[FAQ]

I’m working on the content for our new company website, and I’m really struggling with the “About Us” page.

It feels like a really important page for building trust with potential customers, but most of the examples I see are either boring corporate timelines or fluffy mission statements that don’t really say anything.

I want to create a page that makes us seem like real, trustworthy people, not a faceless corporation. What are the key ingredients for that? Should it focus on the founder’s story? The company’s values? Should we include photos of the team? I’m just not sure what elements actually resonate with people and make them want to do business with you.

Any advice?

[Jeff Bullas]

You’re right to focus on this; the ‘About Us’ page is often a visitor’s first real look into the soul of your business.

Short Answer: An effective ‘About Us’ page builds trust by combining a genuine origin story, high-quality photos of the real people involved, and clear, jargon-free text that explains your company’s purpose.

It’s about showcasing the human element behind your brand, which is the foundation of all trust.

To make this page compelling, you should weave together a few key content formats. First, tell your story through authentic, high-quality images of your founders and your team; this is the quickest way to put a face to the name and move from a faceless entity to a relatable group of people. Second, the core of the page should be text that explains why your company exists, focusing on the problem you solve for your customers rather than just listing your products. Third, you can build credibility by embedding short video testimonials from happy customers or a brief video message from the founder, as this adds a dynamic and personal layer to the page. Avoid using stock photos at all costs, as they are the fastest way to make your story feel inauthentic and untrustworthy.

Cheers,
Jeff

[Author]

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