People check your About Us page to see if you’re the type of company they want to support with their hard-earned dollars.
Because they have a lot of options.
This makes your About Us page a piece of key real estate.
You could do what most companies do and just create one to tick off a box…
Or you could show your visitors how you’re different and why you’re definitely a better choice than your competitors.
It’s a no-brainer, right?
So give your visitors something to think about. Or, better yet, help them decide right there and then that you’re the company for them.
If you want to jump straight into the About Us page examples to see how it’s done, be our guest – here’s a quick link.
But we suggest sticking around for the basics, too.
Learning more about what you need to show on your about page in B2C and B2B industries will help you turn yours into a real business asset.
Here’s a hint: it’s not just about you.
We know you know what an About Us page is *technically* – there’s no way you haven’t read one.
But there’s more to it than meets the eye.
An “About Us” page is the section on your website that provides more context into who you are, what drives your business, and why you’re even doing it. Its job, in one way or another, is to make your business stand out.
Here are some ideas:
What makes you different can vary. But there has to be something, and it has to be on your about page.
So, depending on whether you’re a…
… Your about page might have a slightly different function and look.
Here’s what an About Us page might include in each scenario:
|B2B About Us page elements||B2C About Us page elements|
Obviously, these are just your basic ingredients. Let’s put them into context with some examples.
So if you’re a B2C company, Manscaped will cut right to the chase for you:
Not your everyday copy-pasted mission statement, right? Manscaped sells men’s hygiene products, and they’re not shy about it.
They are confident and blunt (unlike their razors). They’re also partnered up with the Testicular Cancer Society, and together they… you know.
Manscape uses its about page to show the current projects, affiliations, and partnerships, and discuss how exactly its products change men’s lives.
But what about B2B companies?
Well, take a look at Toggl.
Toggl believes jobs don’t have to be a pain – if companies provide the tools and leadership to shape a healthy work environment.
Their design embodies that via fun, colorful images, playful fonts, and… well, have you tried saying “toggl” out loud?
Toggl understands agencies and remote teams (their target audience) because that’s what they are too.
They also have a statement that explains why they want nothing to do with micromanagement or spying on employees, and how trust sets them apart.
All this information is important because it shows visitors what to expect from the tools and qualifies Toggl’s customers for them.
And if you’re still wondering whether you even need an about page – we’ll stop you right there.
The answer is yes.
Let’s talk about your business goals for a second:
There’s so much competition right now. And the markets are dense with products that are, at face value, exactly the same.
In response, customer behavior is shifting to be more focused on the WHY behind a business:
So, it actually pays to be ethical, interesting, and a decent person.
Consumers are interested in making sure their hard-earned dollars end up in the pockets of companies that share their values and visions for the world.
And how do they check if you’re the right kind of company?
More often than not, by heading to your About Us page, and reading about who you are.
It turns out that your About Us page can influence customer behavior and help you reach those business goals after all.
But only if it’s attractive and convincing enough.
So let’s see what you need on your about page to rise to the occasion and help you attract more clients in eCommerce, nonprofit, and professional services.
What does transparent web design mean for your industry?
In B2C, it’s about being open and clear about your practices, production process, staff treatment, and material sources.
For B2B companies, it’s about making sure you’re showing the real, human side of your business and breaking the robo-mold.
Nonprofits need to show how exactly they do what they do and what their impact looks like.
And professional services need to unite their team under the same cause.
Here we need to discuss two things:
If your font is too small or your color scheme doesn’t have enough contrast, many potential customers won’t be able to navigate your site.
Once you’ve fixed that, your copy can be another obstacle for your visitors – or something fun and relatable they connect with.
Investing in conversion copywriting is definitely worth considering for your about page, so your words pop with personality and purpose.
If your about page is just a “box to tick” in your eyes, imagine how boring it is for your visitors to read it.
How can you employ web design to improve this?
For example, you can try creating interesting team member pages where you hover over the person, adding a cool dynamic element.
Or make the entire page into a vibrant animation that moves as you scroll, as Elementor did:
The possibilities are endless.
We’ve assembled great examples of About Us pages from eCommerce, nonprofit and professional services for you to take notes.
Below are a quick glimpse and the main reasons we picked them.
|About Us page example||What you can learn from it|
|2. Chili Piper|
|3. Pinnacle Claims Management|
|4. Social Tees|
|5. Integrated Healthcare Association|
|7. Ruby Love|
|8. Dr. Bonner|
Now buckle up for the details.
Full disclosure: Ajna is a sample from State Creative portfolio.
It’s on the list because it’s vibrant, and you’d definitely remember it if you saw it in the wild.
Ajna’s About Us page is modern and up-to-date with a fun color scheme and design.
Their employee photos are casual and warm and use a filter with the same color scheme to unify them and make them pop.
They’re just radiating that modern company “working hard, but not ancient or formal” energy.
Plus, this About Us page is on the smaller side, which shows you can get the important bits in without rambling on and boring your visitors.
B2B brands everywhere, listen up: Chili Piper is here to show you how to be personable, interesting, and real.
They’re clearly aware of how distant and alien B2B companies often sound. So they stand out by pushing two things to the front:
Pinnacle Claims Management has a more buttoned-up About Us page because of the industry and type of work they do – health benefits administration services for government entities, manufacturing firms, and private businesses.
Their page is short and effective:
In their case, they don’t need to be flashy. Certificates and compliance do the trick.
Social Tees do so many things right.
The information is well-organized – they have a dropdown menu with “meet the team,” “why we rescue,” and other categories for a simple UI.
Here’s what else we love about them:
Overall verdict: great website and adorable dogs.
Integrated Healthcare Association has a clean About Us page example.
Everything about them is calm and approachable – the blue-white “health” color palette, the minimalist design elements, and the straightforward user experience.
Their dropdown menu, “back to top” and other navigation elements help you learn about their initiatives and programs at your own pace, without getting lost.
Simple, but effective.
On the large side of the about page length spectrum, we have Greenpeace, an international organization with about ten pages you can explore to learn about their values, plan, structure, and more.
As a non-profit they have to be specific – they can’t just say “we make the world a better place” and leave you guessing as to how and where.
Their individual pages aren’t particularly sexy, but they don’t need to be.
Greenpeace’s regularly updated and actionable content is enough to make you feel like you can be a part of something important and help make all these tangible changes – right now.
Ruby Love is a menstrual product store with a short, sweet, and warm About Us page.
It tells you a bit of everything:
Bonus points for well-formatted, short sections and clever copy!
Dr. Bronner has a lot to show.
Their About Us page is long and beautifully designed to match their “magical” product descriptions and Earth-friendly mission.
But if you take the time to read it, you’ll see they’ve avoided the “information overload” pitfall and turned this into an advantage:
Time to take what you’ve learned and use it on your own About Us page. We’ll help with the structure – you just need to follow the steps.
What key content?
1. Your mission statement and values – you might need to do a brand deep dive and discussions with key departments and teams to get on the same page
2. A brief company story – interview the CEO or founder and make sure you’ve got all the facts right
Your vision for the future – photography, so people can see your team and see that they’re united
This can be a major investment, but it’s worth it for B2B companies.
This can be a major investment, but it’s worth it for B2B companies.
Yep, sorry. You need more content:
Got all that down? Great. Now…
Those raw materials you’ve collected need some polishing. So, if you have been going it alone so far, this is the stage where you’ll probably need external help.
If it’s not on Facebook, did it even happen?
When it comes to your business, it’s a valid question because social media is where you can get crucial answers fast. So, tap into it:
Just remember that this page, like the rest of your website, needs maintenance. Beautiful design is of no use if your information is outdated.
And that’s it!
Maybe you’ve always thought of it as just another part of your website, but a strong About Us page can be the very reason your customers choose you.
It’s hard to get it exactly right, though.
Building your About Us page takes a lot of work and experience, which is why professional help is always welcome.
If you’re up for it, we can take a look at yours! Contact State Creative to discuss your website needs.