What a Good “About Us” Page Should Include

How to create a high-converting About page for your WordPress website

The “About Us” page is one of the most visited — yet most underused — pages on a business website. Instead of being a compelling part of your online presence, it often ends up as a few generic sentences or placeholder text.

But when done right, your WordPress About page can do much more: build trust, humanize your brand, and guide users toward taking action.

Here’s what a well-crafted About page on your website should include — and why it matters.

1. Clear business message: What your website is really about

Your About page should begin with a simple, clear explanation of who you are and what your business does. More than that, it should communicate why you do it and who you help.

Think of it as a quick but meaningful answer to: “What is this WordPress site offering me?”

2. Core values that define your WordPress website identity

People connect with values. Use your About page to briefly share how your team works, what you believe in, and what makes your website stand out — whether it’s transparency, creativity, speed, or client focus.

Example: “We believe that every business, no matter the size, deserves a website that is fast, flexible, and easy to manage.”

3. Team section or personal approach for a more human website

Visitors want to know who’s behind the brand. Whether you’re a solo entrepreneur or a company with a team, add a human touch — introduce yourself, share a photo, or describe your role in the business.

It gives personality to your business website and helps people trust your service.

4. Your brand journey: Timeline or story on your website

A short story of how your business started, evolved, and grew into what it is today can help connect with visitors. You don’t need a full timeline — just a few key points that show experience and direction.

This kind of storytelling works well on WordPress websites that aim to build a lasting relationship with their audience.

5. Clients or industries you work with – showcase relevance

Mentioning who you’ve worked with — or the types of clients and industries you serve — gives your visitors context and builds credibility. Even a general statement like “We help small businesses in health, education, and creative fields” adds value.

Great for SEO and conversion, especially on a service-based WordPress site.

6. Visual elements that enhance your WordPress website design

Your About page shouldn’t be just text. Include a team photo, workspace image, infographic, or even a short intro video. Visuals help break up the content and give the page a more polished, professional look.

Bonus: Visual content increases time on page — an indirect SEO win.

7. Strong call-to-action: Turn the About page into a next step

Your “About Us” page is not a dead end — it should guide users toward action. At the end, include a call-to-action (CTA): invite them to explore services, fill out a form, or schedule a call.

Example: “Want a WordPress website that reflects your business values? Let’s talk.”

Conclusion: Your About page is part of your WordPress strategy

A good “About Us” page isn’t just about you — it’s about helping visitors connect with your brand, understand your offer, and feel confident enough to take the next step.

If you’re building or redesigning your WordPress website, don’t overlook this powerful page. At 24WP, we help businesses build websites that communicate clearly, convert better, and leave a lasting impression.