S P R O U T L I N G   M E D I A


When people are exploring a business website that really interests them, they will surely look for information about the person or the people behind the business.

Or if people find your website from a link or an advertisement, and they think it looks appealing, they'll want to know more about what your business does and whos behind it.

If people would likely do business with you through your website, they would look for the information that will give them why they would trust you or your business.

or else they will find your website a suspicious and unreliable one if you do not have that information.

What is an About Us page, and why is it important?

An "About Us" page is a web page that provides information about the people behind a website or business. It typically includes information about the founders, staff, and advisors. About us pages also briefly describe the company's mission and values.

About Us pages are important because they help build trust with potential customers or website visitors. By providing information about the people behind the business, you can make your business seem more human and approachable. Additionally, including a company's mission and values on the about us page can help demonstrate to potential customers that your business is credible and trustworthy.

The about Us page gives you the opportunity to introduce yourself, your team or your business in the best way you can, which will leave a good impression on every visitor. It is where people first encounter you; thus, it is a must to be well-optimised as first impressions last.

How to create an "About us" page for your website

The "About Us" page is generally the most visited section on any website. After potential customers scroll through your homepage, they often want to learn more about your company before considering doing business with you.

When creating an About us page, there are no fixed guidelines on how your information should be presented or arranged on your About us page website. It is up to you how you are going to present it in a way that you think is the best for your visitor, for them to have a favourable impression of you and your business.

However, there are common elements that most of the About pages in any website have and should have.

Your Story

This section will answer the question of how did you come up with the idea of building your business and how did you start.

This will include your company's history and journey throughout the years and how you've grown and adapted.

About page of Sparkways gives a summary of their rich history, instantly putting visitors at ease with their credibility.

Little Zak's Academy's about page builds credibility by talking about the journey they have taken over the last 20 years.

Your Team

This section will answer the question of who you are

This will introduce you as the owner or founder and the people who are working behind your business. This is an opportunity to show off the talents and expertise of your team members. You can also include information about their experience and previous work history.

Here's an example. Choklits Childcare's about section reveals more pages such as Our Team, their Vision and Mission, Community, Curriculum and more information.

Explore and Develop's about page highlights their key team members.

Your Mission, Values and Goals

This section will answer the question of what your business does/its purpose

Here you can explain your company's mission and what you stand for. This is a chance to share your company's values with potential customers. You can also use this section to explain what sets your business apart from others in your industry. you can share your plans for the future of your business. This is a chance to get potential customers excited about what's to come from your company.

Moresby Childcare's about page focuses on their philosophy

Gloryland's about page accentuates their rich history.

Your Products and Services

This section will answer the question of what you offer

This is where you can give an overview of your business's products and services. This is a chance to highlight the features and benefits of your offerings. You can also include information about pricing, discounts, and promotions here.

Everbrook Academy displays their range of different programs and services available within theie centre.

Your Customers

This section will answer the question of who your target market is/who you serve

You can share information about your ideal customer or target market in this section. This is a chance to explain how your products or services meet your customers' needs. This section can also include testimonials or case studies from satisfied customers.

The aforementioned elements can sometimes be summarized and presented as a single section on an About Us page.

The story, team and mission are usually the most important things on an About page. This will give visitors enough information to know what your business is all about.

The Services page usually contains information about products and customers, but you can also include this information on the About Us page.

Here are a few examples of "About Us" pages:

On the About Us page of the website, the old station nursery does a great job of using the phrase "A growing Family" instead of About us as the heading to tell their story.

Their section for introducing their team is also very personable, including photos and names of each staff member and a short description of their role in the company.

The About Us page of the website Riverside Nursery has "Why Choose Us" and "Our Mission" looks like a good partner in the About us page, together with the call to action above.

The About Us page of the website Sunshine Early Learning Centre shows concisely created sentences on what their business does and its goal.

DOs and DON'Ts of creating about us page

There are important factors to consider in making an effective about us page. Here are some of the Dos and Don’ts that you should keep in mind:

Do: Keep it Simple and Concise

An about us page should be easy to read and understand. Use simple language and short sentences. Get straight to the point. The goal is to communicate who you are, what you do, and why you do it as clearly and concisely as possible.

Do: Use Positive Language

Use positive and upbeat language on your about us page. This will help create a positive impression of your business and make it seem more appealing to potential customers.

Do: Include a Call-to-Action

Make sure to include a call-to-action on your about us page. A call-to-action is an actionable item that encourages website visitors to take a specific next step, such as signing up for a newsletter or scheduling a consultation. You can help convert website visitors into leads or customers by including a call-to-action.

Do: Use Images and Videos

Images and videos can help make your about us page more engaging and visually appealing. Consider adding photos of your team, your office, or your products. You could also add a video tour of your office or factory.

Do: Use Testimonials

Including testimonials from customers or clients on your about us page can help build trust and credibility. Testimonials can be a great way to show potential customers that others have had positive experiences with your business.

Do: Optimize for Search Engines

Remember to optimize your about us page for search engines. This will help ensure that your page appears in search results when people are looking for information about your business. Be sure to include relevant keywords and phrases, and make sure your page is well-structured with proper headings and subheadings.

Don't: Write Too Much

Don’t try to cram too much information onto your about us page. Remember, less is more. Stick to the essentials and leave out anything that is not relevant or necessary.

Don't: Use Negative Language

Avoid using negative words and phrases on your about us page. This will only create a negative impression of your business.

Don't: Forget a Call-to-Action

If you forget to include a call-to-action on your about us page, you could be missing out on valuable leads or customers. Make sure to include a call-to-action so that website visitors know what they should do next.

Don’t: Use Stock Photos

Don’t use generic stock photos on your about us page. These photos can make your business seem inauthentic and unprofessional. Instead, use real photos of your team, your office, or your products.


The "About Us" page is one of the most important pages on your website. It’s a chance to show potential customers who you are, what you do, and why you do it. Start optimising your about page to increase website traffic and conversion.

When done right, an About page can be a powerful tool to help build trust and credibility, generate leads, and even close sales. Your About page shouldn't be an afterthought - it's just as crucial as any other page on your site.

 By Shammika Munugoda

Shammika is the founder of Sproutling Media. He is a software engineer by trade turned digital marketing consultant helping chilrcare, early learning centres and daycare centres get in front of more parents, book more tours and generate more enrolments.


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