Introduction
Your About page is often the second most visited page on your website (second only to your Home page), but to many businesses it's just an afterthought. Here's why that's costing you customers and what you can do about it.
Why your About page matters more than you think
If you're like many business owners, you probably think the About page on your website is just there to pad the site out a bit. You probably use it to show how you've built your business and the hardships you've overcome on the way. You make it all about you.
In reality, it's far more important than this. Your About Page is one of the most visited pages on your site and it should build or the trust you created on your Home page (you did create trust there, didn't you?). It can be a deal maker if done right, or a deal breaker if not.
Prospects will visit your About page looking to confirm your credibility and understand your ethics and what's important to you. They may not realise that's what they're doing, but it is. So, make sure you give them what they (subconsciously) want.
What to put on your About page
1. Your story - but don't make it about you!
Prospects don't want a CV. They want to know why they can trust you to solve their problems. So, focus on why you started your business and how your experience before and since has given you a unique angle (aka USP).
2. What you actually do
Use this section to show what products/services you offer, and to whom.
• Don't assume the reader understands you offering yet, so outline it again, in easy-to-read language.
• Make it clear who your ideal customer is - by industry or business types.
• Explain which geographic areas you cover. Don't just provide a long list of towns - search engines may see this as an attempt to 'play the algorithm' and penalise you. Instead, include your areas within a paragraph of text, as though you were having a conversation.
For example: "WhiteStar has been serving UK SMEs since 2012. Our home base near Wellingborough gives us strong connections throughout Northamptonshire. We work face-to-face with clients in Northampton, Kettering, Corby, and Daventry, We extend our services to nearby business communities in Milton Keynes, Bedford, Leicester, and Peterborough, but can work equally well with businesses anywhere in the UK (and beyond). While our roots are local, we deliver comprehensive WordPress solutions to ambitious businesses across the UK."
3. Explain why you're different
This is an opportunity to present your USPs. Focus on business outcomes rather than just presenting a list of features. Tie your USPs to reasons why your prospect should care. So instead of "we're the largest UK manufacturer-of widget-x", say "As the premier UK manufacturer of widget-x, we can guarantee a faster turnaround at a lower cost". Sell the sizzle, not the sausage.
4. Credibility & social proof
Cement that trust even further by highlighting how long you've been in business, number of customers served, accreditations, awards, etc. Just list the most impressive/important, but relevant ones, to avoid overwhelm.
Client reviews/testimonials are crucial too. Name clients and companies (if you're allowed to) and include their logos. If possible, get video testimonials. These provide the most credibility as they are quite hard to fake. Also, local business communities are usually close-knit, and chances are your prospect will know the person who left the testimonial and so know it's genuine.
5. Introduce the team - as humans
It's so true that people buy from people. If you have a team, showcase them - show each person with a photo. Explain what their experience brings to the party and how it benefits the customer. But also talk about their life outside work - do they like knitting, video games or competing at athletics for the county? It all helps to build your credibility.[br]
If you don't have a team, just talk about the human side of yourself. If you're a solopreneur, but outsource to a small group of trusted partners, consider including them on your team page (but get their approval first).
6. Outline your approach and values
Answer the question "What's it actually like to work with you?". Explain (briefly):
• How you work with your customers. Avoid those horrible vague, meaningless mission statements like "We believe in putting customers first and delivering quality work". Be specific to you. For example, "We answer the phone. Sounds basic, but you'd be surprised how many web agencies don't. When you call, you'll speak to one of the team, not a call centre or AI bot.". Address issues and questions that prospects may have about working with you.
• Your business philosophy and approach. Tell them what drives your decisions; what makes you different and what things you refuse to do (like cut corners to save time).
• What the customer can expect when working with you. Be specific about commitments, communications and your behaviour. This can help position you as a partner, not a vendor and separate you from the competition.
• Things that you won't do. For example, "We won't take on a project that we can't deliver well. If it's something we can't do properly, we'll tell you upfront."
7. Next steps - the most important bit
This section is crucial. They've taken the time to read your About page, and they like what they've seen. Make it easy for them to take the next step
• Know what you want your prospects to do next - book a meeting, fill in a form, call you, etc. - and put it into a strong CTA. Don't say "feel free to contact us." Have a button that says "Book your free 30min Discovery call now"
• Provide multiple ways to contact you - Phone number, email address. WhatsApp, contact form and booking link (such as Calendly, Tidycal, etc.).
• Make it clear what happens after they get in touch. Specify how long before they get a response (e.g. phone call - call back same day, email reply within 24 hours, etc.).
• Be specific about the full process - e.g. "we'll send you a proposal within 3- 5 days". Making your process transparent shows that you've organised and this will further help to gain trust.
About page checklist
Here's a handy reminder of things to put on your About page:
✅ An origin story that resonates with your prospects and relates to their needs
✅ A clear explanation of what you do
✅ 3-5 things that make you stand out from the crowd
✅ Show your credibility with experience, accreditations and testimonials
✅ Show your team (with photos), what they add to the mix and their human side
✅ Explain your values and ways of working
✅ End with a strong call to action and multiple ways to take the next step
Conclusions
Hopefully you now understand that your About page isn't just a page of waffle that's all about you - it's the next step to deepen your trust with the prospect. It's a critical step in the sales process.
Remember that the About page is often the second most viewed page on a site. Don't waste that opportunity to connect with your reader
Getting your About page right can make a big difference to your conversion rate.
Want an About page that actually converts?
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