Your About page is not about you

Nobody reads an About page to learn about you. They read it to decide whether to trust you. Here’s how to help them.

Here is an awkward truth about About pages. Nobody opens one to learn about you.

They open it to decide whether they can trust you with their money, their project or their Saturday. Every line should help them make that call.

What visitors are really checking

An About page is a job interview where you can’t see the interviewer. Behind the politeness, the questions are blunt.

Picture a single person reading. Ours is a bakery owner with flour on her phone, scrolling between batches.

Open with who you help and how. “We make brands for small, stubborn businesses” beats “Founded in 2017” every time.

Now the history earns its place. Ours fits in a breath: seven people and a dog in Hackney, four-day weeks since 2023, more than 60 launches.

Use real ones, even slightly wonky. A blurred picture of your actual team will win more trust than a perfect image of strangers in a meeting room.

Most of these pages improve by subtraction. Look for the following and cut them:

What’s left will be shorter and far more convincing.

“Our old About page was four hundred words on our process. The new one has a photo of the dog. Enquiries went up.”

Tom Reeve, co-founder of Sunday Studio

The last thing a reader sees should be a way in: a button, an email address or a phone number, with a line saying what happens next.

Ours says we reply within a day, because we do. If yours needs a rewrite, say hello and tell us who it’s for.