How to Write a Compelling About Page That Connects with Customers
Your About page is one of the most important sections of your website. It’s where potential customers learn who you are, what you stand for, and why they should trust your business. A well-crafted About page builds credibility, creates a personal connection, and helps convert visitors into loyal customers. Here’s how to write an About page that resonates.
Share Your Story
Your About page is your chance to tell your brand’s story. Customers want to know the people and passion behind the business.
Tips for sharing your story:
Explain your origin: Share how and why you started your business.
Highlight your mission: Describe what drives you and the values you stand for.
Make it relatable: Use conversational language to create an authentic connection.
Example:
"After struggling to find affordable, high-quality web design services as a small business owner, I decided to create my own agency dedicated to helping entrepreneurs build professional websites without breaking the bank."
Showcase Your Expertise and Achievements
Customers want to know why they should trust you. Use your About page to highlight your experience, qualifications, and milestones.
What to include:
Years of experience or industry expertise.
Certifications, awards, or recognitions.
Customer success stories or impressive stats.
Example:
"With over 10 years of experience in web design, we’ve helped more than 500 small businesses create stunning, high-converting websites."
Introduce Your Team
People connect with people, not just businesses. If you have a team, feature them on your About page.
Tips for introducing your team:
Include photos and short bios.
Highlight their expertise or unique skills.
Share a fun fact or personal detail to humanize the team.
Use Customer-Centric Language
Your About page isn’t just about you—it’s about how your business can benefit your customers.
Ways to make it customer-centric:
Shift the focus from “we” to “you.”
Highlight how your services solve customer problems.
Include a clear call-to-action (CTA) that encourages further engagement.
Example:
"Our goal is to help you build a website that drives more leads and grows your business. Let’s create a site that works as hard as you do—contact us today!"
Add Social Proof and Trust Signals
Build credibility by including testimonials, reviews, or logos from trusted clients. Social proof shows potential customers that others have had positive experiences with your business.
Trust signals to include:
Customer quotes or success stories.
Client logos or partnerships.
Links to case studies or detailed testimonials.
Final Thoughts
Your About page is more than a company description—it’s an opportunity to build trust and connect with your audience. By sharing your story, showcasing expertise, and using customer-focused language, you’ll create a page that engages visitors and encourages them to do business with you.
Need help writing or optimizing your About page? Contact us today for expert website content services!
