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Here are six practical tips to write an About page that builds trust, connects with visitors, and sets your brand apart.
Your About page is more than just a place to share your story - it’s a key part of building trust with potential customers. When someone lands on this page, they’re likely curious about who you are, what you do, and whether your business is the right fit for them. In this guide, we’ll cover the basics of what makes a great About page, from the content to the tone of voice, and we’ll look at real-life examples from businesses that are doing it right.
An About page that resonates with your audience can make your business feel more relatable and memorable. It’s a chance to connect on a human level and show why you’re passionate about what you do. Let’s dive into some practical tips on how you can make that connection with your visitors.
Your introduction should capture your brand’s vibe right away. Whether it’s a catchy tagline or a quick sentence that sums up what you’re all about, make it engaging. Think of this as your elevator pitch - it should be short, punchy, and give visitors a reason to keep reading.
Bash Boxing’s About page uses a great hook that’s full of energy:
“Feel the Beat. Pack the Punch. Lights Go Down. Music Comes Up. #JustBash”
You can imagine being in the classroom, fully immersed in the intensity of the moment. That’s what a good hook can do.
Practical Tip #1: Start with a compelling headline or opening sentence that reflects the emotion and energy behind your business.
People connect with stories. Share why you started your business and what drives you to keep going. Did you notice a gap in the market? Were you inspired by a personal experience? Whatever it is, be real about it. Showing the human side of your business makes it more approachable and memorable.
Tari Cash shares her story behind starting CitySwing. She learned golf as a teenager in order to surprise her father with a memorable Father’s Day golf experience! She mixes some humor in while describing her developing love for the game and its business and relational elements, which inspired her to start her own company.
Practical Tip #2: If you founded your business, tell the story about what led you to take that step. Whether it was a memorable experience or a deep-rooted desire to solve a pain point, giving that personal insight allows visitors to connect with you.
Your core values guide how you operate. Whether it’s quality, community involvement, or innovation, highlight what sets your business apart. Don’t just list your values; explain why they matter to you and how they impact your work.
For Virginia Dance Center, clearly presenting their vision, mission, and values is a priority. They’ve put real thought into what drives them, what they hope to offer others, and the values that keep them grounded along the way.
But you don’t have to go this in-depth if it doesn’t feel right. There’s still a lot of value in simply stating your mission - like Karen Pryor Academy does on their About page when introducing their animal training and behavior school.
Practical Tip #3: If you haven’t written out your mission statement yet, now’s a great time to try. It can bring clarity to your core purpose and act as a guiding star to keep your business on track. And if you already have one, be sure to include it!
Your team is a big part of your business’s story. Whether it’s just you or a small team, put faces to the names. Short bios or quick fun facts about team members make your brand feel more human. Adding a bit of personality here goes a long way.
A Plus Tennis features coach headshots with a consistent background, giving the About page a clean, polished look.
When you click on a profile, a modal pops up with their email, phone number, and a short blurb. You’re more likely to trust a business when you can see there are genuine people behind it.
Practical Tip #4: If you're in the service industry, make sure to show your face. Use casual, conversational language when introducing your team to make your business feel more relatable.
People feel more confident when they know others have had positive experiences with you. Include short customer quotes, awards, or accomplishments to show that you’re credible and trustworthy.
We revisit Virginia Dance Center’s About page where they’ve also included a section with custom icons and quick stats about their experience, class offerings, and number of students they’ve taught.
Practical Tip #5: Gather your best customer reviews and showcase three of them on your page. Alternatively, spotlight a few key achievements or milestones that set you apart from the competition.
Your About page should reflect your brand’s voice. If your vibe is casual and friendly, write like you’re chatting with a neighbor. If it’s more professional, aim for polished but approachable.
The tone of voice for The Outer Limit’s About page is imaginative and slightly dramatic with a touch of sci-fi flair. This gaming lounge aims to evoke a sense of wonder and escapism. Phrases like "celestial haven," "unveiling," and "journey through space and time" give it a thematic feel.
It continues on in this voice by telling their origin story with chapter labels like “The Genesis” and “The Cosmic Vision.” Whatever feeling you want to leave the visitor with, make sure it comes through in your writing.
Practical Tip #6: Swap out formal language for something more conversational. Instead of “Our mission is to provide exceptional customer service,” try “We’re here to make your experience great - every time.”
With these practical tips in mind, remember to keep it clean and visually appealing. A wall of text is intimidating, so break it up with images, headers, and short paragraphs. Use visuals that reflect your brand’s personality, whether it’s behind-the-scenes shots, team photos, or visuals of your work.
And don’t leave visitors hanging. After they’ve read about you, guide them toward the next step. Whether it’s checking out your services, browsing your portfolio, or getting in touch, include a clear call-to-action.
Your About page isn’t just about you, but it’s about why your business matters to your customers. Take the time to craft a page that feels personal, genuine, and inviting. Whether you’re a solo entrepreneur or leading a small team, showing a bit of your personality can make your brand stand out.
