Texts for BusinessDefinition
An About Us page explains who runs your business, what problem you solve, and why customers should choose you, building trust by showing your human side.
Why it matters
Your About Us page is often the second-most visited page on your website, right after your homepage. A dental practice in Austin saw their appointment bookings increase 23% after rewriting their About Us page to focus on patient anxiety instead of listing their equipment and certifications. Before the change, visitors spent an average of 12 seconds on the page. After highlighting the dentist's gentle approach and showing photos of the calm office environment, average time jumped to 2 minutes 40 seconds. Those extra minutes built enough trust that visitors picked up the phone. For service businesses especially, people buy from humans they trust, not from faceless companies with impressive credentials.
Example
A marketing consultant in Seattle had an About Us page that read like a LinkedIn profile: "15 years experience in digital marketing. MBA from University of Washington. Worked with Fortune 500 companies." Her inquiry form sat empty for weeks. She rewrote it to start with: "I started this business after watching my sister's bakery spend $8,000 on Facebook ads that brought in zero customers. Now I help small businesses get actual results without wasting money on tactics built for enterprise budgets."
The new version included one photo of her working at a coffee shop (not a stiff headshot), a brief story about her first failed marketing campaign, and three specific problems she solves. Within 30 days, consultation requests increased from 2 per month to 11 per month - a 450% jump. The difference? She stopped trying to impress visitors with credentials and started showing she understood their exact frustration.
How to apply
- Open with the problem you solve, not your founding year or credentials
- Include 2-3 photos of real people at your business (not stock photos)
- Tell one specific story that shows why you started or what you learned from a mistake
- List the exact transformation customers get, using before-and-after language
- Add a clear next step at the bottom (book a call, get a quote, schedule a visit)
- Keep it under 400 words - if visitors want your full history, they'll ask
Related terms
- Mission Statement - Often appears on your About Us page to clearly state your business purpose
- Brand Voice - Your About Us page should reflect the same tone you use across all customer communications
- Seo Friendly Company Description - The meta description for your About Us page should follow SEO best practices to attract organic traffic
Related guides
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