How to Write an About Page People Actually Read
People who open your About page are usually close to making up their mind. They want to know who they'd be dealing with and whether they can trust you. Most About pages waste that moment on a timeline of the company. The good ones talk about the customer.
By the ideas2pixels team
4 min read
01
A structure that works
Start with the problem you solve, in the words a customer would use. Say how you help and what's different about the way you do it. Then give a short, honest story about why you do this work. Add some proof, like years of experience, qualifications or a result you're proud of. End with a simple next step, such as a button to get in touch.
02
Write the way you talk
Use "I" or "we", not "the company". Short sentences are fine. Read the page aloud, and if you wouldn't say a line to a customer standing in front of you, rewrite it. Nobody has ever hired someone because they "leverage innovative solutions".
03
Put a face on it
Add a real photo of you or your team, even if it isn't a perfect one. People trust faces. A name, a role and a sentence about each person is plenty.
04
Things to avoid
Opening with "Founded in 1998". Buzzwords like passionate, innovative and world-class, which say nothing specific. Claims you can't back up. And leaving visitors at a dead end, with no button or contact details after they've read the whole thing.
05
Come back to it
Look at it once or twice a year. Swap in a newer photo, add a recent qualification or result, and check it still sounds like you.
Common questions
How long should it be?
Around 300 to 500 words is plenty for most small businesses, in short paragraphs with a few headings.
First person or third?
For a small business or solo professional, first person. "We" and "I" feel warmer than "the company".
Do I need one at all?
Almost always. It's one of the first places visitors look when they're deciding whether to contact you.
Want us to build it for you?
One setup fee, then a simple monthly plan with your domain, hosting, support and edits included.
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