Your About page is one of the most-visited and most-underused pages on your site. Buyers go there to decide whether they can trust you — yet most About pages are a self-indulgent history nobody cares about. Here is how to write one that actually wins business.
Make it about the client, not just you
Visitors care about your story only insofar as it tells them you can help them. Frame your experience and values around the outcomes you deliver for clients, not a timeline of your milestones.
Show the humans
Real names, faces, and a genuine sense of the people behind the business build trust fast. Buyers want to know who they will be working with — see trust signals.
Prove your credibility
Weave in specific results, experience, clients served, and recognition. Concrete proof turns “nice people” into “the right choice”; see copywriting that converts.
End with a next step
An About page that builds trust and then dead-ends wastes the moment. Finish with a clear invitation to take the next step, so interested visitors can act while their confidence is high.
Frequently asked questions
How long should an About page be?
Long enough to build trust and no longer. Lead with what matters to the client and cut the filler.
Should I include team photos?
Yes where you can. Real faces build trust and make the business feel human and accountable.
What is the biggest About page mistake?
Making it entirely about you. Frame your story around the value you create for clients.
Free tools to turn your website into a lead machine
No sign-up, instant results:
📈 Free Website Scorecard — score your site across design, conversion & growth in 90 seconds.
💰 Revenue Calculator — see what a poor-converting website is costing you each year.
Related reading
- Sales and Marketing Alignment for B2B
- Marketing Metrics That Actually Matter for B2B
- Lead Magnets for B2B: What Actually Works
- B2B lead generation strategy
- Free Website Scorecard
- More B2B growth guides
Want help with this? Book a free strategy call.
Need a hand with this?
Pipeline Plan builds websites and automation for businesses on the Mornington Peninsula and across Australia. Tell us what you are working on and we will come back within one business day.
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