Editor’s Note: This article was originally published by Web Marketing Today. Practical Ecommerce acquired Web Marketing Today in 2012. In 2016, we merged the two sites, leaving Practical Ecommerce as the successor.
Analytic programs show that the About Us page is one of the most viewed pages on a website, second only to the home page.
Below are examples of local business About Us pages intended to inspire you. These pages aren’t perfect, but they communicate the story of the company and its owners, engage the consumer in a unique way, and represent the brand or personality of the company. (Click the images to see the full About Us pages.)
1. Les Schwab Tire Centers
Les Schwab Tires is an independent tire dealer with 450 locations. The About Us page tells a story in a “voice” that reflects the company culture and philosophy. Its tagline embodies the company’s history, as does the owner’s profile and the timeline graphic. A link to testimonials provides social proof. It’s all presented in a way that engages the consumer and evokes a casual, friendly atmosphere.
2. Pink Avocado Catering
The About Us page of this Austin, Texas, caterer captures the personality of the team with the following phrases: “We’re a talented bunch,” and “We’re Awesome.”
The page includes content that is passionate and conveys the company’s attitude. A slideshow features ten members of the catering firm. There is a FAQ section to address consumers’ questions. Press mentions, with badges, are included to inspire trust in their abilities.
3. Love & Lemons
Austin, Texas, food blog, Love and Lemons’ About Us page draws the reader in with engaging, personal content, appetizing pictures of food, and the “voice” behind the blog. They understand who reads their blog and why, and provide helpful tips for would-be food photographers on photographic equipment and software.
4. Reliable Plumbing & Heating
An About Us page for a Holtwood, Pa., plumber shows that the page doesn’t need to be long to be effective. The theme of the page is “Meet Mike” and the content reflects his “voice” and personality. The image of Mike and the surrounding messages is what makes this page different.
As a plumber, Mike understands he’s coming into your family’s home and wants you to know what he looks like, and what you can expect from him — friendliness, experience, and a belt to hold up his pants.
5. 6th Man Movers
This Nashville, Tenn., moving company uses its About Us page to reassure consumers that they are worthy of trust. The consumer gets a sense of who the company is, what it stands for, and to whom they will entrust their belongings.
The page features pictures of 6th Man’s moving truck and movers. It reflects the company’s personality, philosophy, and support for charity, and includes various links to further information.
6. Elle T. Interior Design
This California interior design company’s About Us page expresses a fresh and joyful image. What makes this page unique is that it features handwritten profiles with interesting personal answers about each of the owners that provide insight into who they are and their personalities.
7. Falling Creek Camp
This About Us page is comprehensive. It answers the question “Why us?” and includes testimonials, professional photography, camp history, session and program information, and trust factors, such as press mentions and email addresses of directors with pictures.
8. Ledford’s Landscaping Inc.
This About Us page uses a video with various staff members sharing their stories and the company’s specialties. The video gives consumers a chance to meet the people they will be working with on a project. While the text fills in the details, use of bullet points and subheadings would make it easier to read.
9. Tavern on the Green
The iconic New York City restaurant Tavern on the Green’s About Us page is easy to read, makes good use of white space, and reinforces the brand. It describes the restaurant and food, its history and renovation, proprietors and chef biographies, and a list of films in which the restaurant has been featured. The masthead has all the pertinent information, such as hours and address.
10. Greater Chicago Food Bank
The Greater Chicago Food Depository’s About Us page focuses on clearly stating its mission and building consumer trust with its forthright manner. The page features a strong mission statement, a brief history, and links to annual reports and financials, agency resources, leadership, and tax information. It includes volunteer opportunities, internships, and career information, as well.
11. The Glicken Law Firm (Lawyers.com Profile Page)
Professional directories feature About Us pages in the form of profiles. As an attorney, a completed profile page on Lawyers.com can be as effective as an About Us page on a website. Orlando, Florida’s Glicken Law Firm’s profile page includes a photo of David Glicken, areas of expertise, and language that speaks to the needs and concerns of its prospective customer.
The last two examples are no longer local businesses. One started as a salon in San Diego that expanded into a hair care line. The other features Dr. Christiane Northrup, an OB-GYN who is now an author. These pages demonstrate how a business can integrate various web channels into its profile.
UNITE is a business-to-business company that sells its hair care system to hairdressers and salon owners throughout the country. It created a YouTube Video — “Our Story –UNITE” — as an About Us page for YouTube.
The video addresses the company’s philosophy, passion, and understanding of what salon owners need. It is part of its Unite’s Hair Care YouTube channel, which contains the latest uploads, playlists, how-to videos, and fashion videos.
13. Christiane Northrup, M.D.
Facebook About Us pages provide a platform for letting consumers discover and learn about you, your product or service. Physician and author Dr. Christiane Northrup’s Facebook page provides the consumer with information about her newest book, her biography, experience, awards, personal information, and associated websites.