The About page is the second or third most visited page on most business websites. Visitors go there because they're interested — they want to know who they're considering doing business with. And most businesses waste this opportunity with a wall of corporate jargon nobody cares about.
Here's how to write an About page that actually converts visitors into customers.
The #1 Mistake: Making It About You
This sounds counterintuitive. It's the About page — isn't it supposed to be about you? Yes, but not in the way most businesses approach it.
Most About pages read like a resume:
"Founded in 2005, we are a premier provider of innovative solutions leveraging cutting-edge technology to deliver synergistic value..."
Nobody cares. What visitors actually want to know is:
- Can you solve my problem?
- Can I trust you?
- Are you the right fit for me?
Your About page should answer those questions — using your story as proof.
Structure That Works
Start With the Customer's Problem
Open with something your visitors relate to. Not with your founding date.
Instead of: "Smith Web Design was founded in 2018 by John Smith."
Try: "Most small businesses in Michigan know they need a better website. They just don't know where to start — or who to trust with it."
Now you have the visitor's attention because you're talking about their situation.
Tell Your Story as a Solution
Once you've established the problem, position your story as the reason you're uniquely qualified to solve it:
"That's why we started Smith Web Design. After 10 years of watching small businesses overpay for underwhelming websites, John Smith started building sites that actually deliver results..."
Your origin story matters, but only in the context of how it benefits the customer.
Show Real People
People do business with people, not companies. Include:
- Photos of real team members — Headshots or candid photos (not stock images)
- Names and roles — Even if it's just you, put a name and face to the business
- Brief personal details — A sentence about where you live or what you care about creates connection
- Credentials that matter — Certifications, years of experience, relevant background
A face and a name build trust faster than any amount of marketing copy.
Include Social Proof
Your About page is a natural place for:
- Key statistics — "150+ websites launched" or "Serving Michigan businesses since 2018"
- Client logos — Recognizable brands you've worked with
- A standout testimonial — One strong quote from a happy client
- Awards or certifications — If you have them, show them
End With a Clear Next Step
Don't let visitors read your About page and then wonder what to do. Close with a call to action:
- "Ready to work with us? Get a free quote"
- "See what we've built: View our portfolio"
- "Have questions? Let's talk"
What to Include (and What to Skip)
Include:
- Your mission in plain language (one sentence)
- The problem you solve for customers
- Why you started this business
- Who's on your team (photos + names)
- What makes you different from competitors
- Proof of results (numbers, testimonials, logos)
- A call to action
Skip:
- Company history timelines that nobody reads
- Corporate jargon ("synergy," "leveraging," "innovative solutions")
- Long lists of every service — that's what your Services page is for
- Stock photos pretending to be your team (visitors can tell)
- Paragraphs about your "passion for excellence" — show it, don't say it
Writing Tips
Use First Person
"We build websites for small businesses" feels warmer and more direct than "The company specializes in website development for small business clients."
Keep Paragraphs Short
Long blocks of text are intimidating. Three to four sentences per paragraph maximum. Use headers to break up sections.
Write Like You Talk
Read your About page out loud. If it sounds like something you'd say at a networking event, you're on the right track. If it sounds like a corporate press release, rewrite it.
Be Specific
"We've helped hundreds of businesses" is forgettable. "We've launched 150+ websites for Michigan businesses since 2018" is concrete and credible.
Real Structure Example
- Hero section — Headline: "We Build Websites That Actually Grow Your Business" + subheadline that speaks to the customer's need
- The problem — 2-3 sentences about the frustration small businesses face
- Your solution — How your business specifically addresses that frustration
- Team section — Photos, names, and one-line bios
- By the numbers — Key stats in a visual layout
- Testimonial — One impactful quote
- CTA — "Let's build something together" with a button to the contact page
This structure guides visitors from empathy ("we understand your problem") to trust ("here's proof we solve it") to action ("here's how to get started").
Need help making your website work harder? Get in touch — we'll help you create pages that connect with your audience and drive results.