Let’s face it. Most people ignore the “About” page on their websites. But guess what? That’s a big mistake.
Your “About” page is where visitors decide if they can trust you. It’s not just fluff—it’s the heart and soul of your brand.
But don’t worry! Optimizing your “About” page isn’t rocket science. With just a few tweaks, you can turn that dull bio into a trust-building machine.
Why the “About” Page Matters
When visitors land on your site, they want answers to three key questions:
- Who are you?
- What do you do?
- Can I trust you?
If your “About” page doesn’t answer these, people may leave. Or worse, never come back.
Think of it like this: If your homepage is your welcome mat, your “About” page is the comfy living room where people decide to stay—or run for the hills.
Make It Personal but Professional
People trust people. That’s why your “About” page should sound like you. Not a corporate robot. Use a voice that fits your brand—but make it personal.
- Share your story. How did you get started?
- Talk about your passions. What drives you?
- Show your mission. What are you here to do?
Here’s a tip: Use the word “I” or “We” more than “our company.” It helps you sound human.
Keep It Simple and Clear
No one likes reading walls of text. Keep your “About” page easy to scan.
- Use short paragraphs
- Add subheadings
- Use bullet points when listing
Clear structure helps people stay on the page. And if they stay longer, they’re more likely to trust you.
Add a Friendly Photo
A face can go a long way. Including a high-quality photo of you or your team builds connection instantly.
When people see a real face, they think, “Hey, this is a real person I could talk to.” That builds trust right away.
No grainy selfies, though. Go for something warm and professional.
Include Some Social Proof
Don’t just say you’re trustworthy. Show it.
Even on your “About” page, a little social proof goes a long way. Here’s what you can include:
- Testimonials: Happy words from past clients or customers
- Partnerships: Logos of companies you’ve worked with
- Stats: Number of clients helped, years in business, coffee cups consumed—anything fun and real!
Your visitors want proof that you’re the real deal. Help them out!
Be Transparent
If you want trust, you need to be honest. That means telling your story without going over the top.
Share struggles. Talk about lessons. Be real. When people see the journey instead of just the highlights, they relate more. And guess what? That builds trust.
Don’t be afraid to say something like:
“We messed up our first big project. But we learned fast and got better.”
That honesty is pure gold.
Make the Page Easy to Find
This one’s quick but important. Make sure your “About” page is in your main menu. Don’t hide it!
If people can’t find it, they can’t trust you.
Use a Strong Call to Action
When people finish reading about you, tell them what to do next.
Examples of good calls to action (CTAs):
- “Want to chat? Contact me.”
- “Let’s work together. See my services.”
- “Ready to subscribe? Join the newsletter.”
Your “About” page shouldn’t be a dead-end. Keep that trust train moving!
Don’t Make It All About You
Wait… what?
Yes, it’s called the “About” page, but it should also be about your visitor.
Talk about how your journey helps them. What problem do you solve? How do you make their life easier, smarter, happier?
Here’s a quick example:
“I started baking so I could make gluten-free desserts that actually taste good. Now, I help thousands of people enjoy sweets without the stomach ache.”
See? It’s personal and helpful.
Use Real Language
Unless your audience is made of expert scientists, ditch the jargon. Write like you talk.
Imagine you’re explaining your story to a curious 12-year-old. If they understand it, most adults will too.
Tell a Tiny Story
Everyone loves a good story. Even on a small “About” page, you can include one.
Think of a moment that changed something for you. Or maybe the exact second you decided to do what you do.
Stories create connection. Connection leads to trust. Simple!
Show Off Your Personality
You’re not boring. So don’t let your “About” page sound like an instruction manual.
Add a fun fact. Include a GIF. Drop a well-timed joke.
You’re memorable when you’re genuine.
Here’s a great example of personality in action:
“I make spreadsheets fun. Yes. It’s possible.”
Cute, funny, and to the point. Memorable!
Keep It Updated
Did you change direction? Add a new team member? Win an award?
Update your “About” page! A stale page can hurt your credibility.
Make a note to check it every 3–4 months. A little refresh goes a long way.
Your Trust Checklist
Let’s recap with a quick-hit checklist. Make sure your “About” page has:
- A personal story
- Clear and simple language
- A friendly photo
- Social proof
- Transparency
- A relevant CTA
- Your unique voice
- Value for the reader
Nail these, and you’re well on your way to a trust-boosting bio.
Your “About” Page Is Trust in Action
Think of your “About” page as a handshake. It’s the moment people go, “OK. I like these folks.”
And when people like you, they stick around. They buy. They subscribe. They become fans.
So don’t just fill your “About” page with fluff. Shape it to build trust. Make it fun, honest, and human. Your future customers will thank you.
Now—go give your page the glow-up it deserves!