Reduce the Risk of Being Generic with Your About Us Page
- Rachel. M
- Oct 14, 2025
- 4 min read
Updated: Jan 15
How to Build Trust Without Over Explaining
Every founder wants their brand to feel human and trustworthy online.
Your About Us Page is where that trust either forms or quietly falls apart. It’s the place people go when they’re interested but not yet convinced. They’re not looking for hype. They’re looking for reassurance.
This is where many startups miss the mark. They either default to a corporate résumé packed with jargon, or they swing too far the other way and write a long story that’s more about them than the people they serve.
The balance sits in the middle.
Your story matters, but only insofar as it helps someone understand why your business exists and whether they can trust you.
What an About Us Page Is Really For
An About Us Page introduces your business, values, and the people behind it.
More importantly, it answers three quiet questions every visitor is asking:
Who are you?
Why do you exist?
Why should I trust you?
A strong About Us Page doesn’t try to impress. It helps people understand.
Most effective pages include:
a clear reason the business exists
a simple explanation of what you do
a short origin story that connects to customer needs
real photos of the people behind the brand
a clear next step for visitors who resonate
This isn’t about telling your whole history. It’s about providing enough context for trust to form.
Why This Page Matters More Than You Think
People rarely land on an About Us Page by accident.
They arrive there when they’re deciding whether to take you seriously. That decision affects everything else.
A clear About Us Page:
builds trust before a sale
improves conversion from ads and SEO traffic
reinforces brand values
supports hiring and partnerships
If this page feels generic or self-focused, people don’t push back. They just move on.
Before You Start Writing
Preparation matters more than polish.
Before drafting, have clarity on:
why the business exists
what problem it solves for customers
who’s behind it
what values show up in your work
what action makes sense after someone reads
You don’t need clever wording. You need honest answers.
How to Build an About Us Page That Works
Start with intent, not structure.
Explain why the business exists in simple language. Avoid mission statements that sound impressive but say nothing.
Follow with a short overview of what you do and who it’s for. One or two sentences is enough.
Share the origin story, but keep it relevant. Focus on the problem you saw and why it mattered enough to act.
Introduce the people behind the brand. Real photos matter more than perfect ones. Faces build familiarity.
Explain your values only if they show up in how you work. Fewer values, explained clearly, are more memorable than long lists.
End with a clear next step. If someone connects with your story, don’t leave them wondering what to do next.
Where About Us Pages Usually Go Wrong
Most About Us Pages fall short for the same reasons.
Common mistakes include:
writing for the business instead of the customer
relying on buzzwords instead of plain language
listing achievements without context
telling a long story with no clear point
hiding the people behind the brand
giving no clear next step
When this page feels vague or self-focused, people skim and leave. They don’t feel invited in.
A good About Us Page isn’t about saying everything.
It’s about saying the right things, clearly, and honestly.
What It Takes to Build One Well
An effective About Us Page doesn’t need months of work.
Founders usually choose between:
writing it in-house with focused effort
using a structured template to guide clarity
working with a team to shape the story properly
The real cost isn’t money.
It’s lost trust when the page doesn’t do its job.
When it Makes Sense to Get Help
Sometimes the challenge isn’t telling your story.
It’s in the strategy to shape your message in a way people actually trust.
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The Bottom Line
Your About Us Page isn’t a biography.
It’s a moment of orientation. A quiet conversation that helps someone decide whether to trust you.
When it works, people don’t feel sold to.
They feel like they understand you.
That’s what makes them stay.
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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