How to Write an About Page
That Actually Builds Trust & Converts

The About page is the second most visited page on most business websites, and the most wasted. Most About pages are self indulgent histories of founding dates and mission statements that nobody reads. Here's how to write an About page that builds trust, demonstrates expertise, and converts curious visitors into leads.

The Core Mistake: Making It About You

The biggest About page mistake is making it about you instead of about your customer. Every sentence of your About page should be implicitly answering the question your visitor is asking: 'Can these people solve my specific problem?'

Start your About page with your customer's world, not your company's history. 'We started in 2014 because we noticed that most businesses were getting content that ranked but didn't convert' is more compelling than 'Digi Quill was founded in 2014 by founder name.' The first version demonstrates insight about a customer problem. The second is just a Wikipedia style biography.

• Lead with your customer's problem, not your founding story
• State your specific expertise and who you help in the first paragraph
• Include a photo of your team or founder, About pages with real photos convert 30% better
• Avoid generic phrases: 'passionate team', 'dedicated professionals', 'customer focused approach', these are meaningless

The Elements of an About Page That Converts

Your unique philosophy: what do you believe about your industry that most competitors don't? Digi Quill's is: 'Great content is human first and aware of the algorithm second, never the reverse.' This one sentence differentiates us from AI content farms and generic SEO agencies in a way no bullet point list of services can.

Proof of expertise: specific numbers (years, clients, projects, results), credentials (awards, certifications, publications), and social proof (recognisable client names, notable mentions). The more specific and verifiable, the more credible.

• Tell the founding story briefly, but frame it around a customer insight, not personal achievement
• Include team photos with real bios, not corporate headshots with generic titles
• Add a 'values' section but make each value specific and defensible, not generic
• End with a clear next step: 'Book a call', 'See our work', or 'Read case studies'

About Pages for Different Business Types

For service businesses (agencies, consultancies, freelancers): your About page is primarily a trust and credibility page. Lead with your specific expertise, demonstrate results, show the humans behind the work, and give them a clear path to enquire.

For product businesses (SaaS, e-commerce, D2C): your About page carries less conversion weight than your product pages. Focus on brand story, founder vision, and team culture, elements that differentiate you from competitors with functionally similar products. This is especially powerful for D2C brands where founders have a compelling origin story.

• Startups: lead with your vision and the problem you're solving, authenticity builds trust before you have a long track record
• Agencies and consultancies: lead with client outcomes and years of expertise, your track record is your primary sales tool
• Solo consultants: personal brand is everything, your photo, your story, your POV must be front and centre

The brands winning in their category right now are not the ones with the biggest budgets. They are the ones showing up consistently with content that educates, persuades and builds trust. The strategies in this guide give you the framework to do exactly that.