At some point between “this looks like what I need” and “let me send a message”, a visitor clicks About. They are not there for a company history. They are checking something quieter: can I trust these people with my money, my event, my business? An About page that answers that question turns curiosity into an enquiry. One that does not is a polite dead end.
This guide is part of our website copywriting and brand storytelling service. It follows homepage copy that converts, where the homepage introduces the customer’s story. The About page introduces the guide.
What the visitor is really asking
Behind almost every About page visit sits one of a few questions:
- Who will I actually deal with?
- Have they done work like mine?
- Do they work the way I want to work?
- Are they real, reachable and still in business?
Write the page to answer those questions in roughly that order. Everything else is useful only if it helps answer one of them, including the founding date, the mission statement and the office photos.
Tell the origin story for the customer
A founder story earns its place when it explains why the business works the way it does. “I started this company in a spare bedroom” is a fact. Here is one written for the customer instead: “I started this company after watching small venues lose couples to slow replies, so every enquiry here is answered by a person.” That gives the reader a reason to trust you, because it connects your past to their problem.
A simple shape for the origin story:
- The moment or frustration that started the business.
- What you decided to do differently.
- How that decision shows up in the customer’s experience today.
Keep it short and true. Readers spot an invented struggle as quickly as an exaggerated one.
Answer “who will I deal with?” directly
For a small studio or service business, the answer to this question is often the strongest selling point, and it is often hidden. Our own About page says it plainly: you work directly with the person responsible for your project. We put that line there because people hiring a small team often worry about one thing: whether the person they meet is the person who does the work.
Name the people and use real photographs. Describe each person’s role by what they do for the client, not only by their job title. Two people with real names and faces often feel more trustworthy than an anonymous “team of experts”.
Show values through decisions, not adjectives
“Honest, passionate and customer-focused” appears on so many About pages that readers no longer see it. Values become believable when you show them as choices you have made, ideally choices that cost you something. Lines like these tell the visitor how you will behave once they are a client:
- “Every enquiry is answered by the owner, not a call centre.”
- “We quote after a site visit, so the price you see is the price you pay.”
- “When a client asks for privacy, their project stays out of search engines.” That last one is ARKIELLO’s own rule.
Only publish the lines that are true for your business. A broken promise on an About page does more damage than no promise at all.
Bring proof onto the page
The About page is a natural home for a few pieces of work, some genuine reviews or a link to a detailed case study. Pick evidence that matches the people you want to attract. Our guide to proof without hype explains how to write it without overclaiming.
Make the page findable and connected
People often search for an About page by name, after hearing about you and wanting to check. Make sure the page title includes the business name and what it does, and that founder and team names appear in the text. A separate profile page for the founder, like Romeo’s profile, gives those name searches a clear destination and ties the person to the business.
Link from the About page to your main services and your work. A visitor who now trusts you wants to see what you can do for them.
End with an invitation, not a full stop
The last screen of an About page is one of the most valuable spots on the website, because whoever reaches it has read your story to the end. Do not leave them at a footer. Close with one sentence that connects your story to their situation and one clear action: get a quote, book a call, check availability.
Let’s find the story your About page should tell
Tell ARKIELLO about your business: how it started, who does the work and the customers you want more of. We will discuss which parts of that story will matter most to them. Explore our website copywriting and brand storytelling service.