Before you start writing, it is important to put on the visitor’s glasses. Many entrepreneurs make the mistake of using this page mainly to brag about themselves. The point, however, is that this page is not about you at all, but about who you are for the customer.<\/p>\n\n\n\n
Ask yourself these two questions in advance:<\/p>\n\n\n\n
- \n
- Who is the reader? (A potential customer who is unsure? A job seeker wanting to get a feel for the company culture? An investor?)<\/li>\n\n\n\n
- What feeling should linger? (Reliability, innovation, humanity, or pure expertise?)<\/li>\n<\/ol>\n\n\n\n
The 7 most important tips for a good “about us” page<\/strong> <\/h2>\n\n\n\n
1. The headline: immediately set the tone<\/strong><\/h3>\n\n\n\n
“About Us” is a functional label for your menu bar. You could use it as a title on your “about us” page, but it is not truly inspiring.<\/p>\n\n\n\n
You can also use the main headline (H1) for your value proposition or mission. Summarize in one powerful sentence what you stand for. Or you can use it to welcome the reader.<\/p>\n\n\n\n
For example:<\/p>\n\n\n\n
- \n
- “Hello, we are Company X”<\/li>\n\n\n\n
- “Coffee roasters with a mission for fair beans.”<\/li>\n<\/ul>\n\n\n\n
![\"\"](\"https:\/\/my.host\/blog\/wp-content\/uploads\/2025\/11\/chime-over-ons.png\")
<\/figure>\n\n\n\n2. Storytelling: think about the right role distribution<\/strong><\/h3>\n\n\n\n
One of the most powerful marketing principles (known from Donald Miller’s StoryBrand<\/em>) is the correct role distribution in your story.<\/p>\n\n\n\n
- \n
- The hero<\/strong>. That’s your customer. They have a problem or challenge.<\/li>\n\n\n\n
- The guide:<\/strong> That’s you. You have the experience and the plan to help the hero.<\/li>\n<\/ul>\n\n\n\n
In your story, tell about the history of the company. But focus on the problem you saw in the market and how you wanted to solve it for the customer<\/em>.<\/p>\n\n\n\n
Tip: <\/strong>Describe an obstacle you have overcome. Was the market non-transparent? Was the service in your industry poor? By mentioning what went wrong, you show why someone should choose your solution.<\/p>\n\n\n\n
![\"\"](\"https:\/\/my.host\/blog\/wp-content\/uploads\/2025\/11\/A24.png\")
This is the “about us” page of a small webshop I run. I dive directly into the problem but also deliver the solution a few sentences later.<\/figcaption><\/figure>\n\n\n\n 3. The WIIFM factor (What’s In It For Me?)<\/strong><\/h3>\n\n\n\n
Visitors think of their own interests. They read your text and unconsciously keep asking themselves: What’s In It For Me?<\/em><\/p>\n\n\n\n
Many companies think too much from their own perspective. They list facts they consider important, but fail to explain why<\/em> these facts are relevant to their customers.<\/p>\n\n\n\n
The difference between feature and benefit:<\/strong><\/p>\n\n\n\n
- \n
- Feature:<\/em> “We have been around since 1985 and have 50 employees.”<\/li>\n\n\n\n
- Benefit:<\/em> “With over 35 years of experience and 50 specialists, we have a solution for every problem.”<\/li>\n<\/ul>\n\n\n\n
If you stick to just features, your visitor will (unconsciously) think “so what?” By talking about benefits, you make the translation to what is truly relevant for a customer.<\/p>\n\n\n\n
4. Show real faces<\/strong><\/h3>\n\n\n\n
People do business with people. And this is especially true for a small business, where people expect that personal touch.<\/p>\n\n\n\n
- \n
- Avoid stock photos.<\/strong> A photo of broadly smiling American models in suits, while you are a local company in the Netherlands? That’s a big no-go<\/em>.<\/li>\n\n\n\n
- Show the team:<\/strong> Place photos of the founders or the entire team. This significantly lowers the threshold to get in touch.<\/li>\n\n\n\n
- A look behind the scenes:<\/strong> A photo of the workplace, a company outing or the warehouse makes your company tangible and approachable.<\/li>\n<\/ul>\n\n\n\n
5. Social proof: let others recommend you<\/strong><\/h3>\n\n\n\n
It is much more powerful for others to say how good you are than to say it yourself. This principle is called “social proof”<\/em>.<\/p>\n\n\n\n
Make sure your claims are substantiated:<\/p>\n\n\n\n
- \n
- Testimonials:<\/strong> Place 2 or 3 impactful quotes from customers who say how you helped them.<\/li>\n\n\n\n
- Logos:<\/strong> A row of logos from customers or partners immediately evokes trust through association.<\/li>\n\n\n\n
- Hard data:<\/strong> People love data. Use numbers like “Over 500+ projects completed”, “Active in 12 countries” or “98% customer satisfaction”.<\/li>\n<\/ul>\n\n\n\n
![\"\"](\"https:\/\/my.host\/blog\/wp-content\/uploads\/2025\/11\/mijn-host-testimonials.png\")
<\/figure>\n\n\n\n6. Visual layout: make it “scannable”<\/strong><\/h3>\n\n\n\n
Few people read a page from A to Z anymore. We scan. Nobody is happy with a large block of text (a wall of text<\/em>), and many visitors will click away before reading a single word.<\/p>\n\n\n\n
Therefore, make the page visually appealing. Here are some ways you can do this:<\/p>\n\n\n\n
- \n
- Use descriptive subheadings that cover the content<\/li>\n\n\n\n
- Use bullet points for your core values or benefits.<\/li>\n\n\n\n
- Place a video. A short video (max 60 seconds) in which the owner welcomes the visitor works to increase conversion.<\/li>\n\n\n\n
- Use a timeline infographic for your history instead of long paragraphs of text.<\/li>\n\n\n\n
- Use many images<\/li>\n\n\n\n
- Use colored blocks to place text and images<\/li>\n<\/ul>\n\n\n\n
![\"\"](\"https:\/\/my.host\/blog\/wp-content\/uploads\/2025\/11\/dave-over-ons.png\")
<\/figure>\n\n\n\n7. The Call to Action (CTA)<\/strong><\/h3>\n\n\n\n
You have now informed the visitor, built trust, and made a connection. Now it’s time to get him or her to take action.<\/p>\n\n\n\n
Every page on your site must have a goal. What do you want the visitor to do after reading this page?<\/p>\n\n\n\n
- \n
- “View our services”<\/li>\n\n\n\n
- “Contact us”<\/li>\n\n\n\n
- “Meet our team on LinkedIn”<\/li>\n\n\n\n
- “View open vacancies”<\/li>\n<\/ul>\n\n\n\n
Provide a clear, prominent button at the bottom of the page. You can also place multiple CTAs:<\/p>\n\n\n\n
![\"\"](\"https:\/\/my.host\/blog\/wp-content\/uploads\/2025\/11\/dave-over-ons2.png\")
<\/figure>\n\n\n\nBonus tip: the ideal structure of the page<\/strong><\/h2>\n\n\n\n
Finding it difficult to determine the order? Use this well-known format for structuring your page:<\/p>\n\n\n\n
- \n
- Hero section<\/strong>. Catchy headline + short introduction.<\/li>\n\n
- Social proof.<\/strong> Logo bar of customers or awards (immediately build trust).<\/li>\n\n\n\n
- The story.<\/strong> Why do you do this? (Mission\/Vision in customer language).<\/li>\n\n\n\n
- The team.<\/strong> Photos and short bios of team members.<\/li>\n\n\n\n
- The facts.<\/strong> Numbers, timeline, or core values.<\/li>\n\n\n\n
- CTA.<\/strong> Close with a call-to-action button.<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"
The ‘about us’ page is often one of the most visited pages on a website. When a visitor is interested in your product or service, they often check your about us page to see what they’re dealing with. However, many companies treat this page as a mere formality. The result is […]<\/p>\n","protected":false},"author":2,"featured_media":2699,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"hide_cta_migrate_site":false,"hide_toc_block":false,"footnotes":""},"categories":[228],"tags":[],"class_list":["post-3198","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips-tricks"],"lang":"en","translations":{"en":3198,"nl":2698},"pll_sync_post":{},"_links":{"self":[{"href":"https:\/\/my.host\/blog\/wp-json\/wp\/v2\/posts\/3198","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/my.host\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/my.host\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/my.host\/blog\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/my.host\/blog\/wp-json\/wp\/v2\/comments?post=3198"}],"version-history":[{"count":1,"href":"https:\/\/my.host\/blog\/wp-json\/wp\/v2\/posts\/3198\/revisions"}],"predecessor-version":[{"id":3315,"href":"https:\/\/my.host\/blog\/wp-json\/wp\/v2\/posts\/3198\/revisions\/3315"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/my.host\/blog\/wp-json\/wp\/v2\/media\/2699"}],"wp:attachment":[{"href":"https:\/\/my.host\/blog\/wp-json\/wp\/v2\/media?parent=3198"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/my.host\/blog\/wp-json\/wp\/v2\/categories?post=3198"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/my.host\/blog\/wp-json\/wp\/v2\/tags?post=3198"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
- Social proof.<\/strong> Logo bar of customers or awards (immediately build trust).<\/li>\n\n\n\n
- Hero section<\/strong>. Catchy headline + short introduction.<\/li>\n\n
- Logos:<\/strong> A row of logos from customers or partners immediately evokes trust through association.<\/li>\n\n\n\n
- Show the team:<\/strong> Place photos of the founders or the entire team. This significantly lowers the threshold to get in touch.<\/li>\n\n\n\n
- Benefit:<\/em> “With over 35 years of experience and 50 specialists, we have a solution for every problem.”<\/li>\n<\/ul>\n\n\n\n
- The guide:<\/strong> That’s you. You have the experience and the plan to help the hero.<\/li>\n<\/ul>\n\n\n\n
- The hero<\/strong>. That’s your customer. They have a problem or challenge.<\/li>\n\n\n\n