How Do You Write a Good About Page for Your Website?

A good About page is not really about you. It is about giving a visitor enough reason to trust you with their money. The best About pages do three things quickly: say what you do and who you do it for, introduce the actual people behind the business, and show proof that you can do the work. Everything else is decoration. If a stranger lands on your About page and still cannot tell whether you are the right fit, the page is not working.

Why the About page matters more than people expect

On most small business websites, About is one of the most visited pages after the home page. That makes sense. Someone has read what you offer, they are half interested, and now they want to know who they would be dealing with. It is the page people open right before they pick up the phone or fill in a form.

So treat it as a sales page, not a filing cabinet. It sits in the same tier of importance as your services pages, and it deserves the same care.

Open with what you do, not when you started

A lot of About pages begin with a founding date. “Established in 2009, we have been serving the local community for over fifteen years.” It is true, but it answers a question nobody asked yet.

Lead instead with the plain version of what you do and who you do it for. Something like: “We build and look after WordPress websites for Australian small businesses, art centres and trade services.” One sentence, no jargon. Then you have earned the right to tell the story.

Introduce the actual people

This is the part most businesses skip, and it is the part visitors want most. Photos of real staff, first names, and a line each about what they do. Not stock photos of a boardroom. Not “our dedicated team of professionals”.

If you are a one-person business, that is a strength, not something to hide behind a corporate “we”. People are often relieved to know exactly who will answer the phone. A clear headshot and a short, human paragraph will do more for you than three pages of polished copy.

Show proof instead of adjectives

Words like passionate, innovative and results-driven are free, so they carry no weight. Anyone can type them. Specifics cannot be faked as easily, and they are what convince people.

• Real numbers you can stand behind, like how many years you have been trading or how many clients you look after.
• Named examples of work, ideally linked. Our own recent projects do more persuading than any paragraph about our values.
• Genuine client quotes with a name and business attached. An anonymous testimonial is worth close to nothing.
• Accreditations, memberships, licences or insurance, where they matter in your industry.
• The specific kinds of clients you work with, so the right people recognise themselves.

Say where you are

Australian customers care about location, even for work that happens entirely online. Naming your city or region reassures people that you are in the same time zone and understand the local market. It also helps search engines connect you to local searches.

Be honest about how you operate. If you are based in one place and work with clients everywhere, say that. We are a Western Sydney studio that works with businesses and art centres right across the country, and being upfront about it saves everyone a conversation.

What to leave off

A long company timeline is rarely worth the space unless the history genuinely sells the business. The same goes for a mission statement written by committee, a list of values that could belong to any company, and long descriptions of internal processes that mean nothing to a customer.

If you run several brands or trade under a parent company, one clear sentence is enough. Skink, for example, is part of the Defyn family, and that is all the detail most visitors need.

Finish with somewhere to go

An About page that ends with a full stop wastes the interest it has just built. Someone who reads to the bottom is warm. Give them one obvious next step: book a call, see your work, or get a quote. One clear button beats three competing links.

Then come back to the page once a year. Staff change, the kinds of jobs you take change, and an About page that still lists someone who left in 2022 quietly tells people the rest of your site might be out of date too.

Need a hand with your website?

If your About page is doing nothing for you, or the whole site could use a rethink, we are happy to take a look. Give us a call on 02 9834 4119 or get in touch and we will tell you honestly what is worth changing.