Remember About Us pages 10 years ago? They read like an entry in the Encyclopedia Britannica: a dry list of names, dates, and events in the history of the brand.
The best ones at least managed to make it entertaining, but it was still just a story about how some guy founded some company to solve some problem—leaving readers with a burning, overwhelming question: why should I care?
Today, the best About Us pages take a different tack: rather than rehashing their brand story, they focus on inspiring readers into action.
Here are 5 tips to help you write a stand-out, inspiring About page.
Include your mission statement (and make it a good one)
CAVA’s About page starts with their mission right off the bat: “to bring heart, health, and humanity to food.” Throughout the rest of the page, they build on that mission, explaining how they fulfill it by living those values in everything they do.
By focusing on their mission, CAVA transforms their brand from just another Mediterranean restaurant into an empowering brand that’s about much more than just good food.
Of course, for this approach to work, your mission statement has to be solid. That’s a topic we’ve covered elsewhere, but suffice it to say the best mission statements are short and succinct, and focused on the big, long-term picture.
Get personal (but make it relatable)
Warby Parker’s About page shares a personal anecdote: as a student, one of their founders lost his glasses backpacking, and rather than buy expensive new glasses, he spent a whole semester squinting through grad school:
I bet you’re nodding along right now, thinking about how expensive glasses are. You may even be remembering a time when you put yourself through a lot of discomfort because you couldn’t bear to empty your entire bank account on an overpriced product.
An encyclopedic brand history is boring—but a single, relatable story goes a long way.
Use visuals (but don’t overdo it)
Today’s readers have shorter attention spans than ever (blame TikTok). That means you have to hook them with not only stellar copy, but stellar graphics.
For example, Hydrant’s About page breaks up the text and pairs each section with a fun, colorful photo.
Of course, you can take it too far. Too many graphics can distract from the text and confuse the flow of the page, overwhelming your readers rather than inspiring them. But a happy medium will make your About page soar.
Make it about the customer (even if it’s really about you)
Some of the best About pages aren’t really about the brand—they’re about the customer. A good example is the clothing line Everlane. Their About page explains how they source all their clothing from durable materials and ethical factories.
Their sentences may start with Everlane, but they all unfold around that most important of pronouns: you. Everlane uses the best materials so YOU can wear their clothes for decades. They vet each factory so YOU can feel good about what you wear. They’re transparent about pricing so YOU know exactly how much the clothes you buy cost to make.
The reader is never left thinking: why should I care?
Inspire
All the examples we’ve looked at so far have one thing in common: they inspire readers into action—even if that action is as simple as eating out or buying a pair of glasses.
The best brands don’t just sell products—they sell a way of life. CAVA isn’t just a restaurant; it’s a generous community dedicated to enriching life for everyone. Warby Parker doesn’t just sell glasses; they bring eyewear to people who couldn’t typically afford it.
Another example of an inspiring brand is…wait for it…Lego. When you think Lego, you may think of those colorful building blocks you played with as a kid, those fancy kits you spend hours building, or those things you step on in the middle of the night when your kids leave them lying around.
But Lego’s About page centers around the idea of empowering the next generation through creative play. Complete with colorful photos of cute kids, it’s almost enough to make you run to the store right now and buy out the entire Lego aisle.
To recap, the best About pages are:
- Mission-driven
- Personal yet relatable
- Enhanced with graphics
- Centered on the customer
- Inspiring
Need help writing a killer About page for your brand? Get in touch!
