The About page without clichés

About us page copywriting

About us page copy tells a visitor in two minutes who you are, what you do, why you can be trusted and how to reach you. We write it from an interview with the founder: facts, people, numbers, the story. The price is from $600 per page, and it takes 4 days. Roholeva is a studio for copywriting, promotion and web development, so your About page is kept consistent with the homepage, the service pages and the markup.

Price

01 Basics

What an About us page should contain

An About page answers one question: can I trust you? People open it when they are already interested but still hesitating. They look for the people behind the brand, facts instead of slogans and a reason to pick you rather than the neighbor.

Who you are. Name, founding year, what you do, where you work. In one sentence.
Where you came from. The company story as events and dates: why you started and what changed along the way.
Who stands behind it. The owner, key specialists, names and roles, and photos where possible.
What you stand for in practice. Working rules you really follow. Not “values,” but behavior.
Facts. Scale, experience, certificates, partners. Only what can be checked.
What next. Contacts and an invitation to take the first step.

02 Structure

How to write a company description: story, people, principles, facts, action

The structure helps the reader find what they need and keeps us from skipping anything important. Below is the order we start from. There are exceptions: for a small business the story may come first, and for B2B the facts may.

01
One sentence
Who you are and for whom. “We build custom furniture in Portland and have since 2011.”
→ the answer to “who is this”
02
The story
How you began, what went wrong, what you changed. Dates and events, no pathos.
→ trust through honesty
03
People
Names, roles, what each person does. Real, or at least signed.
→ faces instead of “the team”
04
Principles
What you always do and what you never do.
→ a stance that sets you apart
05
Facts and action
Figures you can show, and a clear invitation to get in touch.
→ a move to contact

03 Example

About us page examples: before and after

Three fragments of invented About pages. The companies do not exist, and the examples are for illustration. The “before” will be familiar to anyone who has read small-business websites.

Freight haulingsmall business

Our company is a dynamic team of professionals providing a wide range of logistics services. We value every client and always strive for quality.

Dan Whitaker drove his first load in 2012 in a single box truck: furniture, Austin to Dallas. Today the fleet has fourteen trucks, a dispatcher is on the line from 7 a.m. to 9 p.m., and our drivers have ten or more years behind the wheel. We haul across the United States and into Canada.

why it works: after the first paragraph the reader knows what you haul, from where, with what and for how long. “A reliable partner” can’t be checked, while a dispatcher’s hours can.

Clinican expert and a team

We offer a personalized approach and modern technology. Our doctors are highly qualified specialists.

Dr. Olivia Marsh, an orthodontist with 14 years in practice, sees patients on Tuesdays and Fridays. Before treatment we show you the plan, the timeline and the cost of every stage, so you can compare us with other clinics.

why it works: a patient goes to a particular doctor, not to “a team.” A name, a specialty and years in practice answer the main question: who will treat me?

B2B supplierpackaging for manufacturers

We are a market leader and a reliable partner for companies in many industries. Our mission is to meet our customers’ needs.

We make corrugated boxes for food producers, from a run of 500 boxes to regular standing orders. Production is in Dayton, and the finished-goods warehouse is on the same site, with shipping within 24 hours. We work out the estimate and send a sample before you order.

why it works: a purchasing manager needs the minimum run, the lead time and the place of production. A “market leader” claim can’t be verified, so it isn’t believed.

04 Varieties

Four kinds of About page: services, store, B2B, expert

An About page for a store and for a lawyer are written differently. The difference is in what the reader checks.

An About page differs from a homepage: the homepage leads into the site, and the About page settles the question of trust. For the homepage, see homepage copywriting.
Type	What the reader checks	What we put first
A service company	Whether to trust people who will come to the home or office	Names, years of experience, rules, guarantees, service area
An online store	Whether the goods will arrive and can be returned	The warehouse, address, delivery times, return terms, contacts
A B2B company	Whether it can handle the volume and the deadlines	Capacity, minimum runs, industry experience, process
An expert or private practice	Whether this particular specialist deserves trust	Career path, specialty, approach, publications, how you work

05 Clichés

What not to write: clichés and “We” at the start of every sentence

Some words readers skip without reading. These are the ones we delete from every page, and what we put in their place.

“A dynamic team of professionals.” Replace it with names and roles: who has been doing what since which year.
“A wide range of services.” Replace it with the three main ones and the price of one.
“A personalized approach.” Replace it with a description of what you do differently for different clients.
“Thousands of satisfied customers.” Replace it with five clients you can name and what you did for them.
“Our mission is to meet your needs.” Replace it with a rule you really keep: “we refund without questions within 30 days.”

About “We” at the start. If every sentence begins with “We,” the page becomes a monologue. Flip it: begin with the customer, the situation, the action. “Customers ask about the timeline. Our answer: from 12 days.”

06 Material

How we gather material: questions for the founder

A company description is made of facts that you hold in your head and in your documents. A questionnaire gives template answers, so we build the base from a conversation.

The start

How it all began

Why you opened the business, who the first customer was and what went wrong. The story grows out of this.

People

Who does what

The key people, their experience and their strengths. Who answers the customer when something goes wrong.

Principles

What you do differently

What you refuse to do, which clients you lost on principle and what you say to “why are you more expensive.”

Also useful

What we ask you to prepare

A few photos of the team or the production, the dates of key events, licenses or certificates, a list of clients you may name and links to your social profiles. Anything that documents cannot back up, we clarify or remove. The interview lasts 40–60 minutes by phone or video call.

07 Price

How much About page copywriting costs

About page copy costs from $600 per page. The price includes the founder interview, the structure and the copy. The page usually runs 300–600 words. It is a fixed price per page, not per word. For comparison, at our SEO copy rate of $0.18 a word, 500 words would be $90, but that rate buys the writing only, with no interview and no fact-checking against your documents.

If you need an About page, a homepage and service pages together, we prepare a single estimate.
Service	What's included	Turnaround	Price
About page copy	Founder interview, structure, copy	4 days	from $600 / page
Homepage copy	Structure, headlines, block copy, meta tags	4–5 days	from $800 / page
Case studies	Interview, structure, copy, client sign-off	5–7 days	from $700 / case study
Customer testimonials	Interview, copy, approval by the customer	3–5 days	from $150 / testimonial

Why our price is higher than the cheapest option

You can order an About page for very little: a writer takes your old text and rewords it. We charge more because we work from the source, not from a finished text.

A conversation with the owner or with whoever knows the company’s history.
An author and an editor: the second reader hunts for clichés and claims that nothing supports.
Dates, figures and names checked against your documents.
A structure built for search and for AI answers, and a quick quote within one business day.

08 Trust

The About page and trust: E-E-A-T, authors, facts

E-E-A-T stands for experience, expertise, authoritativeness and trust. It is how search engines judge whether a source can be relied on, especially on topics of health, money and safety. The About page is where these signals are easiest to see.

What this asks of the copy: real names and roles, dates and events that can be verified, contacts, an address or service area, links to social profiles, licenses or registry entries. It also helps to say who writes and who edits the material on the site.

The About page is useful for AI search too. These systems look for clear facts about an organization: its name, founding year, field and location. We write a two-sentence opening that is easy to quote, and we recommend that your developer add Organization markup. We do not promise a place in AI answers, but we supply material that can be taken.

A word on the search side of the page itself. Its title usually reads like “About [Company]: what we do and where we work,” and the description holds the founding year and the main difference. Internal links with the anchor “about the company” lead to it from the homepage and the service pages, and from the page itself the reader moves on to services and contacts. That way the page works as a hub of trust rather than a dead end.

How it looks in practice. The specialist preparing the page first checks whether the company has anything it can show: a license in a registry, a signed testimonial, a dated photo of the workshop, an office on a map. If there is none, we do not invent it. We suggest what to collect: two or three clients who agree to be named, a photo of the team or the production process, a short video from the owner. That is not part of the price of the text, but without it the page stays emptier than it could be.

09 Nearby

What else we write around this page

An About page rarely lives alone. Before it or together with it you usually need homepage copy, service pages written around search queries (SEO copywriting) and landing page copywriting. If you do not have a website yet, the same team can build it: corporate website development. All the directions are collected in the Web development section.

The client mistakes we see most often: asking to “write it beautifully” with no facts in hand; pasting in a text about how wonderful everything is, without a single date; confusing the About page with a presentation for partners. The criteria for choosing a writer are simple: does the writer take an interest in you before writing, show the structure and say what is missing for the text?

10 Questions

About page copywriting FAQ

What should I write on an About us page?

Who you are and what you do, how it began, who stands behind the company, which rules you follow, facts that back up what you say, and contacts. Keep whatever can be verified and delete whatever cannot.

How do I write a company description?

Write one sentence on who you are and for whom. Then the story with dates, the people with names, your working rules and facts. Check that every sentence can be confirmed, and cut words that would suit any company. If you have no time, we write it from a conversation with you.

Is there an About page example?

There are three before-and-after examples above. They are invented. For your own niche, we show the structure before we write.

How long should an About page be?

Usually 300–600 words. Shorter does not build enough trust, and longer is read by few. For large companies with several divisions the page can be split into subpages.

How do I tell my company’s story without clichés?

Tell about events, not qualities. “In 2014 we lost our biggest client and changed how we work” does more than “we went through a path of growth.” Dates, names, figures and one honest setback bring a story to life.

What should I avoid on an About page?

Generic words like “professionals,” “wide range” and “personalized approach,” unsupported numbers and invented testimonials, and long mission and values statements with no rule behind them.

How much does About page copy cost?

From $600 per page: a founder interview, the structure and the copy. We name the exact figure within one business day after a short talk about the task.

What do you need from me: an interview, facts, numbers?

A conversation of 40–60 minutes, dates and figures you can confirm, the names of key people, photos and links. We find out the rest with questions. Anything that cannot be confirmed stays out of the text.

How is an About page different from a homepage?

The homepage leads a visitor to different pages of the site and explains the offer in five seconds. The About page answers the question of trust: who you are, where you came from and why you can be believed. One complements the other.

Do you write the About page in other languages?

English and Ukrainian we write from scratch rather than translate. German and French we translate and adapt. See also copywriting in other languages.

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