- Write it for the buyer: who you help, how, and why they can trust you. Your history comes second.
- Real people build trust. Name and show the team, especially the people clients will deal with.
- Back every claim with something checkable: accreditations, client names, years, numbers.
- End with a next step. People who read the about page are often close to getting in touch.
What your about us page is really for
For a B2B or professional services firm, the about us page is a trust check. Buyers usually visit it after they've seen your services and before they get in touch. They're asking: are these people credible, are they stable, have they done this for businesses like mine, and will I like working with them?
That changes how you write it. An about page that opens with your founding year and mission statement answers questions nobody asked. One that opens with who you help and why you're good at it answers the questions buyers are actually asking.
It matters for search, too. Google's guidance on helpful content encourages making it clear who is behind a site and why they're qualified, and AI assistants look for the same signals when deciding which businesses to mention.
What to include on an about us page
| Section | What to say | Why it matters |
|---|---|---|
| Who you help, and how | One or two sentences: the clients you serve and the result you deliver | Tells buyers immediately whether they're in the right place |
| Why you | What makes you different: specialism, approach, experience | Gives them a reason to choose you |
| Proof | Accreditations, client names (with permission), years trading, numbers you can stand behind, awards | Turns claims into facts |
| The team | Names, roles, photos and short bios of the people clients will work with | People buy from people |
| Your story | A short version of how and why you started, if it explains your approach | Adds personality and context |
| How you work | Your process, values in practice, guarantees | Reduces uncertainty |
| Where you are | Locations, areas served, office photos | Signals stability and local presence |
| Next step | A clear call to action | Captures interest at a high-intent moment |
About us page template
Use this structure and adapt it:
[Headline: who you help and the result.] For example: "IT support that keeps law firms secure, compliant and working."
[Opening paragraph.] We're a team of [number] [specialists] based in [location], working with [type of client] since [year]. We [what you do], so our clients can [outcome].
[Why clients choose us: three to five points.] Each one specific and provable: "Every engineer is [accreditation] certified." "We've supported [n] firms for more than five years."
[Proof strip.] Logos, accreditations, a short testimonial with a name and role.
[Meet the team.] Photo, name, role and two lines on experience for each key person.
[Our story: short.] Why the business started and what that means for clients today.
[How we work.] Three or four steps from first call to ongoing support.
[Call to action.] "Talk to [name] about [service]" with a button to the contact page.
About us page examples: approaches that work
These are patterns, not templates to copy. Pick the one that fits your firm.
1. The specialist
Leads with a narrow focus. "We only work with independent schools." Every section then reinforces that specialism: sector accreditations, client schools, team members' backgrounds in education. Works well when your niche is your selling point.
2. The people-first firm
Puts the team at the top: a group photo, then individual profiles with a personal line each. Common for law firms, accountants and consultancies, where clients are buying a relationship with specific people.
3. The proof-led manufacturer or supplier
Opens with facts: years trading, facilities, capacity, certifications, sectors supplied, notable clients. Photos of the factory floor, machinery and quality processes. Works when buyers need to know you can deliver at scale and to standard.
4. The story that explains the approach
Opens with a short founding story, but only because it explains how you work now. "We started after watching small charities pay for IT they didn't need. We still price everything on what you use." Keep the story to a paragraph and tie it to a benefit.
About us page design tips
- Use real photos. Stock photos of handshakes undermine trust. Professional photos of your actual team and premises are worth the investment.
- Break up the text. Short sections, subheadings and a proof strip make it scannable.
- Show faces near the call to action. "Talk to Sarah" with Sarah's photo feels more approachable than "Contact us".
- Link out to proof. Link team members to their LinkedIn profiles and case studies to the full stories. See how to write a case study.
- Keep it current. Out-of-date team members or figures suggest a business that isn't paying attention.
Common mistakes
- Opening with "Founded in 2008…" instead of who you help
- Mission statements and values that could belong to any company
- Claims without proof: "industry-leading", "trusted by many"
- No team, or a team page of initials and logos
- No call to action at the end
Questions
What should be on an about us page?
Who you help and how, why clients choose you, proof such as accreditations and client names, the team clients will work with, a short story, how you work, where you are, and a clear next step.
How long should an about us page be?
Long enough to answer a buyer's trust questions, usually several short sections. Use headings and a proof strip so people can scan it in under a minute.
Should an about page include the team?
For most B2B and professional services firms, yes. Names, roles and photos of the people clients will deal with are one of the strongest trust signals on a website.
Does the about us page help SEO?
Indirectly. It helps search engines and AI assistants understand who is behind the site and why they're credible, and it supports your brand searches. It rarely ranks for service searches on its own.
What's the difference between an about page and a homepage?
The homepage directs visitors to what they need, quickly. The about page answers the deeper question of whether they can trust you, for people who want to know more before getting in touch.
Every guide is checked against the platform it describes before it’s published, and re-checked when the platform changes.