How to Write an About Page for your Website
Your About page is one of the most visited pages on your website. Yet it's often one of the most overlooked.
Many business owners treat their About page like a résumé or autobiography. Others write a few paragraphs about their journey and leave it at that. The result? A page that talks about them without helping visitors understand why they should trust them.
A great About page does far more than share your story. It builds trust. It creates a connection. And it gives potential clients the confidence to take the next step.
If you're wondering how to write an About page for your website that genuinely connects with your audience and supports your business goals, this guide will walk you through exactly what to include.
Why Your About Page Matters More Than You Think
By the time someone lands on your About page, they're already interested.
They've likely visited your homepage, explored your services, or read some of your content. Now they're asking a more personal question:
Who is behind this brand?
Your About page helps answer that question while reinforcing three essential elements:
Connection
Credibility
Clarity
Connection helps people relate to you. Credibility helps them trust your expertise. Clarity helps them understand how you can help.
When all three work together, visitors are far more likely to enquire, book a consultation, or make a purchase.
What Visitors Are Looking For When They Read Your About Page
Many people assume visitors want to read their life story.
In reality, most readers are trying to determine whether you're the right fit for them.
They're asking questions like:
Can I trust this person or business?
Do they understand my challenges?
Have they helped people like me before?
What makes them different?
What would it be like to work with them?
A successful About page answers these questions naturally throughout the content.
The Biggest About Page Mistake
The most common mistake is making the page entirely about yourself. While your story matters, your reader is still looking for relevance.
For example:
Weak approach:
"Hi, I'm Sarah. I've always been passionate about helping people and started my business in 2018."
Stronger approach:
"I help ambitious business owners build brands and websites that attract the right clients and support long-term growth."
Notice the difference. The second version immediately focuses on the outcome while still creating space to introduce the founder behind the business. Your story becomes more powerful when it's connected to your audience's goals and challenges.
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What to Include on an About Page
1. Start With Your Positioning
The first section should clearly communicate what you do and who you help.
Avoid generic headings such as:
About Me
Our Story
Welcome
Instead, lead with a statement that reflects the value you create.
For example: “Helping ambitious founders build brands that stand out online and attract the right clients.”
This immediately gives visitors context and direction.
2. Share Your Story With Purpose
Your story helps people understand your perspective and experience. Rather than creating a chronological timeline, focus on the moments that shaped your approach.
Consider sharing:
What inspired your business
Challenges you've overcome
Lessons you've learned
Why are you passionate about helping clients
Keep the emphasis on how these experiences benefit the people you serve today.
3. Establish Credibility
Trust is built through evidence. Include details that demonstrate your expertise, such as:
Years of experience
Industry knowledge
Certifications
Awards
Client results
Notable projects
Specific examples are far more persuasive than broad claims.
Instead of saying: "We're experts in website design."
Try: "We've helped hundreds of businesses create strategic websites that strengthen their online presence and support growth."
4. Share Your Values
People don't just buy services. They choose businesses that align with their values. This section gives readers insight into how you think and work.
For example, you might believe in:
Strategy before design
Long-term growth over quick wins
Collaboration and transparency
Building authentic brands
When readers see their own values reflected in your approach, trust grows naturally.
5. Explain What Working With You Feels Like
One of the easiest ways to reduce hesitation is to explain your process. You don't need to document every step.
Instead, give readers confidence that there is structure, support, and expertise behind your service.
For example: "Our process begins with understanding your goals, audience, and brand. From there, we create a strategy-led solution designed to support your growth and help you stand out online."
This helps visitors imagine what working together would look like.
6. Include a Clear Call-to-Action
Many About pages end abruptly. After building trust and credibility, guide visitors towards the next step.
You might invite them to:
Book a consultation
Explore your services
View your portfolio
Read your latest articles
Never assume visitors will know what to do next. Tell them.
Personal Brand vs Business About Pages
The structure of your About page may vary depending on your business model.
Personal Brands
If you're a coach, consultant, therapist, photographer, or creative professional, your About page should focus more heavily on:
Your personal story
Expertise
Philosophy
Values
Individual approach
People are buying into you as much as your service.
Businesses and Agencies
If you're a larger business or agency, your About page should place greater emphasis on:
Mission
Team
Process
Results
Client success stories
The focus shifts from the founder to the organisation as a whole.
Common About Page Mistakes to Avoid
Avoid these common mistakes:
Making it all about yourself
Your story matters, but it should always connect back to your audience.
Being too vague
Statements like "We're passionate about helping people" don't communicate value.
Overloading with information
Include what matters most. Leave out unnecessary detail.
Forgetting credibility
Support your claims with examples, experience, or results.
Missing a call-to-action
Always provide a clear next step.
Final Thoughts
Learning how to write an About page for your website isn't about sharing every detail of your journey. It's about creating a page that helps people feel confident they're in the right place. A strong About page builds trust, communicates your value, highlights your expertise, and encourages visitors to take action.
When written strategically, it becomes one of the most persuasive pages on your website. If your current About page feels unclear, outdated, or disconnected from the value you provide, a strategic rewrite could make a significant difference to your website's performance.
After all, people don't just want to know who you are. They want to know why you're the right person to help them achieve their goals.
Are you ready to get started with your copywriting?
Keep in mind that your About page is all about the reflection and personality of your business. Clients want to know more about you, so don't be scared to get a little personal! Remember that your About page is all about you, so make sure it is tailored to you!
FAQs
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Most About pages perform well between 500 and 1,200 words. The ideal length depends on your business, audience, and the complexity of your services.
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Personal brands often use first person ("I"), while businesses and agencies commonly use first-person plural ("we"). Choose the style that feels most natural for your brand.
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A strong About page typically includes your positioning, story, credibility, values, approach, and a clear call-to-action.
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Yes. An About page helps search engines understand your expertise, authority, and relevance while also supporting user engagement and trust.
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Your homepage introduces your business and services. Your About page provides deeper context about who you are, what you stand for, and why visitors should trust you.
