EXAMPLES OF

Awesome “About Us”

Pages
(And How to Make Yours Great)
When you’re building a website, it’s tempting to get
distracted by all the bells and whistles of the design
process and forget all about creating compelling content.
But having awesome content on your website is crucial to making inbound marketing work for
your business.

So how do you balance your remarkable content creation with your website design needs? Why,
with your ‘About Us’ page, of course! For a remarkable ‘About Us’ page, all you need to do is
figure out your company’s unique identity, and then share it with the world.

I know ... easier said than done.

Still, there’s no excuse for you to neglect one of the most important pages on your website --
which also happens to be one of the most commonly overlooked pages. Let’s read on to discover
six companies with awesome ‘About Us’ pages, and to see how you can emulate them on your
own website.
03 Examples of Awesome “About Us” Pages (And How to Make Yours Great)

YELLOW LEAF HAMMOCKS

WHY THE ‘ABOUT US’ PAGE ROCKS:

It tells us a story.
Have a cool story about how your product or service
was created? Put it on your ‘About Us’ page. Good
stories humanize your brand and provide context and
meaning for your product. What’s more, good stories
are sticky -- which means people are more likely to
connect with them and pass them on.
Yellow Leaf Hammocks does an amazing job of telling
you about its product by describing the founder’s
journey to Thailand and the birth of his “big idea”
for the brand. Like any good storyteller, Yellow Leaf
Hammocks uses words to paint a picture, rather
than simply describing the events that happened.
Sentences like “the hammock wrapped around him,
cocooning him in its cloudlike embrace” immediately
give you a mental picture of what’s happening.  

STEAL THIS

Every company has a story to tell, so break out your story-

telling skills from that random English class you took years
ago and put them to work on your ‘About Us’ page. Using
descriptive and emotive copy, an ‘About Us’ page with a
story works harder for your business than a generic one.
04 Examples of Awesome “About Us” Pages (And How to Make Yours Great)

LESSFILMS.COM

WHY THE ‘ABOUT US’ PAGE ROCKS:

It shows some personality. 

You’re not like everyone else -- so why should you
sound the same as everyone else? Stand out with an
‘About Us’ page that shows off who you really are with
witty headlines and a real brand voice.
That’s exactly what video production company LessFilms
accomplished on its site using witty copy and
the image of a large wrestler (yes, a wrestler). Al-
though the wrestler dude and the funny headlines
have nothing to do with LessFilms’ business model or
product, they show off the founders’ sense of humor
and give the brand a personality. 

STEAL THIS

For your ‘About Us’ page, you don’t need to pretend to be a

comedian if that isn’t part of your brand’s personality. Find
another aspect of your brand’s personality to showcase and
make a lasting impression by being yourself.
05 Examples of Awesome “About Us” Pages (And How to Make Yours Great)

EIGHT HOUR WORKDAY

WHY THE ‘ABOUT US’ PAGE ROCKS:

It’s human.
People tend to think that ‘About Us’ pages have to
sound formal to gain credibility and trust. Most people
find it easier to trust real human beings rather than a
description that sounds like it came from an automaton.
Trying to sound formal on your ‘About Us’ page results
in stiff, “safe” copy and design -- the perfect way to
make sure your company stays invisible.
Eight Hour Day does a great job of showcasing the
people behind the company to make the brand seem
human. Including the founders’ names in the header of
the website and featuring the photos of them on the
‘About Us’ page drives home the point that Nathan
and Katie are a “couple that loves to create.” Even the
picture of their dog makes you think Eight Hour Day
has real people behind the brand.

STEAL THIS

When you’re whipping up your ‘About Us’ page, make sure

to avoid industry jargon and instead use your authentic voice
to describe your product or service. Sure, it needs to be pol-
ished and free of errors, but it should always sound friendly
and real.
06 Examples of Awesome “About Us” Pages (And How to Make Yours Great)

CALLIA MEDIA

WHY THE ‘ABOUT US’ PAGE ROCKS:

It lets customers do the talking.

Would you rather trust a company talking about how For a great example, let’s look at Callia Media’s ‘About
awesome it is or a colleague raving about the company’s Us’ page. Andrea Butterworth, the owner, is an ac-
work? I’d bet a lot of money you’d prefer the latter -- complished marketer, and the ‘About Us’ page of her
that colleague is more likely to be unbiased and give company makes that clear. But you know what’s even
you a realistic understanding of what the company is more important? The difference Andrea has made in
like. Including customer testimonials on your ‘About her customers’ businesses. By including testimonials
Us’ can give prospects and leads a more down-to- immediately after Andrea’s biography, Callia Media
earth view of your company.  balances personal and company achievements with
the voice of its biggest fans. 

STEAL THIS

Personal testimonials build credibility and trust, which is

why they have a natural home on your ‘About Us’ page. If
you have a customer who has nothing but good things to say
about your company, why not hand them the mic and let
them do the talking?
07 Examples of Awesome “About Us” Pages (And How to Make Yours Great)

APPTOPIA

WHY THE ‘ABOUT US’ PAGE ROCKS:

It skips the business babble.

Think industry jargon makes you sound super smart on
your ‘About Us’ page? Think again. People want -- and
appreciate -- straight talk about what your business
does. After all, if people can’t figure out what you do,
how will they know they need your product or service?
language effectively communicates the company’s
offering while still allowing the Average Joe to un-
derstand it. Take a look at the last paragraph -- using
short and punchy sentences, the paragraph explains a
complex product in a very simple way.

So, skip the industry lingo like Apptopia does on its

‘About Us’ page. The startup’s simple but polished

STEAL THIS

The moral of the story here is that you should try to get
rid of jargon on your ‘About Us’ page whenever possible.
Show your smarts through simple copy -- not business
babble.
08 Examples of Awesome “About Us” Pages (And How to Make Yours Great)

I SHOT HIM

WHY THE ‘ABOUT US’ PAGE ROCKS:

It totally breaks the mold.

You don’t always need to wait for a website visitor to get
to your ‘About Us’ page to make a statement. I know
this whole post is dedicated to ‘About Us’ pages, but it’s
important to remember that you don’t always have to fit
the mold to showcase your company’s personality.
I Shot Him is different. The creative studio communi-
cates that point with both a super edgy name and
an incredibly fun presentation of who the company
is, right on the homepage. Rather than waiting for
the ‘About Us’ page, I Shot Him shows its true colors
right from the creatively designed homepage with
parallax scrolling. And while the ‘About Us’ page is a
gem once you get there, it’s great to see a company
embrace its own brand of quirk consistently through-
out the site.

STEAL THIS

Even if you have a dedicated ‘About Us’ page, there are

plenty of ways to creatively showcase your company’s
personality throughout your website. Breaking the mold is
harder than filling a stock ‘About Us’ template, but it can
have a significant payoff for your brand.
09 Examples of Awesome “About Us” Pages (And How to Make Yours Great)
HOW TO CREATE AN AWESOME “ABOUT US” PAGE OF YOUR OWN
REMEMBER THE PURPOSE OF THE VISIT
What the reader really cares about is themself. Your
“about” page needs to be about how you can help him
or her. Sonia Simone of Copyblogger offers these
suggestions:
• Talk about why they should bother reading your site.
• Talk about the problems you solve.
• Talk about what they’re interested in.
WRITE CONVERSATIONALLY
The nature of an “about” page invites writers to adapt
a stiff and stilted voice, which is poison for any web
page. Be you. Be warm and approachable. Go ahead
PROOF PLAYS WELL.
In Europe, the Mini Cooper had long been an icon.
Some of the credentials hanging on your office wall
might help enhance the reader’s experience and
comfort level.
A good first step is to strike the use of “us” or “me.”
That is, don’t call your page “about us” or “about me,” or
at least don’t think of the page this way. It shouldn’t
be a biography, resume, or company backgrounder.
Yes, you can include biographical and background
information, but your story needs to be presented in
the context of how you can serve the customer.
and use your sense of humor. Avoid jargon. Writing
in a conversational voice is far more appealing that
stilted, generic copy.
Badges indicating your professional memberships,
accolades, publications, speaking experience, and so
forth make nice additions to the page. A small dose
of testimonials could be useful, too.
10 Examples of Awesome “About Us” Pages (And How to Make Yours Great)
HOW TO CREATE AN AWESOME “ABOUT US” PAGE OF YOUR OWN
LOSE THE BS.
“About” pages tend to be home to overblown BS. Be
wary of superlatives and hyperbole. Face it: Words like
DON’T WRITE FICTION.
Arguably the very first online “viral” marketing
campaign. Your aspirations and accomplishments are
not the same thing. Nothing but the truth will do. If
TAKE SOME CHANCES
A lot of company “about” pages sound the same as
all the rest. Don’t let that happen to yours. Make it
BRING BIOS TO LIFE
In early 2007, Barack Obama was a one-term sen-
ator with a funny-sounding name and less than 10%
brand recognition. I always discourage biographies of
any length to be 100% academic and professional.
Why? It’s boring. I expect to learn you’re educat-
“visionary,” “outstanding,” “world-class,” and “cut-
ting-edge” don’t do anything other than feed your ego.
you’ve accomplished great things, simply tell your
readers about them and why they should care. Let
the reader be the judge of your awesome sauce.
your top goal to write a page no one else could write
and that sets you apart from the competition.
ed, qualified, and bring relevant experience to the
company. Tell me something I don’t expect. You tap
dance? Breed dogs? Make beer? You love Spring-
steen? Me too. Give your reader something conver-
sation-worthy.
11 Examples of Awesome “About Us” Pages (And How to Make Yours Great)
HOW TO CREATE AN AWESOME “ABOUT US” PAGE OF YOUR OWN
SUGGEST SOCIAL
Think of the “about” page as an opportunity to begin
building relationships. The page is a logical place to
publish links to social media profiles and encourage
online networking.
MAKE IT A QUICK READ.
These days, people don’t usually get too excited
about greeting cards. Michelle Slater offered some
interesting ideas in her post, “Spice Up Your About
Us Page and Intrigue Prospects.” Her suggestions
REMEMBER WHO THE PAGE IS REALLY ABOUT.
If you’re stuck for getting started with your “about”
page, there’s no harm in tackling the five W’s to get
the facts down, but remind yourself -- a “who, what,
when, where, why” is likely to be a press release-like
snore. Pepper it up by really focusing on the “why.” The
If you’re featuring profiles of the directors and staff,
you might showcase social accounts with anyone
who’s representing the company on your social net-
works or active on your blog.
included making your page skimmer-friendly by
bulleting company facts, presenting information in
an interview format, and using a video Q&A.
salesy and overly self-congratulatory page won’t estab-
lish the credibility and trust you seek. Put the reader
first, use plain language, and communicate what cus-
tomers really want to know (and what you need them
to leave with) -- a reason to believe you put them first.
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