Look at the About page on most business websites and you will find some version of the same thing: a list of credentials, a brief history of the company, maybe a headshot, and a closing line about being passionate about delivering excellent results for clients. It reads like a CV. It converts like one too.
The About page is not about you. It is about the customer's decision to trust you. Every sentence should be filtered through the question: how does this help my potential client feel more confident about choosing us?
The Elements of an About Page That Converts
Start With What You Do for Customers Not How Long You Have Existed
Your first sentence should tell the reader what transformation you create for them — not when you were founded. A customer-focused opening is more compelling than a history lesson.
Tell a Genuine Story of Why
Humans connect with stories. Why did you start this business? What problem did you see that was not being solved well? What drives you beyond the obvious commercial motivations? A genuine origin story creates emotional connection that credentials alone never can.
Include Real Photographs
Professional headshots are better than selfies, but even genuine unposed photographs beat stock imagery. Your face, your workspace, your team — real visual evidence of the people behind the business builds trust.
Feature Specific Social Proof
One well-chosen testimonial from a named recognisable client on your About page can transform its conversion rate. Social proof is most powerful at the moment of trust assessment.
“The best About page feels like the beginning of a relationship. The worst one feels like an application form.”
— Marcus Bell, Lancashire Digital Design
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