THE THINKING / YOUR ABOUT PAGE
Tell your storyso people know why it matters.
A strong About page connects the people and purpose behind the business with the reasons a visitor might choose to work with you. Be human, specific, and honest.
SCOPE / HOW TO WRITE A PROFESSIONAL ABOUT PAGE FOR YOUR BUSINESSBegin with what a visitor wants to understand about you.
Someone visiting your About page may be deciding whether your experience, approach, and values fit what they need. Give them a reason to see themselves in the story, not just a list of facts about the company.
You can open with who you help and what you help them do. Then bring in the background that explains why this work matters to you.
A FEW PRINCIPLES
Make the story credible and easy to relate to.
Connect the why.
Explain the experience or belief that shaped the work and how it benefits the people you serve.
Show your way of working.
Make values tangible through decisions, practices, and the kind of relationship clients can expect.
Use proof with care.
Share relevant experience and evidence that help readers understand what you can do.
The most memorable details reveal how you think and work.
A founding story can help explain the problem you wanted to solve. A moment from your experience can show how your approach developed. A short introduction to the people behind the work can make a future collaboration feel less abstract.
Choose details that serve the reader’s understanding. Personal anecdotes are most useful when they illuminate a real value, perspective, or way of working—not simply because every About page seems to need one.
Trust comes from specific, supportable details.
Describe relevant experience, qualifications, methods, or results accurately. If you share a client example or testimonial, make sure you have permission and provide enough context for the reader to understand it.
Avoid broad superlatives that cannot be demonstrated. A few clear facts about the work and the people doing it are more helpful than claiming to be the best at everything.
A THOUGHTFUL PROCESS
Shape a story that sounds like the real business.
01 / GATHER
Collect the useful details
Note who you serve, why the work began, what experience shaped it, and what clients value about the relationship.
02 / CONNECT
Link the story to the reader
Choose details that help someone understand your approach and whether it fits their needs.
03 / REVIEW
Check for warmth and truth
Ask someone unfamiliar with the business what they learned, what felt credible, and what questions remain.
An honest story is more useful than a polished fiction.
Use accurate dates, roles, credentials, client names, and results. Do not exaggerate the company’s history or attribute work to a person who was not involved. If a detail is private or uncertain, leave it out or ask permission before sharing.
You can still write with confidence. Be precise about what you know, describe the work you do, and let the reader see the care behind it.
COMMON QUESTIONS
A final review for your About page.
Should the About page focus on the company or the customer?
It should help a customer understand the company. Connect your background and approach to what the reader needs to know when deciding whether to work with you.
How personal should the story be?
Share what feels appropriate and useful. Personal details can make the page human, but they should be your choice and should help explain the business or its perspective.
Can I include testimonials or client logos?
Yes, when they are accurate and you have permission to use them. Add context so readers understand what the example represents.
How long should an About page be?
Long enough to answer the questions that matter and no longer than the story needs. Use sections and headings to make the details easy to find.
LET’S MAKE THE NEXT MOVE COUNT.
Tell the story behind the work people come to you for.
If you have the ingredients but need help finding the through-line, we can shape the page with you.
Shape your About page