7 of the best about us pages – and what you can learn from them.

So, who’s doing it well, and what can you learn from them?

As much as we’d love to tell you that we’re the only ones who can write stellar About pages, we would be lying (and we don’t do things like that here, because our kids call us on it!). While there are a LOT of brands phoning in their About us pages, or writing simply terrible ones, there are also some great examples out there of brands doing it well. 

Here are 7 of our favourites, and why we rate them.


We’ve mentioned Starbucks in a previous blog post, but their About Page really is a great example of how your About us page is really an About them page. When they arrive on the page, the reader is led through three distinct stages:

Stage One paints a picture of a familiar experience: buying a cup of coffee. This makes the reader feel comfortable and immediately reminds them of what the brand does for them.

Stage Two leads the reader through the history of the company, adding cute and relatable details as well as a shot of inspiration.

Stage Three outlines the company’s vision, pulling the reader into a larger movement, even when they were only thinking about buying a latte.


Luvvie Ajayi is an author, speaker and all-round inspirational personality. Her About Page is just as inspirational. Pulling no punches, Luvvie begins by telling her readers why she’s such a big deal (and giving them some clear Call’s To Action along the way). She briefly describes her journey, adds in some relatable and disarming personal details (My Space features heavily, which is pretty retro), and offers up some further reading for those who want to find out more.

Oh, and she finishes with a photo of her and Oprah, in case you weren’t already convinced…


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Sometimes it can be difficult for an established brand to concisely tell their story, as well as make themselves relatable to their audience. Lonely Planet’s Our Story page is a masterclass in vaulting this hurdle.

By using a simple timeline to break things up and lead the reader along, they avoid a long, incomprehensible story. By beginning with the founders and the backpacking journey that inspired them to start the company they take a large brand, and bring it back down to the level of the 20-something traveller trying to find the best place to eat in Rome. Clarity, check.  Experience, check. Relatability, check.


As well as being a huge fan of their in-your-face headline, we love the About Page for this comedy company for several reasons. Firstly, it gives you a clear understanding of what they do and where their company name came from. Love a bit of clarity here.

It also put a face (or several faces) to the brand, complete with welcoming photos and bios that mix why you should trust them with why you should like them. And then it ends with an easy-to-read list of previous clients, to establish authority. Boom.


Even though this About Page is quite a bit longer than the “experts” would suggest, it’s compelling enough to keep you reading all the way to the end (unless you get interrupted by the postman or something).

Amy begins by clearly stating what she does but quickly segues into an explanation of how she got to this point in her business and life. The journey she takes readers on encourages them to identify with her and, in turn, decide she is the sort of person they want to work with. Which is kind of the point.


You’d expect a design agency to have a pretty striking About Page. After all, they’re trying to convince you that they know what they’re doing. But Toyfight’s About Page is incredibly creative, enough to stand out in a sea of “edgy” bios from designers.

After pulling you in with fun graphics, the first paragraph quickly sums up who they are, what they do and why they’re so good at it (throwing in an endearing personal fact about their dancing!).

This mix of personality, passion and professionalism leaves you in no doubt that this team will take your design to the next level, just as they’ve done for the impressive list of clients they name.


Obviously, we think that our About Page is pretty cool. I know, we would say that, but check it out for yourself, it’s awesome.

In it, we use all the formulas we’ve talked about in this blog series (clarity communicating the benefits, inspiring trust, telling a story, all the good stuff (LINK to blog 3), as well as our own legendary spin.


The good news, we can write you an About Page that’s just as good, if not better (we’re always trying to beat ourselves). If you’ve been reading these blogs then you’re probably thinking handing it over to the professionals is a sensible business decision. The good news is, all you have to do is give us a call. Then you’ll be well on your way to ending up on a list like this someday.

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