Your About page is probably one of the most visited pages on your website, and one of the most neglected. Studies consistently show it ranks second only to the homepage in traffic. Visitors land there with a specific purpose, which is deciding whether they trust you enough to get in touch. Most businesses treat it as an afterthought. That's a significant missed opportunity.
The Biggest Mistake: Making It All About You
The most common About page error is writing it entirely from the business's perspective, listing founding dates, company milestones, and services. The problem is that your visitors don't care about your history. They care about whether you can solve their problem.
Flip the perspective. Your background, values, and experience are only relevant insofar as they benefit the person reading. Frame everything through that lens. Instead of "we've been in business for 12 years," write "12 years of helping small businesses get found online."
What to Include
A human opening that acknowledges the reader's situation. Start by showing you understand what they're dealing with, including the frustration, the goal, and the gap they're trying to close. This immediately signals that you get it.
Who you help and what you help them achieve. Be specific. "I help independent retailers build websites that convert browsers into buyers" is far more compelling than "we work with businesses of all sizes."
Relevant experience and credentials, briefly. A sentence or two. Pick the credentials that are most relevant to your ideal client and leave the rest out. This is not a CV.
What makes your approach different, with specifics. Avoid vague claims like "we put clients first" or "we're passionate about what we do." Everyone says that. Instead, describe something concrete, such as your process, your turnaround time, the way you communicate, or what you refuse to do.
A real photo of you or your team. This is non-negotiable. Actual photos build trust in a way stock imagery never can. Visitors want to see who they're dealing with. A genuine, well-lit photo (even a simple one) will outperform a polished stock shot every time.
One or two testimonials or key results. Social proof on your About page reinforces everything you've just said. A short quote from a happy client, or a specific result you've achieved, does more work than any amount of self-description.
A clear call to action. End with a next step. Whether that's booking a call, sending an enquiry, or viewing your work, tell the reader exactly what to do. Don't leave them to figure it out.
What to Leave Out
Skip the long company history. Nobody reads it. Cut the overly formal language and write the way you'd speak to a client in a first meeting. Remove vague superlatives like "industry-leading" or "world-class"; they add nothing and erode credibility. And never, ever leave the page without a CTA.
How Long Should It Be?
For most solo operators and small businesses, 300–600 words is the right range. That's enough to build trust and communicate your value without losing the reader. Keep paragraphs short. Use subheadings to make it scannable. People skim before they read, so make it easy for them to find what they're looking for. I handle that structure as part of my web design and layout work on client sites.
A Note on SEO
Your About page is a natural place to rank for searches combining your name with your profession, or your profession with your location. Examples include "freelance copywriter Manchester" or "web designer for small businesses Bristol." Work these phrases in naturally without forcing them, and make sure your page title and meta description reflect them too.
An About page works hardest when the copy and the page layout are planned together rather than bolted on afterwards. Send the project brief with your current About page and the clients you want it to reach.
