Along with FAQ and Contact pages, the About Us page is one of the first supporting pages you'll likely create for your website, regardless of the industry you're in.

The best About Us pages accomplish their goals through telling a story about a brand. Every story needs a protagonist, and so does every About Us page. In some cases, that might be you or your founding team. In others, you might treat your business as its own character with a distinct story. Either way, stories are all about representing change—starting in one place and ending up in another—which is something your About Us page should also do as visitors scroll through it.

If transparency might strengthen your brand, your About Us page is a good opportunity to summarize your supply chain, how your business works, and relate that back to the mission that drives you.

This is often accomplished with an illustration that presents your business model in an easy-to-digest manner, like this one used by Taaluma Totes that explains how they source materials for their products and how donations help support the country of origin.