The About Us Page Is Your Strongest Asset, Don’t Let AI Write It All

Your company About Us page may be one of the most commercially important pages on your website, yet businesses treat it like administrative homework.

Over the years, we have seen plenty of About us page sections where the writer probably boots up ChatGPT, types “write an About Us page for an innovative Malaysian company”, and receives three paragraphs about excellence, customer satisfaction and delivering cutting-edge solutions.

Worse, that same “we strive for excellence” copy could probably be pasted onto the website of an accounting firm, renovation contractor or frozen seafood supplier. 

That is the danger of letting AI write your About Us page. AI is not necessarily a bad writer but it simply does not know what makes your company worth remembering unless you give it real information.

Why Is Your Company About Us Page So Important?

The About Us page is often misunderstood as a place for the company to talk about itself. But the thing is, who cares?

Why should readers care about the founder’s story and history when they need urgent specs for a project?

No, what they want to know if your business can be trusted with their money, project, reputation or personal information. 

1. A procurement manager may be checking if you look established enough to enter a supplier agreement. 
2. A job candidate may want to see who runs the company and the philosophy they have to work.
3. A potential customer may be trying to confirm that there are real people behind the website or its some shell company.

The good About Us Page answers all of them.

Why Do AI-Written About Us Pages Sound So Similar?

AI tools predict useful language based on patterns found in existing content, which is basically other people’s content.

That is helpful when you need a cleaner sentence or a more logical structure but it becomes a problem when the prompt contains no meaningful company information.

Ask for an About Us page without giving specific facts and AI will usually reach for familiar corporate phrases:

• Passionate about excellence
• Customer-centric solutions
• A team of dedicated professionals
• Innovative and reliable services
• Committed to exceeding expectations
• Your trusted partner
• Quality without compromise

None of these statements is false but again, if it can be applied to any industry or niche, they don’t mean anything.

Should You Avoid Using AI Completely?

No, that would be like refusing to use spellcheck because it cannot interview your founder.

AI can still be useful for:

• Organising interview notes
• Simplifying complicated company descriptions
• Improving grammar and readability
• Suggesting page structures
• Adapting content for different audiences
• Creating shorter versions for profiles and directories
• Identifying repetitive or vague wording

The better approach is human-sourced, AI-assisted writing.

The facts, opinions, history and experience should come from the company but AI can then help shape those materials into clear content.

Do not ask AI to invent a convincing identity and then try to make your company fit it. Let the humans do the strategic thinking and let the AI do the building.

What Should a Strong Company About Us Page Prove?

A useful About Us page should cover three pillars: identity, evidence and alignment.

Weak pages cover identity but stop before reaching evidence.

They say the company was founded in 2018 and has a passionate team. They do not explain what the team has done since 2018, what it has learned or why its experience matters to the buyer.

Similarly, if you won any awards or certificates during that time, shout it out! Make it a big deal, tell the readers why winning the award matters to them by tying it back to your professionalism.

The strongest pages connect all three layers.

What Can Malaysian Brands Teach Us About Us Pages (That’s a mouthful)

While it’s true large brands have more material to work with, their approaches still provide useful lessons for smaller businesses.

So let’s look at some big leagues!

1. AirAsia Connects Its Story to a Clear Purpose

AirAsia’s company story does not rely only on a founding date nor is it a Tony Fernandez’s autobiography, It links the business to a recognisable purpose: making air travel more accessible.

Its About Us content supports that positioning with concrete scale, including its regional presence, destinations and passenger reach.

The lesson here is that a company story becomes stronger when it shows what changed because the business exists. How they changed and impacted the lives of the customers.

• A manufacturer could mention the industries it supports. 
• A renovation firm could describe the types of properties it has completed.

2. Grab Explains How the Business Evolved

Grab’s story traces its beginnings back to MyTeksi and the original goal of making transport safer in Malaysia. It then connects that starting point to the wider economic role the platform now plays across Southeast Asia.

This gives the company a narrative arc:

1. A real problem existed.
2. The founders responded to it.
3. The business learned from users.
4. Its purpose expanded.

SMEs can use the same structure without pretending they are the next regional superapp.

Explain the problem that first pushed the company into existence, then show how customer experience shaped what it became.

3. PETRONAS Establishes Its Role Immediately

PETRONAS opens by clearly identifying itself as Malaysia’s national oil and gas company and explaining its responsibility for managing the country’s hydrocarbon resources. It also outlines its business portfolio and broader energy role.

This works because the page does not make visitors decode a poetic slogan before understanding what the organisation actually does.

Smaller companies should take note. Your opening paragraph should answer the basic questions quickly:

• What kind of company are you?
• Where do you operate?
• Who do you serve?
• What do you help them achieve?

Fancy witty one-liners can come later, letting the reader have the main course first.

How Can You Tell If Your Copy Is Too Generic?

Use the “Could Anyone Claim This?” Test. It’s a surefire way to differentiate yourself from your competitors, and we know for sure it’s not like a template.

Take each major sentence on your About Us page and ask:

Could a competitor replace our company name with theirs and publish this sentence without changing anything else?

Consider this sentence:

At ABC Solutions, we are committed to delivering innovative, customer-focused services that exceed expectations.

Almost any company could use it.

Now compare it with:

Since 2016, our Shah Alam team has helped Malaysian food manufacturers design and maintain cold-room systems for production facilities, warehouses and distribution centres.

The second version provides a location, a date, a customer group and a specific capability.

It may sound less glamorous, but it is far more credible than Mr WeAreGoodAtEverything.

What Information Should You Gather Before Writing?

Research and material gathering should always be your first priority. Speak to the founder, management team, sales staff and review your company profile. 

Look for material such as:

• Why the company was started
• Important turning points
• Industries and locations covered
• Problems the team solves repeatedly
• Qualifications and certifications
• Notable projects or measurable results
• How the company works differently

Not every fact must appear on the final page. The purpose is to gather enough original material to avoid filling the gaps with corporate wallpaper.

What Should Malaysian Companies Include?

The right content depends on the industry, but businesses should consider including:

• Full registered business or company name
• SSM registration number (can be at the footer)
• Main operating location
• Year established
• Founder or leadership information
• Relevant licences or professional registrations
• Certifications
• Industries served
• Geographic coverage
• Links to case studies or project examples
• Clear contact details

Regulated or specialised businesses may need additional credibility indicators, such as CIDB registration, halal certification or industry-specific licences.

Need Help? Speak to A Content Marketing Agency 

Most businesses do not lack a story. They lack the time, process or distance needed to pull the useful parts out of meeting notes and scattered company profiles.

Done properly, the process can also uncover material for case studies, service pages and media profiles. One stronger About Us page can end up improving far more than one URL.

For businesses that care about your About Us page, not just the word count, why not work with the top content marketing agency in Malaysia. That’s right, we help turn company knowledge into credible About Us content.

If you need help in writing your founder or brand’s story, talk to us!