About Page Examples: How to Write an About Page That Builds Trust

Your About page is one of the most visited pages on your website, because people want to know who they're dealing with before they enquire or buy. A good one builds trust and shows what makes you different. A weak one just lists dates and says "passionate".

What visitors want from an About page

• Who are you? Real people, not a faceless company.
• What do you do, and for whom?
• Why do you do it? What's behind the business.
• Can I trust you? Proof, experience and values.
• What happens next? A clear way to get in touch.

Notice that it's still about them. The best About pages make the reader feel understood.

Structures that work

1. The problem-first story

Open with the problem you saw, then explain how you came to solve it. For example: "When Priya couldn't find a cleaning product she trusted around her baby, she started mixing her own."

Good for: founder-led product and service brands.

2. The team page

Photos, names and a line about each person, and what they do for clients.

Good for: agencies, practices and professional services, where people buy from people.

3. The values-led page

Explain what you believe and how it shapes what you do, with concrete examples of values in action. See our brand values list.

Good for: mission-led businesses and charities.

4. The process page

Show how you work, step by step, so people feel confident about what happens after they hire you.

Good for: service businesses with a distinctive method.

5. The proof page

Lead with results, clients, awards and testimonials, with a short story that explains them.

Good for: businesses selling to cautious buyers.

A simple template

1. A headline that says what you do and who for.
2. Why you exist. Two or three sentences about the problem or belief behind the business.
3. Who you are. Photos and short bios.
4. How you work. Three or four steps or principles.
5. Proof. Clients, results, press or credentials.
6. A clear call to action, such as "Book a consultation".

Writing tips

• Write in the first person plural ("we") or first person singular, consistently, and keep it human.
• Use real photos. Stock images of smiling strangers undermine trust.
• Be specific. Dates, places and details feel honest.
• Keep it short. Most visitors want a clear picture, not a biography.
• Match your tone of voice. See our tone of voice guide.
• Tell the truth. If you claim something, be ready to prove it.

Common mistakes

• A long history that only matters to you
• Vague words such as "passionate", "innovative" and "world-class"
• No faces
• No clear next step
• Out-of-date information

Examples of openings

These are invented illustrations.

• "We make furniture that fits through narrow doorways, because our founder spent a year carrying a sofa up four flights."
• "We help small food brands launch with a name, look and story that works on a shelf."
• "Our team of five has spent a combined thirty years in hospitality. We built this to fix what we kept seeing go wrong."

Check it

Read your page and ask: would a stranger know what we do, why we do it and what to do next? If not, revise. Our homepage checklist and website copywriting tips can help.

Frequently asked questions

How long should an About page be?

Long enough to answer the questions above. Often 250 to 500 words with photos.

Should I include prices?

Not usually. Link to your services and pricing approach instead.

Can you write ours?

Yes. See our brand strategy and website design work, or book a consultation.