About Page Examples and How to Write Yours: Structure First, Style Second

Key takeaways

• The about page is a trust page. Nielsen Norman Group's research says visitors want About content to be clear, authentic and open, and they check what you say against outside reviews.
• Open with a short summary. NN/G recommends one or two scannable paragraphs at the top of the main About page, so a visitor learns who you are before clicking anywhere else.
• Pick one spine. The three real pages we read use three: a founder letter, a team and values page, and a brand story with a timeline.
• Facts beat adjectives. Years, places, methods and named people are believable. Words like "innovative" are not.
• End with a next step. A page that ends after the story wastes the visitor's best moment of interest.
• Use real photos. NN/G found they build more trust than stock images.

The short answer

A good about page does six jobs in this order: say in two sentences who you are and who you help, show the people, give the reason you exist, back it up with proof, answer the practical doubts, and offer one next step. A solo consultant needs a face and a story. A store needs materials, sourcing and returns. A company with a team needs people and values.

Disclosure: Amariq is a web design studio, and our own about page is one of the examples below. We have not measured how any about page performs, so everything here is design reasoning with sources named.

What the ranking guides say, and what we added

On 1 November 2026 we searched Google (United States, English) for "about page examples". The first page was mostly written guides from Printful, DreamHost, HubSpot, Shopify, Search Engine Land, Wix, Liquid Web and Fiverr. We read Shopify's guide, two Nielsen Norman Group articles and Google's helpful content page. We make no claims about the others.

Shopify's guide (published 8 September 2026) lists eight elements:

1. Brand story
2. Who you serve
3. Credibility, meaning how the product is made or the service delivered
4. Team details
5. Openness about the business model
6. Social proof
7. Concrete numbers
8. A next step

It then goes through ten store pages, each with one lesson. That list is sensible. What it does not give is the order of the parts, how the answer changes with the kind of business, or a look at what is on a live page today. This guide covers those three.

Three real about pages, described by structure

We opened each page on 1 November 2026 and wrote down what was visibly there. We describe the structure and tone, not the quality. Treat this as a snapshot.

What the three share is a clear spine. What they do not share is a template. A founder letter suits a founder-led brand, a team grid suits a business where people are the product, and a timeline suits a history that explains the product. Pick the spine that matches what your buyers doubt.

What visitors look for on the page

The core NN/G article on About Us information was published on 26 May 2019 by Anna Kaley and Jakob Nielsen. It draws on more than 70 users and 100 websites tested. We read it on 1 November 2026. The points that matter for a small business:

• A plain explanation. What you do, why, and what you value.
• Real photos. Of the team and of the products, not stock.
• Outside proof. Users compare what you say with reviews, and the word "reviews" came up over 40 times in the latest 20 sessions.
• Practical answers. Shipping, returns, data use or how donations are spent.
• Easy contact. Several ways to reach you, such as phone, address, email or chat.

NN/G also describes four levels of detail: a tagline on the homepage, a short summary at the top of the About page, optional subpages for things like leadership or history, and a link in the footer. Small sites can keep everything on one page. And it advises plain link labels. A link called "About us" is understood. A jargon label is not.

A second NN/G article, from 21 June 2015, adds that the top About page should carry the key facts and that concrete facts beat hollow claims. It is old, so we treat it as support only.

Google's page on helpful content (read 1 November 2026) adds a reason beyond conversion. It asks site owners to make clear who is behind the content, and it names made-up names, generated headshots and false credentials as signs of low quality.

A section order that works

Use this as a start and cut what does not apply.

For a store, move method up and make it specific, as the Shopify guide suggests: where things are made, from what, and what happens if the customer is unhappy. For a professional practice, such as the kind covered in our lawyer website guide and therapist website guide, put credentials and licensing facts where a visitor can find them, and check your profession's advertising rules before you publish claims.

How to write it

1. Write the two-sentence summary first. If you cannot say who you help and what you do in two sentences, the rest of the page will drift.
2. Pick first or third person once. A small business reads better in first person. A larger organisation can use third person, but should still name people.
3. Replace every adjective with a fact. Not "experienced team" but years, kinds of projects, or a method.
4. Say why, not only what. One honest paragraph on why you started beats five on values.
5. Name the people. Real names and real photos. Never invent a person, a title or a credential.
6. Use proof you can stand behind. Testimonials need a real name and role, and the client's permission. Our guide on writing website copy covers how to keep claims honest.
7. End with one action. See our call to action examples for wording, and keep the same words you use on the rest of the site.

Keep it short if

Not every business needs a long about page. Keep it to a single screen or two when:

• You are a trade or local service and visitors mostly want to know you are real, local and licensed. Show the owner, the area you cover, your licence or insurance details and a phone number.
• Your homepage already tells the story. Then make the About page the place for people and proof.
• You have no history yet. Do not stretch a thin story. Write about the people, the method and the problem you solve, which are all true from day one.

A long story is no fix for a weak offer. If visitors leave early, look at the services page first.

Our own about page

We checked our own page, amariq.com/about-us, on 1 November 2026. Top to bottom it has: a headline that says senior design and development sit under one roof, three principles, three recent builds with a line on the problem each solved, four steps from first call to launch, a block of client quotes, a set of questions on scope, timelines and fit with the founder's name and a prompt to book a call, and a closing contact section. It puts method before proof, the same order as the table above. We have not tested whether this order wins more enquiries, and a different business could reasonably choose another.

Pair it with a good contact page.

How we help at Amariq

We plan an about page as part of the whole site: first what your buyers doubt, then which spine answers it, then the layout. We build it on Webflow, Framer, WordPress or Shopify, or on Wix, Squarespace or a custom build if that suits you better, with real photo slots, a proof block and a single call to action. Pricing comes from scope, not hours, with 40% to start, 30% at design approval and 30% before launch. See web design and UI/UX or website conversion improvements.

Frequently asked questions

What should an about page include?

A short summary of who you are and who you help, the people behind the business, the reason you started, how you work, proof, answers to practical questions and one next step.

How long should an about page be?

Long enough to answer the visitor's doubts and no longer. NN/G recommends a short summary of one or two paragraphs at the top, with more detail below or on subpages for those who want it. A small business can do well with one or two screens.

Should I write the about page in first or third person?

First person suits a small business or a founder-led brand, because it sounds like a person. Third person suits a larger organisation, but name real people even then.

Do I need a team page?

If people buy from your people, yes, with real photos and names. A solo operator needs one good photo and a short bio. Avoid stock photos, which NN/G says hurt trust, and made-up staff, which Google calls a sign of low quality.

Should the about page mention awards and certifications?

Only real ones you can show. Name the body that gave them and link to proof where you can. A claim that cannot be checked can cost trust.

Where should the about page link from?

From the main navigation, with the plain label "About" or "About us", and from the footer. NN/G notes that visitors scroll to the footer when they cannot find the information elsewhere.

Does an about page help SEO?

Indirectly. It gives people and search engines a clear page on who runs the site, which fits Google's advice to make authorship easy to find. It is not a ranking trick.

How often should I update it?

Whenever the facts change: new people, new services, new proof. Check it once a year, and keep your profiles on other sites consistent with it.