Interesting "About us" pages: elements, examples, and tips

One of the most underestimated pages on a website is the About Us page. While it may seem less critical than action-oriented pages like the homepage or sales page, it is crucial in establishing credibility and trust with visitors.

It is an essential source of information on your website as it connects your business and your audience. It showcases your story, mission, and values and helps potential customers learn more about your brand and what you stand for.

A study by Shopify shows that the overwhelming majority of consumers visit the About Us page to know more about the brand, including the people behind it. Shopify also reported that 59% of surveyed consumers are likelier to purchase from a brand they trust, highlighting the design importance of a well-crafted About Us page in influencing customer decisions. 

The About Us page is valuable for potential customers, investors, and business collaborators because it showcases professionalism, transparency, and trustworthiness.

In this article, you’ll learn about:

• What is About Us page and its importance
• The role of an About Us page in connecting with your target audience
• Key elements of a successful About Us page
• Best practices and design tips for creating an effective About Us page
• Inspiring examples of well-designed About Us pages

It is a powerful tool for sharing your brand's story, mission, values, and history and an effective way to introduce team members, stakeholders, and founders.

Having an About Us page is one of the most crucial measures when building trust, credibility, and relationships with your target audience. Every successful business and great brand should create a dedicated web page on their website to bridge the gap between visitors and business information to enhance the user experience. A compelling About Us page design influences a visitor’s decision to take action and promotes transparency, assurance, and authenticity.

Below are some main reasons why an About Us page is vital for every website.

1. Building trust with your audience

Trust is the foundation of any business relationship. Consumers are always conscious of whether they can trust a brand before making a significant decision—whether purchasing a product, subscribing to a service, or relying on the information on a website. 

Being honest and transparent about your brand's identity, values, and mission on your About Us page can make customers feel like you genuinely care about them. Building trust involves showcasing the people behind your business, including founders, employees, and other stakeholders, on your About Us page design. This helps create the kind of personalized experience customers want to see. Visitors are likelier to engage with a business when they see real people working behind the brand rather than vague or impersonal information.

Another key factor that makes an About Us page essential for building trust with your target audience is showcasing awards, certifications, and milestones, highlighting expertise and reliability. Recognition by authoritative institutions also proves your dedication to excellence. 

A great About Us page example that has proven trustworthy and effective is HubSpot’s About Us page. This page demonstrates transparency by including the following key elements:

• Simple page design with branded color scheme
• General information about HubSpot's services
• Mission and growth statements
• Story about the founders and stakeholders
• Number of employees worldwide
• Achievements and recognitions from trusted organizations
• Customer testimonials and resources
• Office locations and contact information

2. Telling your company’s story

Every brand or business has a story, and visitors love hearing it! 

The About Us page is the perfect website section to share the origin story behind your company—why it was founded, the challenges you faced, essential milestones, and your vision for the future. Whatever you share, authenticity always resonates with customers and makes your brand more engaging.

A timeline or narrative about your company helps visitors understand your brand’s journey and progress. It presents your small or big growth and reinforces credibility by highlighting achievements and improvements over time. Adding eye-catching visuals—such as images, infographics, or interactive design elements—can enhance engagement and make your milestones more memorable.

Moreover, an About Us page is ideal for sharing your mission, values, and principles that shape your business decisions. It helps customers understand what you stand for and where you’re headed. Whether your focus is on innovation, sustainability, or community outreach, your values will always speak to like-minded customers.

A great example of company storytelling is the MeanPug About Us page. Through its interactive and engaging design, it effectively showcases the following elements:

• Colorful and fun visuals that narrate the company's history
• Animated team introductions
• Career opportunities section that demonstrates the company's growth while inviting potential talent
• Scrollable awards, honors, and partnerships contents
• Free resources and call to action
• A playful yet direct contact form design

There are no strict design rules for creating a great About Us page. 

While the optimal design layout relies on your brand's identity and field, a few primary design elements must be included to convey your identity effectively and build trust with the audience.

If you're unsure where to start, consider the following key elements when building your About Us page for your business:

1. Company history and mission

A company history highlights the pivotal moments of your business or brand from day one. Including your history and mission in the About Us page of your website helps visitors understand your business more accurately. This section provides clear context, establishes purpose, and presents a cohesive narrative representing your company’s strengths, leadership, process, and values. Doing so can help visitors understand the purpose of your business and what it means.

One of the best examples of an About Us page with a well-designed history and mission statement is Airbnb’s About Us page.  The company history section is relatable, brief, and covers the company’s humble beginnings. The page mission statement of the company profoundly resonates with the customers, is inspiring, and is aligned with the exact values of the brand.

2. Team introduction

Introducing your team members on your About Us page can personalize the experience for page visitors. Featuring photos of team members, their backgrounds, expertise, and roles in delivering products and services helps create a personal connection with your About Us page audience.

Research by Alex Todorov at Princeton University suggests that people are naturally drawn to faces and instantly form impressions. Adding photos to the team introduction section can strengthen the emotional connection with visitors to your About Us page. Featuring real people—whether founders, employees, or stakeholders—can establish authenticity and build trust. 

One great example of an About Us page with a strong team introduction is Charity Water’s About Us page. It features high-quality photos of each founder and board of directors with their bios, highlighting their connection to the organization’s mission. 

3. Showcasing achievements and testimonials

Achievements and testimonials are decisive for persuading consumers when featured on an About Us page. 

According to a study by PowerReviews, 95% of consumers often check reviews before making a purchase, and 86% consider them a vital resource when making buying decisions. This highlights the importance of including significant achievements, such as awards and partnerships, and social proof from real customers on your About Us page.

When adding achievements and testimonials to your About Us page, focus on how they benefit your audience and improve their lives or businesses. Take inspiration from HubSpot’s About Us page approach, which highlights achievements, recognitions, and testimonials in a way that resonates with visitors to demonstrate the value and credibility of their solutions. 

To make your About Us page even more effective, consider sharing success stories that show how your product or service solved a problem. Including photos or videos of customers can also make testimonials more relatable and authentic.

A compelling About Us page is more than a section on your website dedicated to your company's history—it's also about how the content is presented. 

An expert website design company understands the intricacies behind designing a user-friendly About Us page that incorporates key elements and best practices to be effective and easy to navigate.

The guidelines below will help you create a beautiful and engaging About Us page to capture your users’ attention.

1. Use visual elements effectively

A combination of different visual elements can prevent your About Us page from appearing like a wall of text. Adding visual elements can be a great way to capture users' attention and encourage them to stay longer.

When adding visual elements to your About Us page, consider the following:

• Use professional, high-resolution photos of your team to personalize the user experience.
• To improve engagement, integrate infographics, interactive elements, and videos to present your company's information, including milestones and achievements.
• Showcase your workspace, events, or activities on your About Us page to give visitors insight into your company's culture and operations.
• Include images, videos, or social media integration for customer reviews to strengthen your social proof strategy.
• Use simple colors and fonts that match your brand. Break your About Us page content into smaller, easy-to-read sections to improve readability.

2. Ensure mobile responsiveness

Since mobile responsiveness is both a search engine ranking factor and a major driver of mobile traffic, ensuring you're About Us page is optimized for different screen sizes and devices is crucial. This improves the user experience on your About Us page and reduces the risk of a high bounce rate caused by content displaying incorrectly on specific screens.

Here's how you can ensure your About Us page stays mobile-friendly all the time:

• Use CSS Frameworks such as Bootstrap, Materialize CSS, or Tailwind CSS to speed up your About Us page responsive design process and keep your design modern.
• Design About Us page buttons and links to be easy to tap on touchscreens
• Avoid long paragraphs and ensure text adjusts properly to fit various screen sizes.
• Compress the files you use on your About Us page, such as images, CSS, HTML, and JavaScript, to improve load times.
• Add flexible call to action (CTA) buttons that remain clear and clickable on all screen sizes.

The success of your About Us page depends on your content, brand identity, and design style.

Here are some of the best About Us page examples that are already thriving online, providing inspiration and ideas for your own About Us page.

1. Buffer

Buffer’s About Us page promotes transparency by giving a short company overview and how it has evolved since 2010. The page also emphasizes Buffer's core values and includes more sensitive information such as financial details, salaries, office locations, and other key metrics. 

The responsive About Us page also introduces each global team member with photos, names, and fun facts presented through interactive clicks and modal pop-ups, creating a more engaging and humanized page experience for visitors.

2. RXBAR

RXBAR's About Us page uses a minimalist design to tell its story, featuring the bold statement: "It’s 2013, and we called B.S. on protein bars." This striking page headline and supporting copy immediately grab visitors' attention and introduce the company's humble beginnings.

Despite its simple and clean design, the page effectively utilizes a timeline history slider to communicate RXBAR's mission and evolution. 

3. Hydrant

Hydrant's About Us page greets visitors with an inviting header that says, "Nice to meet you," as it introduces the product founders (John and Jai), creating a personalized and welcoming experience. 

The page features digestible sections, including the problem, the solution (the hero), subscription details, testimonials, social proof through Instagram, and a final call to action. Each section uses clear, concise, and engaging copy that encourages visitors to explore more and learn about the products on their page.

4. Lemonade

Lemonade's About Us page highlights its innovative full-stack insurance carrier model, which smart creative contributors power. While the page content is brief, its offerings appeal to younger, tech-savvy individuals by focusing on instant services, the company's values, and the team environment. With minimal text and high-quality images, the page effectively leverages white space and clean design to create an engaging and modern look.

5. Dave

As a FinTech banking firm, Dave’s About Us page opens with the bold statement “Making finances easier” to express the company's goal of building products that meet financial industry standards. To connect with his audience, the page details the founder's struggle with banking charges.

Dave’s About Us page uses a two-column layout to effectively present essential sections, including the differences between traditional banks and Dave’s services, exceptional features like the CashAI model, and the company’s core values. The page also promotes transparency, offers helpful resources, and highlights job openings for potential talent.

6. Riskified

With a mission to empower e-commerce businesses and prevent fraud, Riskfield’s About Us page highlights its crucial role in driving growth and profitability. In addition to clearly stating its mission, the page also features the company's founding stories and key milestones.

Riskfield’s About Us page introduces its global team members, providing links to their LinkedIn accounts so they can connect easily with them. Lastly, the page outlines the company's operating principles, emphasizing its commitment to delivering results and staying ahead in the industry.

7. Wheel

Without relying on flashy content, Wheel's About Us page opens with the impactful statement: "Transforming Healthcare With Virtual Care",  which captures the essence of its healthcare services. The page displays a clean, simple, effective color scheme, quality images, and strong text to demonstrate the company’s history, vision, and achievements. It also highlights the company's investors, press coverage, and recognitions obtained from credible institutions.

A standout feature of the About Us page is the snapshot section, which gracefully summarizes essential details such as funding, founding date, headquarters, press mentions, purpose, and company culture. 

8. Clear

Clear's About Us page effectively utilizes white space, creating a clean, minimalistic design reflecting its tech-forward brand. The page features high-quality images, brief descriptions, and stories about its ambassadors and founders. It also invites potential "problem-solvers" talent to join its team and be part of its growing business.

9. Wag

Wag’s About Us page offers captivating headlines, engaging copy, and heartwarming images of pets and their owners. The page uses smooth scrolling effects, fading transitions, and sliders to showcase information related to completed services, pet parents and caregivers, donations, and reviews to capture visitor's attention as they scroll through the page.

One of its great page features is the interactive timeline highlighting history, service developments, and company initiatives. The page includes a video explaining how the platform works, an introduction to the board of directors and key team members, and details about their investors and partners. A brief letter from the CEO added a personal touch, offering visitors insight into the company’s mission and values.

10. Uber

As a globally trusted transportation company, Uber's About Us page presents a clean, straightforward design with large, high-quality images and well-crafted copy. 

The page details Uber's international services and its impact on the transportation industry. One crucial element is “A Letter from Our CEO,” which features the company's founder and illustrates the team's technological advancement and sustainability efforts. Moreover, the page offers brief information about the newsroom, blog, and investor relations.

11. Spotify

While Spotify's About Us page primarily consists of text and no images, it still communicates what the company does clearly and straightforwardly. The page offers helpful resources such as a help site, community support, and contact information to ensure visitors can easily find what they need without feeling overwhelmed. Additionally, the page lists all Spotify headquarters and offices worldwide with specific addresses and emails for easy access.

12. WaveXR

WaveXR’s About Us page utilizes animated backgrounds and smooth transitions to present its team, values, careers, and press details. While the content is straightforward, it effectively conveys the company’s goal of creating immersive virtual experiences. 

The best section of the page is the team section, which presents photos and details of all team members—from executive leaders to advisors—to provide visitors with insights about the people behind the remarkable VR technology.

13. Away

Away emphasizes its core mission by sharing the company's journey in crafting the perfect travel suitcase and accessories on its About Us page. The page is divided into four sections: Our why, Our approach, Our travel essentials, and Our team. Each section follows a two-column layout with high-quality images and engaging copy. The Our Team section features a slider introducing team members worldwide to enhance interactivity.

14. Adobe

Adobe's About Us page begins with a creative header video presentation featuring its popular products and how they have revolutionized users' digital experiences. The page effectively uses accordion-style sections to present detailed information, including its long-term history (from 1982), significant accomplishments, and recognitions from trusted organizations and charities. Other service types are displayed, each with a detailed page.

15. Brand USA

Brand USA’s About Us page utilizes a clean card-style layout with a navy blue color palette to organize information sections effectively (e.g. Team Leadership, Board of Directors, and Careers). The page starts with a brief overview of the organization, clearly stating its mission to promote tourism in the United States. It also features high-quality images related to travel experiences and provides dedicated links for each card subject. 

16. Google

As the world's leading search engine, Google's About Us page effectively uses white space to create a sleek, minimalistic design. The page showcases a short yet clear mission statement and a video introduction of its latest AI technology, Gemini 2.0. It also offers links to products, resources, and social media accounts for easy access. 

17. Oracle

Oracle's About Us page features an artistic header illustration of a bird and a short yet impactful mission statement. The page displays some facts about the company's leadership in cloud computing and software scaling initiatives, including innovations that have contributed to building entire industries.

To showcase its four-decade history, the page utilizes a horizontal slider that presents essential milestones for each year, accompanied by relevant illustrations and images. The page also links to important topics such as Customer Highlights, Investor Relations, Leadership, and other valuable information.

18. Sony Interactive

Sony Interactive presents a text-based About Us page that outlines the company’s journey since its inception. Although the page does not include images or visual elements, it effectively shares the company's long subsidiary history, provides information about its headquarters, and links to its main product — the PlayStation.

19. Twogether

Twogether’s About Us page effectively combines creative visuals and animations to demonstrate how they utilize technology to help companies with their marketing initiatives. It also highlights major clients and provides a convenient way for visitors to connect with them at the click of a button.

The page also outlines various solutions tailored to business needs (e.g. driving long-term growth and brand equity, accelerating impact with Artificial Intelligence, etc.). Each solution card connects to specific pages that provide more in-depth information about the service offered. To showcase credibility, Twogether displays numerous case studies of reputed firms such as Lenovo and Aveva to illustrate their contribution to improving marketing strategies.

20. Upwork

Upwork’s About Us page takes a unique approach to sharing its story and mission statement while emphasizing its goal of creating economic opportunities for individuals and businesses.

As one of the leading platforms connecting freelancers with businesses, Upwork's About Us page features a clean, letter-style design where Hayden Brown, President & CEO, explains Upwork’s purpose, vision, and impact over the past few years. The page also showcases Upwork's team and marketplace ecosystem to provide visitors with a clear understanding of its role in empowering independent talent worldwide.

An About Us page is an excellent way to connect with your target audience while building authenticity, credibility, and trust.

This section of your website can be used to share your brand’s story, mission, values, milestones, and achievements. It’s also a perfect place to introduce your team members, their roles, and expertise, which helps build a stronger personal connection with your audience.

Consider your target audience's perspective to create an About Us page that aligns with your brand. Ask yourself what they want to know about your company, find inspiration from the examples above, and start designing a page that effectively tells your story.