"About Us" Pages That Work

An "About Us" page is an essential part of your website. After your home page, it’s often where your audience first makes a connection with your brand.

But have you ever clicked an "About Us" link and been smacked in the face with phrases like "embrace world-class systems?" Even after a few reads, you probably couldn’t figure out exactly what the company did, right?

According to usability expert Jakob Nielsen, "blah-blah text"—also known as jargon—significantly reduces internet users’ satisfaction with "About Us" pages. And blah-blah text makes connecting with your audience in a personal, meaningful way virtually impossible.

So, based on Nielsen’s guidelines and our own experience, here’s how to write "About Us" pages that trade blah for effective brand messaging.

Have a Clear Link to the Page

The "About Us" label has become a convention of web design, and your audience expects to see it.

Don’t frustrate users by hiding your "About Us" section behind cryptic titles like "Info Centre."

Use a Clear, Literal Tagline

Your tagline should meaningfully describe what your organization does—so avoid abstract slogans like "Embracing Innovation."

(And while you’re crafting a clear, literal tagline, try and highlight some of your company’s benefits, too.)

Summarize Your Company’s Function

The first couple of paragraphs on your "About Us" page should clearly summarize what your organization does—without resorting to phrases like "transition viral initiatives."

If you make raincoats for dogs, say so. Don’t try to fancy it up by saying "We provide weather-dependent vinyl-based wardrobe solutions for your animal companion."

Keep Supplementary Information Separate

Put supporting information, like detailed financial reports and investor FAQs, in a separate subsection.

This is specialized information for a very specific group of users—so it doesn’t need to be on the main page.

Consider Using Short Videos

You can help establish that all-important personal connection with your audience with a short video clip.

Showcase your CEO’s personality, get your COO talking numbers—anything to let your users connect with the real people behind your site.

(But make sure your video loads fast. Slow-loading pages annoy your users and may impact your search optimization.)

Keep it Scannable, Personable and Objective

Your audience isn’t likely to read every single word on your "About Us" page. So make it easy for them to skim with bulleted lists and appropriately bolded text.

And connect with your readers by using a friendly, casual tone on the page—one that feels like they’re talking to someone they know, rather than an anonymous website.

Finally, avoid hyperbole. Words like "greatest," "best" and "ultimate" just erode your credibility.

And remember: all of these guidelines hold even if you do have the best world-class systems for your customers to embrace.