How to write a great About Us page

What you do, how you do it, and why you do it, all on one page.


Your company’s story should be the driving force of your business—your mission, values and team expertise will get you ahead of the rest. But without a striking About Us page, your first impression with a client or customer can go by the wayside or leave them wondering what it is you actually do.

The best About Us pages capture all the functional and nuanced elements of your company’s identity. It should cover the ‘what you do’ and ‘how you do it’, but also the ‘why you do it’ and ‘here’s what we’re like’.

Think of it like a great first introduction – eye contact, a good handshake – the things you really don’t want to get wrong.

Creating an About Us page that explains your brand functionally and stylistically may seem like an overwhelming task, but there are actually some easy (and exciting) ways to absolutely nail it.

We’re going to unpack how we approach ‘About Pages’ here at Qwilr – the various types and how they change as we grow.

We have two types of About Us pages that serve different purposes. This page, on our public website, is for all visitors to read.

You’ll notice that it’s relatively copy-heavy and doesn’t immediately showcase what our product looks like. We’ve foregone shouting about our functional benefits or getting into the nitty-gritty of any technical details.

We made this decision because we wanted to focus on our narrative – why we exist, what’s important to us and what we want to change in our customers’ lives. This compass helps us make crucial decisions and lets our potential customers know what our goals are, so they can decide whether we’re the tool for them.

Des Traynor of Intercom, speaks to the importance of a solidified vision:

“The vision for a company must be robust for years at a time. Technologies, social networks, trends, all come and go, and a company must stay relevant regardless. Notice how Google doesn’t mention search, Amazon doesn’t mention books, and Twitter says nothing about apps or tweets. This is long term thinking.”

The second piece of our About Us page collateral looks like this:


This is a personalized About Us page we send to prospects (or anyone that’s seemingly interested in what Qwilr actually does). It’s here we discuss the functional benefits of using Qwilr; how to quote, customize a design, utilize our integrations and so on. We include some customer testimonials and any core or new release product features.

For us, there are no crazy hacks to perfecting this About Us page, other than to keep it evolving. Our product has changed over time, so it’s important to constantly update our communications to reflect what’s most relevant to our business.

Outdated docs shouldn’t be your first touch point with a customer. Instead, they should be relevant, striking and ever-changing to reflect exactly where you are on your journey.

Just like you probably wouldn’t read last week’s newspaper, the documents representing your company shouldn’t be stuck in the past.

The great thing about this page is we can create versions of them that speak to our different user segments. Why just have one static landing page when you can have three or four that are intelligently customized for your audience, or even an one that’s totally unique for a potential big account?

The page we share on LinkedIn will have different elements to the page we share with our Board – all so we’re speaking to the things those audiences actually care about. It’s also a good way to remain top of mind for your network, especially when your services change or you complete a stellar project.

These two different kinds of About Us pages give us the flexibility to have something live on the interwebs that’s a shining north star for our team and our customers (our Vision About Us page) and multiple, evolving documents, which we change to suit different purposes.

Interested in grabbing your network’s attention? Create one today using our library of free About Us page templates.

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