A good About page leads with what you do and who you help, tells one specific true story about why, and sounds like a person rather than a company. Yet it is one of the most visited pages on most sites, and one of the worst written. People go there to decide whether to trust you. Then they hit a wall of “founded in 2019, passionate about excellence,” and learn nothing. You can do much better with the truth.
Lead with what you do, not your founding date
Open with what you do, who you help, and why it matters. The company history, if it earns a place at all, comes later. A visitor is asking “are these the right people for me?”, not “when were you incorporated?”
Tell the real story with specifics
The thing that builds trust is a specific, true story: why you started, what you believe, the real reason you do it this way. One concrete detail (you left agency life because clients kept getting overcharged) does more than a paragraph of values. Grand and vague reassures nobody.
Sound like a person, cut the cliches
If a phrase could appear on any company page (“dedicated to excellence,” “customer-centric,” “industry-leading”), it is filler. Write the way you would explain your business to someone at a dinner party: warm, honest, and human. That voice is the whole point of an About page.
Common mistakes
- Opening with company history nobody asked for.
- Mission-statement cliches that say nothing specific.
- Corporate “we” voice when a real, human one would build more trust.