A Definitive Guide to Writing Your ‘About Us’ Section In A Compelling Way


If you have any online presence at all, chances are you have a section outlining who you are and what your company represents. That could be your bio on social media, your brand description on Hubba, and of course, the ‘About Us’ section of your e-commerce site. This section is probably one of the first pages a consumer will visit if they’ve never purchased from you before. It’s essentially a digital elevator pitch: You only have so many words to really sell yourself, your story, and your product before you’ve either convinced a shopper to click ‘Buy Now’ or… not.

So how do you make sure you’re making the best out of the About section of your website? Read on below…

It’s all in the components

  • Aesthetics: Of course, one of the markers of a great website is captivating visuals. Be creative –  how much of your story can be told using awesome imagery? When thinking about how you want to tell your story, consider it as a journey. How would you want your readers to go through that journey with you? Consider interactive modules that are easy-to-navigate and allow your story to flow naturally. Hubba brand Barnana does a great job at this.

Image via Barnana

  • Origin story: Everyone loves a good story, so why not tell them yours? Telling the story of how you got started lets consumers in on where you’re coming from and what drives you and your brand forward. Did it all start with an ‘aha’ moment? Please share! However, keep in mind that while a backstory is great, you should be careful not to overdo it, lest you come off as too narcissistic or worse – bore your readers and turn off potential customers.

Image via Barnana

  • Company mission statement: More than just your passion, consumers want to know what your company stands for. How or why will your company change the world or, at the very least, your consumer’s life?

Image via Barnana

  • Relevant ‘movements’: Does you mission match up with an overall movement? For example, more than helping consumers make healthier food choices, does your company strive to protect our planet? Whether your brand is eco-friendly, paleo, or vegan, make sure to include that in your story. After all, it wouldn’t hurt to throw in a few buzzwords here and there if it means inheriting a massive consumer base.
  • Awards, accomplishments, and certifications: A recent survey shows that 56 percent of respondents said that additional product information inspires more trust in a given brand proving that brand authenticity and transparency is of utmost importance to today’s consumers. Let them know exactly why you’re the best at what you do and why they should trust you and/or your product.

Anything else?

  • Company timeline: How long have you been in business? This might provide consumers with added context into how your brand is the way it is today.
  • Team member profiles: Who makes up your amazing company? Introduce your consumers to the rest of the team, share a few words about each member!

Image via Barnana

  • Business concept visuals: Do you have an innovative business model? Providing a visual of what that looks like not only keeps your customer in the loop but saves them from reading a drab, jargon-filled explanation better suited to a Business Plan than anything else.
  • Multimedia Content: Anything else visually appealing you’d like to share?

Re-working your About Us section for Hubba

A great ‘About Us’ section could also be used as the perfect Hubba Brand Description. Keep in mind, Hubba is a B2B platform so you’ll have to tweak your story a bit.

For example:

LonoLife  adds consumer testimonials so retailers and influencers in the community know how their (potentially shared) consumers feel about the brand.

Meanwhile, Scentuals lays out specific information pertaining to retailers and influencers wanting to do business with their brand.

Much like their website’s ‘About Us’ section, Blue Beautifly breaks down their statement into core information: Mission, Philosophy, and Products/Certifications.

At the end of the day, think long and hard about how you want to connect with consumers and what message you’d like to relay. The purpose of the above isn’t to say, “Follow these steps to being the most authentic brand.” Everyone has a unique spin, story, and of course, product. It’s all about finding what works for you and how best to get your message across.

Dayana Cadet

Dayana Cadet

Dayana’s love affair with writing spans all manner of content. As the Content Specialist at Hubba, connecting people to the things they love is where she thrives.

Follow her at @D_isforDayana
Dayana Cadet