Writing an About Page That Builds Trust
The About page is frequently among the most visited pages on a business website. People click it to answer an unspoken question: can I trust these people? A good About page makes that answer easy, and it does it without being self-indulgent.
Start with the visitor, not the history
Open with what you do and why it matters to customers. Your founding story can follow, but lead with the value. A visitor should quickly understand who you help and how.
Tell a real story
People connect with people. Explain why you started the business, what problem you wanted to solve, and what you care about. Keep it honest and short. A paragraph or two is usually enough.
Show the team
Photos and short bios of the people behind the business make it feel real. Real photographs build more trust than stock images. Include roles, a little personality, and relevant experience. See using images effectively.
State your values or approach
Rather than listing abstract values like "integrity," describe how you work in practice. For example: "We give fixed quotes before starting," or "You will always speak to the person doing the work."
Add proof
Qualifications, accreditations, awards, years of experience, notable clients, and testimonials all help. Use only claims you can support. For ideas, see social proof.
Make it easy to take the next step
An About page that ends without a call to action wastes a moment of trust. Add a button to contact you or view your services. Learn more in writing calls to action.
Include business details
State where you are based, the areas you serve, and how to reach you. Consistency with your other listings matters for local SEO.
Keep the tone consistent
Write in the same voice as the rest of your site, in plain, friendly language. Avoid corporate filler such as "we are a leading provider of innovative solutions." Our guide to website copy has more advice.
Link to useful pages
Guide readers onward to your services, your work, or a contact page.
Update it
Teams change and businesses grow. Revisit the page at least once a year.
What to avoid
- A long list of dates and milestones with no relevance to customers
- Talking only about yourself
- Stock photos of people who do not work with you
- Exaggerated claims
The bottom line
A great About page is honest, human, and focused on how you help. Show who you are, prove you are good at what you do, and invite the visitor to get in touch.