Web design & AI
About Us Page: How to Write One That Builds Trust (with Examples)
The 6 blocks that build trust, a copy-ready template, sample texts for an online store, a freelancer and a service business, and our own How we work page taken apart.
A good about us page answers four questions in under a minute: who is behind the business, what you do, who it's for and why anyone should trust you. Answer them with names, facts and proof people can check, and you convince customers as well as Google and AI tools, which look at this page to decide whether you're legit.
We analyzed what Google shows in the US, Spain and Brazil, asked ChatGPT, Perplexity and Gemini how to write one and put our own page under the microscope. One of the AI tools padded its example with made-up statistics.
Here are the 6 blocks that build trust, 7 steps to write the page, a template, sample texts and what Google looks for.
On this page
What is an about us page, and what it isn't
An about us page exists so a stranger can decide to trust you before calling, asking for a quote or buying.
An about us page is the section of a website that explains who runs a business, what it does, who it serves and why it's trustworthy. It answers with verifiable facts (people, history, process and proof) and ends with an invitation to take the next step, usually contacting you or buying.
What it isn't: your résumé, a brochure of abstract values or your privacy policy. It isn't your portfolio either, though it can link to it. It's one of the pages in web design that matter most when someone hesitates.
Is an about us page required by law?
Not as such. We found no general federal rule that requires one. What the law does require is specific: under CAN-SPAM, for example, commercial emails must include a valid physical postal address. The about page isn't a legal page; it's the one that persuades.
What to put on an about us page: 6 blocks that build trust
Think about the doubts of someone who doesn't know you yet and answer each one with a block.
If you searched «what to put on about us page», here's the short answer:
| Block | The question it answers | What to include |
|---|---|---|
| Who you serve | Is this for me? | One sentence with your customer and the problem you solve |
| Story | Where did you come from? | When, where and why you started, with one specific detail |
| People | Who will I deal with? | Names, roles and real photos |
| How you work | What happens next? | Your process in 3 to 5 steps |
| Proof | Why should I trust you? | Years in business, named clients with permission, licenses, press |
| Next step | Now what? | One button or link: contact, book or shop |
What should you write if you work alone?
Say so. «I'm Marta and I handle every project myself» builds more trust than a «team» that doesn't exist. Call the page «About me» and lean on your process and your proof.
How to write an about us page, step by step
Write the facts first and the sentences second: that order is what keeps filler out.
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Open with your customer, not yourself
One sentence about who you serve and what you solve. «We help dental clinics in Phoenix fill their schedule» works; «We are an industry leader» says nothing.
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Tell the origin story with one detail
Three or four sentences: when, where and why you started. One concrete fact beats ten adjectives.
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Show faces and names
Real photos, names and what each person does. Save free stock photos for illustrations: a stock photo of your «team» is easy to spot.
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Explain how you work
Your process in 3 to 5 steps, with timelines if you have them. It takes the fear out of the first contact.
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Add proof people can check
Years in business, clients who let you name them, licenses, awards or press with a link. If it can't be checked, leave it out.
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Link your profiles and details
LinkedIn, your Google Business Profile and social accounts. These are the clues Google and AI tools use to work out who you are.
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End with one call to action
A clear link to your contact form, a booking page or your store. One, not five.
About us page template you can copy
This about us page template follows the 6 blocks: fill the brackets with your facts and delete anything you can't back up.
Use it as your about us page format, top to bottom:
| Block | Model text |
|---|---|
| Headline | We help [customer] [get result] in [area] |
| Story | We started in [year] in [city] because [specific reason] |
| People | We're [names]. [Name] handles [task] |
| How we work | 1. [Step]. 2. [Step]. 3. [Step]. We reply within [time] |
| Proof | [Verifiable fact], [client who lets you name them], [license or certification] |
| Next step | [Verb] + [link]: «Get your quote» |
Act as a website copywriter for small businesses. Using these details [what I do, who for, city, year started, team members, process, verifiable proof], write my about us page in 6 blocks: who we serve, story, people, how we work, proof and one call to action. Short sentences, second person to the reader, no empty adjectives like «leading» or «passionate». Don't invent numbers, clients or awards: if a detail is missing, leave it in brackets.
Company bio and company description examples in 25 and 50 words
A company bio is the short paragraph you paste into LinkedIn, directories, press kits and speaker pages. Think of it as the 50-word version of your about us page.
Use one formula for every length: who you are, who you serve, what you do, one proof and where to find you. Here's an invented example for this guide, a coffee roaster in Portland, in two lengths.
About 25 words: «Harbor Roast is a Portland coffee roaster for offices. We deliver fresh-roasted beans every week and swap any bag your team doesn't like.»
About 45 words: «Harbor Roast is a coffee roaster in Portland, Oregon, founded in [year] by [name]. We supply [number] offices with fresh-roasted beans every week and swap any bag your team doesn't like. Orders ship within 24 hours. Visit [website] or email [address].»
For 100 words, add a sentence on your story and a second proof, such as a named client who agreed to it. Write the long version first, then cut. Keep the short one in the third person, so it works pasted anywhere, from a social bio to an event listing.
About us page examples, explained
These are sample texts to adapt, not real companies' pages: swap the brackets for your details.
Online store: «We hand-pour soy candles in [city] and have since [year]. We're [names], and we pack every order in our own studio. Orders ship in [time] and returns are free. Read [link to reviews] or [message us]». It works because it puts people, a place and the buyer's real worry (shipping and returns) on one screen.
Freelancer: «I'm [name], a licensed physical therapist in [state], license #[number]. Most of my patients are runners. Every first session starts with a 15-minute assessment». The license number is proof anyone can look up.
Service business: a sample about us page for a small agency can open with its typical client, show the 3 people who answer the phone and link 2 case studies the clients approved.
And a real one, ours: Notablia's How we work page is our about page. It opens with what Notablia is and who it's for, names who is behind it and who reviews every guide, explains the method in 9 steps and lists what we never do. That list is our values block, written as behavior you can check. Is it the best about us page out there? No, but every claim on it can be verified.
About me page examples: how to write one when you work alone
An about me page is an about us page in the first person: the same six blocks, shorter, with your face on it.
If you searched «about me page examples», you probably landed on a gallery of pretty layouts. What you need is the sentence structure behind them: who you help, why you, one proof and one next step. Here are three invented examples to adapt.
Freelance designer: «I'm [name], a brand designer in [city]. I help [type of business] look as good as they are. Before going solo I spent [years] at [agency]. I take [number] projects at a time, so you always work with me, not an intern. See [two projects] or [book a call].»
Personal trainer: «I'm [name], a certified trainer ([certification, number]). Most of my clients are over 40 and new to lifting. Your first session is a 20-minute assessment and a plan you can follow at home. [Book it here].»
Accountant: «I'm [name], a CPA in [state], license #[number]. I work with freelancers and small shops and answer emails within one business day. [Send me your questions].»
Hobbies earn a line only when they help someone trust you. A trainer who runs marathons gets one; an accountant's pottery class doesn't.
About us page SEO: why Google and AI tools read it
Google wants it to be clear who is behind a website, and the about page is the first place it looks.
Google's Search Quality Rater Guidelines (September 11, 2025 version) tell raters to check the «About us» page when judging trust, the most important part of E-E-A-T. Google's guide to creating helpful, reliable, people-first content asks whether it's clear who created the content and suggests linking to a site's About page. Users want the same: the 2019 Nielsen Norman Group study on «About Us» information found that people expect authenticity and transparency.
What schema markup goes on an about us page?
Schema.org's AboutPage type, plus an Organization with your name, logo, founder, founding date and profiles (sameAs). Google recommends putting organization details on your homepage or a single page that describes your organization. That's the record search engines and AI tools read so they don't confuse you with someone else.
About us page design: what Google's top results show
Search «about us page» and Google shows guides and example lists, not company pages, so design advice is what you compete with.
Frequently asked questions about the about us page
What to say instead of about us?
Use the label your visitors already expect, because people scan menus for familiar words. «About» and «About us» are the most common, and «Our story», «Meet the team», «Who we are» or «How we work» are fine alternatives if they match what's on the page. A solo professional can use «About me». Avoid clever labels like «Our DNA» or «The tribe»: they look nice in a brainstorm and make the page harder to find.
How do I write a good about me page?
Write it in the first person and lead with the people you help, not with your life story. Say what you do, for whom and where, add a real photo, two or three pieces of proof anyone can verify (a license number, named clients, published work) and end with one clear next step, like booking a call. Keep the backstory to a few sentences with one concrete detail. Everything else from this guide applies, just with «I» instead of «we».
How to measure the effectiveness of an about us page?
Look at what people do after they read it. In Google Analytics 4, check how many sessions include the about page, then use a path exploration to see how many visitors go from it to your contact page, booking page or store. Compare that rate before and after a rewrite, over the same number of weeks. Also check scroll depth and whether the call to action at the bottom gets clicks. Views alone don't tell you if the page builds trust.
What is an about us section?
An about us section is a short block, usually on the homepage, that introduces the business in two or three sentences and links to the full about page. It's not a replacement for the page: the section gives a quick answer to who you are, and the page carries the story, the team, the process and the proof. Small sites with a single page can get away with a section only, as long as it includes names, a photo and a way to contact you.
How do I write about us for a small business?
Use five sentences as a first draft. One: who you help and with what. Two: when and why you started, with one specific detail. Three: who the customer will actually deal with, by name. Four: how you work, or what happens after someone contacts you. Five: one piece of proof and a clear next step. Then add real photos and links to your Google Business Profile and LinkedIn. That short version already beats most about pages.
Where can I find good about us examples?
Start with businesses in your own niche and city, then look at the image results Google shows for «about us page», which are mostly real pages. Lists of examples from website builders and design blogs are useful for layout ideas. Judge every example with the 6 blocks from this guide: does it say who it's for, show real people, explain the process and offer proof you can check? Borrow the structure, never the text.