The About page is often one of the most visited pages on a website. New visitors want to know who is behind the content, whether they can trust it and why they should keep reading or buy. Yet many About pages are vague, outdated or focused only on the owner’s biography. A strong About page connects your story to your readers’ needs and builds credibility.
This guide explains what to include in an About page, how to structure it and how to make it work for blogs and small businesses.
Why the About Page Matters
- Trust: shows real people and purpose behind the site
- Connection: helps readers relate to your story
- Credibility: highlights expertise and experience
- Conversion: guides interested visitors to subscribe, contact or buy
- Transparency: supports trust signals that search engines and advertisers value
What to Include
| — | — |
|---|---|
| Expertise | Relevant experience, qualifications or achievements |
| What readers get | Topics covered, content types, benefits |
| Values and approach | How you research, write and stay accurate |
| Social proof | Testimonials, results, media mentions |
| People | Names, photos and short bios of the team |
| Call to action | Subscribe, explore popular posts or get in touch |
Step 1: Start with Your Reader
Begin with what the reader cares about. Instead of “I was born in…”, start with something like “This blog helps first-time homeowners make confident decisions about repairs and renovations.” Then explain how you deliver that value.
Step 2: Tell Your Story Briefly
Share why you created the site, the problem you noticed or the journey that led you here. Keep it relevant and concise; a few paragraphs are enough.
Step 3: Show Your Expertise
Mention relevant experience, qualifications, years in the field, projects or results. Be honest and specific. Credentials are especially important for health, finance and legal topics.
Step 4: Explain Your Editorial Approach
Tell readers how you create content: research sources, testing products, expert reviews or regular updates. Link to editorial, fact-checking and corrections policies if you have them.
Step 5: Add Social Proof
Include short testimonials, subscriber numbers, notable achievements or media mentions, as long as they are genuine and up to date.
Step 6: Show the Humans Behind the Site
Real photos and names build trust. For teams, include short bios. If you prefer privacy, at least explain who operates the site, such as a business name and location.
Step 7: End with a Clear Next Step
| — | — |
|---|---|
| Grow email list | “Join 5,000 readers getting weekly tips” |
| Encourage exploration | “Start with our most popular guides” |
| Generate leads | “Book a free consultation” |
| Build community | “Join our Facebook group” |
About Page Structure Example
- Headline: “Helping Small Businesses Grow with Simple Digital Marketing”
- Opening paragraph about who you help and how
- Short founder story and mission
- Experience and credentials
- What readers will find on the site
- How content is researched and updated
- Testimonials or achievements
- Team photos and bios
- Call to action and contact link
Tips for Writing
- Write in a natural, friendly voice
- Use “you” more than “I” or “we”
- Keep paragraphs short and scannable
- Update the page as your site grows
- Avoid exaggerated or unverifiable claims
Common Mistakes
- Making the page entirely about yourself without reader benefit
- Using generic statements with no specifics
- Hiding who runs the website
- Forgetting a call to action
- Leaving outdated information
Real-World Example
A home gardening blog had an About page with one line: “I love plants.” The blogger rewrote it to explain that she helps apartment dwellers grow food in small spaces, shared her journey from failed balcony gardens to successful harvests, listed her horticulture course and community garden volunteering and added photos of her balcony. She ended with a link to her beginner’s guide and newsletter. Newsletter sign-ups from the About page increased noticeably.
Frequently Asked Questions
How long should an About page be?
Long enough to explain who you are, who you help and why readers should trust you, often 300 to 800 words.
Should I include a photo?
Yes, if comfortable. Real photos build trust and connection.
Can a business About page be written in third person?
Yes. Businesses often use “we”, while personal blogs often use first person.
Does the About page help SEO?
It supports trust and transparency, which align with quality signals, and can rank for brand searches.
Should I include contact information?
Yes, or link clearly to your Contact page.
How often should I update it?
Whenever your mission, team, achievements or offerings change.
Conclusion
A great About page answers visitors’ key questions: who are you, how do you help and why should they trust you? Lead with reader benefits, share a concise story, show expertise and proof, introduce the people behind the site and finish with a clear next step. A thoughtful About page turns curious visitors into loyal readers.
