How to write an About page that wins customers

The About page is often the second-most visited page on a small business website, and one of the most wasted. Most read like a resume. The best ones quietly turn visitors into customers. Here is how to write one.

Start with the customer, not yourself

Counterintuitive but true: the best About pages are mostly about the reader. Open by showing you understand who they are and what they want. Then position yourself as the answer. People care about your story only insofar as it tells them you can help them.

Make your value obvious fast

Within the first lines, a visitor should know who you help, what you do, and why you. Skip the slow wind-up. Lead with the outcome you deliver.

Build trust

This is where an About page earns its keep:

• A human face. A real photo and a real voice beat a faceless brand.
• Proof. Results, testimonials, recognisable clients, or numbers.
• Your "why". A genuine reason you do this builds connection, kept brief.
• What it is like to work with you. Set expectations and reduce risk.

Keep it human and scannable

Write like you talk. Short paragraphs, clear headings, no jargon. Let people skim and still get the point.

End with a clear next step

Do not let a warmed-up visitor hit a dead end. Close with one obvious action: get in touch, book a call, or see your work.

The bottom line

Your About page is a sales page in disguise. Make it about the customer, prove you can deliver, show the human behind the work, and point clearly to the next step.