How to Write the Perfect 'About Us' Page for Your Charity Website
- kmunn87
- Jan 16
- 5 min read
Updated: May 27
Your ‘About Us’ page for your charity website is unique, it’s the one part of your website that’s about you. While the rest of your site centres around the people you serve, this page is your chance to introduce the humans behind the work and the all important oragin story. The why, the who, and the heart.
But it’s not just a place for facts and figures. A well-written About page builds trust and connection. It invites people in, makes them care about what you do, and if you get it right—leaves them feeling inspired to support you, follow you, or get involved.
1. Start with Your Why
Your ‘About Us’ page for your charity should immediately answer one key question: Why does your charity exist? Begin with a strong, compelling statement about your mission and the problem you’re working to solve.
Why this matters: Visitors should know within seconds why your charity is important and why they should care. It’s not just about sharing facts it’s about creating an emotional connection.
Example: “At Abbie’s Army, we’re fighting to find a cure for DIPG, a rare childhood brain cancer. Every year, families hear the devastating news that their child has this incurable disease. We fund critical research, raise awareness, and provide support to those affected, so no one has to face this journey alone.” You can read more about Abbie's Army here.
Avoid jargon and overly complex explanations. Write as if you’re talking to a friend over coffee, and don’t be afraid to let your passion shine through.
2. Share Your Story
Behind every charity is a story, and your audience wants to hear it. Share how your charity began, what inspired you to take action, and the journey you’ve been on since.
How to tell your story effectively:
Be personal: Use a conversational tone and let your personality shine through.
Focus on the turning point: What moment sparked your charity’s creation? Was it a life-changing event or a pressing need in your community?
Show growth: Highlight milestones and progress to show how far you’ve come.
Example: “Black Girls Do Run UK started with a simple goal: to create a safe, empowering space for Black women in running. What began as a small group of friends has grown into a vibrant community that celebrates health, wellness, and sisterhood. Together, we’ve run thousands of miles and inspired countless women to lace up their trainers.” Read more about Black Girls Do Run UK here.
Stories connect on an emotional level and help visitors feel invested in your mission.
3. Use Plenty of Headings
Headings act as a roadmap for your ‘About Us’ page for your charity, making it easier for visitors to skim read and find what they’re looking for. Think of them as signposts that guide your audience through your story and key points. They might also be the only thing that people actually read.
Tips for crafting effective headings:
Keep them clear and concise.
Use them to summarise the section below.
Include keywords where possible for SEO purposes.
Example Headings:
Our Mission
How It All Began
What We’ve Achieved
Meet Our Team
How You Can Help
Breaking your content into sections with clear headings makes your page more inviting and helps keep readers engaged.
4. Highlight Your Impact
Your ‘About Us’ page for your charity isn’t just about what you do; it’s about what you’ve accomplished. Visitors want to know that their support will make a difference, so show them the tangible results of your work.
How to highlight your impact:
Share key stats, such as the number of people you’ve helped or the funds you’ve raised.
Include personal stories or testimonials to make your impact feel real.
Use visuals like photos, infographics, or videos to bring your achievements to life.
Example: “In the past year, Hackney Children & Baby Bank has supported over 1,000 families by providing essentials like clothes, nappies, and baby equipment. Every donation we receive goes directly to families in need, helping to create a brighter future for the next generation.” You can read more about Hackney Children & Baby Bank here.
5. Keep It Concise and Clear
When writing your ‘About Us’ page, less is often more. Visitors don’t want to wade through walls of text—they want to quickly understand who you are and what you stand for.
Best practices for keeping it concise:
Stick to two or three sentences per paragraph.
Avoid unnecessary details or repetition.
Frontload the most important information (put it at the start of a section).
Example: Instead of writing:“Our charity works tirelessly to provide support to families in crisis. We believe that every child deserves a safe, happy childhood. We aim to achieve this through various programs, including donations of essential items, family workshops, and more.”
Write: “We provide essential items and family workshops to support families in crisis because every child deserves a safe, happy childhood.”
Short, clear statements are more impactful and easier to remember.
6. Call Attention to Key Terms and Phrases
Highlighting key words and phrases can help draw readers’ attention to the most important parts of your page.
How to do this effectively:
Use bold text or italics sparingly for emphasis.
Link to related pages (e.g., your donation page or newsletter signup).
Make your calls to action stand out.
Example: Ready to make a difference? Donate today or volunteer with us to help us continue our vital work.
This technique not only improves readability but also encourages visitors to take action.
7. Know Your Audience
Tailor your ‘About Us’ page to the people you want to connect with. Are you speaking to potential donors, volunteers, or service users? Each audience has different needs, so make sure your tone, language, and content resonate with them.
Tips for knowing your audience:
Use inclusive language that reflects your values.
Focus on what matters most to your readers.
Strike the right balance between professional and approachable.
Example: For families accessing services: “We’re here to help you through tough times with practical support and a listening ear.” For donors: “Your support allows us to change lives. Every donation makes a difference.”
8. End with a Call to Action
Your ‘About Us’ page isn’t just a place to share your story it’s an opportunity to inspire action. End with a clear, compelling call to action that tells visitors what you want them to do next.
Examples:
“Join us in making a difference—donate now.”
“Sign up for our newsletter to stay updated on our work.”
“Want to get involved? Volunteer with us and help change lives.”
Make it easy for visitors to take the next step, whether that’s donating, signing up, or following you on social media.
Real-Life Inspiration
Need ideas? Take a look at some of the charities I’ve worked with:
Women & Children First: A clear mission and compelling impact statistics make this page shine.
Black Girls Do Run UK: Their story is inspiring and relatable, connecting visitors to their community-driven mission.
Need Help Writing or Structuring Your About Us page for your Charity
Writing a great 'About' page is just one part of a powerful charity website. If you’d like support building a site that connects with funders, donors and the people you serveI’d love to help. Whether you're just starting out or giving your current site a glow-up, I’ve got flexible packages designed for charities just like yours.
Ready to get started? Drop me a message—let’s bring your charity’s story to life.
