Wondering what to put on an About Us page? Start with who runs the business, who it helps and why the team is suited to the work. Add a short story only when it helps a visitor understand those facts.
The page does not need a long company history. It should give people a clear view of the business behind the offer. This guide shows how to gather the facts, write a useful draft and check it before it goes live.
The short answer
- Explain who runs the business and what they do for the customer.
- Use a short, relevant story supported by facts you can check.
- Give readers a clear route to service details or a real contact.
How this guide was made
This guide draws on official guidance about user needs, accurate authorship and accessible images. The worksheet and Cedar Studio example are original illustrations, not a customer case study or proof of sales results.
Sources checked .
Start with the questions a visitor has
Someone who opens your About page may already know what you sell. They now want to know who they would deal with. Make that answer easy to find without repeating the whole homepage.
Ask the team which questions people raise before choosing the business. Do they want a named point of contact, local knowledge or a certain type of experience? Use those real questions to choose what belongs on the page.
GOV.UK's user needs guidance supports learning from what people do and need. Use that principle here: a founder's favourite story is useful only if it helps the reader understand the business.
Source for this section: [1] GOV.UK guidance on learning user needs
Write an opening that names the business
Open with the name, main service and people you serve. Add the location or service area if it matters. Keep the language close to how you would explain the business to a new customer in person.
Here is an illustrative opening for a fictional studio: Cedar Studio plans small garden spaces for local homeowners. Maya runs the studio and is the main contact from the first call through the agreed design work. This sample shows structure, not facts to copy.
Avoid an opening built only from broad words such as passion, excellence and innovation. Replace each one with a fact or action. Explain what the customer can expect to see you do.
Introduce real people and clear roles
Give each named person a short role description. State what they handle and what experience is relevant to that work. A visitor should not need to decode a job title to know who can answer their question.
Google encourages accurate information about who creates content and warns against invented expert profiles. Do not add made up staff, generated headshots of supposed employees or qualifications nobody holds.
Source for this section: [2] Google guidance on helpful and reliable content
If you work alone
Use I when it makes the page clearer. You can explain when you bring in a partner without suggesting that every partner is a full time employee. Being small is a fact, not a gap that needs a fictional team.
If your team changes often
Publish named profiles only when someone can maintain them. A current team summary with a real contact can be more useful than a long page full of people who have left.
Tell a short story with a useful point
Choose the event that explains why the business exists or how it works today. Perhaps the founder kept seeing a service gap. Perhaps the team changed its process after hearing the same customer question. Use a real event and a plain explanation.
Keep company age and personal experience separate. If a founder worked in the field before opening the firm, say so clearly. Do not turn a person's years of experience into a false date for the start of the company.
Leave out history that does not help the choice. A timeline can work when each event marks a real change, such as a new service or location. A list of dates added just to fill space gives the reader more work.
Fill in this About page writing worksheet
Use the worksheet below as an original planning aid. The example prompts are illustrative, not finished copy or evidence of a real business. Gather the answers from the people who know the facts before drafting.
| Part of page | Question to answer | Record to check |
|---|---|---|
| Opening | Who do we help and with what? | Current service list and area |
| People | Who is responsible for the work? | Current roles and approved names |
| Story | Why did the business begin? | Founder account and dates |
| Experience | Which experience matters here? | Accurate work history or credentials |
| Way of working | What do customers see us do? | Actual service process |
| Next step | Where should the reader go now? | Working service or contact link |
Turn values into actions
Instead of saying we value clarity, describe how you explain the scope before work starts. Publish that detail only if it is your real process. One clear example often says more than a row of abstract values.
Add photos and proof that fit the story
Use an approved photo of the people, workplace or work you describe. A photo should add information. If it could belong to any company, ask whether it helps the reader know yours.
A qualification can be useful when it relates to the service. Check the holder, issuing body and current status before showing it. Customer logos, awards and memberships also need the right context and permission checks.
W3C's image guidance says meaningful images need a text alternative that conveys their essential information. Name the useful detail in a team photo without repeating a nearby caption word for word.
Source for this section: [3] W3C images tutorial
Write honestly when the business is new
A new business can explain its offer, the people behind it and the process it intends to follow. Mark planned features as planned. Do not write as though a future service or office already exists.
If you have no approved customer work, show a clearly labelled sample or explain a practical method. A sample proves what the sample contains. It does not prove client demand, customer satisfaction or a result in the real world.
You can leave out client counts and reviews until you have real ones. Make the page useful through clear answers rather than filling every space in a template.
Finish with a useful next step and a fact check
Link to the service page for readers who want more detail. Offer a contact route for those ready to ask about their needs. The About page should help someone continue, rather than ending with a slogan.
Ask each named person to check their details. Read the page aloud and shorten any sentence that needs a second breath. Remove repeated claims and keep the best supporting fact.
Review it when roles, services or locations change. A warm story loses value when the contact person is wrong or a former team member still appears as the person handling new work.
Common questions
Should the page be called About or Our Story?
Choose a label readers understand. About is clear for most sites. Our Story can work when the page still answers practical questions about the people and business.
How long should an About Us page be?
Long enough to answer the useful questions without repeating the homepage. There is no need to add history, team cards or values just to reach a target length.
Sources and further reading
Numbered links beside each section point to the source used there. Our examples and checklists are guidance from SnapRebuild. They are not claims of test results. Product details can change.
SnapRebuild sells a website building service. These guides are published under our editorial team name and use AI for research and writing. This is not a claim of independent expert review. Read how we make and update our content. Found an error? Tell us.
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