How to Write an About Page That Connects With Customers

Visitors go to your About page because they're making a decision about whether to trust you. The question running through their mind isn't "what is this company's history?" — it's "are these people for me?" Everything about your About page should be designed to answer that question clearly and warmly.

The Most Common About Page Mistake

The most common About page mistake: making it about yourself instead of about your customer. Your founding year, your credentials, your awards — these are context, not connection. The businesses that write the most effective About pages understand that even on the page literally called "About Us," the real subject is the customer.

The Structure That Works

• ▸Open with your mission in one sentence — "We help [who] achieve [what] so they can [outcome]."
• ▸Tell the origin story — not "we were founded in 2020" but the moment or problem that sparked you
• ▸Describe who you serve specifically — naming your ideal customer makes them feel recognized
• ▸Share your approach or values — what makes how you do things different?
• ▸Add a real photo of yourself or your team — people hire people, not companies
• ▸End with a clear next step — what should someone do after reading this page?

Writing the Origin Story

The most powerful About pages include a genuine origin story — the specific moment or experience that led you to start this business. Specificity is what makes it believable: "After spending three years watching small restaurants fail not because of bad food but because they had no online presence, I decided to build the tool I wished they had." That's a story. "We're passionate about helping businesses grow" is not.

Tone and Voice

Write your About page the way you'd introduce yourself to a potential client at a networking event — professional but human, confident but not boastful. Read it out loud before publishing. If it sounds like a press release, rewrite it. Your About page should sound like you.

Keep It Alive

Update your About page at least once a year. Your business evolves — your About page should reflect who you are now, not who you were when you launched. Add new team members, update your client focus as it sharpens, refresh the photo. An About page with a team photo from 5 years ago signals that the business hasn't been tended to — not the message you want to send.