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Best About Us Page Examples
- Yellow Leaf Hammocks
- Eight Hour Day
- Cultivated Wit
- Marie Catribs
- Bulldog Skincare
Building a website is, in many ways, an exercise of willpower. It’s tempting to get distracted by the bells and whistles of the design process, and forget all about creating compelling content.
It’s that compelling content that’s crucial to making inbound marketing work for your business.
So how do you balance your remarkable content creation with your web design needs? It all starts with the “About Us” page.
For a remarkable about page, all you need to do is figure out your company’s unique identity, and then share it with the world. Easy, right? Of course not. Your “About Us” page is one of the most important pages on your website, and it needs to be well crafted. This profile also happens to be one of the most commonly overlooked pages, which is why you should make it stand out.
The good news? It can be done. In fact, there are some companies out there with remarkable “About Us” pages, the elements of which you can emulate on your own website.
By the end of this post, you’ll know what makes some of today’s best “About Us” pages so great, and how to make your own “About Us” or “About Me” page that shares your company’s greatness.
10 of the Best About Us Page Examples
Why the “About Us” Page Rocks: It tells us a story.
When you have a great story about how your product or service was built to change lives, share it. The “About Us” page is a great place for it to live, too. Good stories humanize your brand, providing context and meaning for your product. What’s more, good stories are sticky — which means people are more likely to connect with them and pass them on.
Yellow Leaf Hammocks tells users about its product by describing how the hammocks empower artisan weavers and their families. The company breaks down different pieces of the story into sections that combine words and easily digestible graphics, painting a picture instead of big chunks of text. They’re clear about why they’re different: “Not a Charity,” the page reads. And then: “This is the basis for a brighter future, built on a hand up, not a handout.”
Every company has a story to tell, so break out your storytelling skills from that random English class you took years ago and put them to work on your “About Us” page. Using descriptive and emotive copy and gorgeous graphics, an “About Us” page with a story works harder for your business than a generic one.
Why the “About Us” Page Rocks: It’s human.
People tend to think that “About Us” pages have to sound formal to gain credibility and trust. But most people find it easier to trust real human beings, rather than a description that sounds like it came from an automaton. Trying to sound too professional on your “About Us” page results in stiff, “safe” copy and design — the perfect way to make sure your company blends in with the masses.
Instead, Eight Hour Day showcases the people behind the company and humanizes its brand. Introducing the founders by name and featuring the photos of them on the “About Us” page drives home the point that Nathan and Katie are — as they so astutely put it — “two individuals with a passion for creativity — creativity makes us happy.”
When you’re designing your “About Us” page, avoid industry jargon and replace it with an authentic voice — yours — to describe your product or service. Sure, it needs to be polished and free of errors, but it should always sound friendly and real.
Why the “About Us” Page Rocks: It skips the business babble.
We know — no industry jargon. If you think it makes you sound super smart on your “About Us” page, think again. People want and appreciate straight talk about what your business does. After all, if people can’t figure out what you do, how will they know they need your product or service?
So, skip the industry lingo — that’s what Apptopia does on its “About Us” page. The startup’s simple but polished language effectively communicates the company’s offering while still allowing the Average Joe to understand it.
The moral of the story: Try to get rid of jargon on your “About Us” page whenever possible. Use short and punchy sentences to explain complex products and ideas in a way that isn’t patronizing, but rather, is empathetic.
Why the “About Us” Page Rocks: It’s humble.
Instead of following the classic “About Us” script and writing a few paragraphs about the company’s mission and origins, try something different — there are plenty of ways to make your brand more compelling to someone who doesn’t know about you.
Take Moz, for example. A lot has happened since it was founded in 2004, so the company chose to share those milestones using a fun and clean design that incorporates clear headers, concise blurbs, and little graphics to break up the text.
We especially love the humble references to how Moz received funding, how it switched its brand positioning — and most importantly, how it switched back to its original model. This speaks volumes to the value honesty and humbleness can play to your customers. Don’t be afraid to talk about your ups and downs; your customers will trust what you say that much more.
Why the “About Us” Page Rocks: It breaks the mold.
Yes, this post is about, well, “About Us” pages. But sometimes, you don’t always need to wait for users to get there in order to make a statement. That’s part of breaking the mold to showcase your company’s personality.
That’s exactly what Cultivated Wit — a creative agency and media company — does, with both an edgy name and an incredibly fun story told through video and parallax scrolling … right on its homepage.
Below is the actual “About Us” page, which is a gem once you get there. But it’s great to see a company embrace its own brand of quirk throughout the site.
Even if you have a dedicated “About Us” page, there are plenty of ways to creatively showcase your company’s personality throughout your entire website. And yeah, that’s harder than filling a stock “About Us” template — but it can have a significant payoff for your brand.
Why the About Us Page Rocks: It knows its audience.
Nike might seem like a company that’s too big to inspire smaller businesses. You might even wonder if Nike even still has an “About Us” page. As a matter of fact, it does, and it hasn’t forgotten the company’s roots.
Nike began on the campus of the University of Oregon by the hand of the college’s track coach, Bill Bowerman. And even though he no longer works at the company, one of his beloved quotes still brands the bottom of Nike’s “About Us” page below: “If you have a body, you are an athlete.”
This bold sentence, referenced by the asterisked “Athlete” in the words right above it, sheds important light on Nike’s audience. The brand may be big today, but Nike is all about the rising stars — who Nike depends on to, according to the rest of its “About Us” page, “expand human potential.”
The takeaway for marketers? Know your audience, and make it obvious to that audience the instant they read about you on your website.
Why the “About Us” Page Rocks: It tells you what’s most important.
Here’s another instance where any area of your website — not just the “About Us” page — is an opportunity to break the mold.
Many companies add just a simple mission statement or company profile, but people often don’t want to ready a wall of text explaining what you do. So, Refinery29 broke it down to convey the intangible qualities that are tough to include in a basic “About Us” page.
Although Refinery29 does introduce its page with a description of its business, its goes out on a bang — four bangs, to be exact. The organization is on a “mission,” sure, but there’s also an “essence” of Refinery29, a “promise” it keeps, and a “vibe” it gives off.
These aren’t company traits you’d think to include when starting out, but they’re what your customers often make gut decisions on when buying.
Why the “About Us” Page Rocks: It’s unexpected.
There’s a reason why these examples are exceptional — “About Us” pages aren’t always the most riveting parts of a company’s website. In fact, they often look like an afterthought. But even if you don’t have budget for juicy graphics, video, or parallax scrolling, there are other ways to make your “About Us” page unexpected with the copy alone.
Marie Catrib’s is a restaurant, so you might think their “About Us” page would be your typical “here’s how we started, here’s what we believe in, and here’s our food” story. Marie Catrib’s “About Us” page does tells us that — but it does so in an unconventional way. Immediately, the user’s eyes are drawn to a header that says, “It’s okay to make a mess, experiments can lead to beautiful things.” Quite philosophical, for a place to have dinner.
But next comes the story about the owner, which starts in an unexpected way — “It’s hard to imagine, but at one time Marie was banned from the family kitchen.” A line like that draws in the audience, because we know it’s not going to be typical.
So, how will you use copy to really draw readers in? It’s amazing what impression you can make on site visitors just by creatively telling your story with words alone.
Why the “About Us” Page Rocks: It’s lovable and memorable.
What’s the difference between “average” marketing and lovable marketing? It’s the difference between creating generic webpages that provide great information, but in a straightforward, black-and-white kind of way — versus creating webpages that provide great information and are infused with color, personality, and stay true to a company’s unique brand voice. When you create lovable marketing, you can start a movement of brand evangelists and advocates who will help you grow.
Where does this fit into a company’s “About Us” page? The folks at Bulldog, a men’s skincare company that was named for the colloquial “man’s best friend” — a dog — could have typed up a few paragraphs about where the brand came from and how they were one of the first in the space to redefine and eliminate stereotypes around men’s grooming. But that text alone would have been a bit, well, average.
Instead, the “About Us” page is pithy, colorful, and leads with the lovable mug of an adorable bulldog — fitting the name and the brand. And it states the purpose of the products — to help customers from waking up with the (admittedly adorable) wrinkly face you see when you visit Bulldog’s website.
Play on your own words — it’s okay to have fun and pun with your brand, as it helps to inject personality and humor into your “About Us” page. It primes visitors for a story in a way that makes them immediately feel something. That’s how you create memorable, lovable marketing.
Why the “About Us” Page Rocks: Its shows, tells, and has a soundtrack.
One minute of video is worth 1.8 million words, according to Forrester Research’s Dr. James McQuivey. But what about audio and visual, too, all combined with a really cool story? Well, that’s one way to tell your story in an engaging way — through multimedia.
Doomtree is built on a bit of an innovative concept: That a group of talented artists can each have thriving solo careers, but can still come together on a regular basis to create great music. It’s not a band — it’s a crew. It’s an unconventional concept with an equally interesting backstory that “started as a mess of friends in Minneapolis, fooling around after school, trying to make music without reading the manual.” And as soon as you arrive on Doomtree’s ‘About Us’ page, you’re greeted with big, bold photos of those friends.
As you scroll down, users are treated to even more interaction with the crew’s tracks and music videos. That makes sense, because it gives visitors an instant sample of Doomtree’s product. What’s more, the entire “About Us” page is responsive, including the video. That’s important — not only because it offers site visitors a great mobile experience, but also for Google search ranking — especially now that such mobile usage has surpassed desktop.
How to Write an About Page
It’s tough to establish one all-encompassing template for your “About Us” page — there are just so many ways you can go about telling your company story. But, per the real “About Us” pages we’ve just highlighted, there are some steps you should keep in mind when getting started.
Here are five steps to writing an “About Us” page based on some of the things that impressed us about the examples above.
1. Establish a Mission Statement
Your “About Us” page can and will be much longer than a single mission statement, but in order to draw people in, you need to succinctly state your goal in the industry up front. What are you here to do? Why should your website visitors care?
2. Outline Your Company Story
You might not have a long history of changes and growth your company has endured (yet), but it’s a nice touch to talk about where you came from in your “About Us” page. So, isolate the milestones prior your company’s founding, and use them to give readers some backstory on your current venture.
3. State Your ‘Aha!’ Moment
Every good company was founded on an idea — something the current marketplace might not yet offer. What was your idea? Use this “Aha!” moment as a pivot point when telling your company story. What was a challenge you faced while developing your company? How did this challenge or discovery shape what you are today?
4. Explain Who You Serve
As much as you want as many eyeballs on your “About Us” page as possible, you won’t do business with every single one of them. That’s why it’s crucial that you identify and mention your core customer. Who should care you exist? Which eyeballs are you here to serve?
5. Describe Your Values
Customers want to be treated like human beings. For that to happen, they need to feel that they’re being treated by human beings. When finishing your “About Us” page, describe who you are as a person or a team, and what your personal values are. What’s your company culture like? What bigger picture in life drives your business?
An LED lightbulb maker might sell 10 different lamp styles, for example, but that might not be the most important characteristic to its primary audience. Maybe this lightbulb developer was founded on a commitment to environmental protection, and every bulb the company makes was built by people who are dedicated to making the world more energy-efficient.
Keep in mind a secondary audience of your company’s “About Us” page consists of your future employees. This is another reason describing your personal values is a good idea — the key to your job candidates’ hearts is to show them you have one too.
At this point, we hope that creating an “About Us” page doesn’t seem like a daunting task — rather, we hope you’re ready to have some fun with it. With a good story to tell, creative copy, humility, and digestible visuals, you’re on your way to an eye-catching user experience.
Even better? You’re becoming part of the exception — and standing out from a sea of “About Us” pages. What makes you different? We’re eager to learn more … about you.
Want more inspiration? Check out 16 inspiring examples of beautiful blog design.
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Listen to a recap of the top stories of the day from 9to5Mac. 9to5Mac Daily is available on iTunes and Apple’s Podcasts app, Stitcher, TuneIn, Google Play, or through our dedicated RSS feed for Overcast and other podcast players.
Facebook CEO Mark Zuckerberg is due to testify before members of European Parliament (MEPs) tomorrow, in an appearance that was confirmed by President Antonio Tajani on Twitter last week.
Mark Zuckerberg, Facebook CEO and founder, has accepted our invitation. He will come to the European Parliament. My full statement ⤵️ pic.twitter.com/FdmuDPl8Wb
— Antonio Tajani (@EP_President)
May 16, 2018
Zuckerberg is due to appear before the Committee for Civil Liberties, Justice and Home Affairs (LIBE), where he’ll likely be asked questions about protecting the personal data of EU consumers, as well as Facebook’s role in election processes and integrity.
The session — which is scheduled to begin at roughly 6:15 PM local time in Brussels (12:15 PM EST) — was speculated and predicted by many in the weeks leading up to Tajani’s confirmation.
In addition to some outlets reporting that such a meeting was in the works, several events took place soon before and after the announcement that indicated another appearance from Zuckerberg before legal officials, ranging from official statements on Facebook’s new initiatives, to changes within its organizational chart.
Before Zuckerberg makes his next official appearance, here are some key things to know.
5 Things to Know Before Mark Zuckerberg’s European Parliament Testimony
1. The testimony was originally scheduled as a closed-door session.
Shortly after Tajani’s announcement, Bloomberg reported that Zuckerberg’s initial appearance before EU lawmakers would take place behind closed doors, and that European Parliament would schedule a separate, public hearing with representatives from Facebook that may not necessarily include Zuckerberg himself.
I have personally discussed with Facebook CEO Mr Zuckerberg the possibilty of webstreaming meeting with him. I am glad to announce that he has accepted this new request. Great news for EU citizens. I thank him for the respect shown towards EP. Meeting tomorrow from 18:15 to 19:30
— Antonio Tajani (@EP_President)
May 21, 2018
While a secondary hearing has yet to be scheduled as of publishing this piece, Tajani announced this morning that Zuckerberg agreed to permit the session to be live-streamed — likely due to pressure from several parties, including MEPs.
I will not attend the meeting with Mr Zuckerberg if it’s held behind closed doors. It must be a public hearing – why not a Facebook Live? I strongly regret that the @EPPGroup has colluded with extreme right to keep everything behind closed doors. https://t.co/uYqEDlRtyo
— Guy Verhofstadt (@guyverhofstadt)
May 16, 2018
In our own survey of 313 consumers in the UK — which was conducted prior to the announcement that the session would be live-streamed — 61% of respondents said that they believed the testimony should be public.
Verhofstadt has since reversed his statement on the matter, after the decision to cast the session. However, the degree to which the event will be “public” is arguable, as it’s not clear if members of the press or other concerned public parties will be permitted to attend.
2. Not long before the testimony was originally announced, Facebook’s executive org chart had a major shakeup.
On May 8 — just over a week before Tajani’s confirmation that Zuckerberg would be testifying before MEPs — Recode reported a major shuffle to its executive organizational chart, with changes made among the leadership at WhatsApp, Messenger, Instagram, and the core Facebook app.
Here’s a visual peek at the overall changes:
Same faces, new jobs. Many dudes. pic.twitter.com/PXaZAwK4Z0
— Sarah Frier (@sarahfrier)
May 8, 2018
In addition to the general re-org of leadership within existing Facebook teams and umbrella brands, a new team has been created to focus solely on privacy products, such as the Clear History feature announced at F8.
When word of the executive shuffle first arrived, we anticipated that an official appearance from Zuckerberg could be imminent — especially with the creation of an entire division dedicated to one of the issues (privacy) for which Facebook has received the most scrutiny, and continues to answer the most questions.
Why do I sense that where there’s a Facebook executive re-org, there are overseas hearings to follow?
— Amanda Zantal-Wiener (@Amanda_ZW)
May 9, 2018
But privacy isn’t the only topic for which Facebook has faced particularly heightened scrutiny — which brings up another important item to keep in mind going into tomorrow’s session.
3. The day after the testimony was announced, Facebook announced a partnership with the Atlantic Council for its election integrity efforts.
Facebook has also continued to receive criticism and questions about the weaponization of its platform by foreign actors to influence the 2016 U.S. presidential elections. Since then, consumer and authorities alike have been especially vigilant of the spread of misinformation and hate speech on the site, especially where divisive issues that often cause contention during election seasons are concerned.
That prompted Facebook to release its first-ever Community Standards Enforcement Report, which includes a preliminary inventory of rule-violating content and the action Facebook took on it between October 2017 to March 2018.
But it also led Facebook — whether strictly for appearances or out of genuine concern over the weaponization of its platform — to partner with outside experts to boost its election integrity efforts, which Zuckerberg is likely to be questioned on by MEPs.
To help combat “fake accounts – the source of many bad ads and a lot of misinformation,” Facebook has partnered with nonprofit Atlantic Council, whose mission includes “stimulating dialogue and discussion about critical international issues in the Administration, the Congress, corporate and nonprofit sectors, and the media among leaders in the U.S., Europe, Asia, and the Americas.”
The Atlantic Council’s Digital Forensic Research Lab — the primary team partnering with Facebook — released a statement about the collaboration, in which it elaborated on that mission. Specifically, it pointed to the importance of closing the “information gap between governments, tech companies, and media in order to solve for challenges like disinformation.”
It was an interesting statement to make the day after it was first revealed that Zuckerberg’s session with MEPs would be a closed-door one, limiting the very transparency between governments and tech companies to which the statement alluded.
It also came after a recent and repeated refusal from Facebook of requests from UK Parliament for Zuckerberg to appear — which is another key item to note before tomorrow’s session.
4. UK Parliament has requested an appearance from Zuckerberg repeatedly — and Facebook has continued to decline.
On May 1 — just over two weeks prior to Tajani’s announcement — House of Commons Culture Committee chairman Damian Collins issued an open letter to Facebook UK Head of Public Policy Rebecca Stimson, stating that “the committee will resolve to issue a formal summons for [Zuckerberg] to appear when he is next in the UK.”
In response to that letter, Stimson wrote a response on May 14th indicating that “Mr. Zuckerberg has no plans to meet with the committee or travel to the UK at the present time.”
Zuckerberg’s resolve to not appear before UK Parliament raises several questions. While other Facebook executives have undergone questioning from the committee, like CTO Mike Schroepfer, Zuckerberg himself has steadfastly refused to appear, despite committing to back-to-back U.S. congressional hearings, as well as tomorrow’s testimony before MEPs.
The @facebook data breach was executed @Cambridge_Uni and the data went to UK company @CamAnalytica The data breach affected over 1 million UK Facebook users. I think @CommonsCMS should be able to question Mark Zuckerberg about this and the lessons to be learned from it
— Damian Collins (@DamianCollins)
May 20, 2018
So, why the resistance to testifying before UK MPs?
One possible reason is that Zuckerberg’s appearances before U.S. lawmakers were voluntary — as will be his testimony before MEPs — whereas UK Parliament has reached the point of issuing a formal summons.
“It’s not entirely clear why Zuckerberg is resisting appearing before UK members of parliament,” says Henry Franco, HubSpot’s social media editor. “We know that the tone from the UK has been a fairly vindictive one, and we also know Zuckerberg (and Facebook) doesn’t want to open the door to negotiation and questioning from every governing body. They want a free and independent Facebook, which means answering the bare minimum number of questions necessary to keep it that way.”
5. The testimony is taking place three days before the General Data Privacy Regulation (GDPR) comes into force in the EU.
This Friday — three days after Zuckerberg’s scheduled testimony before MEPs — the GDPR comes into force in the EU, marking a major shift in European data privacy laws and consumer rights.
Whether the timing was deliberate is somewhat speculative, but it appears to be slightly more than coincidental — at least on the part of European Parliament. Facebook has received criticism for its approach to the GDPR, and Zuckerberg has frequently evaded questions about how he would apply similar protections to non-EU consumers, or backpedaled on previous answers to them.
Rep. Green is the first to bring up the GDPR and it coming into force next month. Asks about Zuckerberg’s intention to make the same settings and protections available to Americans. “Yes Congressman, all the same protections will be available … around the world.”
— Amanda Zantal-Wiener (@Amanda_ZW)
April 11, 2018
Many wonder how these imminent regulations — which are much stricter than those, if any, in the U.S. — will influence MEPs’ lines of questioning tomorrow, and if those questions will reflect the tougher nature of European laws than those in the U.S.
The general consensus seems to be that, yes — they will. When we asked 302 consumers in the UK if they believe MEPs will be harder on Zuckerberg during tomorrow’s hearing than U.S. lawmakers were in April, 48% responded with “yes.”
In a survey of 303 U.S. consumers, meanwhile, 53% of respondents had the same answer.
“My sense is that the big difference between the EU and the U.S., is that consumers in the U.S. kind of don’t care,” says HubSpot VP of Marketing Jon Dick. “We just assume we’re being taken advantage of, and are okay with it.”
The heightened level of concern among European consumers, meanwhile, could be reflected in a tougher line of questioning from MEPs tomorrow.
“Consumers in the EU care. They want proper notice and controls, and they want companies to be held to account if they violate their data privacy,” Dick continues. “So my expectation is that EU Parliment will be far tougher on [him] than the U.S. Congress was.”
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