How to Write an About Page That Actually Builds Trust

Your About page isn't a vanity project. It's one of the most visited pages on your website — and it's where potential customers decide whether to trust you enough to buy.

The problem is that most About pages read like corporate waffle. They're either too self-focused, too vague, or so jargon-filled that nobody understands what the business actually does.

This guide shows you how to write an About page that builds real trust with your audience.

Why About pages matter (more than you think)

People don't buy from businesses. They buy from people they trust.

Your About page is often the place where a stranger gets to know you as a person, not just a logo. It's where they answer questions like:

• Who actually runs this business?
• Do they know what they're doing?
• Are they like me?
• Will they understand my problem?
• Can I trust them with my money?

Get this right, and you'll turn curious visitors into confident customers. Get it wrong, and they'll click away to a competitor.

The seven things your About page needs

1. Who you are (and who isn't you)

Start simple. Say your name and what you do. Use plain language.

Bad: "We're a solutions-oriented, customer-centric digital transformation partner."

Good: "I'm Sarah. I help independent hairdressers get more bookings through Instagram and Google."

Notice the second one tells the reader immediately whether you're the right fit. That's intentional.

2. Why you started this business

This is your origin story, and it matters.

Customers want to know you're in business for a real reason, not just to make money (even though that's fair enough). What problem frustrated you? What gap did you spot? What was happening in your life when you decided to start?

Keep it honest. You don't need a dramatic narrative. "I spent five years in recruitment and realised small companies were getting ripped off by expensive agencies. So I started my own" works perfectly.

3. What you've actually achieved

This is where you build credibility. But be specific and honest.

Vague: "We've worked with hundreds of happy clients."

Specific: "I've helped 47 yoga teachers fill their classes. On average, they've increased bookings by 30% in the first three months."

Include numbers where you have them. Include client types you've worked with. If you've won awards or been featured somewhere, mention it (without bragging).

4. What makes you different

Not in a generic "we care about quality" way. In a real, specific way.

Maybe you:

• Work exclusively with one type of business (and turn others down)
• Have a method or framework nobody else uses
• Come from a different background that gives you unique insight
• Charge differently than competitors
• Have a philosophy about how work should be done

Honestly show what makes you tick. This helps the right customers find you and the wrong ones self-select out.

5. A photo of you (or your team)

This matters more than you'd think. A professional headshot or casual team photo makes you real. It builds connection.

If you're nervous about your photo, that's normal. But a genuine, friendly photo beats no photo every time. Avoid: stock images that look like everyone else, overly formal corporate shots, or photos where you look miserable.

6. What you believe

Not your religious beliefs — your professional ones.

What do you think is wrong with your industry? What do you think gets overlooked? What's your approach to working with clients?

Examples:

• "I think small businesses shouldn't have to choose between affordable and good quality."
• "Most accountants make tax unnecessarily complicated."
• "The best marketing isn't about fancy tactics. It's about genuinely helping people."

This tells people how you operate.

7. A clear next step

Don't just tell your story and disappear. Tell them what to do next.

"Get in touch" or "Buy now" aren't good enough. Be specific:

• "Book a free 30-minute call to discuss your project"
• "Email me with your biggest marketing headache and I'll give you one quick idea"
• "Download my free guide on X"

How to structure your About page

1. Headline: One sentence that sums up what you do and who it's for
2. Your story: 2-3 short paragraphs. Why you started. What you realised. What you do now.
3. Your credentials: What you've achieved. Results. Numbers. Experience.
4. Your approach: How you work. What you believe. What makes you different.
5. Call to action: One clear, specific next step

Three common mistakes to avoid

Making it all about you. Readers care about themselves. Show how your story connects to their problems.

Being too formal. Write like you speak. Use "I" and "you". Short sentences. No corporate jargon.

Being too humble. Yes, be honest. But don't apologise for your achievements or downplay your experience. You've done things worth sharing.

Testing what actually works

Here's the honest bit: you might not get this perfect first time. That's fine.

After you've published your About page:

• Check your website analytics. How many people visit it? How long do they spend there?
• Ask customers (the ones you've actually converted) what made them decide to work with you. Was it your About page? What part specifically?
• If people aren't sticking around, something's not working. Rewrite it. Be more specific. Cut the fluff.

One final thought

Your About page should feel like a genuine introduction to a person, not a corporate press release.

Read it aloud. Does it sound like you talking? If not, rewrite it. Your real voice is more trustworthy than any polished language.