I’m kind of a website redesign addict. I’ve gotten a lot better over the past two years, but generally I get a rush out of the build up and launch.

An essential page in all my launches is the “about us” or “company” page.

So whenever it was time to build out that page, I’d always query Google for “about us page examples” or “about us page inspiration.”


Figured if I was searching for that, probably a hell of a lot of others are as well, so why not give back and make one myself!

So low and behold, here are the best about us page examples that I could find on the web (I kind of niched down to SaaS websites) with my personal commentary!



Why Sleeknote made this list

Sleeknote begins this page with a statement, “You know what Sleeknote does. Now learn why we do what we do – and the people who make it possible,” setting the stage for the rest of the page.

Below the top of fold, they begin by narrating the conditions that led to the founding of Sleeknote and a very clear pain point that the founders were trying to solve. It also makes it clear where they are headquartered, Denmark.

Continuing down the page, Sleeknote is very generous with their copy, not afraid to go big with their paragraphs, something which is refreshing to see. They offer plenty of insight into what it’s like to work there, their values, the team, and loads of supporting images, videos, and social proof.

If I was Danish and looking for a job 100% I’d apply there.

Takeaways you can apply today:

  • Don’t be afraid to go a bit longer with your copy on the about us page.
  • Subtle micro-interactions (like the hover effect on team members they’ve got) can go a long way in humanizing your team, think outside the box
  • Instead of just embedding images, why not do that plus link them to original source on Instagram?

See About Us Page


Why Groove made this list

Groove is one of those companies that if you’re in the SaaS space you probably have stumbled across at one point or another. Why? Because they were one of the first high-growth SaaS startups that transparently blogged about their journey.

I’m a pretty big fan of their blog because they don’t try and over complicate things to sound impressive or smart. Kind of like their software as well.

Their about page does a great job at embodying their core values in an appealing way that encourages extra clicking around to either read their blog, or take a look at their product.

Takeaways you can apply today:

  • They used the world “we” 40 times on this page. This is the only page where that is ever allowed to happen, so enjoy it.
  • If you’re going to include a founder or CEO “letter” on the about page, don’t be afraid to show off about what makes your product/service great and sell a little bit.
  • If you can sum up your story by using a handful of cool looking stats, do that. Skim friendly, impressive looking, adds credibility.
  • Your about page is a great place to repeat your core value proposition as an H1 header (as opposed to a boring “About Us”)

See About Us Page


Why Highlights made this list

Highlights is a tool that helps content marketers make better sense out of their marketing data. Their competitor? Google Analytics. Ambitious? Absolutely.

But they have a set of beliefs that are very specific and very relatable. Their about us page does a great job at expressing them in a way that makes the reader think, “yea, I totally agree, too!”

It’s that emotional response of reciprocity which made adding this (previously unknown SaaS company) onto this roundup post. I really hope that Ludovic and Etienne will become wildly successful with this project of theirs.

Takeaways you can apply today:

  • Illustrate your journey with a blast from the past relic if possible (for example a screenshot of your first prototype)
  • Your about us page doesn’t have to be huge in order to contain multiple fundamental sections like like story, beliefs, values, and team.
  • Even if your story isn’t on the top of the fold or near the top of the fold, you can make it work by adding a waypoint link. Stories are super important!

See About Us Page


Why Plutio made this list

Love their straightforward mission statement, the simplicity of layout and the subtle micro-interaction of the “say hello” CTA above the fold. This about us page goes to show that you don’t need to cram in a lot of content to create a functional and impressive about us page.

Takeaways you can apply today:

  • You don’t need a mission statement page if you express it on your about page.
  • You don’t need to cram things in because that’s what “everyone else does.”
  • Subtle micro-interactions are a great touch when used tastefully and with purpose.
  • People respond strongly to stories on an emotional level, so if you have an interesting one, let the world hear it.

See About Us Page

Learn how to replicate the awesomeness

Click the link below to read our accompanying blog post with a boat load of tips on how to craft an about us page that does not suck. 

Read More

Otherwise, keep scrolling for more awesome examples!


Why Airtable made this list

I’m generally a sucker for white minimalist style and Airtable is an excellent case study of that.

Their about us page starts with the mission behind why it was founded and who it’s for- specifically for creators and creatives who do everything from cattle tracking to filmmaking, so yea, they left the scope wide open!

Right below the fold, you’re hit with three very impressive stats, and an assortment of client logos that are the who’s who in the digital and offline business world.

Takeaways you can apply today:

  • Airtable had impressive stats to show, if you do too, leverage those as much as possible and try and stay out of your own way.
  • Airtable embedded Airtable into their about us page to showcase their team. Showing how their own SaaS works via their about us page was a great move. Can you do something similar with your service?
  • They took a minimal route, showing exactly what they needed to show, and nothing more. Just a single picture of the team altogether in their office. No drone video. No skits. Just one group photo.

See About Us Page


Why Pastel made this list

Did I mention I love minimalism?

In just 68 words Pastel managed to tell who they are, what pain point they are trying to solve, their initial motivations for starting their business, and what value their SaaS offers to its users.


Takeaways you can apply today:

  • Don’t be afraid to show your quirky personality. Personality > Conventions. At the end of the day, the about us page is about YOU! I mean, look at the profile pics of the founding team. How weird (but totally cool) is that?
  • Your about us page should make anyone who reads it actually LIKE YOU. If you can pull that off, then you did your job. People buy from people (they like!) not companies.

See About Us Page


Why CharlieHR made this list

Another great example of a minimalist about us page.

The page starts strong with a bold H1 header that hooks you.

Let’s break it down:

  1. A universally accepted statement nobody can really argue with: “building a company is hard”
  2. A controversially optimistic promise that we all wish was true: “running one shouldn’t be.”

The action stays above the fold!

This is a great segway into the “story” section (also on top of the fold which is super effective) which sums up the vision, why they created CharieHR, what it does, and what pain point it solves.

Takeaways you can apply today:

  • Try and use a hook as an H1 instead of just saying “About” or “Company.” Remember, the visitor already knows they’re on the company/about us page. They clicked the link to go there! You don’t really have to remind them.
  • Keep the action on the top of the fold for as long as possible. If you’ve ever seen one of those heatmaps in Hotjar, you’ll know why… Things get blue pretty quickly!
  • Looking to hire? Use the about us page as a honeypot to attract cool talent.

See About Us Page


Why Dropbox made this list

This page is supposed to be about Dropbox, but it sounds more about their users than anything else!

It starts off strong with an ambitious and thought-provoking mission statement which yells “we’re trying to change the world!”

It then follows up with a very customer-centric story of what inspired Dropbox and what problems they are trying to solve.

Beyond that, there’s not much else. Just the team and board of directors.

Dropbox, a $12bn corporation, 140 words.

Takeaways you can apply today:

  • If you’re going to start with a mission statement, it better be good and act as a hook!
  • Stories are powerful. Always include yours.
  • Have video or photography skills? Leverage them and use imagery to help frame the narrative and create an emotional tapestry that matches your brand’s mojo.

See About Us Page


Why Curated made this list

Because the only content block present is its story.

And if there’s one takeaway I want to impart from this blog post, it’s that your story needs to be told.

Everyone has a story. But not everyone can tell it. So if you’re not a storyteller or a great copywriter, just find someone who is and have them write it for you.

How to write your story if you suck at writing:

What usually works well is a quick Skype call with a writer. Tell them your story, they’ll record the call and then transcribe it. Then it shouldn’t take them more than a 2-3 hours to write up a killer story that you can use on your about us page.

Takeaways you can apply today:

  • Tell your story! You need one otherwise you it’s almost impossible to build a brand.

See About Us Page



Why Kayako made this list

Added Kayako because they had a great semantic flow to the page thanks to the logical progressions made by the H3 headers.

  1. H1: We help businesses get better at customer service
  2. H3: This is why we do it
  3. H3: So, we’re building this
  4. H3: This is how we do it
  5. H3: And this is who we are

Overall, this is an excellent about us page example which satisfies all the best practices and gives the feeling that they’re a big player in their industry.

The helpdesk SaaS industry is extremely competitive, and I think that was probably one of Kayako’s goals with this page. To show that they’re one of the top dogs.

Takeaways you can apply today:

  • If you’re in a hyper-competitive industry and want to position yourself amongst the leaders, the about us page is one way to do that. Show your size, impress with pictures of the team (cute white puppies can’t hurt, too), and tell a great story.
  • Kayako’s values section is impressive, take note and apply if possible to your page. Notice how their copywriter used as few words as possible. Take note, less is more.
  • Kudos to their illustrator because the accompanying visuals are top-notch. Invest in high-quality visuals if you can. It’s evergreen brand equity you’ll generally never regret investing in.
  • If the about us page is getting a bit long and unwieldy, you can always create another page for the “meet the team” section as Kayako did here. I agree with their decision in this case. Would have been way too long and cumbersome otherwise.

See About Us Page


Why GoSquared made this list

They’ve got a great product and a fantastic team, I know them personally.

But that had zero role in why they’re on this page, I promise.

They’re on this list because they start with a powerful H1 header “We help businesses grow” which sets the tone and hooks the reader from that instant reaction to bounce.

They then follow up that hook with a concise crowd-pleasing mission statement that pokes at the pain point of dealing with tool sprawl.

But the BEST part about this page is the metrics they showcase right below the top of the fold. A lot of companies say things like how much $ they’ve raised, how many customers they have, etc.

But not GoSquared. Their metrics paint a deeper picture of what defines GoSquared as a brand.

What we learn from their metrics:

  • They really like to drink tea (they’re from London, innit)
  • They write their own code (and a lot of it)
  • Their developers are hardcore (making use of almost 4 screens as a developer is impressive)
  • They’re agile and proud of it (who else would have a countdown to their next SCRUM standup?)
  • They’re consistently social (+20k tweets!)
  • They like to do cool stuff for their customers (Can I have a free T-shirt guys?)
  • They’re old-timers (11 years in SaaS is equivalent to like 50 years in offline industries)

Takeaways you can apply today:

  • Use metrics to not just show how big you are, but also to paint a picture of your brand’s culture. Don’t be afraid to show character.
  • Make it abundantly clear what you do and who it can help as close to the top of the fold as possible
  • You can use the about page to feature your media kit
  • Dogs make people happy

See About Us Page



Why Asana made this list

Like Dropbox, Asana begins their about us page with a bold mission statement.

“Asana’s mission is to help humanity thrive by enabling all teams to work together effortlessly.”

Impressive, now you’ve got my attention.

Moving onwards, they poke at the common pain point of knowledge and data being scattered across too many places, and the chaos that plagues teams worldwide.

Problem -> Reaction -> Solution

The Hegelian dialectic. 

I liked how they placed the bulk of their mission and values in accordions. If visitors are interested, they can expand the accordion and read more, if not, they can move to flashier things like pictures of the team having fun.

Takeaways you can apply today:

  • Use problem -> reaction -> solution to structure your storyline
  • If you are inclined to add more than the minimum, consider offering choice to the users to expand it if they’re interested. Less is more on about us pages.
  • Use heat maps to see how far down users scroll. I’d be very curious to see how much engagement Asana has on the last section of their page titled “We’re all about results.” I’d imagine not very much.

See About Us Page


Why ChartMogul made this list

Their H1 header is fantastic and is a swipe-friendly template.

We’re here to help you <insert here jobs to be done for users>”

Right below the fold ChartMogul talks about what type of customers they have and what problems they help solve.

One complaint I have with this page is that it’s very sterile.

  • There are no pictures of the team, yet there are pictures of the investors.
  • There is no story on how the company was started, yet there are links to 8 articles on how they raised cash.
  • The company values are made up of single-words. That’s not the hallmark of sincerity.

Overall, while the page does many things right, it could use a little more charisma and authenticity.

Takeaways you can apply today:

  • The goal of your about us page is to get your potential customers to like you. People buy from people, not VC investors.
  • If you’re going to add “values” section to your site, make sure your values are made up of phrases and not single words.
  • If you’re going to link to press mentions, don’t only link to articles that mention how much money you raised. Nobody wants to be “that guy” who only talks about how much money their daddy left them, even if they are putting it to good use.
  • If you’re going to show your investors, make sure to also show your team. Team comes first, investors second. Great, they have the money, but come on! You’re doing all the work and interfacing with the customers.

See About Us Page


Why MarvelApp made this list

Why is that dog the first image they chose to show below their H1?

  • Is it because the dog is looking at the headline and the UX team thought it’d subconsciously focus our attention on their killer mission statement?
  • Is it because the team voted on it? If so, was the vote unanimous?
  • Is it because they couldn’t find anything better to put there?

After I publish this post, I will outreach to MarvelApp and ask them, because I really have to know. Hopefully, they’ll let me know.

Moving beyond the mystery dog, we learn a couple of things right off the bat:

  • MarvelApp started as a side-project back in 2013 (that’s pretty cool!)
  • 2,000,000 people around the world use it (holy shit, is that for real?)

I like how they seem to not take themselves too seriously.

They seem pretty comfortable being themselves.

I really liked the section with their values. The web copy is Goldilocks status. Short enough to get us to read it (even if we’re in a rush), and long enough to make an impact.

It’s kind of hard to find that sweet spot sometimes with the values section. For example,if you make it too short it will sound insincere. But if you  make it too long and you’ll sound self-important, bore people, and ultimately spike your bounce rate.

“A bunch of teachers, makers, movers and shakers.” 

That header sounded musical! And the body text accompanying it is just as good. Overall, this is probably my favorite about us page on this roundup.

Takeaways you can apply today:

  • Don’t take yourself too seriously
  • Dogs help reduce bounce rate and increase time on site. Especially if mysteriously used near the top of fold.
  • Make the about us page about you.
  • Have fun!

See About Us Page

Need help writing up your About Us page?

Writing your about us page is difficult if you’re the type of person that doesn’t like talking about themselves much and bragging. Not that you should brag on your about us page (did you not see the examples above?), but it’s definitely a self-centered activity!

Sometimes just having someone to riff with about what you should place on the page (and where to place it) is exactly what you need to break through your plateau and finally finish up that about us page you’ve been holding off shipping for the past few days.

If you want a sparring partner, check out our content marketing and also conversion rate optimization mentors. You can easily book a call with them on Skype, Zoom, or Google hangouts and talk about how to craft a kick-ass about us page.

P.S. – I’ll try and continually update this blog post with more great examples of about us pages, so if you’d like to recommend one, comment below and I’ll see what I can do!


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