How to Write an About Page That Actually Sells (Nobody Reads Yours Right Now — Here Is Why)

In short: when a stranger finds your website, the first thing they click after pricing is your About page. They aren’t reading it for facts — they’re hunting for a reason to trust you. “Established in 2014, we offer comprehensive solutions” gives them nothing. A good About page answers: who you actually are, why you exist, who has worked with you, why you’re different, and what the visitor should do next. Here is how to write one for a small business, with real examples and the mistakes to avoid.

Why About pages actually matter (in ways you haven’t measured)

Before the “how to write”, the “why bother”. Analytics almost always show About as one of the top 5 pages by time-on-site — even for businesses that don’t consider it important. The reason is simple: buying something from a stranger is scary, and About is where the visitor looks for signals that you’re real, that you’ve done this before, and that you’re not going to disappear with their deposit.

Specifically, an About page is what:

• Converts a cold visitor into a warm enquiry. Someone who landed on your service page from Google Ads and isn’t ready to buy will check who they’d be dealing with before they write.
• Justifies a higher price. A business with a named team, real photos, and a story feels more valuable than one with just a logo and a phone number.
• Ranks in Google’s E-E-A-T scoring. “Experience, Expertise, Authoritativeness, Trust” is an official Google quality metric — and About is where most of it gets proven.
• Humanises AI/automated experiences. If you have a chatbot on the site, visitors want to know: is there a real person behind this? About is where you say yes.

The 7-section structure that converts

Don’t write a free-flowing “our story” essay. Structure is what makes people read. Here is the pattern that works:

Section 1. Headline in your customer’s terms, not yours

Bad: “Welcome to Our Company” (nobody came for a welcome). Better: “We build websites for small Ukrainian businesses that need to sell online” (this tells the right visitor they’re in the right place). Best: Add a specific proof: “A Lviv team of 12. 180+ websites delivered since 2016, all still earning for their owners.”

The headline isn’t a motto — it’s the answer to “should I keep reading?”

Section 2. Why you exist (the actual reason, not a slogan)

One paragraph, plain language. Not “Our mission is to empower businesses through digital transformation” — that’s a LinkedIn post, not a human sentence. Say something like: “We started in 2016 after our first client — a Lviv bakery — paid $2,000 to a studio that delivered a broken template. We decided to build websites that actually earn their cost.” A real story with real stakes beats any mission statement.

Section 3. What you actually do (with numbers, not categories)

Three to five bullet points with facts, not labels:

• Bad: “Website development, CRM, automation, e-commerce.”
• Good:
  • 180+ websites built for service businesses and small stores, launched since 2016
  • Custom CRM systems with 1C integration for wholesale companies
  • Process automation that saved our clients 400+ hours per month in routine tasks
  • Headless CMS setups so owners can edit text without calling a developer

Concrete verbs, real numbers, actual outcomes.

Section 4. Who you are — real people, real faces

The single most-converting element you can add: photos of the actual team with names and roles. Not stock people shaking hands — your team. Three to six photos with one-line descriptions each (“Maxym — lead developer, 9 years building Shopify stores”, “Anna — designer, works on UX for e-commerce”). If you’re a one-person business, a photo of you, in your workspace, with your name. That’s it.

If you’re a solo business, include a “how I got here” paragraph: your previous companies, your certifications, your projects. This is what turns you from “someone with a website” into “an actual professional”.

Section 5. Who has worked with you (clients and logos)

If you have 20+ clients, put a grid of their logos on the page. If you have some publicly-known names, highlight them. If your NDA doesn’t allow showing logos, use anonymised descriptions: “One of the top 5 construction companies in Ukraine”, “A chain with 40+ beauty salons nationwide”.

Then link to 2–3 case studies — that’s where the real proof lives. Anatomy of a converting page covers how to write case studies.

Section 6. What you believe (the values that show up in how you work)

Three to four sentences, not ten. If you say “we value honesty”, prove it with a concrete practice: “Every project has a written estimate before we start. If we exceed it, we absorb the difference.” Values without specifics are decoration.

Section 7. The clear next step (CTA)

End the page with one action: “Want to work with us? [Contact →]” or “Not sure if we’re right for your project? [Free 15-minute consultation →]”. The visitor just read your story and saw your team — they need somewhere to go next. Don’t end with “Thank you for reading” or “Stay tuned”.

What to write when your business is small and new

The advice above assumes you have 5+ years and a client list. What about month 3? What if you have 4 clients and none are big brands?

About page on the homepage vs a separate page

You need both:

• A short About block on the homepage (3–5 sentences + a link to the full page). Most visitors won’t click through to a dedicated About, but they’ll scan a compact version on the homepage before deciding whether to enquire. Homepage structure guide covers where this fits.
• A full About page for the 10–15% of visitors who do click through — these are the high-intent ones, and they’ll reward you for depth. Real photos, real names, real numbers, real story.

Don’t rely on a homepage block alone — you lose the people who specifically want to verify you.

Five examples of About pages done right (and what to steal)

You don’t need to invent the format. The patterns that work are consistent:

1. Basecamp — starts with a picture of the actual office, then talks about how the team works (short, direct, no fluff). Steal: showing the real work environment, not a marketing photo shoot.
2. Gumroad — mission-driven headline, concrete values, and the story of why the company exists. Steal: leading with what you believe, not what you sell.
3. Buffer — transparent salary and culture page, with real numbers published openly. Steal: putting hard specifics where competitors say “we’re great”.
4. Awwwards’s “Our Team” — real team grid with personality, not corporate headshots. Steal: showing human faces with human captions.
5. Local DEXA case: Wrenhaven Capital (investment firm) — 3 partners, real names, actual background, sector expertise, no jargon. Steal: writing for the actual client you want, not every possible client.

The 30-minute rewrite you can do today

Bottom line

An About page is either the single best trust-builder you have or the most obvious waste of traffic. It depends entirely on whether you treat it as a marketing asset — a story with specifics, proof, and faces — or as filler text about “quality and innovation”. Take the 30-minute rewrite above and your visitors will trust you more than they do today. In most niches, that alone lifts enquiry rates.

Get an About page that builds trust → — we write and design About pages with real photography, team blocks, and conversion structure. Read next: anatomy of a page that converts and how to write selling website copy.