About Page

Definition

Your About page is where buyers go when they want to know who they're really buying from, not just what you sell. For service businesses especially, the About page is often the deciding factor in whether someone reaches out.

Why it matters

Buyers don't just evaluate your expertise; they evaluate you as a person. They want to know your story, what drives you, and whether your values match theirs. A generic About page that reads like a resume misses this entirely.

What happens without it

Without a genuine About page, buyers are left making up a story about who you are. Usually, the story they make up is less interesting and less trustworthy than the real one.

What good looks like

An About page with a real photo, a story about why you do what you do (with some personal texture), clear expertise and credentials, and a way to take the next step. Personal without being oversharing.

How to build it

• Start with why you do this work, not how long you've been doing it. The motivation is more interesting than the tenure.
• Include a real, recent, professional-quality photo. No stock photos of people who don't look like you.
• Mention what your buyers typically struggle with before they find you, so they see themselves in the story.
• Add a handful of credential signals: experience, results, or recognitions that validate the expertise.
• End with a clear call to action that matches what someone who just read your story might want to do next.

Common mistakes

• Writing in third person. 'John Smith is a marketing expert who...' reads like a bio for a conference program, not a conversation.
• Listing every job you've ever had. Buyers want your origin story, not your full resume.
• No photo. A faceless business is a harder trust ask than one with a visible person behind it.

Related terms

• Website Quality
• Landing Page
• Portfolio Page
• Trust Gap

Questions and answers