Let’s be real: most About pages are a snoozefest. A timeline of awards. A wall of “We believe in excellence.” Or worse — 10 paragraphs of company history no one asked for.
But when it’s done right? Your About page can be one of the highest-converting pages on your site. It’s where strangers become leads. Where doubt turns to trust. And where you give people a reason to work with you instead of anyone else.
This post breaks down how to write an About page that actually connects — not just informs. Whether you’re a one-person powerhouse or a growing local team, here’s how to make your About page work harder.
1. Lead with the Value — Not the Resume
Your visitor’s #1 question is: “Can you help me?” So answer that — fast. Don’t start with “Founded in 2012…” Start with a hook that shows you understand their needs.
Example: “At East Cobb Design Co., we help small businesses turn outdated websites into modern, lead-generating machines.”
Instantly relatable. Clear value. No ego.
2. Be Human — Not Corporate
If your About page sounds like it was written by ChatGPT circa 2020, it’s time for a rewrite. People want to work with real people. That means:
- Write how you speak — clear, confident, and warm
- Avoid corporate-speak: “solutions,” “synergy,” “our mission is to…”
- Use contractions (“we’re,” “you’ll”) to sound natural
Pro tip: Pretend you’re writing an email to a good client. That tone? That’s what your About page should feel like.
3. Tell a Story — But Keep It Focused
People love stories — but they better be relevant. Your origin story should tie into why you do what you do, and how it helps your clients today.
Example: “We started East Cobb Design Co. after helping a local bakery go from zero online presence to being booked out weeks in advance. That moment — when a business owner saw their site working for them — hooked us for life.”
It’s short. It’s human. It connects your work to a real-world benefit.
4. Show Faces, Not Just Logos
Your About page isn’t about your company — it’s about the people behind the company.
- Include a photo of you or your team
- Add short bios or personal tidbits (hobbies, favorite coffee spot, whatever)
- If you’re a solo business owner, lean into that. It builds intimacy.
Why it matters: People do business with people they like. Showing your face makes you 10x more relatable and trustworthy than a logo or stock photo ever could.
5. Include Social Proof
Your homepage isn’t the only place for testimonials. Sprinkle a few short, punchy quotes on your About page to back up what you’re saying.
Better yet, include quotes about working with you — your communication style, your process, your responsiveness.
6. Add a Call to Action
Yes, your About page should have a CTA. If someone reads your story and feels connected, give them the next step:
- “Let’s talk — schedule a free consult”
- “See what we’ve done for others”
- “Check out our latest projects”
Position it like: “If this sounds like what you need, let’s chat.” Low pressure, high clarity.
7. Optimize for Skimming
No one is reading your site word-for-word. Structure matters.
- Use short paragraphs
- Add headlines and bold text for key ideas
- Use bullet points, pull quotes, and visual breaks
This makes it easy for someone to scan the page and still feel your personality.
8. Don’t Overthink It — Be Clear and Real
Your About page doesn’t need to win a Pulitzer. It just needs to connect. Keep it honest, keep it clean, and don’t be afraid to let your personality show.
When in doubt, ask yourself: “Would this make a real person feel closer to trusting me?” If not, rewrite it.
At the end of the day, the About page is more than a bio — it’s a conversation starter, a trust builder, and one of your site’s best sales tools.
