How to Write an About Page (Template + Real Examples)
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Why Your About Page Is One of the Most Visited Pages on Your Website
According to data from Nielsen Norman Group, the About page is the second-most visited page on most small business websites — right after the homepage. People visit it because they want to know who they are about to do business with. They are deciding whether to trust you with their money, their project, or their time.
Yet most About pages are either a wall of self-congratulatory text or a blank page with two sentences. Both lose potential customers. A well-written About page builds trust, creates an emotional connection, and gently pushes the visitor toward taking the next step.
The Story Arc: A Framework That Works
The best About pages follow a narrative arc — not a résumé. Here is the structure I recommend for small business owners:
1. The Hook — Who You Are
Open with one or two sentences that immediately identify you and what you do. Not “Welcome to our website.” Instead: “I am Maria, and I run Bright Clean — a housekeeping service for busy families in Austin, Texas.” The visitor instantly knows who you are, what you do, and where you operate.
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2. The Origin — Why You Started
This is where you earn emotional investment. People connect with stories of struggle, observation, or passion. What problem did you see that nobody was solving well? What personal experience led you to start this business?
For example: “After my first child was born, I spent three weekends in a row trying to find a cleaning service that showed up on time, used non-toxic products, and did not charge hidden fees. After being disappointed three times, I realized I was not the only parent dealing with this.”
That kind of specific, genuine detail makes visitors think “this person gets me.”
3. Who You Serve
Be specific about your ideal customer. Vague language like “we serve businesses of all sizes” means nothing to anyone. Instead: “We work with local restaurants and cafés — typically owners with 5-30 employees who need a website that brings in more reservations and walk-in traffic.” When the right person reads that, they feel seen.
4. How You Help — Your Approach
Briefly explain what makes your method or service different. Not a list of features — your philosophy. Do you focus on speed? Personal attention? Affordability? Evidence-based methods? Two to three sentences is enough. If you want to go deeper on this topic, our guide on website copywriting covers how to articulate your value proposition clearly.
5. The Proof — Why They Should Trust You
This is where you earn credibility. Include 2-3 concrete trust signals:
- Years in business or number of clients served
- A relevant certification, award, or credential
- A short testimonial or client quote (with name and business if possible)
- A specific result — “We have built over 120 websites for businesses in the Southeast”
Numbers beat vague claims. “We have helped over 300 small businesses” is more convincing than “We are a trusted leader in the industry.”
6. The Close — What They Should Do Next
End with a clear, low-pressure call to action. Not “BUY NOW.” Instead: “Ready to see if we are a good fit? Send me a message — I personally read every inquiry.” Or link to your services page, booking calendar, or contact form.
First Person vs. Third Person: Which to Choose
For solo practitioners, freelancers, consultants, and owner-operated businesses — use first person (“I,” “my,” “we”). It is warmer, more authentic, and easier to write naturally. Visitors to a small business site want to connect with a real person, not read a corporate bio.
Third person works better when you have a team of 5 or more and want to present the company as an entity rather than one individual. Even then, mixing in a first-person quote from the founder humanizes the page.
The Power of Real Photos
An About page without a photo of the actual person or team behind the business is a missed opportunity. Studies from the University of Nebraska found that pages with real human faces receive more trust and longer engagement than pages without. Here is what to include:
- Founder headshot — approachable, well-lit, not overly corporate. A smiling photo with a plain or blurred background works for almost every industry.
- Team photo — if you have a team, show them. Candid shots of people working together outperform stiff corporate portraits.
- Behind-the-scenes — your workspace, your process, your tools. These details make your story tangible.
Avoid stock photos of “diverse business people shaking hands.” Visitors can spot stock imagery instantly, and it undermines the authenticity you are trying to build. If you want to understand how image choices affect perception, our guide on choosing website colors covers visual consistency and trust cues in detail.
What Credentials and Experience to Include
You do not need to list everything — just the elements that are relevant to your visitors’ decision. Good candidates:
- Years of experience in your field (e.g., “15 years in residential architecture”)
- Relevant degrees or certifications (only if they matter to your clients)
- Notable clients or projects (with permission)
- Professional memberships or affiliations
- Awards or press mentions
Keep this to a short list or a sidebar — not a full paragraph. The goal is to reinforce trust, not to write a CV.
Values and Personality
If your business is driven by specific values — sustainability, accessibility, radical transparency, community involvement — state them briefly. But back them up with specifics. “We value quality” means nothing. “We use only FSC-certified lumber because we believe good design should not cost the planet” is memorable and differentiating.
Do not manufacture values you do not actually live by. Visitors can tell when it is performative.
Fill-in-the-Blank About Page Template
Use this template as a starting point. Replace the bracketed sections with your real information:
<p>I [one sentence describing what you do and for whom]. Based in [City, State], I’ve been helping [target audience] since [year].</p>
<h2>How It Started</h2>
<p>[Tell your origin story in 2-3 sentences. What problem did you see? What personal experience sparked the idea? What frustrated you enough to act?]</p>
<h2>Who I Work With</h2>
<p>I primarily work with [specific audience — e.g., “boutique hotel owners,” “SaaS startups,” “families in the Greater Denver area”]. If you’re [one sentence describing their situation], you’re in the right place.</p>
<h2>How I’m Different</h2>
<p>[Explain your approach in 2-3 sentences. What do you do differently from others in your field? What is your philosophy or method?]</p>
<h2>Proof That It Works</h2>
<ul>
<li>[Concrete result or statistic — e.g., “Built 85+ websites for local businesses”]</li>
<li>[Credential, certification, or years of experience]</li>
<li>[Short client quote or testimonial]</li>
</ul>
<h2>Let’s Talk</h2>
<p>[Low-pressure CTA — e.g., “If you think we might be a good fit, send me a note. I respond to every message personally.”] <a href=”/contact”>Get in Touch →</a></p>
About Page Mistakes to Avoid
- Writing in corporate jargon — “We leverage synergistic solutions to optimize stakeholder outcomes” means nothing to a real person. Write like you talk.
- Making it all about you instead of the visitor — Balance your story with what the visitor cares about. “I started this because…” should connect to “and that means I can help you with…”
- Having no call to action — You guided them through your story. Now tell them what to do next. A contact link, a free consultation offer, or a “view our work” button keeps them moving forward.
- Never updating it — Update your About page at least once a year with current numbers, new team members, or recent milestones.
The Bottom Line
Your About page is not a trophy case — it is a trust-building machine. Tell your real story, show your real face, include concrete proof of your expertise, and make it clear who you help and how. Follow the template above, and you will have an About page that turns curious visitors into paying customers.
Once your About page is solid, make sure the rest of your site matches that quality. Our website maintenance checklist will help you keep every page performing at its best.
About the Author
Written by Steve | Digital Strategist at Web1Expert | 5+ years helping businesses build, optimize, and grow their online presence through web design, SEO, and content marketing.
Frequently asked questions
How long should an About page be?
Aim for 400-800 words. Long enough to tell a genuine story and build trust, short enough that busy visitors actually read it. Break it up with headings, photos, and whitespace so it does not feel like a wall of text.
Should I write my About page in first person or third person?
First person (“I started…”) feels more personal and authentic for small businesses and solopreneurs. Third person (“John founded…”) works for larger companies or when an outside voice adds credibility. For most small business owners, first person is the stronger choice.
What is the most important thing on an About page?
The answer to “why should I trust you?” That comes through your story, your proof (testimonials, client counts, years of experience), and showing your real face. Visitors want to know there is a real human behind the business.
Do I need photos on my About page?
Yes. Pages with team or founder photos get significantly more time-on-page than text-only About pages. At minimum, include a photo of the founder or team. Authentic photos beat polished stock images every time for building trust.
How do I make my About page not sound arrogant?
Balance accomplishments with genuine motivation. Instead of “We are the best,” say “We started because we saw our clients struggling with X, and we knew we could help.” Lead with purpose, not self-promotion.