How to Write an About Page That Actually Converts

The About page is the second-most-visited page on most business websites — right after the homepage. Yet most business owners treat it as an afterthought. A wall of text about company history. Or a few sentences that say nothing. Here's how to make your About page work for your business.

The mistake everyone makes: making it about you

Here's the counterintuitive truth: your About page shouldn't really be about you. It should be about why you exist to serve your customers. Visitors read your About page because they're deciding whether to trust you. The question they're asking is: "Are these the right people to solve my problem?" Answer that question — not just your career history.

The structure that works

• ▸Open with your mission — not your founding date. "We help [who] do [what] so they can [outcome]."
• ▸The origin story — why did you start? What problem were you solving that nobody else was?
• ▸Your credentials — experience, certifications, past clients. Keep this brief and specific.
• ▸Social proof — a quote from a happy client right in the middle of your About page.
• ▸Your face — a real, professional photo. People hire people. Show yourself.
• ▸A clear CTA — what should they do next? Contact you, book a call, see your work?

The origin story that connects

The most powerful About pages include a genuine origin story. Not "I founded this company in 2018" — but the moment that led you here. "After watching my father spend $8,000 on a website that got no traffic, I decided to figure out why — and then build something better." Specificity creates believability. Vulnerability creates connection.

Credentials without bragging

There's a difference between credibility and bragging. Credibility is specific and verifiable: "12 years building websites for service businesses in the trades." Bragging is vague and self-congratulatory: "Highly experienced and passionate professional." Show your receipts. Drop real numbers, real client names (with permission), real outcomes.

What to leave out

• ▸Your company's founding year (unless it's a credibility signal like "since 1987")
• ▸Your mission statement (unless it's actually human)
• ▸Jargon and buzzwords ("leverage synergies", "best-in-class")
• ▸Stock photos — use real photos of you and your team
• ▸Your entire resume — this isn't LinkedIn