How to Create an About Us Page in Australia: The Complete Guide for Startup Founders
- Rachel. M
- Oct 14
- 5 min read
Updated: 2 hours ago
Every founder wants their brand to feel human and trustworthy online. Your About Us Page is where you move beyond features and products to tell the story of your business in a way that connects w
ith customers.
Many startups get this wrong. They either write a corporate résumé full of jargon, or they go the other way and write a novel about themselves. The truth? An About Us Page should be customer-focused: your story matters, but only in how it relates to your ideal customer.
I worked with a Melbourne consultancy where the About Us Page was three paragraphs of industry buzzwords and a list of awards. It felt cold and generic. We rebuilt it with a mission statement, founder story, team photos, and a clear CTA. The underlying message was how the consultancy solved their customers' problems.
Leads jumped by 30% in two months because customers felt like they were engaging with people, not a faceless brand.
What Exactly Is an About Us Page?
Your About Us Page introduces your business, values, and team. It answers: Who are you? Why did you start this business? Why should a customer trust you?
A strong About Us Page includes:
Mission + Vision: What you believe and where you’re heading.
Company Overview: A quick snapshot of what you do.
Why You Started: Your origin story, tied to solving a customer problem.
Team Photos or Snapshots: Visuals that make your brand human.
CTA to Services or Contact: A next step for visitors who connect.
Examples:
Who Gives A Crap turns their About Us Page into a brand-defining story about purpose and humour.
Canva uses a timeline feature to show growth from startup to global brand.
Atlassian balances company vision with team culture—positioning themselves as approachable innovators.
Why This Could Make or Break Your Business
Your About Us Page isn’t just filler—it directly impacts trust, conversions, and loyalty.
Growth: Customers buy from brands they trust. Your About Us Page builds that trust.
Financial: Without credibility, ads and SEO drive clicks but not sales.
Brand: It shows your values and humanises your company.
Talent: Potential employees also check your About Us Page before applying.
Real-World Examples
A Gold Coast health startup added a timeline of milestones plus customer quotes. Engagement on the page doubled, and conversions rose by 20%.
An Adelaide agency buried their values in a long paragraph. Once they switched to a simple values grid, visitors actually read and remembered them.
If you don’t tell your story well, you risk being just another generic business.
Before You Start
Before drafting your About Us Page, prepare:
A short mission and vision statement.
A concise company overview (1–2 sentences).
The founder or origin story tied to customer needs.
Team photos or a group snapshot.
Core values written in plain English.
A clear CTA (to book, buy, contact, or learn more).
How to Build an About Us Page:
Step by Step
Step 1: Define Mission + Vision
This sets the foundation.
Write 1–2 sentences for each.
Make them practical, not vague.
Tie them to customer outcomes.
Result: Visitors instantly understand what drives your business.
Step 2: Write a Quick Company Overview
Keep it simple and scannable.
Explain what you do in one sentence.
Clarify who you serve.
State your industry or niche.
Result: People don’t need to guess what you do.
Step 3: Share Why You Started
Your origin story connects emotionally.
Explain the problem you saw.
Share the moment you decided to solve it.
Keep it relevant to customers.
Result: Customers see your story as aligned with their needs.
Step 4: Add Photos or Team Snapshot
Make it human.
Include photos of founders, team, or workplace.
Use authentic, not stock, images.
Add short captions (role or fun fact).
Result: Visitors feel like they’re dealing with people, not a faceless entity.
Step 5: Showcase Core Values
This can be a grid or simple list.
Keep values short (1–3 words each).
Add one sentence explaining each.
Align them with customer experience.
Result: Visitors know what you stand for and expect.
Step 6: Add Extra Features for Depth
Optional enhancements:
Timeline (show growth and milestones).
Quote block (from founder or customer).
Video introduction (a short welcome).
Result: Your About Us Page feels engaging, not static.
Step 7: End with a Call-to-Action
Guide visitors forward.
Link to services, products, or contact.
Use a clear button or form.
Result: You convert interest into action.
Common Mistakes to Avoid
A Sydney founder wrote a 2,000-word autobiography. Visitors left halfway through. Fix: keep it short, focus on customer relevance.
A Brisbane e-commerce brand used only stock photos. Customers doubted the business was real. Fix: use authentic team or office shots.
A Perth SaaS company ended their About Us Page with no CTA. Visitors bounced instead of booking demos. Fix: always guide the next step.
What It Costs and How Long It Takes
You’ll need to budget for both money and time.
Here’s what founders usually face:
DIY / In-house: $0–$300 AUD + 10–20 hrs. Writing your own copy, using photos you already have.
Template/Resource: $100–$500 AUD. Ready-made About Page templates with fill-in prompts.
Professional / Done-for-you: $1,500–$6,000 AUD + 2–4 weeks. Copywriter + designer + photographer.
Ongoing / Renewal: $100–$300 AUD/year for updates (new staff photos, milestones, values refresh).
Hidden Costs
Lost trust from generic or outdated pages.
Reduced conversions from no CTA.
Poor recruitment outcomes if culture isn’t clear.
Mentor Tip
Frame your story through the lens of your customer—not your ego.
What to Do Next
✅ ProDesk — DIY but leveraged
Grab the About Page Starter Stack (Free). Templates + examples to write a high-trust, founder-led About section fast: Story Framework, Proof Tile Grid. Build clarity in a weekend and make your site feel human again. [ProDesk.com]
✅ Noize — Done-For-You for About Page
Shape the story that sells you. We craft founder narratives that build trust, authority, and momentum—without you wrestling with copy or design. Your About page becomes a conversion asset, not a placeholder. [Noize.com.au]
✅ StartupDeck — Strategic acceleration
From “we exist” to “why us.” StartupDeck gives you proven frameworks to build credibility and differentiation in not only your About Us page, but your full website—so visitors connect, not click away. Miss it and you’ll spend this quarter reworking the same copy. [theStartUpDeck.com]
Why act now?
This quarter: more qualified leads with less founder time → expect +20–40% on leads by installing About page–specific plays now.
6 months: compound learnings into +50–100% leads and +15–30% ROAS; save 5–10 hrs/week.
12 months: lock repeatable growth with 2–3× leads, tighter CAC:LTV, and a system that survives team changes.
Wait and you burn another this quarter of ad spend/effort learning the slow way. Act now and let your About page pay for itself.
The Bottom Line
Your About Us Page isn’t an afterthought. It’s where your brand story and customer trust intersect. Done well, it turns visitors into believers.
Avoid the trap of writing an autobiography. Instead, tell a focused story that relates to your ideal customer and shows them why you exist.
An About Us Page isn’t about you—it’s about building trust so customers want to choose you.
FAQs
Do I really need an About Us Page?
Yes. Customers, investors, and talent all check it. It builds trust and credibility.
How long should an About Us Page be?
Short and scannable—300 to 600 words is usually enough.
Should I include my whole story?
No. Focus on why you exist and how it helps your customer.
Do I need team photos?
They’re highly recommended. Real images humanise your brand.
Should I put a CTA on my About Page?
Yes—don’t leave visitors hanging. Guide them to services, products, or contact.
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