How to Write a Great About Page: Examples and Templates

The about page is consistently one of the most visited pages on any business website. When potential customers want to know whether they can trust you, they head to your about page. When job seekers research your company, they check the about page. When journalists, partners, and investors want to understand your business, the about page is their first stop.

Despite its importance, most about pages are terrible. They are either a dry timeline of company history, a wall of generic corporate language, or a few sentences that say nothing meaningful. A great about page does something different: it tells visitors who you are, why you exist, what you believe, and why any of that matters to them. This guide provides a framework, examples, and templates to help you write an about page that actually works.

Why Your About Page Matters More Than You Think

Your about page serves several critical functions.

Trust building. People buy from businesses they trust. Your about page is where you establish credibility, show your human side, and give visitors reasons to feel confident choosing you.

Differentiation. In competitive markets, your products and services may be similar to competitors. Your story, values, and team are unique. The about page is where you make that case.

SEO value. About pages often rank for branded searches ("your business name") and can rank for industry terms when optimized properly.

Conversion support. Your about page is rarely the first page visitors see, but it is often a step in their decision-making process. Visitors who read your about page are actively evaluating whether to do business with you.

For a comprehensive guide to about page strategy, see our in-depth guide on how to write a great about page.

The Elements of a Great About Page

Every effective about page includes these core elements, though the order and emphasis will vary by business.

1. A Compelling Opening

The first few sentences of your about page need to grab attention and communicate why the visitor should keep reading.

What works:

• Lead with your mission or purpose (why you exist)
• Open with a customer-focused statement (what you do for them)
• Start with your origin story (why you started)
• Begin with a bold statement about your industry or values

What does not work:

• "Welcome to [Business Name]" (says nothing)
• "[Business Name] was founded in [year]" (dates are boring openers)
• "We are a leading provider of..." (generic and unbelievable)

Example of a strong opening:

"Every small business deserves a website that works as hard as its owner. That belief drove us to start JustAddContent in 2014, and it still drives everything we build today. We are a team of designers, developers, and marketers who help small businesses compete online, not by spending more, but by spending smarter."

2. Your Origin Story

How and why your business started is one of the most powerful elements of an about page. People remember stories. They connect with stories. Your origin story humanizes your business and gives visitors context for your expertise and passion.

Tell your origin story by answering:

• What problem did you see that needed solving?
• What personal experience led you to start this business?
• What was the turning point or moment of decision?
• What challenges did you overcome?

Keep it concise. Your origin story should be 2 to 4 paragraphs, not your entire autobiography. Include the details that are relevant to your customers and skip the rest.

3. Mission and Values

What does your business stand for? What principles guide your work? This section helps visitors determine if your values align with theirs.

Tips for writing mission and values:

• Be specific, not generic ("We believe in transparent pricing and honest timelines" versus "We believe in excellence")
• Limit to 3 to 5 core values
• Show how values translate into action ("We believe in accessibility, which is why every website we build meets WCAG 2.1 standards")

4. What You Do (and Who You Do It For)

Clearly state what your business does and who your ideal customer is. Visitors should be able to quickly confirm they are in the right place.

Avoid jargon. Describe your work in language your customers would use, not industry terminology.

Be specific about who you serve. "We help service-based businesses with 5 to 50 employees" is more useful than "We help businesses of all sizes."

5. Your Team

People want to know who they will be working with. Include team photos (real photos, not stock images), brief bios, and a sense of personality.

What to include in team bios:

• Name and role
• Relevant experience or expertise
• A personal detail or fun fact (makes people relatable)
• Professional photo

For solopreneurs. If you are a one-person business, lean into it. Many customers prefer working directly with the business owner. Show your face, share your credentials, and explain why you are personally invested in every client relationship.

6. Social Proof

Include evidence that supports your claims: client logos, testimonials, awards, certifications, media mentions, or impressive numbers (years in business, clients served, projects completed).

Place social proof strategically throughout the page, not just at the end.

7. A Clear Call to Action

Your about page should guide visitors to their next step. Whether that is contacting you, viewing your services, reading case studies, or signing up for your newsletter, include a clear CTA.

About Page Templates

Here are three templates you can adapt for your business.

Template 1: The Storyteller (Best for Service Businesses and Solopreneurs)

Section 1: Opening hook One to two sentences that capture your mission or core belief.

Section 2: Origin story How and why you started your business. Include the specific problem you set out to solve.

Section 3: What you do today Describe your services or products and who you serve. Focus on outcomes, not features.

Section 4: Your approach What makes your approach different from competitors. Include your values and how they translate into the client experience.

Section 5: About you (or your team) Bio, photo, relevant credentials, and a personal touch.

Section 6: Social proof Testimonials, client logos, or notable achievements.

Section 7: CTA Invite visitors to take the next step.

Template 2: The Authority Builder (Best for Professional Services)

Section 1: Problem statement Describe the challenge your target clients face.

Section 2: Your solution How your business addresses this challenge. Include your methodology or framework.

Section 3: Credentials and experience Years of experience, certifications, education, notable clients, and industry recognition.

Section 4: Team profiles Detailed bios of key team members with their specific expertise.

Section 5: Results Case study summaries, metrics, and client outcomes.

Section 6: Values and culture What principles guide your work and how clients experience those values.

Section 7: CTA Schedule a consultation or explore services.

Template 3: The Brand Story (Best for Product Businesses and Creative Brands)

Section 1: Brand statement A bold declaration of what your brand stands for.

Section 2: The story How the brand came to be. Focus on the inspiration, the founder's journey, and the vision.

Section 3: What makes you different Your unique approach to your product category. Materials, process, philosophy, or design ethos.

Section 4: Impact and values Sustainability commitments, community involvement, charitable partnerships, or ethical practices.

Section 5: The team Photos and brief bios that reflect the brand personality.

Section 6: Customer community Testimonials, user-generated content, or community highlights.

Section 7: CTA Shop, follow on social media, or join the community.

Writing Tips for Your About Page

Write for Your Audience, Not for Yourself

The most common about page mistake is making it entirely about you. Visitors read your about page to determine if you can help them. Frame everything through the lens of what matters to your target audience.

Self-focused: "We have 15 years of experience in web development." Audience-focused: "After 15 years of building websites, we know exactly what makes a small business website succeed, and what mistakes waste your money."

For detailed copywriting guidance, see our article on how to write website copy that converts.

Be Specific

Generic claims are invisible. Specific details are memorable and believable.

Generic: "We provide excellent customer service." Specific: "We respond to every support request within 2 hours during business hours. Our average client has worked with us for 4.5 years."

Show Personality

Your about page is where your brand personality should shine. Whether your brand is professional and authoritative, friendly and approachable, or bold and creative, let it come through in your writing style.

This does not mean being unprofessional. It means being human. Write like you would speak to a new acquaintance at an industry event: clear, genuine, and engaging.

Use Real Numbers

Numbers add credibility and specificity. Include relevant statistics about your business.

• Years in operation
• Number of clients served
• Projects completed
• Team size
• Customer satisfaction ratings
• Revenue impact for clients

Include High-Quality Photos

Your about page should include real photographs of your team, workspace, or work. Stock photos on an about page undermine the trust you are trying to build. Invest in professional photography or, at minimum, use high-quality photos taken with good lighting.

Building your brand story extends beyond the about page. See our guide on how to build a brand online for a comprehensive branding strategy.

About Page SEO

Optimize your about page for search without sacrificing readability.

Page title. Include your business name and a descriptive phrase. "About [Business Name] | [What You Do]"

Meta description. A concise summary that includes your business name, location (if local), and core offering.

Headers. Use H2 and H3 tags for sections. Include relevant keywords naturally.

Internal links. Link to your service pages, portfolio, and contact page from your about page.

Schema markup. Implement Organization schema on your about page to help search engines understand your business details.

Maintaining Your About Page

Your about page is not a "set it and forget it" page. Update it when team members join or leave, when you reach milestones, when your services or focus evolve, when you receive notable awards or recognition, and at least once per year for a general refresh.

For guidance on building a consistent brand identity that your about page can reflect, see our small business brand identity checklist.

Common About Page Mistakes

Too long. Most about pages should be 500 to 800 words. If you are writing 2,000 words, you are likely including information that belongs on other pages.

No personality. Corporate language that could describe any business is a missed opportunity. Your about page should be unmistakably yours.

No photos. An about page without photos feels incomplete and less trustworthy.

No call to action. Visitors who read your entire about page are engaged and interested. Do not let them drift away without direction.

Outdated information. An about page mentioning your "team of 5" when you now have 15 employees signals neglect.

Hidden or hard to find. Your about page should be in your main navigation, clearly labeled "About" or "About Us."

Your About Page Checklist

Use this checklist to evaluate your about page.

• [ ] Compelling opening that communicates your mission or core belief
• [ ] Origin story that explains why your business exists
• [ ] Clear description of what you do and who you serve
• [ ] Mission, values, or approach section
• [ ] Team photos and bios (real photos, not stock)
• [ ] Social proof (testimonials, client logos, numbers)
• [ ] Clear call to action
• [ ] Optimized for SEO (meta tags, headers, internal links)
• [ ] Mobile-responsive and fast-loading
• [ ] Updated within the past 6 months
• [ ] Written in your brand voice, not generic corporate speak

Your about page is your digital handshake. It is the moment a potential customer decides whether you feel like the right fit. Take the time to get it right, and it will work for your business 24 hours a day, building trust and driving conversions every time someone wants to know the people behind the business.