What Makes a Great About Page? (Hint: It's Not Just Your Origin Story)
When was the last time you updated your About page?
If you're like most small business owners or marketing leads, it's probably been a while. And if you're building a new site, the About page often gets pushed to the end of the to-do list—right after bios, services, and homepage copy.
But here's the thing. Your About page is one of the most important—and most visited—pages on your website.
And no, it's not just a place to recap your company history.
Your About Page Is Where Trust Begins
Visitors don't land on your About page because they want a timeline of your milestones. They land there because they want to understand who you are, what you care about, and why you do what you do.
It's the first step in building credibility, especially in a people-first industry like recruiting, consulting, coaching, or any other professional service. They're not just buying a product. They're trusting a team. They're investing in people.
And that's where the concept of "know, like, and trust" comes in.
This phrase, popularized by author and speaker Bob Burg, is simple but powerful:
"All things being equal, people will do business with, and refer business to, those they know, like, and trust."
So, does your About Page help people get to know you? Like you? Trust you?
Or is it just a long paragraph about your founder's lightbulb moment?
What Visitors Really Want to Know
Think of your About page as a conversation starter. It should introduce your business in a way that feels personal yet professional. You don't have to spill your life story. But you should give people something real to connect with.
Here are a few questions your About page should answer:
Who are you trying to help?
Why does your work matter to you?
What do you believe in?
What's it like to work with you?
Who's behind the brand?
And here's the part most businesses miss: You also need to make it about your reader. Yes, it's called an "About" page. But it's really about why you are the right fit for them.
When your copy strikes that balance—personal yet focused, informative but not overwhelming—you create an instant connection. And that's the beginning of trust.
Avoid These Common About Page Mistakes
Filling it with buzzwords.
"We're passionate about excellence" doesn't mean much unless you back it up with something specific. Skip the fluff. Be real.
Making it all about your company's past.
A quick origin story is fine. But don't stop there. Focus on what you're doing now—and why it matters to the people you serve.
Leaving out the team.
Even if you're a solo founder, people want to see the faces behind the business. Team bios can add warmth and credibility fast.
Not having a clear voice.
Your About page should reflect your values and brand personality. Whether that means polished and professional or more casual and friendly, consistency builds trust.
A Great About Page Makes Everything Else Easier
Once your About page is working, everything else feels smoother. It reinforces your brand voice. It gives potential clients something to relate to. It sets the tone for the rest of the site.
And when you're actively marketing or launching a new product or service. In that case, it's an easy place to point people who are curious about what you do.
This is especially true for service businesses, startups, and recruiting firms—where people are buying into you as much as your solution.
Not Sure Where to Start?
You don't have to figure it all out alone. I created a done-for-you package that includes a professionally written About page and up to four custom team bios. It's called the Team Bios + About Page Bundle. For $550, you'll walk away with copy that reflects your team, your values, and your voice.
No templates. No jargon. Just clear, confident words that help people get to know, like, and trust your business.
Ready to improve your Team Bios and About page?
Contact me to get started - Team Bios + About Page Bundle now
