Why Your About Page Matters More Than You Think
Many business owners treat the about page as an afterthought, something to fill in after the "important" pages are done. This is a mistake. Analytics consistently show the about page ranking in the top three most visited pages on business websites, often second only to the home page.
The reason is simple. People buy from people they trust. When a visitor is considering your business, especially for services that involve coming to their home or handling their money, they want to know who they are dealing with. Your about page is where that trust is built or lost.
What Visitors Actually Want to See
Business owners often write about pages that are really just company timelines or mission statements. Visitors do not care about either of those things nearly as much as they care about a few specific questions.
Who Are the People Behind This Business?
Real photos of your team beat stock photography every time. Include names, roles, and a short bio that shows personality. Visitors want to see the humans they will be working with, not a faceless corporation. Even if you are a one-person operation, showing your face and telling your story creates a connection that a logo alone cannot.
Why Does This Business Exist?
Not a corporate mission statement, but the real story. Why did you start this business? What problem were you trying to solve? A Tucson landscaper who started the company because he loved transforming neglected yards into outdoor living spaces tells a more compelling story than "Our mission is to provide exceptional landscaping services." Be genuine and specific.
What Makes You Different?
Visitors are comparing you to competitors. Your about page should make clear what sets you apart. This could be your experience, your approach, your specialization, or your commitment to something specific. Avoid generic differentiators like "quality" and "customer service" that every competitor also claims. Focus on what you genuinely do differently.
Can I Trust This Business?
Certifications, licenses, years in business, number of customers served, awards, professional memberships, and community involvement all contribute to trustworthiness. Include these as concrete details rather than vague claims. "Licensed, bonded, and insured with 15 years serving Tucson" is more convincing than "We are experts in our field."
How to Structure Your About Page
A well-structured about page flows naturally from introduction to trust-building to next steps. Here is a proven structure that works for most businesses:
- Opening statement. One or two sentences that capture what your business does and who it serves. This is for visitors who skim.
- Your story. Two or three paragraphs covering why the business exists, what drives it, and what it has accomplished. Keep the focus on the customer benefit, not just the founder's journey.
- Team section. Photos, names, and brief bios. This is one of the highest-engagement sections on any about page.
- Credentials and proof. Certifications, awards, years in business, customer counts, and notable projects or clients.
- Values or approach. One short section on how you work. This is where you can mention quality standards, guarantees, or your process.
- Call to action. End with a clear next step. "Ready to work with us? Contact us today" with a link to your contact page or booking form.
Common About Page Mistakes
- Writing in the third person. "XYZ Company was founded in 2015" feels cold and corporate. "We started XYZ in 2015 because..." feels like a conversation. Use first person (we, I, our) to create warmth.
- No photos of real people. Stock photos of smiling business people in suits undermine trust. If you do not have professional photos, even candid smartphone photos of your actual team are better than stock images.
- Wall of text with no structure. Long, unbroken paragraphs cause visitors to bounce. Use headings, short paragraphs, and visual breaks to keep the page scannable.
- Making it all about you. The irony of the about page is that visitors do not actually care about you. They care about what you can do for them. Frame your story through the lens of customer benefit.
- No call to action. The about page is a trust-building step in the buyer's journey. If you do not tell visitors what to do after reading it, you waste the trust you just built.
- Forgetting to update it. Team members leave, milestones pass, and the business evolves. Review your about page at least once a year.
SEO Considerations for About Pages
Your about page supports your overall site authority. While it is unlikely to be the primary landing page for most searches, it contributes to the expertise, authoritativeness, and trustworthiness (E-E-A-T) signals that search engines evaluate.
- Include your business name, location, and core services naturally in the copy.
- Add structured data markup for your organization or local business.
- Link to key pages from your about page, such as your services page, contact page, and notable projects.
- Use a descriptive title tag like "About [Business Name] | [City] [Industry]" rather than just "About Us."
Continue Learning
A strong about page works alongside the rest of your site. Explore these related guides:
- Home Page -- The first impression that leads visitors to your about page.
- Careers Page -- Extend your story to attract talent.
- Legal Page -- Pages that protect your business and build credibility.
- Learning Center -- Browse all educational resources.