Your About Page: How to Write One That Wins Trust
Your About page is quietly one of the hardest-working pages on your website. When someone is deciding whether to trust you with their home, their health or their money, it's often the first place they click after the homepage. And yet it's usually the page that gets the least love — a rushed paragraph that starts "Established in 2015…" and tells the reader almost nothing about whether you're the right person for the job. A good About page does the opposite: it turns a cautious browser into a confident enquiry.
The good news is that writing one isn't about being a brilliant writer. It's about answering the questions running through a customer's head, in plain English, in the right order. Here's how to do exactly that.
Why your About page matters more than you think
People don't buy from businesses — they buy from people. When a visitor lands on your About page, they're not looking for your company history. They're quietly asking themselves a few things: Are these people any good? Can I trust them in my home or with my business? Do they seem like the sort of people I'd actually want to deal with?
If your About page answers those questions, it does a huge amount of the selling for you before you've even spoken. If it doesn't — if it's vague, corporate or all about you rather than them — the visitor drifts off and you never hear from them. That's why it deserves proper attention rather than being an afterthought.
People don't buy from businesses — they buy from people they feel they can trust.
Lead with the customer, not your history
The most common mistake is opening with a timeline: when you started, how many years you've been going, which awards sit on the shelf. All of that can have its place further down — but it's not what a nervous new customer needs first. Open instead by showing you understand them and the problem they've come to solve.
Compare these two openings. "ace Marketing was founded in 2020 as a full-service digital agency…" tells the reader nothing useful. "If you run a busy trade, salon or café, you probably know your website could be working harder — but you haven't got the time to sort it. That's exactly who we help." The second one makes the reader feel seen. Start with them, then earn the right to talk about yourself.
Show the real people (and real faces)
Trust is built by faces, not logos. A genuine photo of you or your team does more for credibility than any amount of polished copy — so include one. Not a stock image of strangers in a boardroom, but the actual person who'll answer the phone or turn up at the door. It reassures people they're dealing with a real, local human being.
Alongside the photo, a few honest, human details go a long way: where you're based, how long you've genuinely been doing this, what you care about getting right, and maybe one small thing that makes you, you. You don't need a life story. You need enough for a stranger to feel they've met you.
Back it up with proof
Everything you say about yourself is, understandably, taken with a pinch of salt — so let other people say it for you. Sprinkle in a short testimonial or two, mention the areas you cover, and note any accreditations, memberships or guarantees that matter in your trade. If you've a portfolio or a wall of Google reviews, point to them. Proof is what turns "they seem nice" into "I'll get in touch".
Keep it specific. "We're professional and reliable" is what everyone claims. "We turn up when we say we will, tidy up after ourselves, and you'll get a written quote within 48 hours" is something a reader can actually believe — because it's concrete.
Always end with a next step
Here's the part people forget. A visitor has read your About page, they like you, they're nodding along — and then the page just… stops. No button, no phone number, no nudge. So they close the tab and the moment passes. Every page on your site should quietly point somewhere, and your About page should end by inviting the reader to take the next step: book a call, request a quote, or drop you a message. Make it obvious and make it easy.
Get these five things right — lead with the customer, show the real people, prove your claims, keep it human, and finish with a clear call to action — and your About page stops being a dusty formality. It becomes one of the pages that quietly wins you work while you're getting on with the job.
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