The « About » page is one of the most visited on a website, yet one of the most rushed. It is hastily filled with a few impersonal lines, when it is a golden opportunity to create a connection, inspire trust, and stand out. A good About page tells a story and makes people want to work with you. This guide explains how to make it truly serve your business.
A more important page than one might think
Contrary to popular belief, the About page is not just a formality: it is often one of the first pages visited by those hesitant to trust you. Before buying or contacting, people want to know who they are dealing with. Neglecting it means missing a precious opportunity to reassure and convince at a crucial moment.
Tell a story, not recite a CV
The classic mistake is turning the About page into a cold list of dates and diplomas. What creates a connection is a story: why you do what you do, what drives you, what sets you apart. People connect with people and motivations, not a resume. Share your journey, your mission, your difference: that’s what makes them choose you over someone else.
The right reflex. Write your About page thinking about your visitor, not just yourself. Beyond who you are, show what you bring and why it matters to them. A successful About page talks as much about the client and their success as it does about you.
Your About page should feel like a conversation, not a job interview. People want to know your story, not just your qualifications. Be real, be human, and they’ll trust you.
A freelance graphic designer might say: “I started designing after realizing how much bad design frustrated me. Now, I help small businesses stand out with simple, effective branding. My favorite project? A local bakery’s logo that doubled their Instagram followers in a month.”
Inspire trust
The About page is a powerful tool for reassurance. An authentic photo (yours, your team, your workplace) humanizes your business and inspires more trust than an anonymous site. Concrete elements—your experience, your values, what matters to you—lend credibility to your message. Showing the human face behind the website reassures and creates a connection that commercial arguments alone cannot establish.
End with an invitation
A successful About page doesn’t just tell a story: it invites the next step. After creating a connection and inspiring trust, guide the visitor to the next action: contact you, discover your services, schedule an appointment. It would be a shame to convince someone and then leave them without knowing what to do. End with a clear invitation to turn the trust created into concrete action.
Avoid this. Don’t fall into the trap of impersonal jargon and clichés (« innovative leader, » « custom solutions… ») that mean nothing and sound hollow. Authenticity and simplicity resonate far more than big words. Speak truthfully, in your own words: that’s what builds trust.
The winning structure, section by section
A proven structure to write without stress: 1. The hook—a sentence that states who you are and what you offer, client-focused (« I help artisans gain online visibility »). 2. The story—the spark, the journey, the why: three sincere paragraphs are better than an exhaustive timeline. 3. The method or values—how you work, what matters to you: this is where people envision collaborating with you. 4. The proof—impactful numbers, achievements, or a well-chosen testimonial. 5. The human touch—your photo, a more personal note: what creates the connection. 6. The invitation—the next step, clearly offered. Write in one go following this plan, let it rest for a day, tighten it up: your About page is ready.
- 1. The hook—a sentence that states who you are and what you offer, client-focused (« I help artisans gain online visibility »).
- 2. The story—the spark, the journey, the why: three sincere paragraphs are better than an exhaustive timeline.
- 3. The method or values—how you work, what matters to you: this is where people envision collaborating with you.
- 4. The proof—impactful numbers, achievements, or a well-chosen testimonial.
- 5. The human touch—your photo, a more personal note: what creates the connection.
- 6. The invitation—the next step, clearly offered.
Frequently asked questions
Should I include my photo?
Highly recommended: an authentic photo humanizes your business and inspires trust. Visitors connect more easily with a face than with an anonymous site.
How long should this page be?
Long enough to tell your story and create a connection, without rambling. What matters is authenticity and relevance, not length: get to the heart of what makes you unique.
I don’t like talking about myself: what should I do?
Talk about your clients and what you solve for them—your About page can be 70% focused on them. And for the personal story, factual sobriety is enough: no need for lyricism, just truth.
Key takeaways
The About page is far more than a formality: it’s a powerful tool to create connections and inspire trust, often consulted at a decisive moment. Its success lies in an authentic story rather than a cold CV: explain why you do what you do, what sets you apart, and what you bring to your clients. Humanize with a real photo, speak truthfully while avoiding hollow jargon, and end with a clear invitation. When done right, this page turns hesitant visitors into convinced clients.
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