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.

You should now have a decent idea of what an About Us page should and shouldn’t contain.

We’re going to follow this with a few tips to help you stand out and create an About Us page that works for you and your business.

• Be creative. Don’t fall into the trap of simply writing a brief summary of your business and calling it a day. The best About Us pages are creative, informative, and interesting.
• Don’t follow the crowd. If someone’s reading your About page, there’s a good chance they’ve been reading (or will read) your competitors’ About Us pages. So, make sure your page stands out. It should make it almost impossible for a potential customer to forget you.
• Feature faces. Consumers like to know who they’re buying from or working with, so make sure to feature at least some of your team on your About page. It can really help boost conversions.

Oh, and never use stock photography. Ever.

• Be transparent. Your About Us page serves to sell your story and get buy-in from your visitors. Transparency is incredibly important to win your visitors’ trust.
• Don’t forget about CTAs. Like any other page, About Us pages need calls to action. Many sites seem to forget that this is a key page for converting visitors. Make it clear to readers what you want them to do next.