About Us Page Examples: 14 Ways to Tell Your Story
Fourteen About Us page examples, from Basecamp, Mailchimp and Stripe to small business patterns, with a checklist, mistakes and how to write yours.
Mythex Team · · 6 min read
The best About Us pages answer one question: why should I trust these people? They do it with specifics: who you are, why you started, what you believe and do differently, who's behind it, and what to do next. Below are 14 About Us page examples: six real pages we read in October 2026, and eight patterns for different kinds of business, described without naming a site. Then a checklist, common mistakes and how to write and build your own.
The 14 examples at a glance
| # | Example | Approach | Key idea |
|---|---|---|---|
| 1 | Basecamp | Founder letter | Candid origin story in the CEO's voice |
| 2 | Mailchimp | Company story | Founders, founding year, milestones |
| 3 | Stripe | Mission essay | Purpose and scale, no executive gallery |
| 4 | Noma | Letter from the team | News and plans told as a story |
| 5 | Dishoom | Brand storytelling | Each location tied to an idea and history |
| 6 | Franklin Barbecue | Sourcing and craft | What goes into the product |
| 7 | Local service business | Pattern | Owner photo, area served, credentials |
| 8 | Solo founder or freelancer | Pattern | First-person story and why you |
| 9 | Professional firm | Pattern | Team bios with qualifications |
| 10 | Product brand | Pattern | Materials, process and values |
| 11 | Nonprofit | Pattern | Mission, impact, how money is used |
| 12 | Startup | Pattern | Problem, team, backers, hiring |
| 13 | Family business | Pattern | Generations and a timeline |
| 14 | Values page | Pattern | Values with real examples |
Real About Us pages, and what they do well
Descriptions are as of October 2026.
1. Basecamp: the founder letter
Basecamp's "Where we came from" page is a letter from co-founder and CEO Jason Fried. It tells how the company started as a web design firm, built its own project tool to manage client work, then turned that tool into the product when clients asked to use it. The tone is plain and candid, including past mistakes, and it ends with an email address for Jason and a "Try Basecamp free" button.
Learn from it: a real origin story, told honestly, is more memorable than a mission statement. Giving a real person's email is a strong trust signal.
2. Mailchimp: the company story in milestones
Mailchimp's About page names the founders, Ben Chestnut and Dan Kurzius, explains that the product began as a side service at their web design agency in Atlanta in 2001, and notes its acquisition by Intuit in 2021. Sections cover the founder story, culture and corporate citizenship, with links to the newsroom and jobs.
Learn from it: concrete names, places and dates make a company feel real. Short sections let readers jump to what they care about.
3. Stripe: the mission essay
Stripe's About page reads as a short essay about why the company exists, with a couple of scale figures (more than 5 million businesses, and payment volume expressed as a share of global GDP). It doesn't name or picture executives. It ends with three routes: contact sales, docs and open roles.
Learn from it: if your story is about an idea, an essay works. Ending with routes for different readers (buyers, developers, job seekers) sends each one somewhere useful.
4. Noma: a letter about what's next
Noma's homepage includes a letter from the team about returning to Copenhagen and its plans, and its navigation links to a People page.
Learn from it: an About section doesn't have to be about the past. Telling people where you're going invites them along.
5. Dishoom: story in every location
Dishoom's site frames each of its restaurants as a tribute to Bombay's food and culture, with photos, short narratives and a journal of recipes and stories. It also lists awards and states that it is B Corp certified.
Learn from it: if your brand has a theme, let it run through every page, not only the About page.
6. Franklin Barbecue: what goes into the product
Franklin Barbecue's site explains its sourcing: USDA Prime brisket, heritage-breed pork, and how its turkeys are raised.
Learn from it: for a product business, details about materials and process can be the most persuasive "about" content you have.
About page patterns you can copy
7. Local service business
A photo of the owner or team with the van or in the shop, the area you serve, how long you've been doing it, licences, insurance and memberships, and a short note on how you work ("we text before we arrive"). End with a quote or call button.
8. Solo founder or freelancer
First person, short: what you do, who for, how you got here, and why clients pick you. A friendly photo and one or two testimonials. See how to build a personal website.
9. Professional firm
Accountants, lawyers, clinics: team bios with qualifications, registrations and specialisms, plus the firm's history and approach. Each bio should say what that person does for clients.
10. Product brand
Why the product exists, how it's made, materials and suppliers, and any certifications you can link to. Photos of the workshop or process beat lifestyle stock.
11. Nonprofit
Mission in one sentence, the problem, what you do about it, results you can show, how donations are spent, the board and staff, and registration details. Link to annual reports if you publish them.
12. Startup
The problem you're solving, why this team, investors if you have them and are happy to share, and open roles. Keep it updated as the team grows.
13. Family business
Founding year, the generations involved, a short timeline with old photos, and what has stayed the same.
14. Values page
Three to five values, each with an example of what it means in practice ("we reply within one working day"). Values without examples read as filler.
What the best About pages have in common
- Specifics: names, places, years, numbers you can back up.
- A real story. Why you started, in a few honest sentences.
- Real people. Photos and names, unless there's a reason not to.
- What makes you different, stated plainly.
- Proof: credentials, certifications, customers you can name.
- A consistent voice that matches the rest of the site.
- A next step at the end: contact, book, shop, apply.
- Kept current. Team changes and milestones updated.
Common mistakes
- Generic mission statements. "We're passionate about excellence" says nothing.
- Starting with the founding date instead of what you do for the reader.
- Stock photos of people who don't work there.
- Unprovable claims. "The best in the city" invites doubt; awards or reviews you can link to don't.
- A dead end. No link or button to what the reader should do next.
- Out-of-date team pages that show people who left years ago.
- Too much about you, nothing about the customer. Tie the story back to how you help.
How to write and build your About page
- Answer five questions in a sentence each: what you do, for whom, why you started, what's different, who's behind it.
- Add proof: years, qualifications, certifications, a customer quote.
- Pick a pattern above that fits your business.
- Take real photos. A phone in good daylight is enough.
- Build it. With Mythex you can describe the page (or your whole site) in a chat, upload photos, adjust the copy in a live preview and publish in one click. There are templates and industry starting points such as cafes and law firms. If you already have a website on another builder, adding the page there is simpler than moving everything.
- Link it from your homepage and footer, and from your Google Business Profile if you're local.
For the rest of the site, see how to build a small business website.
How we chose these examples
We read each named page in October 2026 and describe only what it showed then. Some well-known About pages we tried couldn't be read at the time, so we left them out rather than describe them from memory. The patterns are common approaches described in general terms.
Questions
What should an About Us page include?
Who you are, what you do and for whom, why you started, what makes you different, and the people behind the business. Add proof such as years in business, certifications or customers you can name, and end with a next step: contact, book, shop or apply for a job.
How long should an About Us page be?
Long enough to answer 'who are these people and can I trust them?' For many small businesses that's 200 to 500 words with photos. Some companies go much longer: Basecamp's 'Where we came from' page is a full founder letter. Length matters less than being specific.
Should an About Us page be written in first person?
Either works. First person ('I started this bakery in 2019') feels personal and suits founders and small teams. 'We' suits a team. Third person can sound distant on your own site but is useful for a press bio. Pick one and use it consistently.
Do I need team photos on my About page?
Not always, but real photos of the people and place build trust, especially for local and service businesses where customers will meet you. Larger companies sometimes skip individual staff entirely; Stripe's About page, for example, names no executives as of October 2026.