How to write a great ‘about us’ page

A website is a great asset for any small business… especially now, when people are spending more time online. But, as the world starts to reopen, don’t underestimate how important your digital presence is – starting with your ‘about us’ page.

Whether customers are visiting your website to find updated hours, browsing your online shop or scheduling a home appointment, a strong ‘about us’ page gives you an opportunity to stand out. Think of it as a way to make a solid introduction to potential new customers – you get to tell them all about your shop and what makes you special.

We recently chatted with Vickie Carter, a Copy Manager at VistaPrint, and Mohamed Saidi, an Associate Digital Product Manager, to learn more about best practices for creating and optimising an ‘about us’ page.

Vickie’s top tip? “This is your opportunity to tell your story… but always remember the reader on the other end of it. Make sure that the story you’re telling is the story about who you are and what you can do for them.”

Here’s how to get started.

Think about what you want people to know.

When deciding what to say on your ‘about us’ page, Vickie recommends thinking about your elevator pitch. “If you have a short period of time to tell somebody about who you are, what you do and how you can solve a problem, that’s the sort of information that should feature high up on your ‘About’ page.”

The best ‘about us’ pages talk about how you got started, your company’s history and who you are. Vickie recommends including your values, what you believe in and what informs your business – all of this information will help prospective customers figure out if they feel they can identify or connect with you/your business.


“If you’re a solo entrepreneur, I recommend standing up and saying, ‘It’s me!’ Show off the fact that you’re proud of your business!”

Start with the basics.

Your ‘about us’ page should be a one-stop shop for key information about your business. In addition to your story and your ‘why,’ you should include basic info like where you’re located and how customers can contact you. Vickie notes that this kind of information is often overlooked, so make sure to include it when you’re creating your page.

And when you’re creating your ‘about us’ page, it should actually be its own page, not a blurb on your homepage or sidebar somewhere else. Mohamed and Vickie both recommend keeping it separate – just include an easy-to-find button in your header or a link in your drop-down menu.


If you’re struggling to start writing, Vickie suggests having a conversation with someone about your business. Record it, so you can listen to it later – you’ll realise what information is most important, what people have questions about and what potential customers want to know.

Do something feel-good.

There’s nothing better than making a difference and feeling good about it.

Over the past two years, we’ve seen businesses of all sizes step up and help out their local communities.

Whether it’s a donation to a local charity or hosting a free online class, a feel-good gesture goes a long way.

If you’re able to give back, do it – and find a cause that’s close to your heart.

Share what you’re doing with your customers to inspire them to make a difference, and be the light in someone else’s social media feed. People will remember you for that.

Use an ‘about us’ template.

We just talked about the basics – here are three key sections every ‘about us’ page should contain.

  • Open your page with a line (or two) of introduction.
  • Tell your story. Have you been in business for fifteen days or fifteen years? Either way, tell potential customers why you started and what inspires you.
  • Include the information that customers need in order to take the next step. Think about including a contact form, your shop’s location, business hours or a phone number all together.

Now see how it all came together for Bon Bon – this sample ‘about us’ page includes all the elements which tell a compelling, informative story.

great about us page example


Prioritise reading time over word count, Vickie says. “If your ‘about us’ page demands more than a few minutes of customer engagement, you’re creeping into ‘too long’ territory. Be helpful and informative, but something they can get through in just a few minutes before they make a decision.”

Don’t forget to optimise.

An ‘about us’ section is a great way to help people find your website – do some SEO research to work relevant keywords into your story.

If you’re not familiar with small business search engine optimization (SEO), it’s a way to ensure that potential customers find your business when they’re using search engines like Google. So, if you’re an interior designer who works in London, but also does remote consultations, you should do research inspired by these keywords and include them on your ‘about us’ page.

An easy way to add keywords to your ‘about us’ page (or any page!) is with bullet points. Vickie also points out that bullet points are a great way to break up large sections of text and make for easier reading. Weave bulleted sections throughout the page to double-up as keywords – like a list of the London boroughs or surrounding cities you work in, or the design styles you specialise in.

Hear more about this topic in a recent episode of Vistaprint’s Home Office Hours

‘About us’ page action items

  • 1
    Introduce yourself.
  • 2
    Tell people where you are and how to find you.
  • 3
    Include contact information.
  • 4
    Have a templated approach.
  • 5
    Be yourself.