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How to Write an About Page Your Customers Actually Read

Why your About page matters

Most visitors scan your About page to answer two quick questions: Can I trust these people? Will they solve my problem? If your page doesn’t answer those fast, visitors leave. This guide gives a short, practical process to write an About page that people actually read and act on.

Quick rules to follow

  • Start with the visitor, not your history.
  • Keep it scannable: short paragraphs, clear headings, bullets.
  • Show proof (results, clients, testimonials) not just adjectives.
  • End with a single clear next step.

Step 1 — Pick the right headline

Action: Replace your company name headline with one that answers: what you do + for whom + result. Keep it under 10 words.

Examples:

  • "Simple bookkeeping for busy small retailers"
  • "Website design that gets local customers through the door"

Step 2 — Open with a one-sentence value line

Action: Write 1 sentence that expands the headline with the main benefit or outcome. Use this formula: We help [customer] do/get [specific result].

Examples:

  • "We help independent coffee shops double weekday sales with better online ordering."
  • "We manage payroll for small trades so owners stop losing time and money on mistakes."

Step 3 — Tell a short story that proves the value (3–4 sentences)

Action: Use 3 sentences: the problem, the action you took, the result. Keep it concrete.

Template:

"When [client type] came to us, they were struggling with [specific problem]. We [what you did]. In X months they saw [measurable result]."

Example:

"A neighborhood florist lost 40% of weekday orders after COVID restrictions. We rebuilt their site, added easy pickup options, and sent a two-week promo email campaign. Within 8 weeks their weekday orders were back and revenue was up 30%."

Step 4 — Add quick credibility items (pick 2–4)

Action: Choose 2–4 short credibility items from this list and show them as bullets or small badges.

  • One-line client results ("Saved client $12K/year")
  • Names of recognizable clients or partners
  • Short testimonial quote (1–2 lines)
  • Years in business or number of projects completed

Step 5 — Introduce the team (if it helps trust)

Action: For small teams, include 1–3 short bios (1 sentence each). Focus on what matters to customers: skills, real-world experience, or a quick personal line that humanizes.

Good bio format: Name — role. What they do for customers + one human detail.

Example:

"Dana — Lead Designer. Builds mobile sites that load fast and convert, used to run a retail shop."

Step 6 — Use visuals wisely

Action: Include 1–2 photos: either a candid team shot or real work screenshots. Avoid generic stock photos of smiling people. Optimize images for web (under 200 KB each).

Step 7 — Close with a single clear next step

Action: Give exactly one call-to-action (CTA). Pick the CTA based on business type:

  • If you sell services: "Book a free 15-minute call"
  • If you sell products: "Shop bestsellers" or "See our catalog"
  • If lead collection is key: "Get our quick pricing guide"

Include the CTA as a visible button and a short sentence explaining what happens next.

Step 8 — Keep it scannable and short

Decision rule: If the page runs longer than 400–600 words, break it into sections with headings and put the most important 2–3 lines at the top for skimmers.

Editing checklist (do this before publishing)

  • Headline answers: what you do + who + result.
  • First paragraph is the one-sentence value line.
  • There is a short proof story (3 sentences).
  • There are 2–4 credibility items.
  • Team bios are 1 sentence each (if included).
  • 1 clear CTA — no competing buttons.
  • Images are real and optimized.
  • Page is 400–600 words OR clearly divided with headings.
  • No industry jargon — test by reading aloud to someone who’s not in your field.

Simple decision rules

  • Trust over ego: If choosing between a long company history and a customer example, choose the customer example.
  • Multiple CTAs? Use one primary and move any others to the footer or other pages.
  • Not sure what to lead with? Put your best customer result first.

Short example About page (complete, ~180 words)

Headline: "Local HVAC service that fixes your heater fast"
Value line: "We help homeowners in Riverside get their heating fixed within 24 hours without surprise fees."

Proof story: "A family called after their heater failed on a cold night. We scheduled the same-day visit, diagnosed a failed valve, and replaced it the same afternoon. They were warm again, and their bill was exactly the quote we gave them."

Credibility: "10+ years serving Riverside • 4.9★ average review • 5,000+ calls answered"
Team: "Miguel — Lead technician. Former HVAC inspector with 12 years field experience."

CTA button: "Book same-day service" (leads to a simple booking form)

Next steps — quick action plan (15–60 minutes)

  1. Write a new headline using the formula (5–10 minutes).
  2. Write the 1-sentence value line (5 minutes).
  3. Draft the 3-sentence proof story (10–15 minutes).
  4. Pick 2–4 credibility items and one CTA (5 minutes).
  5. Add a photo and publish. Check on mobile (10–15 minutes).

Closing note

Matter-of-fact writing, a clear benefit, one proof story, and one next step will make your About page readable and useful. Swap in different proof stories over time to keep the page fresh.