One time I had someone tell me they didn’t think they needed an about page, because they didn’t think anyone looked at those. And I had to break it to him that yes, in fact, people do look at those and they are one of the most looked at pages on a site. Of course, this can vary by industry, but as a general rule, people DO look at your about page.
Why is the about page important?
1. People Want to Know Who’s Behind the Business
People like to buy from people. An About page tells visitors:
- Who you are
- What your values are
- Why your business exists
This builds trust and credibility, especially if your business is unfamiliar to them.
2. It Helps Them Decide if You’re a Good Fit
Whether you’re offering a service, product, or content, visitors often check the About page to understand:
- Your experience and background
- Your approach or philosophy
- Your mission and goals
This helps them decide if they want to work with you or buy from you.
3. It Gives Your Brand a Personality
About pages humanize brands. They show:
- Your tone and style (serious, friendly, quirky, etc.)
- The story behind your business
This makes your brand more memorable.
4. It’s Often a Key Conversion Step
For service businesses, freelancers, consultants, or niche product sellers, visitors often go to the About page before taking action:
- Contacting you
- Booking a call
- Making a purchase
So it can play a role in conversion, even if indirectly.
In short, your about page may not be the first page people look at, but it’s a page that people do look at and it’s important page.
How to make your about page stand out
To make your About page stand out and convert visitors into leads, clients, or customers, you need to go beyond a generic bio. Think of it as a strategic trust-builder with personality. Here’s how to do it:
1. Start With a Hook — Make It About Them
Instead of starting with “We were founded in 2012…,” open with something that resonates with your ideal customer:
“If you’re tired of [their pain point], you’re not alone — and that’s exactly why we’re here.”
Why: You immediately connect your story to their problem or goal. It keeps them reading.
2. Tell a Relatable, Purpose-Driven Story
Tell the story of why you started your business, but frame it with emotional or practical relevance:
- What problem did you want to solve?
- What sparked the idea?
- What do you believe that sets you apart?
Make it human. Include obstacles, “aha” moments, and values.
3. Add Personality — Not Corporate Jargon
People connect with real people. Write in a tone that matches your brand:
- Casual? Be conversational.
- Premium? Be polished but warm.
- Playful? Show some humor.
Skip robotic language like “Our company endeavors to…” unless that’s truly your brand voice.
4. Use Photos and Video
- Team photos: Authentic, smiling faces build trust.
- Behind-the-scenes shots: Reinforce your authenticity.
- Video: A 30–60 second founder story or welcome video can drastically increase engagement.
5. Add Social Proof
- Quick client testimonials
- Notable partnerships or press mentions
- Logos of companies you’ve worked with
- Awards or certifications
Sprinkle these in, or feature a mini case study.
6. Include a Clear CTA (Call to Action)
Guide the visitor. What should they do next?
- Book a call
- Browse your services
- Join your email list
- Read your case studies
Use a button, not just a text link. Make it specific:
“Let’s talk about your project”
“See how we’ve helped businesses like yours”
7. Bonus Elements That Elevate
- Fun facts or values list: Make your brand memorable
- Timeline or milestones: Adds legitimacy and structure
- FAQ section: Answers objections or common questions
Amy Masson
Amy is the co-owner, developer, and website strategist for Sumy Designs. She's been making websites with WordPress since 2006 and is passionate about making sure websites are as functional as they are beautiful.
Amy, this was a clear and informative piece about the “about” page ! It was the best advice (with great examples, that I’ve ever read. Thank you!
Thank you Kristine!