About Us Page Generator From Your Facts

In research published in 2019, the user research firm Nielsen Norman Group watched more than 70 people use About Us pages on 100 websites. Its researchers saw journalists, investors and everyday visitors unable to figure out what an organization did¹ on many of those sites. Too often, they wrote, companies assume people already understand their business.

The organizations that came across as authentic in that study told stories, used realistic photos, showed unbiased reviews and offered several ways to reach a real person.

Specific details make the page yours, and they are hard to recall in front of a blank screen. Collect them first, and check every date, name and number.

• What you sell, who buys it and the area you serve
• When and why you started, and what you did before
• What you do differently: a method, a material, a promise you keep
• The names, roles and photos of the people customers deal with
• Proof: years in business, customers served, reviews, licenses, awards
• Your address, opening hours, phone number and email

Start the page with the summary. Nielsen Norman Group recommends one or two short, scannable paragraphs at the top¹, and a homepage tagline of a few words that sums up what you do.

Test the summary on someone who doesn't know you. If they can't say what you sell after one read, rewrite it. Wording that could fit any business is the other trap. Hoa Loranger of Nielsen Norman Group puts it bluntly: "When the tagline could equally well describe thousands of other companies, you know you're in trouble²."

Reuse the same facts when you write your homepage value proposition, so both pages tell one story.

Your story explains why the business exists: the job you left, the problem you kept seeing, the first customer who said yes. It doesn't need drama, just details a reader can picture, like a year, a place and a name.

Swap every general claim for a specific one. "We care about quality" becomes "Every kitchen is fitted by the person who built it." "Experienced team" becomes "Our three electricians have 40 years on the job between them."

Loranger advises replacing marketing jargon with concrete facts that people care about². Hollow phrases, she warns, tend to confuse visitors at best and make them mistrust the site at worst. Try this test: cover your business name and read the page. If a competitor could publish it unchanged, it isn't finished.

Write the way you'd explain the business to a new customer, in plain words. If several people write for you, a brand voice guide keeps the tone the same everywhere.

Name the people customers will deal with, and show them in real photos. In Nielsen Norman Group's study, participants liked to see photos of real employees and products¹, while stock photography was among the main things that lowered their satisfaction.

Then back up what you claim, because visitors check. The same study found people often compare what a company says with third-party review sites, and wonder whether testimonials were hand-picked. Its advice is to show honest, balanced ones.

In the US, the Federal Trade Commission's advertising guide for small businesses says advertisers must have evidence to back up their claims³ before the ad runs. Hold your About page to the same standard: "award-winning" needs an award, and "5,000 happy customers" needs a count.

Testimonials have their own FTC rule, in force since October 21, 2024. It bars businesses from creating fake reviews and testimonials⁴, such as AI-generated ones that claim to come from people who don't exist. The FTC's guidance adds that a business putting fake or false testimonials on its own website could be liable⁵.

A customer telling their own story, with their permission, is often the most convincing proof. Write it up as a case study from a customer interview and link to it from the page.

End with how to reach you: address, phone, email, hours and how to book or order. Stanford's Persuasive Technology Lab based its 2002 web credibility guidelines on research with more than 4,500 people. They call listing a physical address the easiest way to show there's a real organization behind a site⁶.

Link the page from your main menu and footer, where Nielsen Norman Group saw visitors look when the menu failed them. They also expected one consistent story, so make your Google Business Profile, directory listings and the founder's LinkedIn About section match the page.

For a head start, the tool at the top of this page drafts yours from your notes or website and marks every fact you still need to confirm.