Below is a look at ten brands that turned their bios into click magnets. Each mini‑story shows how they pulled it off, why it works, and one move you can steal before lunch.
1. Hotjar – Proof‑First Remote Culture
https://www.hotjar.com/about-us/
Hotjar’s hero line—“On a mission to make the web a better place”—is followed by hard proof: 1.3 M+ websites using the product across 180 countries. A few paragraphs later you learn that 200+ Hotjarians collaborate remotely from Europe, the Americas, and Africa, with pay ranges posted on every job. They link straight to a public Team Manual that spells out benefits, budgets, and work‑from‑anywhere policies.
Steal this: Pair a bold mission with live metrics and an open handbook so visitors see the receipts, not just the rhetoric.
2. Help Scout – Values Before Résumés
https://www.helpscout.com/about/
Five plain‑spoken values (think “Craft over code,” “Give a damn”) each get a story and an employee quote. A “What remote work means to us” section details stipends, mental‑health Fridays, and carbon‑offset travel—culture made tangible.
Steal this: Put employee voices next to every stated value so readers hear culture, not just read it.
3. Bench – Bookkeeping With a Pulse
https://www.bench.co/about
Photos of real bookkeepers sit next to client love‑notes, while a downloadable Culture Guide lays out promotion paths and DEI commitments. Suddenly “outsourced finance” feels like a neighbor who loves spreadsheets.
Steal this: Pair service copy with faces and internal docs. Transparency = trust.
4. Drip – The E‑commerce Rebellion
https://www.drip.com/about
Drip positions itself as the indie shop’s sidekick: arming small brands against Big Marketplace. Rally‑style headings (Why we do it, How we do it) plus a “Join our crew” CTA turn the mission into a movement.
Steal this: Frame your story around a shared enemy or cause so prospects instantly know which side you’re on.
5. Gorgias – Milestones on a Moving Timeline
https://www.gorgias.com/about-us
Scroll and watch Gorgias evolve from YC batch to B‑Corp with 12 000+ merchants. A single stat—$1.7 B GMV processed (2024)—lands harder than pages of prose.
Steal this: Use a vertical timeline that mixes wins, pivots, and culture moments. Progress bars trigger dopamine.
6. Lattice – Culture, Numbers & a Public Deck
https://lattice.com/about
Mission first (make work meaningful), then real‑time counters (5 000+ customers, 5.5 M feedback items). A downloadable Culture Deck invites everyone—candidates or not—to peek behind the curtain.
Steal this: Open‑source your culture playbook. The right talent will lean in; the wrong talent will self‑filter.
7. New Avenues for Youth – Faces Before Facts
https://newavenues.org/about-us/
A candid banner of teens laughing hits you first; stats and program details come later. The mission feels human before a single data point appears.
Steal this: Lead with the people you serve, not the metrics you track.
8. Copper – Relationships, Not Fields
https://www.copper.com/about
Copper’s headline is blunt: CRM that lets you work the way you live in Google Workspace. GIFs show contacts created straight from Gmail, proving the “no data entry” pledge.
Steal this: Let your page behave the way your product promises—demo beats description.
9. Buffer – Radical Transparency in Action
https://buffer.com/about
Public salaries, an open revenue dashboard, and a timeline of every product pivot live one click away. Photos show teammates across six continents, complete with snack preferences.
Steal this: Publish the numbers other companies hide—instant credibility.
10. BenchSci – Culture Deck, Public and Proud
https://careers.benchsci.com/ca/en/culture
BenchSci’s downloadable deck covers everything from sabbaticals to caregiver support—and ties perks to business outcomes like patent count. Execution is the moat, transparency the draw.
Steal this: Link culture perks to measurable results so skeptics see the ROI of “soft stuff.”
Bringing It Home
A bio of about page isn’t where you stash boilerplate—it’s where you hook the curious passerby and turn them into believers. Lead with story, show real humans, and give visitors one clear next step. Nail those beats and your Meet the Team page stops being a footnote and starts closing deals.
