"About Us" page writing is a specialist copywriting service that develops the core credibility content for a business's website. Its primary purpose is to build trust and confidence with prospective clients by clearly communicating the company's expertise, values, history and the specific problems it solves. In high-value B2B purchasing decisions, this content is essential because it reassures buyers that a company is a safe and expert choice before they make an enquiry.

Key components of about us page writing:

• Client-centric storytelling: Frames the company's history and capabilities around solving the specific challenges that clients face.
• Value proposition clarity: Articulates the business's core mission and unique approach to show how it delivers better outcomes.
• Evidentiary social proof: Integrates client testimonials, case study results, and industry awards to provide tangible proof of performance.
• Humanised staff biographies: Creates engaging profiles for key personnel that showcase their expertise, experience, and approachable personalities.
• Authentic brand voice development: Original copy in a tone that reflects the company's genuine culture, making the business more relatable.
• Action-oriented conclusion: Finishes the page with a clear and direct call to action to guide an interested prospect to the next logical step.

Why is about us page writing important?

• Increases lead quality: Pre-qualifies prospects by giving them the detailed information they need to confirm a business is the right fit.
• Builds pre-emptive trust: Establishes a company as a credible authority before the first sales conversation ever takes place.
• Differentiates from competitors: Separates a business from rivals who use vague, unconvincing, or poorly written credibility content.
• Accelerates the sales cycle: Answers crucial buyer questions upfront to remove friction and shorten the time from discovery to decision.
• Strengthens human connection: Presents the team as approachable experts whom potential clients will look forward to working with.

Professional staff bio writing is a specialist copywriting service that creates engaging, humanised profiles for a company's key team members. Its primary purpose is to move beyond a simple CV to showcase an individual's specific expertise, career successes and professional personality. This is critical for building trust, as it allows potential clients to connect with the people they will be working with and see them as credible, approachable experts.

Key components of staff bio writing:

• Clear role definition: Starts by stating the person's current role and their direct relevance to client needs and projects.
• Expertise showcase: Highlights the specialist skills, sector knowledge and key strengths that clients value the most.
• Impact and results focus: Shows how the individual's work makes a tangible difference in achieving successful client outcomes.
• Career highlight reel: Features significant achievements, project wins or milestones that prove a track record of success and experience.
• Personal connection point: Includes a genuine interest or passion to make the professional feel more relatable and approachable.

Why is staff bio writing important?

• Enhances team credibility: Presents each team member as a trusted, capable expert in their specific field of work.
• Builds client rapport: Creates a human connection that makes prospective clients feel more comfortable and confident about initiating contact.
• Supports sales conversations: Gives the sales team powerful evidence and talking points about the expertise of the delivery team.
• Improves brand perception: Shows that a company invests in its people and values both professional excellence and individual personality.
• Differentiates from your competitors: Sets a business apart from firms that use lifeless CVs or generic, unconvincing staff profiles on their websites.

The main purpose of an "About Us" page is to build trust with potential customers by demonstrating a company's expertise, explaining its values, and showing how its experience solves client problems.

The process for writing an "About Us" page involves a four-step method:

• Step 1: An initial consultation to define the target audience, business goals, and core value proposition.
• Step 2: A detailed fact-finding stage, including interviews with key personnel.
• Step 3: The drafting of all content by a professional copywriter.
• Step 4: A review and revision cycle to ensure the final content meets the client's exact requirements.

The drafting of an "About Us" page is typically completed within three to five business days following the fact-finding interviews.

An effective staff biography combines professional credibility with human personality. It presents a person as an expert clients can trust and a colleague they will enjoy working with.

A professionally written bio is different from a CV because it is not a chronological list of jobs. Instead, it is a narrative that highlights the specific skills, achievements and working style most relevant to a client's needs.

Key staff members are interviewed in a one-to-one conversation find their career highlights, client success stories, and professional approach in a way that feels natural and unforced.

A staff biography includes a clear opening statement about the person's role, a summary of their expertise, a list of career highlights, and a personal detail to create a human connection.

The most common mistake is writing about the company's history and passions from an internal perspective, rather than framing the company's story around the value and results it delivers for its clients.

An "About Us" page influences a high-value B2B sale by providing the final layer of reassurance a decision-maker needs to justify their choice, especially when comparing multiple qualified suppliers.

The fixed price for writing a complete "About Us" page is £400, which includes the consultation, fact-finding, copywriting, and one round of revisions.

The cost for writing an individual staff biography is £125 per employee.

Yes, a package is available that combines the "About Us" page at £400 with staff biographies at the rate of £125 per employee, and it includes additional versions of the bios formatted for social media profiles and PDF proposals.

This content contributes to SEO by naturally incorporating relevant keywords about the business's services and expertise and, when marked up with FAQ/Page schema, can improve visibility in search results. In other words, your business and the people who lead it become easier to find.

A client needs to provide access to the key people for interviews and any existing marketing materials, such as brochures or case studies, that help explain the business.

An effective About Us page does more than explain who you are. It tells your story, builds trust with visitors and quietly supports your search visibility and lead generation, clarifying what unique value you bring to the market. Make sure your About Us page focuses on your brand identity and less on sales.

Organising your About Us page content into sections can improve user experience. You can use a simple page template to get started, but focus on customising it for your brand.

Start by sharing your company and founder stories in a way that feels purposeful—not just nostalgic. A good About page captures where your business started, where it is now and what you're working towards. This should begin with a brief company description that introduces your business name and sector clearly.

Including important milestones or behind-the-scenes content adds depth, helping visitors feel like they’re getting to know the people behind the brand. This kind of personal story can set your business apart from competitors.

Clarity matters, too. Keep your copy concise, usually around 300 to 500 words, and break it into clearly labelled sections to make scanning easy. Use a clear mission statement to explain what your business stands for, and include a value proposition that speaks directly to your target customer. Readers should come away with a strong sense of what makes your business relevant to them.

Using storytelling techniques, like conflict, resolution and purpose, can help turn your company description into something that captures attention. Pairing this with visuals or high-quality images and other design elements keeps the page engaging and professional. The best About pages share the company and founders' stories to engage potential customers.

Make sure the tone of voice matches your brand personality. Whether you’re straight-talking, warm, formal or light-hearted, your About page should feel like an extension of how you communicate everywhere else.

Add testimonials or press mentions to reinforce credibility—especially if your About page is one of the most visited on your site.

To increase engagement, link to your social media accounts and consider adding mobile-friendly formatting so users have a smooth experience on smaller screens. These small choices help keep users engaged. Updating your About page regularly also matters: when your business evolves, your story should too.

In short: tell a compelling, relevant story that matches your brand’s tone, backs it up with proof, and makes it easy for visitors to understand what you stand for and why they should trust you.

Remember, more than 33% of consumers say that 'trust' is a core factor when deciding which businesses to support. That's why your About Us page is one of the first supporting web pages you'll want to prioritise when building your business website.

Looking at successful About Us pages is a great way to shape your own. While there's no one-size-fits-all template, the best us page examples—across industries—tend to focus on one thing: building trust.

Studies consistently show that trust plays a central role in buying decisions, and your About page is often where that trust starts to form. That’s why standout examples usually include a clear founding story, a clear mission statement, and core values—all written in a way that feels honest and human.

If you browse successful About pages, you’ll notice many include team photos and bios. That’s because customers want to know who’s behind the brand they’re supporting. Putting faces to names helps humanise the business and encourages emotional connection.

Inspiration also comes from structure and design. Great About pages often include interactive design elements—like hover states, sliders or embedded videos—that make the page feel alive and engaging. These can increase time on page and deepen user interest. Don’t overlook usability either: mobile-friendly formatting is essential, especially for B2B services or ecommerce brands that get high traffic from phones and tablets.

Some of the best examples are from companies that know how to balance information with personality. Their About pages help visitors understand not just what they do—but who they are, what they stand for, and why they care. That emotional clarity has real commercial value.

If you're shaping your own page, it’s worth studying brands both in and outside your sector to see what resonates. Look at how they structure content, introduce team members, and align design with tone. Then use what fits your business best. If you’re short on time or starting from scratch, a content brief or page generator can help you draft quickly—but make sure you personalise it before publishing.

AI-powered tools can assist in generating content for an About Us page efficiently. However, use them carefully because generic copy can dilute your brand’s personality and miss the emotional nuance that helps buyers connect.