The About page is one of the most visited pages on most websites, and one of the most neglected. It’s often written last, in a hurry, and ends up as a list of dates and achievements that nobody finishes reading.
That’s a shame, because people visit it for a reason. They’ve seen what you do. Now they want to know who they’d be dealing with.
Key points
- People read your About page to decide whether they trust you, not to learn your history.
- Lead with who you help and why you do it, then the story.
- Show real people with real photos. Stock images undo the whole point.
- Finish with a clear next step, because readers of this page are often close to getting in touch.
What people want to know
When someone clicks “About”, they’re usually asking a few quiet questions:
- Are these people real, and do they seem decent?
- Do they understand people like me?
- Have they done this before?
- Why should I choose them over the others?
Your About page should answer those, roughly in that order.
Lead with them, not you
The most common mistake is starting with the company: “Founded in 2012, we have grown to become…” It’s not wrong, but it’s not what the reader came for.
Start with the person reading. Who do you help, and what do you help them with? Then explain why you care about it.
Compare these two openings:
- “Founded in 2012, Green & Co is a leading provider of landscaping services with over 40 completed projects.”
- “We design gardens for people who want to spend more time outside and less time weeding. It started with one muddy back garden in 2012, and we still get the same kick out of every project.”
The second one sounds like people. The facts are still there, they’re just not the opening line.
Tell the story briefly
A little history helps, especially the why. Why did you start this? What frustrated you about how things were done before? What do you do differently? A few short paragraphs are enough. If you find yourself writing a timeline, stop.
Your About page isn’t your autobiography. It’s the reason someone feels comfortable picking up the phone.
Show the people
Real photos of real people make a bigger difference than almost anything else on the page. They don’t have to be expensive. Natural, well-lit photos of you and your team, at work or in your space, beat a polished stock image every time.
For small teams, a short line about each person helps: their role, how long they’ve been with you and one human detail. For larger teams, focus on the people customers will actually deal with.
Add proof
This is where you can include the things that build confidence:
- How long you’ve been doing this
- Qualifications, memberships or accreditations that matter to customers
- A short testimonial or two
- Examples of work, or links to case studies
Keep it relevant. A list of every award since school is less persuasive than one sentence from a happy customer.
End with a next step
People who read an About page are often close to deciding. Don’t leave them at a dead end. Finish with a simple, friendly invitation: book a call, get a quote, see the work. If you’re writing your service pages at the same time, our guide on writing a service page that answers the real question uses the same approach.
Questions people also ask
Should I write my About page in first person or third person?
First person (“we” or “I”) usually feels warmer and more honest, especially for small businesses. Third person can feel distant, as if someone else is talking about you.
How long should an About page be?
Long enough to build trust, short enough to read in a couple of minutes. For most small businesses, a few hundred words plus photos is plenty.
Should I include my prices on the About page?
Not usually. But it’s helpful to give an idea of how you work, such as whether you offer fixed packages, and link to where pricing or quotes are explained.