout.
Lightwork features a full team photo in the about page hero section. It’s professional but not overly stylized, establishing the clinicians as approachable but not too casual. The copy refers to the team as a “we” underscores this.
Another excellent choice in Lightwork’s about page: the CTAs. You can see the buttons in the hero image below directing users to reach out by phone or chat. This continues throughout the page with variations on placement and copy, providing users with plenty of opportunities to get in touch.
16. The Sill
The Sill is an ecommerce company that sells and delivers plants, pots, and some plant care products. It’s a straightforward concept, and the founding story that the company shares on its about us page reflects this. The copy leads with the “simple premise” for founding the company: “plants make us happier, healthier humans.”
The brand story continues to connect plants to the founder’s experience with homesickness and her feeling of connection and groundedness. But it remains simple. This is key to keep in mind—your brand story should be authentic more than anything else. Better to be a relatable, straightforward founding than a big unbelievable story.
17. Bend Law Group
Bend Law Group is a firm located in San Francisco, CA, that provides legal services to small businesses and startups. With this focus, the Bend Law Group’s branding and messaging is geared towards entrepreneurs.
The about page speaks directly to this target audience. The firm is transparent and efficient, both valuable assets to an entrepreneur. It’s also a partner to small businesses trying to succeed: “We’re helping people achieve their dreams and we think that’s a pretty great thing.”
The about page also includes logos of prominent clients. This serves as a trust marker. What entrepreneur wouldn’t want to align themselves with success stories?
Use these about us page examples for inspiration
Hopefully, these about us page examples have you thinking about ways to make a version for your own company that highlights your brand voice, shows off your personality, and builds a connection with your audience. As a reminder, these about us page examples—and all successful ones—include the following:
- Clear mission or purpose
- Brand story
- Social proof
- Accessibility and mobile optimization
- CTA
These elements are essential to meet the needs and expectations of your visitors, but they aren’t limiting. The most important thing is to make the page your own. Good luck!
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