Your About page is one of the most visited pages on your website. Potential customers land on it before they decide to trust you, hire you, or buy from you. And yet most small business About pages are a waste of everyone’s time.
They read like a corporate press release. They list certifications nobody asked for. They say things like “We are passionate about serving our customers” without saying anything meaningful at all.
If your About page isn’t actively helping you win business, it’s costing you. Here’s how to fix that.
Why Your About Page Matters More Than You Think
When someone lands on your About page, they’re usually deep in the decision-making process. They’ve already seen what you do. Now they want to know who you are — and whether they can trust you.
Think of it like a first date. You don’t win someone over by reciting your resume. You win them over by being genuine, relatable, and compelling. The same is true for your About page.
Studies consistently show that personal, story-driven About pages outperform generic ones when it comes to conversions. People buy from people they know, like, and trust. Your About page is where that relationship starts.
The Biggest Mistake Business Owners Make
Here it is: writing about yourself instead of writing about your customer.
Yes, it’s called the About page. But the reader doesn’t actually care about you — at least not yet. What they care about is what you can do for them. They’re asking, “Is this person the right fit for my situation?”
A great About page answers that question quickly and clearly. It connects your story to their problem. It shows that you understand what they’re going through, and that you’ve helped people like them before.
What a High-Converting About Page Actually Looks Like
Every strong About page has a few things in common:
1. A Hook That Speaks to the Reader
Don’t start with “We were founded in 2015.” Start with a line that grabs attention and signals that you understand your customer’s world. Something like: “If you’ve ever felt like your business is growing too fast to keep up with — or not fast enough to matter — you’re in the right place.”
The hook should make the reader feel seen before they’ve read a single word about you.
2. Your Origin Story (Told Honestly)
People love a real story. Why did you start this business? What problem were you trying to solve? Was there a moment that pushed you to take the leap?
You don’t need a dramatic backstory. Even something simple — “I got tired of watching local restaurants fail because they didn’t have basic marketing help” — works because it’s real and it explains why you do what you do.
Keep this section tight. Two or three paragraphs at most. This is a sales asset, not a memoir.
3. Proof That You Can Deliver
This is where credentials, experience, and results fit in. Not as a brag wall, but as confidence builders. A few well-placed facts go a long way: “We’ve helped over 200 small business owners double their revenue in 12 months” is better than a paragraph of credentials nobody asked for.
If you have client results, metrics, years in business, or relevant background — include them. But frame them as proof that you can help the reader, not proof that you’re impressive.
4. The Human Behind the Business
If you’re a sole proprietor or small team, let people see who you actually are. Include a real photo — not a stock image, not a logo. An authentic headshot or team photo builds more trust than any paragraph you’ll write.
Add a line or two of personality. What do you do outside the office? What drives you? Even small details — “I’m a former teacher turned business consultant, and yes, I still use a whiteboard” — make you memorable and real.
5. A Clear Call to Action
Don’t end your About page with a period. End it with an invitation. Tell people exactly what to do next: schedule a call, explore your services, sign up for your newsletter, or read a key piece of content.
Your About page should be a bridge, not a destination. Lead visitors somewhere specific.
Length and Format: What Works
There’s no magic word count for an About page. A solo consultant might do well with 300 words and a great photo. A company with a bigger story might need 800 words. What matters is that every word earns its place.
A few formatting guidelines that consistently work:
- Break up long paragraphs. Short, punchy paragraphs are easier to read and keep people scrolling.
- Use subheadings. People scan before they read. Subheadings let them find what they’re looking for quickly.
- Include at least one photo of you or your team. Text-only About pages feel corporate and impersonal.
- Put your CTA above the fold or at least in the first scroll. Don’t bury it at the bottom.
What to Leave Out
As important as what you include is what you cut. Here’s what doesn’t belong on a high-performing About page:
- Generic mission statements. “We are committed to excellence” means nothing. Cut it.
- Industry jargon. Write like a human talking to another human.
- A full resume or timeline. Nobody wants to read a career history formatted like a LinkedIn profile.
- Vague claims without proof. “Industry-leading results” is meaningless without context.
Should You Hire Someone to Write It?
If writing is not your thing — or if your current About page is genuinely embarrassing to you — it’s worth getting professional help. A skilled copywriter can take a 30-minute interview with you and turn your story into something compelling and conversion-focused.
Platforms like Fiverr make it easy to find experienced copywriters at every price point. Search for “About page copywriter” or “business bio writer” and look for sellers with strong reviews and samples you actually like. A well-written About page pays for itself many times over if it helps you close even one or two more clients a month.
That said, nobody knows your story better than you do. If you’re willing to put in the effort, use the framework above and write a first draft yourself. You can always refine it later.
Connect Your About Page to the Rest of Your Online Presence
Your About page doesn’t live in isolation. It’s part of a larger online identity that potential customers are piecing together before they reach out to you. Make sure the story you tell on your About page is consistent with what they see on your social profiles, your homepage, and your other content.
For more on keeping that story consistent everywhere, check out How to Manage Your Small Business Online Presence Across Multiple Platforms.
And if your About page is only one part of a larger website overhaul, you may also want to sharpen the pages doing the heavy selling. How to Build a High-Converting Landing Page for Your Small Business walks you through exactly how to do that.
The SBA’s Take on Building Business Credibility Online
The U.S. Small Business Administration recommends that every small business maintain a professional web presence — starting with pages that clearly communicate who you are, what you do, and why customers should choose you. Your About page is ground zero for that message.
A Quick Checklist Before You Publish
Before you hit publish on your revised About page, run through this:
- Does it start with the reader’s world, not your history?
- Is there a real, honest origin story?
- Is there at least one form of proof (results, credentials, experience)?
- Is there a human photo?
- Is there a clear next step for the reader?
- Have you cut everything that’s generic, vague, or resume-like?
If you can check every box, you have an About page that works. If not, you know exactly where to spend the next 30 minutes.
Your About Page Is a Sales Asset
The best About pages don’t feel like marketing. They feel like a conversation. They make visitors think, “This person gets it. This is who I want to work with.”
That’s the goal. Not to impress people with your background, but to make them feel confident that you understand their problem and know how to solve it.
Take an hour this week to revisit yours. You might be surprised how much a few targeted changes can move the needle on trust, leads, and conversions.
If you want more tools, templates, and guides like this one, join Hustler’s Library for free and get access to the full resource library built for small business owners who are serious about growth.
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