How to Write an About Page That Actually Converts

Most About pages are either a wall of corporate jargon that says nothing, or a brief bio that stops short of giving visitors any reason to get in touch. Neither works. Done well, your About page builds trust, explains your values, and gives potential customers the reassurance they need to take the next step.

The secret is that an About page isn’t really about you — it’s about how you help your customers. Everything on the page should be framed around the value you provide, the people you serve, and the evidence that you can deliver on your promises.

Start With Your Customer, Not Your History

The most common mistake on About pages is opening with the company’s founding story. Unless you were founded in particularly dramatic circumstances, visitors don’t care about 1987. They care about whether you can solve their problem.

Open with a clear statement of who you serve and what you help them achieve. Something like: ‘We help independent retailers in the East Midlands compete online — without the complexity or cost of big agency fees.’ That immediately tells the right visitor: this is for me. Your founding story can come later, once you’ve established that you understand their world.

Build Trust With Specifics

Vague claims destroy trust. ‘We’re passionate about excellence’ and ‘we put customers first’ are phrases every business uses, which means they signal nothing. Replace them with specifics: how many clients you’ve worked with, what results you’ve helped achieve, how long you’ve been operating, and what makes your approach different in concrete terms.

Photos of your team make a significant difference. Real faces are among the most powerful trust signals on a website — they transform an anonymous business into real people. If you work alone, a professional headshot combined with a short personal bio explaining your background and why you do what you do can be more effective than any amount of polished copywriting.

Credentials, awards, memberships, and notable clients all belong on this page too. Don’t bury them in a sidebar — if you’re a member of a relevant professional body or have won an industry award, these belong prominently on your About page where they reinforce credibility at the moment a visitor is deciding whether to trust you.

End With a Clear Call to Action

Many About pages simply end, leaving the visitor with nowhere obvious to go. Every About page should close with a clear next step: contact us, book a free consultation, see our work, or read our case studies. Match the call to action to where the visitor is in their journey — someone reading your About page is likely warm, so a direct invitation to get in touch is appropriate.

At Xpose, we often see About pages that are too long and unfocused. Keep it concise — aim for something a visitor can read in two to three minutes — but make every paragraph earn its place by adding trust, clarity, or a reason to act.