Getting to know people is hard, but getting to know people online, is even harder.
Human beings are not one-dimensional. We all sound, look, behave, and even smell differently, but these traits (some, thankfully) can't be experienced from behind a cold, digital screen.
No matter how advanced technology gets, there will always be a divide keeping us from truly knowing a person we've only spent time with online and unfortunately for marketers, the same difficulties could be said about brands.
Whether B2B or B2C, understanding and coming to trust a brand spurs from knowing more about them, and a crucial component of this is the about us page.
There isn't an exact formula you have to follow -- you simply want your about us page to be interesting, informative, and personable. You want to give your prospects a reason to fall in love with your brand.
Tumblr's about us page fits seamlessly into the platform itself.
As a once-avid tumbl-er myself, I would think this was any other post in my newsfeed if I didn't know any better.
The hero image gradually transitions between several large, vibrant images that grab your attention without being too distracting, then as you scroll, it lists a few basic facts about the company, as well as some impressive real-time stats showcasing the popularity of their community.
Like any good inbound marketer, this page then continues the user journey, sharing some of the most recent posts at the bottom of the page.
With its use of bold color, interactive elements, and subtle animations, this about us gets you actively engaged in Ideaware's story. It not only grabs your initial attention, it keeps you wondering what other little surprises lie ahead.
Now, this is probably the best "storytelling" about us page on our list.
A B2C company, Salemtown Board Co. was started by two brothers with a passion for handmade skateboards. The video at the top of the page (see below) shows the duo and their two employees building and painting the skateboards, people enjoying them in the community, and talking about what the brand means to them.
While this video is indisputably the star of the page, as you scroll, the brothers keep your interest with large, beautiful photos that highlight the attention-to-detail and value that their brand provides.
Nerdery is a production company for nerds, by nerds and that's made clear on its old about us page, it made this clear. In this unique design, Nerdery displayed its team photos almost like elements on the periodic table. Every team member got their recognition!
Then as you scrolled, you could read all about the company, its awards, skills, and culture.
CRF does everything right with itsabout us page. It uses big images, focuses on the value it provides consumers, and it allows you to get to know the people behind the brand -- but those aren't even the most impressive parts.
Near the bottom of the page, CRF has a call-to-action for each of its buyers personas -- startups, investors, or third parties. These three little buttons, not only allow visitors to self-identify/qualify themselves, it helps personalize the experience that follows specifically to their needs.
People naturally connect with stories. Having a unique story about your brand is a great way to get your persona emotionally invested in your company.
Below a simple hero image in this example, you see a vertical timeline that recounts Moz's story. Each milestone not only describes new products/services that the company created (informing you of what they offer), but also includes the benefits that customers have gained along the way. This celever approach successfully tells you where the company has been, but also frames it in context that explains what it means for you.
Speaking of storytelling, one type of story that people can really get behind is a story that involves a noble cause.
On its about us page, Yellow Leaf Hammocks does a fantastic job showing you how your purchase of one of its hammocks directly impacts the life of someone else -- the artisan weavers (and their families) who craft the hammocks.
What I love about this page is that it tells you what they are selling right away -- "Ridiculously comfy hammocks" -- then moves on quickly. The rest of the page is dedicated entirely to sharing the story of the artisan weavers.
Yellow Leaf Hammocks also makes it clear that it isn't a charity, but an organization about long-term sustainability and "community transformation." The use of real "employee" photos helps enhance this message and lets consumers see exactly who their purchase is impacting.
Though not a dedicated about us page, Simple as Milk uses its minimalist one-page design to make it clear what it does and who is it is.
Claiming to "craft beautiful experiences for startups," the direct, intuitive UX of this page and its strong social proof proves it. Furthermore, its use of friendly, warm copy, makes it clear that each of its team members is just "one of the guys."
17. Pulp Fingers
When you understand your buyer persona and you work in a creative market, you usually have the freedom to make your about us page as goofy as you want.
Even though Pulp Fingers (no longer active) used real pictures of its employees, it is highly relevant to its work and showed a great deal of personality. The page's descriptions did a perfect job of balancing a summary of the team's qualifications and personal notes that helped you get to know it.
The design also looked and felt like a mobile app, which was apt as app designers.
In this early iteration of its about us page, Doberman did an amazing job of emotionally connecting with its visitors. Above the fold, you saw a collage of people working and having fun, which matched the headline perfectly -- Innovation Through Passion.
Passion is contagious and many of us naturally prefer to work with people who love what they do. The addition of hand-drawn images also added a more unedited, human touch that you don't usually get online.
Stock photo smiles are cringeworthy, but smiles from members of your real-life team are welcoming and often unexpected.
In this past interation of its abous us page, NextSpace made a point to use the words "we" and "you" throughout the body of the page to show its co-working space was inviting, inclusive, and focused on others.
When detailing why it exists, NextSpace said: "We exist to help our members make a life and a living on their own terms." That's exactly how you make an about us page focused on the customer!
There's a lot to love (and learn from) about this about us page.
Great design, big images, a killer headline -- but one of the best elements is the section that features employee testimonials.
Employee testimonials are very effective when done right as they really can't be faked. We all know the difference between the smile you have when you're just doing your job and the smile you have when you're doing a job you love.
A company that treats its employees well is likely to be one that will treat its consumers well.
Nothing puts a reader to sleep faster than a long, jargon-filled mission statement that sounds more like a press release than a real mission.
Apptopia is a brand that gets it right.
What I love about its about us page is that it's refreshingly candid saying "Everyone is guessing."
This message says we don't have all the answers, but we're building the tools that will help everyone find the answers. Transparency and honesty are good qualities when you're selling data -- or anything for that matter.
If you've ever seen the documentary Jiro Dreams of Sushi, you understand people don't just wait for months to pay ridiculous prices for sushi -- they pay for the dining experience that only Jiro himself provides.
In a similar fashion, Marie Catrib's about us page tells the wonderful story of the chef behind its restaurant and paints a vivid picture of what you will experience when dining with her.
It also does a great job of grabbing your attention with its snappy, intriguing headline. This is copywriting 101 -- when you have an interesting story to tell, tell it in an interesting way.
Engage Interactive does something different with its about us page. It doesn't have a headline or any text associated with the images, rather, it lets the pictures do the talking for them.
What I like about this page is that it focuses on one thing at a time. There's an image of the team working, then a brief description of what it does and the services it provides, followed by more images.
This might be too simple for most companies, but it goes to show that you can break the rules and still have an engaging about us page.
What's Missing From Your About Us Page?
So, what do you think? Looking at these examples, what's missing from your about us page? Share your thoughts, favorites, etc. in the comments below!