Most business owners dread writing their About page. It’s the digital equivalent of being asked, “So, tell me about yourself,” and freezing halfway through your own name. You either ramble on about your background or clam up completely.

The good news? Your About page doesn’t have to be awkward — and it definitely doesn’t have to be all about you. In fact, the secret to a great About page is flipping the focus so it’s really about your customer.

This post is part of our Website Content Series. If you missed the previous one, start there — it explains why you should build your site’s content in the right order before even touching your homepage.

Why the About Page Matters More Than You Think

When visitors click “About”, they’re not nosy — they’re cautious. They’re looking for reassurance. They want to know there’s a real person (or team) behind the brand, that you’re credible, and that you understand what they need.

In short, your About page is a trust-builder. It’s where strangers decide if you’re someone they’d like to work with, buy from, or contact. It bridges the emotional gap between curiosity and commitment.

Think of it as your digital handshake. Not too short, not too long — confident, friendly, and human.

It’s Not a CV — It’s a Connection Builder

Too many About pages read like CVs or press releases: “Founded in 2010, we pride ourselves on excellence, innovation, and quality service.” You can almost hear the tumbleweeds rolling through.

Instead, your About page should sound like a conversation. You’re not applying for a job — you’re inviting someone into a relationship. Focus less on listing qualifications and more on showing understanding.

For example:

Weak: “HIA Web Design was founded in 2010 and has over 25 years’ experience in the web industry.”

Better: “I’ve been building websites since the days of AOL dial-up. What started as a hobby became HIA Web Design — now helping over 200 UK businesses build websites that actually work.”

One sounds like a brochure; the other sounds like a human. People connect with people, not bullet points.

Start With Your Reader, Not Yourself

The first line of your About page shouldn’t be about you at all. It should be about the visitor. They’ve clicked to learn whether you “get” them — so start by showing that you do.

For example:

“You need a website that looks professional, ranks well on Google, and doesn’t give you a migraine to update. That’s exactly what I help businesses like yours achieve.”

Only then do you introduce yourself. This simple flip instantly reframes the page around their needs, not your résumé.

What to Include on a Strong About Page

Let’s break it down. A great About page typically includes these five elements:

1. A Customer-Focused Opening

Lead with empathy — describe your customer’s pain points, problems, or goals. This shows you understand their world before you ever talk about your own.

2. Your Story (Briefly!)

Now it’s your turn. Tell them who you are, how you got started, and why you care about what you do. Keep it human and conversational — not a corporate timeline of events. One or two short paragraphs are usually enough.

3. What Makes You Different

Every business says they’re friendly, reliable, and professional. That’s table stakes. What’s your real differentiator? Maybe it’s your process, your personal touch, your local expertise, or your long-term support. Spell it out clearly — and back it up with evidence where possible.

4. Proof and Credibility

Add in any credentials, awards, or trust signals — but don’t just list them. Explain what they mean for your customer. For instance, “As a verified WordPress professional, I make sure your site runs smoothly and securely.”

5. A Call to Action

Every About page should end with a next step. People are often most ready to act after they’ve read your story. Guide them toward what to do next — whether that’s getting in touch, viewing your services, or reading your latest posts.

The Power of Personality

It’s tempting to write like a business — formal, polished, detached. But your personality is what sets you apart. Don’t strip it away. Whether you’re a solo designer, a tradesperson, or a growing company, people buy from people they like and trust.

Inject warmth into your writing. Use “I” or “we” naturally. If you’re known for being straightforward and honest, let that tone shine through. If you have a touch of humour or local charm, include it — it makes you memorable.

Think of tone as your written body language. It tells readers more than your words alone ever could.

SEO Bonus: About Pages That Rank

Most About pages quietly pull in search traffic, especially for branded or local terms. Include natural mentions of who you are, where you’re based, and what you do.

For example: “I’m Virginia, founder of HIA Web Design in Sale, South Manchester. I help businesses across Manchester, Cheshire, and beyond with professional web design, hosting, and SEO.”

This line alone gives Google context about your business, while still sounding perfectly natural to a human reader.

How to Keep It Real (and Avoid Cringe)

Skip clichés: Words like “passionate,” “innovative,” and “cutting-edge” mean nothing without proof. Show, don’t tell.
Use real photos: Stock images make your About page feel generic. Even a well-lit phone photo of you at work is more authentic.
Tell a true story: Why did you start your business? What problems were you trying to solve? Real motives resonate.
Keep it short: Aim for 400–600 words. Anything longer feels like oversharing; anything shorter feels impersonal.

Formatting for Readability

Break your content into small, scannable sections. Use headings, bullet points, and short paragraphs. The easier your page is to read, the longer visitors will stay on it — and the more likely they’ll click through to other pages.

Consider adding a testimonial or short quote here too — something that reinforces what you’ve said about your values or service quality.

“Ginny made building our website easy. She explained everything clearly, never used jargon, and really cared about getting it right.”

— A real HIA Web Design client

Bring It All Together

Your About page is your chance to humanise your business. It’s not about bragging or listing credentials; it’s about building connection and trust. When done right, it makes visitors think, “Yes — these are my people.”

Write it like you’d speak to a potential client in person: honest, confident, and focused on how you can help. Once that page feels solid, your next step is your Services page — the practical follow-up that turns trust into action.

If you missed the earlier posts in this series, you can catch up with Your Homepage Isn’t the Star of the Show and Write These Pages First.

Next up: we’ll dive into The 5 Most Overlooked Pages That Can Make or Break a Website — and why skipping them can quietly cost you customers.

Until then, take another look at your About page. If it feels stiff or self-centred, rewrite it as a conversation. Talk to your reader, not at them — and you’ll be amazed how much stronger your message becomes.