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How to write an About page that builds trust, tells your story, and connects with the right clients.

When a potential client wants to know who is behind a business before they get in touch, the About page is one of the places they check.

A great About page builds trust by showing who you are, what you believe, and why you're the right fit — without being boastful or dull.

Quick summary

Your About page is really about your client, not you. Tell your story through the lens of who you help and why. Include real people, real values, and a clear next step at the end.

What an About page is really for

Many business owners write their About page as a list of credentials: "Founded in 2010. 14 years of experience. Award-winning team."

Those facts matter — but they're not what converts a visitor into a client. What converts them is feeling understood, trusting you, and believing you're the right fit for them.

Your About page should answer:

Why do you do this work?
Who do you do it for?
What makes your approach different?
Who are the real people behind the business?

The elements of a strong About page

A human opening

Start with a statement that connects your work to your customer's world. Not "About us" — that's a heading, not an opener.

Example: "We started Chykalophia because we kept seeing great businesses held back by websites that didn't reflect how good they really were."

That one sentence says: we have a point of view, we care, and we understand the problem.

Your story — briefly

Two to three short paragraphs about how the business started and why. Focus on what drove you to do this, not just the chronology.

Keep it human. Readers connect with people, not timelines.

Your values or approach

A short list (three to five items) of the principles that guide your work. Be specific.

Instead of: "We value quality." Try: "We never launch a site we wouldn't be proud to show our own clients."

Specifics are believable. Generic values statements are not.

The team

If you have a team, introduce them. Even small teams. A name and a face make a business feel real and trustworthy.

You don't need formal bios. A short, warm sentence or two per person is enough.

A call to action

End with one clear next step. Your About page should not be a dead end.

Good options:

"Ready to work together? Get in touch" — linked to your contact page
"See our work first — view our portfolio" — linked to your portfolio
"Book a free 30-minute call — no obligation"

What to avoid

Humble-bragging without evidence. "We are the leading…" — says who?
Corporate speak. "We are committed to delivering best-in-class solutions." This sounds like a press release, not a person.
Starting with the founding date. Some visitors do want your history, but "Founded in 2007" is a weak opener. Lead with something that matters to the reader, and tell the history further down.
No people, no photos. An About page without faces feels like it's hiding something.

Either can work. "I" is more honest and personal — which often builds more trust. "We" can imply a team that doesn't exist, which can undermine trust when clients meet just you. Be genuine. If you bring in contractors or partners on projects, one workable split is "I" on your About page and "we" on service pages, where "we" really does mean that wider team.

How long should an About page be?

There's no set length. Aim for long enough to feel substantive, short enough to keep readers to the end. Break it into short sections with subheadings so it's easy to scan.

Should I include my personal story if it's emotional?

Yes, if it's relevant and you're comfortable sharing it. Authentic personal motivations — especially ones connected to your clients' struggles — are powerful. Keep it brief and connected to your work.

Need a hand?

If you're stuck, email support@chykalophia.com and we'll help. Include your website address and a screenshot if you can.

Writing a great About page