The Death of the Website "About Us" Page — Why Brands Need to Integrate their Branding Throughout the User Experience.

For decades, the "About Us" page has been a staple of websites—an expected, often overlooked section where brands dump their history, mission, and values. But in 2024, is anyone really reading it?

Consumers now experience brands holistically, not by clicking into a dedicated tab to learn their story. The rise of digital-first interactions, short attention spans, and the demand for authenticity have led to a shift: brand storytelling should be woven throughout an entire digital experience—not confined to a single page.

Who’s Doing It Differently?

Liquid Death – Liquid Death technically has an About page, but it doesn’t read like one. Instead of corporate fluff, it’s packed with their signature irreverent storytelling—turning what’s usually a forgettable section into a brand experience.

Notion – Instead of an About page, Notion’s homepage immediately immerses users in their brand philosophy. The UX, language, and product itself convey their ethos of “toolmaking for humans.” Their story is evident in how they present their features and engage with their audience.

Apple – Apple has never relied on a dedicated ‘About’ page. Instead, their entire brand story is told through design, product messaging, and user experience. The way they introduce new products—through storytelling, cinematography, and minimal yet powerful copy—is what cements their identity.

Brands should infuse their identity into every page of their website—homepages, product pages, and even FAQs should all reflect their voice and values, ensuring that every touchpoint reinforces the story. Instead of relying on a static page, brands should use social media and content marketing to make storytelling a continuous conversation rather than a one-time read. Consumers are far more likely to engage with a brand through Instagram, Threads, or TikTok than by clicking on an ‘About Us’ tab. Additionally, UX and microcopy can be powerful branding tools—small details like button text, 404 pages, and email sign-up prompts should all reflect the brand’s personality, creating moments of connection that build affinity faster than a hidden mission statement.

Final Thought: Let Your Brand Speak Through Experience

The days of expecting visitors to read a static ‘About Us’ page are numbered. Instead, brands should embed their story into the way users interact with them—from the first click to every touchpoint after.

In the digital age, the best brands don’t just introduce themselves—they make sure you feel who they are from the start.

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