The "About" page: what to write on it

People open the "About" page when a service has already caught their interest and they are deciding whether they can trust you. So it is not a page for self-admiration, but a continuation of the conversation with the client. Below - what to write on it and what to avoid.

Why does a website need an "About" page?

The service description answers the question "what do you do." The about page answers the question "who are you and why can I trust you with the task." For services where the client deals with people, not with an automated service, this question is decisive.

If the page is empty or made of general words, a person leaves with the feeling that the website has no people behind it.

Where do you start the text about the company?

Start not with the history and mission, but with how you are useful to the client. Answer briefly:

Who you are - what you do, in which niche and for whom.

How you differ - your approach, specialization, what competitors do not have.

How you work - what the client gets when working with you.

History and values fit further on, when the person has already understood the main thing.

What should you say about the team?

The client wants to see the people they will work with. Show:

Faces - real photos, not stock models.

Roles - who is responsible for what and who the client talks to.

Short description - experience and specialization without loud titles.

I wrote about why real photos work better than stock ones in the article Website photos: your own or stock images.

How do you show experience without overpraising yourself?

Experience convinces when it can be checked. Instead of general words, show facts:

Case studies - projects with the task, solution and result. I wrote about how to describe them in the article Case studies on a website: how to describe a project so it sells.

Clients - company names, if they do not mind.

Reviews - real ones, with a link to the source. More in the article Reviews on a website: how to collect and show them honestly.

Documents - certificates and diplomas, if they matter in your niche.

If you write about the number of projects or clients, state only what you can confirm.

Do you need a company history?

A history fits if it explains your approach: why you work the way you do, what sets you apart. A short paragraph about how the company came about and what you have learned makes it feel alive.

The client does not need a long chronicle. If the history says nothing about your approach, you can cut it down to a few lines.

What mistakes come up on an about page?

The page loses trust if it has:

Template phrases - "a team of professionals," "an individual approach," "high quality" without proof.

Mission for the sake of a mission - nice words that do not explain what you do.

Stock photos - strangers instead of your team.

No next step - the person has read to the end and does not know what to do next.

How should you end the page?

The about page should lead to action. At the end, give the person a clear next step: a link to services, an inquiry button or contacts.

If a person has read the page to the end, they are interested. Do not make them search for how to contact you.

How much does a website with an about page cost?

A landing page - from $190, a multipage website - from $490, a complex project - on request. On a landing page, a separate block tells about the company; on a multipage website, a separate page does. The article Landing page or multipage website: what your business needs will help you decide on the format.

If you do not know what to write about your company, write to me - I will ask questions and help put the text together.