How to Write a Compelling About Page That Builds Trust and Wins Clients

The About page is consistently one of the highest-traffic pages on a service business website — often second only to the homepage. People go to About pages when they're seriously considering working with you. They want to know who you are, whether they can trust you, and whether you're the right fit. Yet for most businesses, the About page is the most neglected page on the site: a few paragraphs of corporate boilerplate, a stock photo, and a list of founding dates that tell the visitor almost nothing useful.

A well-crafted About page is one of the most valuable conversion assets your website has. At Xpose, we redesign About pages for clients as a standalone project because the impact on enquiry rates is so consistently strong. This guide explains what your About page needs to do, what to include, and how to structure it so that the visitors most likely to become clients feel confident enough to get in touch.

What Your About Page Is Really For

Most businesses write their About page as if it's a CV — a chronological account of when the company was founded, how it's grown, and what it does. This entirely misses the purpose. The visitor already knows roughly what you do — they found your website through a search related to your service. What they're trying to establish is whether they can trust you, whether you understand people like them, and whether working with you will be a good experience.

Your About page should answer three implicit questions: who are the people behind this business (are they real, credible, and relatable?), why should I choose them over their competitors (what's genuinely different or better about them?), and will I enjoy working with them (do they communicate in a way I respond to?). Notice that none of these questions are answered by founding dates or lists of services — they're answered by personality, specificity, and evidence.

What to Include on Your About Page

Start with a lead paragraph that immediately communicates who you serve and what your approach is — not "we are a Norwich-based web design agency" (obvious, and says nothing), but "we build websites for local professional services firms who've outgrown their current site and want something that consistently generates enquiries." This immediately tells the right visitor they're in the right place. Follow with information about the people: names, roles, photos, and brief genuine descriptions that show personality, not just credentials.

Include your story — but make it relevant to the customer, not just interesting to you. Why did you start the business? What problem were you trying to solve? What do you believe about your industry that makes you do things differently? Then add social proof: specific client outcomes, review scores, number of projects delivered, or notable clients and sectors. Finish with a clear call to action — "Ready to work with us? Here's how to get started" — linked to your contact page or an introductory call booking.

Tone, Photography, and Common Mistakes to Avoid

Tone is everything on an About page. Write as if you're talking to a prospective client in a first meeting — honest, confident, and warm, but not boastful or jargon-heavy. Read every sentence and ask: would a human being actually say this? If it sounds like a press release, rewrite it in plain English. Avoid corporate buzzwords like "synergy," "solutions," "leverage," and "passionate" — these are so overused as to be meaningless and they signal exactly the kind of generic, undifferentiated business that careful buyers learn to avoid.

Photography makes an enormous difference on About pages. Real photos of the actual team — ideally candid shots that show personality as well as formal headshots — build far more trust than stock photography of "business people." If you work from a real premises, show it. If you attend events or work on location, show that too. The single most common mistake on About pages is the absence of real people entirely — businesses that hide behind their brand, with no names and no faces, immediately raise questions about transparency. At Xpose, every About page we design puts real people front and centre, because that's what the research consistently shows converts best.