How to Write an "About Us" Page That Actually Sells
A good "About Us" page isn't a CV — it's a trust test. We show you what to include, what to avoid, and how to turn your company story into a concrete reason to choose you.
An "About Us" page that sells answers one question in the visitor's head: "Can I trust these people with my money and my problem?" It's not a company CV, and it's not where you list years of experience like at a job interview. It's where you show who you are, who you work for, and why you're a safe choice — concretely, in the client's words, not yours.
Why people land on the "About Us" page
Think about the moment someone clicks "About Us." Usually they've just seen what you offer and are almost convinced. They come here to check: are these real people? Have they done this before? Can I talk to them? It's a decision page, not filler. Give them a vague story and three clichés ("passion," "professionalism," "innovative solutions") and they leave. Give them proof and a face, and they stay.
A story that builds trust, not a CV
The difference between a story and a CV is simple: the CV talks about you, the story talks about the client through you. Don't write "We're a team with 10+ years of experience, dedicated to excellence." Write why you started, what problem you saw poorly solved, and how you work today because of it.
A weak example: "Our company was founded out of a passion for quality and innovation." A good example: "We started MPO Web Studio because too many entrepreneurs in Romania pay a lot for a site they can't edit themselves afterward. We deliver a site you understand and control." The second one says something. The first could sit on any website in the world.
What to include (and in what order)
A structure that works:
| Element | What it does |
|---|---|
| A title saying who you're for | Filters the right visitor in the first second |
| The story in 3–5 sentences | Why you exist, what problem you solve |
| Real people: names + photos | Turns "the company" into people you talk to |
| How you work / what makes you different | Anchored in facts, not adjectives |
| Social proof | Results, reviews, examples of work |
| A clear next step | The button to your offer or contact |
Real photos matter enormously. A team with a face and a name beats ten paragraphs of text. If you work remotely, say so: "Team in Cluj-Napoca, working 100% online with clients across Romania." That's honest reassurance, not something to hide.
What to avoid
- Empty clichés. "Passion," "excellence," "turnkey solutions" say nothing because everyone uses them. Replace each adjective with a fact.
- Fake perfection. A line like "we're not for everyone — if you want the cheapest site, that's not us" builds more trust than ten superlatives.
- Promises you can't guarantee. Don't promise absolute results you don't control. Honesty sells better long-term.
- A faceless page. If no person is visible, the visitor feels they're talking to a ghost company.
- Text about you, only about you. Check: how often does "we" appear versus "you / your business"? If "we" clearly dominates, rewrite.
How to show trust with proof
Trust isn't declared, it's demonstrated. The strongest elements are: real reviews (see our guide on how to get Google reviews), concrete examples of work with the result achieved, and price transparency. If you say openly what it costs and why, you remove the visitor's main fear. We, for instance, put the range on the table: a landing page €290–490, a presentation site €490–890, a shop from €690 — no surprises. You can detail that on a separate page, as we explain in how much a website costs.
A quick 5-point test
Before you publish, check:
1. Does a stranger understand in 10 seconds who you're for?
2. Is there at least one real photo of real people?
3. Have you replaced adjectives ("professional") with facts?
4. Is there at least one piece of proof (review, example, result)?
5. Is it clear what the visitor should do next?
If you tick all five, you have a page that works for you, not one that merely exists. If you also want to understand why the whole site matters, not just one page, read why I need a website.
Want to see what your "About Us" page would look like done right? We'll make you a free demo, no strings attached — message us on WhatsApp at wa.me/40750257140 and we'll show you concretely on your own business.
Frequently asked questions
How long should the "About Us" page be?+
Long enough to tell the story and show proof, without filler — usually 300–600 words plus photos. Focus matters more than length: every sentence should add trust or be cut.
Do I absolutely need team photos?+
Yes, if you can. Real faces raise trust a lot and turn "the company" into people the visitor imagines talking to. If you work solo, one good photo of you is enough.
What if the company is new and I have no reviews yet?+
Be transparent and use other proof: work examples, your process explained clearly, an honest guarantee, or a free demo. Being upfront about being new can itself be a trust signal.
Can I use the same page for SEO and for trust?+
Yes, but the human is the priority, not the search engine. Write naturally for the client; relevant keywords (city name, service) will appear on their own. Don't sacrifice clarity for keyword density.
Should I put prices on the "About Us" page?+
Not necessarily there, but price transparency somewhere on the site helps enormously. You can mention the range briefly and link to a dedicated pricing page explaining what drives the cost.
7 mistakes that drive clients away from your website
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