Your ‘About Us’ page is really your ‘let me tell you how we can help you’ page.
I’d guess that it’s likely to be in the top 5 most visited pages on your site.
And if you want to land more clients that are YOUR type of clients [as in fun projects, they pay well and support your processes], it really matters that you get your ‘About Us’ page right!
It’s job is to build trust and to convince your visitors to take the next step in their journey with you.
This could be anything from downloading your lead magnet and joining your email list, consuming your best free content to getting in touch. It’s whatever takes them closer to purchasing from you.
Your clients have so much choice especially in a market where many agencies offer an identical service and outcomes for their clients.
So, if you haven’t made it the best it can be for now, you’re missing out on lead generation opportunities.
Read on because I’ll show you in this blog how to upgrade your ‘About Us’ Page with ease.
about us page examples you can copy
So in this blog you’ll find 4 impressive ‘About Us’ page examples and tons of practical take-aways to help you rewrite your own.
If you’d like to listen to my fabulous German accent instead, watch this popular ‘About Us Page Examples For Agencies Vlog‘ instead. I show you all my favourite examples of digital agency ‘About Us’ pages.
Plus, I explain why they work so well and I share additional tips to help you write a better ‘About Us’ page for your own agency.
Revealed: typical ‘about Page’ struggles
Many agencies I know are AMAZING at marketing their clients, yet they often struggle with creating an ‘About Us’ page that not only positions them well but also is highly converting.
Does this saying ring a bell with you?
The shoemaker always wears the worst shoes.
If you want to be seen as the expert in your field and convince your dream clients that you are the right choice, your ‘About Us’ page can play a key role in convincing them.
Optimise your ‘About Us’ page (and not just for SEO!) and it can be your best digital sales person – no commission nor annoying sales update meetings needed.
Revealed: My own marketing fears
I know working on your marketing, including your ‘About’ page can be so daunting.
When I had my first website designed a few years back, the thought of having to come up with website content and promoting myself on the ‘About’ page filled me with complete dread.
If you’d have given me the choice to either go to the dentist (which I really don’t like doing), or writing my ‘About’ page copy, I’d have volunteered to visit the dentist.
What didn’t help was my typical ‘communism mindset’.
You may already know that I grew up in former Eastern Germany. A country where we didn’t have marketing as a discipline (imagine that!). Essentially we were taught that just doing a great job was good enough.
Ditching this reluctance to market myself and stepping out on my own without a corporate branding machine to ‘package me’ has been a rollercoaster. And probably still is.
One thing which convinced me was ‘cyber-stalking’ really well-established marketing coaches. I knew if I wanted to stand out amongst my competition and attract my ideal clients, I needed to step up and get over feeling ‘marketing shy’.
Tell me in the comments below, can you relate to this? What could convince you to face your marketing fears?
kick-ass ‘About Us’ pages get more leads
I wish it were different, but I’ve seen many mediocre ‘About’ pages amongst digital agencies that are miles away from being ‘kick-ass’.
Your ‘About’ page has the power to open doors for you.
It can get you onto the best shortlists for all the juiciest digital marketing projects.
If you’d like to learn how to turn yours into a lead-generating machine, it’s never too late to start to improve your ‘About Us’ page, you’re in the right place for inspiration and tips, so read on!
Below you’ll discover agency examples that’ll work whether you have a team or you’re a one-person agency show.
The role of about us pages during agency selection
Back when I was a marketing director, my job was to select digital agencies to work with, and more recently I’ve worked with them as a marketing coach.
In both roles, I looked at so many ‘About’ pages to judge what it would be like to work with each agency.
The best ‘About’ pages made it really easy to make a case for that agency to the board of directors or business owner.
They made me feel ‘FOMO’ (Fear Of Missing Out), because their agency culture is so cool that I wanted to be a part of it by working with the agency.
Read to the end of the post, where I’ll share with you the main mistakes you need to avoid. Plus I’ll list easy writing prompts to help you upgrade your own ‘About Us’ page with ease.
I’m on a mission to help you transform your ‘About Us’ page into one of your best sales tools for your agency.
about us page examples that show their agency Team
Are you by now wondering how your ‘About’ page could build more rapport and trust with your ideal clients?
Don’t panic! I’ve got two amazing examples from the digital agency world to inspire you!
You can build trust in this way on your ‘About Us’ page:
- Put your audience first and talk about your client’s pain paints
- Share success stories from your clients to highlights how you’ve solved their challenges
- Offer social proof, including client testimonials, the number of projects you’ve worked on and links to your best recent projects
- Be brave: ditch stock photos and show pictures of your team and office
- Show your human side: share some stories about you and inject personality in your tone of voice
First About page example: GreenMellen
GreenMellen excel at putting their audience first, and they build trust on their brilliant ‘About Us’ page.
As you can see below, they lead with a super-approachable team photo: they’re walking, having fun and that’s a brilliant energy to bring across.
And then GreenMellen’s fantastic tagline shows they know what they’re audience are struggling with: “You know you must improve your company’s digital experience, but you don’t know where to start.”
Your ‘About Us’ page needs to show who your clients will be working with, and GreenMellen do this brilliantly!
They call team members ‘shining stars’, and each person shares some unique facts about themselves, which is a lovely touch.
How does GreenMellen build trust and credibility and how can you do the same? They use some super convincing stats to build credibility:
- On average it takes 27 minutes for them to respond to client requests
- They’ve been around since 2009
- 91% of their clients still work with them after 5 years
Maybe you could include information on how many websites you’ve built? What’s the percentage revenue increase or website conversion rate after you build a site for your clients?
The agency takes trust even building further, and there is a real opportunity for you to adapt this approach too. How? They actually ask ‘Why trust us?’
It’s not just an empty marketing strapline but they tell you exactly what they do to deserve your trust, one example is their commitment to education.
Recommendations for GreenMellen
As much as I love their dynamic and on-brand team photo, agencies can find it costly to keep it current if one of their team members moves on. But GreenMellen have used beautiful individual photographs too, which gives them more flexibility.
I’d also add another splash of personality by asking the team to submit a photo which shows what they like doing outside of work.
Plus, director Mikey Mellen is really active on YouTube, so they might add that to their page.
Wunder tip: Video builds trust. GreenMellen could think about showing team members speaking at events, and include the logos of the conference organisers.
Learn more about GreenMellen’s success
I really enjoyed interviewing Mickey Mellen for my Agency Growth E-Book.
I’ve been on a mission since 2021 to uncover the growth secrets of thriving digital agencies across the globe. I’ve held interviews with nearly 30 inspirational digital agency owners across 4 continents. And what I uncovered is truly inspiring.
Get your Agency Growth Secrets E-Book today.
Build Trust When Your agency team is small
You don’t need a big team to rock your ‘About Us’ page.
People like to get to know the people they’ll be directly working with, regardless of the size of the business.
If you’re a one-person agency, I recommend you write your ‘About Me’ page in the first person.
If you find it super cringe-worthy creating content about yourself (I know the feeling!), why not talk this through with a peer, hire a copy writer or marketing coach like me?
I enjoy helping my Wunderstars coaching clients transform their agency’s ‘About Us’ page into lead-generating show pieces they’re proud of.
My secret sauce is to help agency owners identify their best projects and client stories. And of course we’ll add spice with new photos and interesting conversation openers.
Having the input from a peer or paid for support will make it easier for you to step out of your own comfort zone when writing your 5-star ‘About Us’ page.
Let’s do this! Below you’ll find two kick-ass examples of ‘About Pages’ for smaller agency teams.
I know these will inspire you.
second about page example: Jammy Digital
This amazing content marketing and SEO agency is run by Lindsay Cambridge and Martin Huntbach.
The fabulous Jammy Digital ‘About Us’ page starts off with ‘How we can help you?’, which reassures their visitors they’re in the right place.
To be a great salesperson for your agency, your ‘About Us’ page needs to show you get what your dream clients are after and show how you can deliver this clearly. Jammy Digital do this so well.
They ask what’s wrong with your website and then lead on to how they can help you. Even when you’re happy with your website, you’ll always come up with things you’d like to improve.
They use the graph shown above to help visitors assess where their website is letting them down, and shows them that ‘website shame’ can be fixed. It’s an ingenious way to make the visitor realise what goes into a successful website.
For many clients, websites are a world of mystery. You build trust by unpacking this for them in a not too technical way.
Remember, your ‘About Us’ page is written to be attractive for your dream clients, not your peers!
Watch out for red flags when selecting your clients
There’re is another thing you can learn from Jammy Digital.
Many agency owners have red flags when it comes to selecting the best-fit clients for themselves.
One of my original Wunderstars coaching clients, Vito Peleg shared some brilliant examples of how to spot client red flags with the Atarim Facebook community recently in an informative interview with his outstanding community manager Disha Pegu and me:
Jammy Digital address their red flags head-on, and it’s my favourite section on their ‘About Us’ page. They say, ‘Are we the right fit for you?’ If you write this well, your dream clients will recognise themselves and it will repel the wrong clients.
Plus, they’re showing off their fantastic content – it’s a brilliant ‘About Us’ page and I imagine it’s highly converting. When looking at your own ‘About Us’ page, is it the best it can be? Because when it is, you show what you can achieve for your clients.
Tweaks Jammy Digital Might Consider
OMG! I had to be really picky for this! I’d add a photo of when they’re on Zoom to give that authentic behind-the-scenes feel, or perhaps even have a video. Lyndsay and Martin have such brilliant chemistry and banter as a husband and wife team. Their content marketing rocks!
Show up as an expert with your marketing
Why does this matter? I often hear agency owners say that their clients don’t view them as the expert they truly are. And this can make it harder for you to confidently price your services well so you can charge your worth.
Your ‘About Us’ page has a massive role to play in building you as an expert. It reassures visitors that they’re in the right place. That you’re worth getting in touch with.
In my experience there are additional ways of boosting your expert status:
- Work on your reputation / personal brand
- Commit to a content niche so that you get noticed by your ideal clients
- Publish regular valuable marketing content that is on brand and helpful
- Upgrade how you come across on all of your digital channels (because first impressions count!)
third About page example: Chris Lema
His ‘About’ page is cleverly written and super-attractive to his audience. You feel like he’s taking you on a Orient Express type train journey you don’t want to end.
Really Chris’s whole website promotes working with him, and his ‘About’ page is a great example of how you can make it work for you even when it’s concise.
And, you can use it to show off your expertise and make clear links to how your experience benefits your audience.
Chris goes straight in with how he can help you and what you’re struggling with – such a great way of making the ‘About You’ page a powerful sales tool. After all, when someone visits this page, they’re interested in you.
So don’t waste the opportunity by ignoring your audience’s struggles!
It’s so clever how he uses four paragraphs to show why he knows his stuff and tell you exactly how you can benefit from his experience by working with him in different ways.
And of course, there is one of his signature photos wearing a hat and looking really approachable – this makes him so memorable.
Chris always wears a hat – do you have anything you can use to stand out in a good way?
And by the way, check out his blogs – they’re packed with tips for web designers and freelancers!
Additions Chris Lema Might Consider
Chris is famous for his stories. When you listen to his talks or read his blogs, you learn so much because he makes his points memorable with storytelling.
Could he add a story to really play to his strengths? Perhaps show a video clip from one of his signature talks?
Adding stories to your ‘About’ page will help you better connect with your ideal clients, more on that later.
If you’re wondering if you could use a similar approach, this ‘Story Sharing For Agency Founders Vlog‘ might help you with identifying your best stories to share.
I know you might be feeling reluctant when it comes to sharing your story, so this vlog will offer you a step-by-step guide to getting started.
What You Can Learn From Chris Lema’s Approach
On your ‘About’ page, pick the most relevant experience for your target audience. Don’t throw everything at them because if you make it all about you, your message will get lost.
Link your experience to the most common struggles your audience faces, and laser focus into this. Doing so makes it obvious you’re the best choice to help them achieve the transformation they’re looking for.
Yes, having a niche will be essential for this. If you need help getting started with finding your own niche, watch this ‘How To Find Your Agency Niche Vlog‘ for tips and tons of reassurance. I know committing to a niche can feel daunting.
fourth about page example: Cheryl Laidlaw – The London Web Girl
I had so much fun interviewing Cheryl Laidlaw for my Agency Growth E-Book last year.
Cheryl promotes herself as a fabulous one-woman agency- yay! She shows us when you grow a personal brand and promote your business so well, you can charge your worth and build a name for yourself.
If you’d like to discover how Cheryl positions herself, this ‘Agency Owners That Shine Vlog‘ highlights her as a leading agency owner in the UK
Watch the vlog to learn from her stand-out personal brand and others that can inspire you.
I especially like her ‘About Me’ page because it shows her potential clients what an amazing job she could do for them – it does a lot of the selling for her. She uses fun graphics and a range of photos of herself.
I love the way she tells her story and some of the struggles she had – I imagine she would have picked the most relevant guided by what she knows about her target audience.
I especially like the fun facts – they make her so memorable and provide a talking point when people get in touch. She does something else that you can use too to build trust: Use icons of clients you’ve worked with awards you’ve entered as social proof – those icons are amazing on Cheryl’s site.
What You Can Learn for Your own ‘About Us’ Page
What stories and entertaining facts can you share to show more of the real you? Have you added enough social proof to your ‘About Us’ page? If not, what examples can you include?
A Tiny Tweak for Cheryl
Chery’s ‘About Page’ is one of my favourites because of her energy and confidence.
But she’s the London Web Girl, so I’d love to see some photos of Cheryl hanging out in London using our iconic sights.
stories Build Connections with Your Dream Clients
Stories can help you become more memorable than your competitors.
I know it’s not easy to share your stories. You’ve got to be brave.
You can do this!
I felt very reluctant at first. But then I published my favourite stories about growing up in former Eastern Germany as they act as a brilliant conversation opener and point of difference.
If you don’t enjoy talking about yourself, identifying your best stories – those which make you memorable and you’re happy to share, will make it much easier.
If you’d like to discover the stories that show you in your best light, (AKA marketing), watch ‘Story Sharing for Agency Founders Vlog‘ where I take you through it step by step.
Spend 5 minutes listening to my German accent, and you’ll get a solid framework for identifying your best stories.
Show What You can do for Your Clients
If you’re a web designer, giving in to website shame is not an option.
Your prospective clients will judge your ability to give them what they need by your own website.
Sorry! I know that’s not the news you want to hear!
- A hairdresser has to look well groomed
- A VA has to appear organised
- A builder’s house needs to look well kept
Wunderbar Tips for Upgrading your ‘About Us’ Page
Now, in case you break out into a cold sweat when having to promote yourself, here’s the good news first! We’ve seen earlier that Your About Us Page is as much about your audience as it is about you.
See it as a conversation opener with a ‘warm’ audience.
After all, they chose to visit your site. It’s like meeting people you know at a party – I hope this puts you at ease. Now for the wunderbar tips …
You need to get personal to get your audience to take the action. If you want a high converting ‘About You’ page, ask yourself this:
- Who do you help the most?
- How can you paint a picture of what would it be like to work with you, could you offer a glimpse of your process?
- How can you show your dream clients that you understand their needs?
- How have you earned your stripes?
- What are your most relevant client stories and accolades?
- How does your journey resonate with your dream clients?
- What stories and fun facts can you share?
- How can you show off the transformation you can achieve for them?
- How can you show personality? Stand out more? Show off your brilliant agency culture?
Avoid These Mistakes with Your ‘About Us’ Page
Whatever you do, do NOT hide away. People need to see YOU and your team. So, avoid stock photos at all costs. It’s like buying your mum flowers from the petrol station – it won’t impress her.
Show off your real team. You don’t need fancy photos for this, great selfies that look consistent will do. Show what makes them interesting by offering some fun facts about them too.
Avoid being too corporate and boring. Instead, be friendly and approachable. Don’t use the third person on the ‘About’ page if you’re a one-man or one-woman agency.
Never just talk about yourself. This is your opportunity to show your audience how you can help them and signal what makes you different and better.
Your ‘About Us’ page needs to show off the kind of work your agency could deliver for your clients if you want it to be a brilliant sales tool. But, don’t let the need for perfection hold you back. Launch a first version and tweak it as you get more confident with your messaging.
To make your ‘About’ page great, show you understand what your ideal clients are going through, or the outcome they desire.
What makes you different from everyone else? Why should they buy from you? This is your sales page!
And don’t forget social proof. This is not the place to be shy.
Make it easy to read and use icons and photos that reflect your brand values.
ready to Upgrade Your own ‘About Us’ Page?
I hope these examples have shown you what is possible.
Are you ready to transform your own ‘About Us’ page? If so, sometimes the best way to overcome your ‘marketing roadblock’ is to get an external perspective on it plus some irresistible accountability.
If you like to talk through your ideas and get inspiration, why not book in a PowerHour with me? During our call I can give you honest feedback on how your ‘About Us’ page currently performs.
We can dig deep to better understand your target audience and the experience, stories and facts you need to high-light to show them you’re the best agency for them. I can’t wait to get to know you better! Book your session here.
If you’d rather binge-watch my social media and marketing tips for time-short digital agency owners, I can’t wait to see you over on YouTube!
If you’ve enjoyed the agency examples, download my free Agency Growth E-Book.
I interviewed 30 agency owners across the globe and in this E-Book I share all the best growth and marketing insights you can apply to grow your own digital agency.