Your About Page Is More Important Than You Think

The about page is consistently one of the top three most visited pages on business websites. People go there because they want to answer one question: can I trust this company? Yet most businesses treat their about page as an afterthought — a wall of corporate text that reads like a company report nobody asked for. Done right, your about page is a conversion tool. Done wrong, it's where potential customers go to lose interest.

What Your About Page Should Actually Do

Your about page has three jobs. First, build trust — show visitors there are real, competent people behind the business. According to research from Nielsen Norman Group, user experience and trust are foundational to conversion. Second, create connection — help visitors feel like you understand them and their problems. Third, differentiate — explain why you're different from the other options they're considering.

Notice that none of these involve listing your company's entire history in chronological order or explaining your organisational structure. Those might be interesting to you, but they rarely matter to your customers.

The Essential Elements

Your story (briefly) — how and why you started. Not every detail, just the interesting bits. What problem did you see? What drove you to build this business? A brief origin story makes your business human and memorable. 'I started this company because I saw too many Irish businesses paying for websites that didn't actually generate business' is more compelling than 'Founded in 2010, our company has provided digital services to clients across multiple sectors.'

Who you serve — name your ideal customer. When visitors see themselves described on your about page, they immediately feel like you understand them. 'We work with small and medium Irish businesses who want their website to actually bring in customers, not just sit there looking pretty' is targeted and relatable.

What makes you different — every business has something that sets it apart. Maybe it's your approach, your specialisation, your location, your team's background, or your results. Whatever it is, state it clearly. Don't just say 'we're different' — show how.

Your team — people buy from people. Show real photos (professional but approachable, not stiff corporate headshots), include names and brief bios that show personality, and make it clear who visitors will actually work with. If you're a one-person operation, own it — many clients prefer working directly with the person doing the work.

Social proof — weave in credibility throughout. Client logos, key testimonials, years of experience, number of projects completed, awards, accreditations, or media mentions. These don't need a separate section — sprinkle them naturally through the page.

A call to action — many about pages are dead ends. If someone has read your about page, they're interested. Don't let them drift away. Include a clear next step: 'Ready to work together? Schedule a call' or 'See our website design packages.'

Structuring Your About Page

A good about page flows naturally. Start with a compelling headline (not 'About Us'). Follow with a short paragraph that captures who you are and what you stand for. Then tell your story — keep it to 2–3 paragraphs maximum. Introduce your team. Share your values or approach (show, don't tell). Add social proof. End with a call to action.

The whole page should be scannable. Use headings, short paragraphs, and visual breaks. If someone spends 30 seconds on your about page, they should still come away with a clear sense of who you are and what you're about.

What to Avoid

Corporate jargon — 'We are committed to delivering innovative, client-centric solutions that drive results.' Nobody talks like this in real life, and nobody enjoys reading it. Write like a human being having a conversation.

A full company timeline — unless your history is genuinely interesting or relevant, nobody cares that you moved offices in 2015 or hired your third employee in 2017. Keep the timeline to the highlights that matter to customers.

Stock photos — nothing kills trust faster than a stock photo of smiling business people on an about page. If your visitors Google Image search that photo and find it on 50 other websites, your credibility is gone. Invest in real photography.

Making it all about you — sounds counterintuitive for an 'About Us' page, but the best about pages are actually about the customer. Frame your story around how your experience and approach benefit the people you serve.

Hiding behind the company — if you're a small business, don't pretend to be a corporation. Phrases like 'our team of dedicated professionals' when it's just you and a part-timer aren't fooling anyone. Authenticity builds trust. Being small and personal can be a strength.

About Page SEO

Your about page probably won't be your primary SEO landing page, but it still needs proper optimisation. Include your target location (e.g., 'Based in County Monaghan, serving businesses across Ireland'), your core service keywords naturally woven into the text, and proper meta title and description.

The about page also plays a role in E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) — Google's quality guidelines. Demonstrating who you are, your qualifications, and your experience helps Google assess the trustworthiness of your entire site. For more on how SEO fits into your overall web design, see our design and SEO guide.

Frequently Asked Questions

How long should an about us page be?
Typically 400–800 words, plus team bios. Long enough to tell your story and build trust, short enough that people actually read it. If you find yourself writing over 1,000 words, you're probably including details that belong elsewhere on your site.

Should I include pricing on my about page?
No. Pricing belongs on your service pages or a dedicated pricing page. Your about page is about building trust and connection. If visitors want pricing, link them to your pricing guide from the about page.

What if I'm a sole trader — should I still have an about page?
Absolutely. In fact, sole traders have an advantage here — your personal story IS the business story. Clients working with a sole trader value the personal touch, so lean into it. Show your face, tell your story, and explain why you're passionate about what you do.

How can I demonstrate authority and expertise on my about page?
Include specific credentials, certifications, published work, speaking engagements, or notable clients (with permission). Share concrete results: 'We've helped 200+ businesses increase their online visibility' or 'Featured in Irish Tech News for innovation in web design.'

Should my about page mention my values or mission statement?
Yes, but show them through examples rather than stating abstract values. Instead of 'We value quality,' explain: 'We don't launch projects until they score 90+ on PageSpeed Insights because we know speed directly affects your bottom line.' Actions speak louder than mission statements.