Page “About the Company”: How to Talk About the Business to Inspire Trust

Why an ‘About Us’ Page is Necessary

The ‘About Company’ page is like a personal coffee meeting. Your chance to say: “This is who we are, this is why we do this, this is why you can trust us.” But instead of a warm face-to-face conversation, most users encounter bureaucratic language and general phrases that say nothing.

Now imagine someone is reading your page. What do they want to see? Not the business’s creation story from a basement, unless it adds value. And not “company values” listed like “honesty, integrity, transparency.” The person is looking for the answer to the question: “Can I trust you?” And you need to provide this answer quickly, sincerely, and uniquely.

It’s not about boasting. It’s about lifting the veil and showing your true self. In B2B and B2C business, decisions are often made not just based on logic, but also emotions: a liking for people, a sense of closeness, shared views.

What Users Look for When Clicking on This Section

The ‘About Us’ page is like a resume in an interview. A potential client already knows something about your company — saw an ad, read a headline, maybe even got interested in the product. But now they want to understand: who am I dealing with? It’s like “Googling” a person before a meeting — a subconscious search for confirmation that you are genuine.

Here is what users typically want to learn from the ‘About Company’ page:

• who is behind this business: real people, a team, a story;
• why you do it: mission, philosophy, reasons that drive you;
• why you can be trusted: experience, clients, reviews, expertise;
• what you value: not as words on a banner, but as behavior, style;
• how to work with you: a clear next step.

These expectations may vary depending on the niche, but the essence is the same: a person needs a ‘contact’—the point where they say to themselves, “These are the ones I’m ready to talk to further.”

Example from HubSpot: how they turned a page into a dialogue with the client

The “About Us” page by HubSpot is not a dry encyclopedic reference. It’s a lively text where you feel the company’s mood, style, and culture. They don’t talk about ‘effective solutions for marketing automation.’ They say: “We’re building a company future generations would be proud of.” This is not a marketing wrapper. It is a message that resonates with people — and that’s what matters most.

On the HubSpot page, you see:

• lively language, without clichés;
• the team in the frame, real people;
• a clear understanding of who they are for and why they exist;
• emphasis on shared values with clients.

They talk about themselves, but they always keep the focus on the client. And this is the key point: about themselves — through value for others.

Why the “About Us” page is a strategic tool, not a formality

The problem with most businesses is that they treat the “About Us” page as something secondary. Like, “well, we need to fill it out—let it be.” But the truth is: often it’s the one that completes the conversion chain.

A person may learn about you from social networks, see an ad, go to the site, get interested—and here they are at the doorstep. They are ready to click “order,” but they check again: who are you? What team is behind this? Is it just another “website in three days—100% guarantee”? And here it’s either “wow, cool” or “hmm, something’s off.”

The most powerful weapon here is honesty and context. Show how you think. Tell a story. Show people, not just offices and drones. Add a touch of lively humor. Because when a client sees that there are people behind the logo who think and care—it triggers trust. And trust is conversion.

What should be on the “About Us” page

Sometimes entrepreneurs ask: “How much text is needed for the ‘About Us’ page?” And the answer is: “As much as it takes to make a person want to trust you.” It’s not about volume. It’s about meaning. About answering the key questions in the user’s mind—honestly, clearly, and directly.

The structure of the page is like a conversation plan. Its task is to guide a person through the stages of acquaintance and provide answers to “who?”, “why?”, “for whom?”, “who have you worked with?”, and “what’s next?”.

Here is the basic sequence of sections that should be on the “About Us” page:

1. Headline or message for the first screen. This isn’t “About Us”. It’s a phrase that immediately sets the right tone. For example: “We create products used by millions of people every day—and none know about it. And that’s okay.”
2. A short story. Where did you come from? Not a trivial chronology, but with a focus on mission, driving forces, “why this specifically”. Lively language works well here, rather than phrases from tender documentation.
3. Who you are for. A clear portrait of the client. You can directly name the target audience or describe it using the client’s own words. The main thing here is to help the reader recognize themselves.
4. What you do. In simple terms. Not “complex solutions in the field of integration”, but “we configure CRM so that managers sell more and press buttons less”.
5. Team. Photos, names, short descriptions, or even captions with humor—this all brings the site to life. Don’t be afraid to show real people. Clients trust people, not abstract “experts”.
6. Social proof. Testimonials, client logos, achievements, certificates—only those that truly mean something. Not everything at once, but what supports your key messages.
7. Contact or CTA. Don’t make the person search for where to write. If they feel like contacting after reading, offer this opportunity immediately.

How to present yourself not boringly, but lively and convincingly

Tone is important. When writing an ‘About Us’ page, don’t write it like a thesis defense. Imagine you’re telling this to someone at a bar who asks, ‘What do you do?’ If you answer, ‘We provide services for optimizing internal processes in enterprises,’ you’ll likely make them run away.

But if you say, ‘We help businesses bring order to chaos – automate, structure, so there’s no morning panic or burning chats,’ that’s already a conversation.

The ‘About Us’ page should sound natural. If the company is young and dynamic, don’t write ‘over 5 years in the market’. If you are a brand with history, don’t erase the human touch with concise phrases.

Social proof on the ‘About Us’ page

Even the best words about yourself sound convincing only until someone else backs them up. That’s why the ‘About Company’ page is the ideal place for subtle but powerful social proof.

We’re not talking about dumping all testimonials or stamped certificates on the page. The task is to give the reader a signal: ‘Others already trust us – you can too.’ Without shouting, without boasting. Through facts, examples, numbers.

There are several formats that work better than the rest:

• Logos of well-known clients. If you work with recognizable brands, it speaks more than any headline.
• Numbers that command respect. “700+ projects”, “working since 2015”, “96% of clients stay with us for over a year” — all this creates an impression of stability.
• Client quotes or short videos. One genuine testimonial often convinces more than ten “well-written” templates.
• Awards, media mentions. It doesn’t have to be “Forbes 30 under 30”. But if a relevant media resource has written about you, show it.
• A team with a strong background. If your team includes former employees of Google, Ajax, or WOG, don’t hesitate to mention it. This also builds trust.

If your page lacks big names for now — it’s okay. Start with real people: clients you’ve worked with, partners who can say a few words. It all builds a context of trust.

How to avoid mistakes that kill trust

There are things that automatically decrease trust. You may have a great product, a cool team, and even fans among clients, but if the “About Us” page looks like a school essay on “My favorite company,” — it’s all in vain.

Trite phrases, dry bureaucratic language, and sterile presentation are not just mistakes. They are anti-advertising. People sense insincerity, even if they cannot articulate what exactly is wrong. They read and do not believe. Or simply do not finish reading.

So, let’s talk about typical mistakes that are often found even on the websites of large brands:

• Clichés. “We are a team of professionals,” “we value quality,” “individual approach” — all these are words that say nothing. They can be inserted into any site and they change nothing.
• Empty text. 5000 characters with no meaning are worse than 500 sincere ones. If every sentence does not convey a new idea or reveal the brand, it is redundant.
• Bureaucratic language. “We conduct activities in the field of service provision” — seriously? This is corporate language from the 90s that should be left in the past.
• Fake reviews. If you’re adding quotes, let them be from real people with real photos. “Anna, marketer” without an image and source is pointless.
• Faceless team. Stock photos of “happy people in white shirts” evoke only distrust. Show real people — even if they’re not perfectly posed.

And one more tip. Read your text out loud. If it sounds like it was dictated by a lawyer, then it needs rewriting. If it sounds like a conversation with a friend, you’re on the right track.

Patagonia and Trust through Values

The story of the company Patagonia serves as an example of how to build an ‘About Us’ page centered not around products but around an idea. And this idea is the main seller of the brand.

Their page doesn’t have typical formulations. Instead of “we sew clothes” — you read: “We are in business to save our planet.” And this isn’t a loud slogan. It’s a position that the company consistently demonstrates: from ethical production to environmental protection campaigns.

What even a small business can take away from this:

• Don’t be afraid to talk about your ‘why’. Even if you make socks or bake bread — there’s meaning in it. Remember what motivates you and tell your customer.
• Use real stories. When people see the journey, challenges, goals — they feel respect. And respect is the foundation of trust.
• Show how values are reflected in actions. Patagonia doesn’t just write about ecology. They donate profits to environmental protection, use recycled materials, and give employees time off for climate strikes. Their words are backed by actions.
• Be consistent. If you promise honesty, don’t embellish cases. If you talk about innovation, don’t leave the site on decade-old technologies.

People don’t expect perfection. But they want to see authenticity. And when this authenticity is evident from the ‘About Us’ page, it becomes a magnet. It makes you want to return to such a business and tell others about it.

Check your page right now

It often happens: you read similar articles, agree with every word, and then… you put it aside. Because there’s no time. Because “we’ll redesign later.” Because “it’s not that bad.”

But the truth is, the ‘About Us’ page is often overlooked, although it could be the missing brick in the building of trust.

To check if your page works for you – or against you, go through this short but precise checklist. It won’t take much time, but it will give a clear understanding: where you are halfway to trust, and where you are in the risk zone.

Here are 7 key points to check right now:

1. Is there a clear, engaging headline that sets the tone immediately? If you start with ‘About LLC…’, think about how you can rephrase it to be interesting, unexpected, human.
2. Is it clear who you are and what you do? No puzzles or marketing fog. If a client doesn’t understand this in the first 10 seconds, they won’t read further.
3. Do you have your story? It doesn’t have to include photos from your garage. But if you don’t share why you do what you do, users won’t be able to emotionally connect with you.
4. Is it clear who you work for? Can a visitor recognize themselves as part of your audience? If yes — that’s a plus. If not — they’ll go where they understand: “This is about me.”
5. Are there faces? A team? Human voices? Photos with names, a few lines from real people, a style that shows: behind the logo — there are living, sincere, competent people.
6. Is there social proof? Not necessarily awards. But something that says: “We have already helped others.” This could be client logos, quotes, numbers, results.
7. Is there a logical call to action? If after reading the page, the user is ready to take the next step — give them that step. A contact, a form, an invitation to a conversation, anything — but not “end of page, thank you.”

These are basic things, but they are enough to take a fresh look at your page today. Not as a “mandatory section,” but as a selling story about your business.

And also — don’t try to please everyone. When you try to be “as professional and serious as possible,” the page becomes dull. Instead, allow yourself to sound human. With style, with intonation, with your own character.

Conclusions: a page worth attention

We are used to investing in design, tuning the homepage, testing landing pages, and capturing leads at every turn. But the ‘About Us’ page often remains out of focus. And that’s a mistake. Because it is the moment of truth. Where it’s no longer about advertising, promises, or signs, but about you. The real you.

And if this page sounds like a live voice, talks about the main things, and doesn’t look like a corporate booklet, it becomes a bridge. Between you and the client. Between the product and trust. Between ‘interesting’ and ‘I want to work with them’.

You can use dozens of sales tools, enhance targeting, and launch email funnels, but if the user doesn’t feel a ‘connection’, all of this will work at half capacity.

The ‘About the Company’ page is not a place for templates. It’s a place where you can be alive. And it’s your chance to make a strong impression. Without pressure. Without ‘click here’. Just being yourself. But clearly, with a stance, and with the client in mind.

So before moving on, pause for a moment and ask yourself:

• Does this page inspire trust?
• Is it read with interest?
• Do I recognize myself, my team, my story in it?
• Will the user say after reading: ‘Oh, these are worth talking to’?

If the answer to any of these questions is ‘not quite’, it’s time to update this page. Add a bit of life. Remove the banalities. Highlight what’s important — your uniqueness, your approach, your humanity.

A final tip: don’t try to impress. Strive to be clear. Don’t rewrite yourself to fit someone else’s template—show what makes you unique. Don’t let the ‘About Us’ page remain a formality. Turn it into a story that readers will want to finish. Because it is this story that can begin a new stage in your relationship with the client—one that is honest, engaging, and truly partnership-based.

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