The Ideal “About” Page | Carrot Help Center

If you’re looking to update your site’s “About Us” or “Our Company” page to stand out from the crowd – PERFECTO! That’s one of the best things that you can do for your site.

The “About” page (sometimes called “Our Company” or “Meet the Team”) is often the 2nd most visited page on your website. We’ve tested this numerous times throughout our Carrot sites.

This page on your website is a huge deal and it’s important to get it right! We’d love to provide a bit of insight into what makes a great “About” page. Hope it helps!

ℹ️ You can call this page whatever you’d like (for example: “About Us” or “Our Company”) but you only need to create one About page on your website.

General “About” Page Tips

Your website’s “About Us” page is an important opportunity to build trust, connect with your audience, and showcase your brand’s values and unique selling points. That’s why we consider it one of your “core conversion” pages!

1. Focus on what sets you apart and makes you trustworthy

Use your About page to highlight what makes your real estate company or home services brand stand out from the competition. This could be anything from specialized services, personalized client care, or a deep knowledge of local markets.

Your “About” or “Our Company” page should clearly demonstrate your Unique Selling Proposition (USP) and help visitors understand why they should choose to work with you instead of your competitors.

2. You should be honest and accurate – with a positive spin

Don’t lie about who you are, why you’re doing this, or what your results have been. Keep it concise and related to the main topic of your business, whether that’s real estate or home services.

You don’t have to wow them on irrelevant skillsets or past accomplishments. Share information that builds credibility for you, your company and your team.

3. If you have a team, introduce them!

Your “About” page should provide a brief introduction to you and your team. Provide a short bio and image of everyone on your team.

You’ll create more of a personal connection when you let your visitors see the faces and names associated with your company. You can include a group photo of your team, or introduce each of your team members separately.

You can use our block patterns like one of our Bio/About Us blocks or the Meet Our Team block to easily add info about different team members. Click here to learn more about Block Patterns →

Screenshot of credibility block patterns for "About Us" and "Meet the Team" information.

4. Showcase your company’s mission and values

People want to work with people that believe in and stand for things similar to them. Don’t be shy about sharing your core values on your About page, just as we do here at Carrot on our About page.

Display what you stand for loud and proud on your About page. Don’t hide it.

Here’s How We Did It (and you can too):

A short list of our Carrot Core Values and what we believe in. What do you believe in?
Our mission with this business… something that excites us at our core. Why are you in business?
Make them feel important on the page… don’t just mention them in passing. Make them stand out.

5. Optimize your About Page for Company Name and State

If someone’s searching for your company, you’ll want them to find your site as fast as possible. So make sure that you set your “About us” page’s keyword as your company name, state (in brackets to incorporate what’s contained in the site settings short code) and optimize the content for this. Our SEO Tool will help you with this process so you know exactly what to update to optimize the content.

What to Include on Your About Page

Your “About Us” page should effectively showcase your company’s personality, expertise, and values, all while helping you connect with potential clients and build trust.

Each company’s About page should reflect your unique business.

You don’t have to include all of the elements below, but here are some ideas to get you started:

Mission Statement: What is the core purpose of your business? Why do you exist? This statement should be clear, concise, and reflective of the value you offer your clients.
Company History: Provide a brief history of how your real estate business was founded. This helps create a personal connection and gives context to your expertise and growth.
Meet the Team: Showcase your team members, from agents to support staff. Highlight their expertise, backgrounds, and roles within the company. Personalize the experience by sharing team photos, bios, and a few fun facts.
Expertise & Credentials: Emphasize the qualifications of your team, such as certifications, years of experience, local knowledge, or industry recognition.
Community Involvement: If relevant, mention how your company contributes to or engages with the local community—whether through charity work, partnerships, or supporting local events. This can enhance your reputation as a trusted local business.
Licenses and Affiliations: Display any industry certifications, memberships with real estate associations (such as the National Association of Realtors or local chambers of commerce), and any notable partnerships or affiliations.
High-Quality Images: Include professional photos of your team, office, or properties you’ve worked on. Images help humanize your business and make the page more engaging.
An “About Me” Video: Stand out from the competition by creating a short video introducing your company. A simple “About” video can build credibility and trust for your business, helping you to generate more motivated seller leads and more listings online. Learn how to make an “About Me” video