Website Tips & Advice

Tips for Writing Your About Page

Your About page is where your business becomes more personal. It gives potential customers a chance to understand who is behind the company, why you do what you do, and why they should feel comfortable working with you.

A strong About page is not simply a résumé or a complete history of the company. It should tell the parts of your story that help a customer understand your experience, values, personality, and approach to doing business.

A useful rule: tell your story, but keep answering the customer's unspoken question: “Why does this matter if I am considering doing business with you?”

Show the People

Help visitors see that there are real people behind the business. Introduce the owner, team, family, or people customers are likely to interact with when it makes sense.

Tell the Useful Story

Share how the business started, what shaped it, or why you chose the work you do. Focus on details that help explain the business customers see today.

Build Confidence

Use specific experience, values, qualifications, specialties, community connections, or other truthful details that help people feel more comfortable choosing you.

What to Include on Your About Page

You do not have to use every idea below. Choose the details that help a potential customer understand your business and feel more confident about working with you.

Start With What Customers Should Know

Open with a clear introduction to the business and the people you serve. Give visitors a reason to keep reading before moving into dates, history, or background information.

Explain How the Business Started

If your origin story adds meaning, share it. You might explain a problem you wanted to solve, experience that led you into the industry, or why you decided to start the company.

Introduce the People Behind the Work

Names, faces, roles, and short personal details can make a small business feel more approachable. Focus on information customers are likely to appreciate rather than turning the page into a collection of long résumés.

Share What Guides the Business

If values such as craftsmanship, responsiveness, honesty, education, service, or community involvement genuinely influence how you work, explain what those values look like in practice.

Include Relevant Experience

Years in business, industry experience, training, licenses, certifications, specialties, or other appropriate qualifications can strengthen the page when they are accurate and relevant to the customer.

Show Your Local Connection

If being locally owned or connected to a particular community matters to your customers, say so. Your About page is a natural place to explain where you work and your connection to the area.

Use Real Photos When You Can

A genuine photo of the owner, team, workplace, equipment, or business can reinforce the personal nature of the page. Choose current images that accurately represent the company.

End With a Natural Next Step

Once visitors know who you are, help them continue. Depending on the business, the next step may be exploring services, requesting a quote, scheduling an appointment, or getting in touch.

Specific Details Are More Believable Than Big Claims

Instead of writing “We are passionate about providing the best service in the industry,” explain what customers can actually expect. A statement such as “We started the company to give local homeowners a straightforward place to get clear answers and dependable service” tells the reader more about how the business thinks and works.

Your About Page Checklist

✓ The page clearly explains who is behind the business.

✓ Your business story includes details that matter to potential customers.

✓ Your values are explained with real meaning instead of generic claims.

✓ Experience, qualifications, or specialties are accurate and relevant.

✓ The writing sounds natural and appropriate for your business.

✓ Photos and team information are current.

✓ The page gives visitors an obvious way to continue exploring or contact you.

About Page Mistakes to Avoid

Turning it into a complete autobiography: your story can be personal without including every chapter of your life or company history.

Using only generic claims: words such as “quality,” “integrity,” and “excellence” become more meaningful when you explain how those ideas affect the way you work.

Making the page sound overly corporate: small businesses often benefit from writing that sounds like real people rather than formal company boilerplate.

Listing credentials without context: explain why an important qualification, specialty, or amount of experience matters to the customer.

Leaving old information in place: update former employees, outdated photos, old locations, inaccurate experience totals, and other details that no longer represent the business.

Common Questions About Writing an About Page

Should my About page be written in first person or third person?

Either can work. First person can feel especially natural for an owner-led business, while third person may fit a larger team or a more formal brand. Consistency and clarity matter more than choosing one universal style.

How long should an About page be?

There is no required length. Include enough information to tell a useful story and establish confidence, but remove details that do not help a customer understand the business. Clear sections and headings can also make a longer page easier to read.

Do I need to include a photo of myself?

No, but a current, appropriate photo can make an owner-led business feel more personal and recognizable. Team photos, workplace photos, or other genuine business images can serve a similar purpose when they fit the company.

Should I include personal information?

Only when it is relevant and you are comfortable making it public. A few appropriate personal details can add personality, but you do not need to publish private information simply to make the page feel authentic.

Should the About page focus on me or the customer?

It should do both. The page exists to tell visitors about you, but the strongest details also help them understand what your background, experience, personality, and approach mean for the experience they can expect as a customer.

Let People See the Business Behind the Website

A good About page does not need an extraordinary origin story. It needs an honest one. Explain who you are, what shaped the business, what matters in the way you work, and why those things are relevant to the people considering hiring or buying from you.

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