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How to Write an ‘About Us’ Page for Your Small Business?

Amie Laura Parnaby
March 22, 2023
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Write an 'About Us' Page for your small business website

The ‘about us’ page is a must-have when you create a website. It’s where you can explain who you are and what you are doing to customers visiting your website. The ‘about us’ page is simply a quick introduction to your business, so people understand what you’ll offer.

Adding the ‘about us’ page will be helpful for those who barely know about your brand. You can tell your story, introduce your brand, and showcase your team. A well-crafted ‘about us’ page can help establish trust, build brand recognition, and, ultimately, drive sales

This article will discuss how to write an effective ‘about us’ page for your small business.

1. Start with your core values

Social Pilot 'About Us' Page

Source: SocialPilot

Your core values define who you are as a business and set the foundation for your brand. If you want to create a successful business website, the ‘about us’ page should start with a clear statement of your core values, what you believe in, and how you strive to make a difference in people’s life. This will help potential customers connect with your brand and understand what drives your business.

For example, if you are a small business selling organic skincare products, your core values might be centered around sustainability, natural ingredients, and cruelty-free practices. That way, you’ve cemented a position where people can easily recognize you as a green company.

Then, your ‘about us’ page could start with a statement such as, “At [your business name], we believe that everyone deserves access to safe and sustainable skincare products. Our core values include a commitment to using only natural ingredients, minimizing our environmental impact, and ensuring our products are cruelty-free.”

2. Highlight your business’ milestones

HubSpot 'About Us' Page

Source: HubSpot

When writing an ‘about us’ page, sharing the history of your business and its key milestones is an effective way to build credibility. You let people be a part of your brand’s growth by including significant milestones such as the date of establishment, major product releases, awards, recognitions, or any other significant events.

You can also include milestones such as when you launched your business, your first major client, or awards you have won for your work. That way, people will feel they have contributed to these successes and continue supporting your work. Showcasing your achievements means that you can demonstrate your expertise within the industry. Hence, increasing public trust in your brand.

3. Describe your product or services

SimplyMeet.me 'About Us' Page

Source: SimplyMeet

Your ‘about us’ page should engagingly describe your products or services so it will boost your website’s traffic. Point out the benefits of your offerings and explain how they solve your customers’ problems or address their needs. This will help potential customers understand what you offer and how it can benefit them in their lives.

You may say, “At [your business name], we provide personalized accounting services that help small business owners save time, reduce stress, and maximize their profits. Our services include bookkeeping, tax preparation, and financial consulting.” This little introduction about your business is compelling enough for people to understand your expertise as you mention a few of your services. 

4. Explain what sets your business apart

Your 'About Us' Page should show ylour commitment to the future

Source: Shopify

One business tip you should know is that every company must have something unique that differentiates it from competitors. That could be exceptional customer service, innovative product design, or sustainable business practices. Use your ‘about us’ page to explain what sets you apart and why customers should choose your business over others.

One of the most important things you can do on your ‘about us’ page is to explain what makes your business special. You may add anything from your company culture to your products or services that even your competitors don’t have. By highlighting your core values, you can demonstrate your benefits to potential customers and differentiate yourself in the market.

5. Showcase your team members

Showcasing team members on your 'About Us' Page

Source: Ahrefs

You can use the ‘about us’ page to introduce your team. This is great for establishing a personal connection with potential customers. When you provide photos and bios of your team members, you can help customers put a face to your brand and understand the people behind the business.

Remember that when writing about your team, you should focus on their skills and expertise, as well as their personality and values. This writing strategy can help potential customers understand how your team members contribute to your business and why they are passionate about what they do. In other words, highlighting this information will humanize your brand. 

For example, if you are a marketing agency, adding information about the people behind your brand is critical as you can showcase their skills to convince people to use your services.

Highlight your team member’s experience in areas such as social media marketing, content marketing, and search engine optimization. You may also include information about their hobbies or interests to help customers connect with them on a personal level.

6. Include a call-to-action

Next step engagement and CTA on 'About Us' Page

Source: Breadnbeyond

Finally, including a call-to-action (CTA) on your ‘about us’ page is essential, like signing up for your email newsletter to scheduling a consultation or making a purchase. By providing a clear next step for potential customers, you can increase the chances that they will take action and engage with your business.

Make sure to write a clear and concise CTA. Use action-oriented language and specify what customers can expect when they take the next step.

For example, if you sell handmade jewellery, your CTA might be “Shop Now” or “Browse Our Collection”. Always make your CTA easy to access and understand for customers to take action. That way, you have a higher opportunity to have more customers.


Writing engaging content for an ‘about us’ page is integral to building a successful small business website. Make sure to help potential customers understand what sets your business apart, establish a personal connection with your website visitors, and provide a clear next step for engagement. 

Whether you’re a new business just starting out or an established brand looking to refresh your online presence, an effective ‘about us’ page can help you connect with customers and generate sales.

Guest Author Bio: Adela Belin

Adela Belin is a content marketer and blogger at Writers Per Hour. She is passionate about sharing stories with the hope of making a difference in people’s lives and contributing to their personal and professional growth. Find her on Twitter and LinkedIn.  

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