Writing a great About page
How to write an About page that builds trust, tells your story, and connects with the right clients.
The About page is one of the most-visited pages on most business websites. When a potential client is deciding whether to contact you, they often come here first.
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"
- "See our work first — view our 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. Nobody outside your company cares that you were founded in 2007. Lead with something that matters to the reader.
- No people, no photos. An About page without faces feels like it's hiding something.
Common questions
Related guides
- Writing for the web
- Writing a great homepage
- Finding your brand voice
- Writing effective calls to action
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