How to Write an About Page That Converts

It's About Them, Through You

The biggest About-page mistake is making it all history and ego. Visitors read it to answer one question: "Can I trust these people with my problem?" Tell your story in a way that answers that.

What to Include

• **A clear opening** that states who you help and how
• **Your story** — why you do this, briefly and honestly
• **The people** — real faces and names build trust
• **Proof** — results, clients, or credentials
• **A next step** — don't leave them with nowhere to go

Show, Don't Boast

Instead of "we're passionate and professional," show it: a specific result, a real photo, a genuine belief about your work. Specifics convince; adjectives don't.

Keep It Human

People buy from people. A little personality and honesty beats a polished corporate voice every time, especially for small and mid-sized businesses.

End With Action

A visitor who finishes your About page is interested. Give them an obvious next step — contact you, see your work, or start a conversation.