Business websites / About page
How to Plan an About Page for a Business Website
An About page should reduce uncertainty about who is behind the business and why a prospective customer can trust the next step.
Answer the buyer's real questions
Start with what a prospective customer needs to know: what the business does, who it serves, how it works, where it operates, and who is accountable. Place the clearest answer near the top. A long origin story cannot compensate for missing basics.
Decide the page's next action. For some businesses it should lead to services or relevant work; for others it should introduce a named expert before an inquiry. The About page should support the buying journey, not become an isolated company biography.
Use the story to explain the present
Include history when it explains current expertise, values, or a meaningful change in the offer. Select the few milestones that help a buyer understand the business now. Remove ceremonial chronology, internal slogans, and claims that cannot be demonstrated.
Write values as operating choices. Explain how they affect communication, quality, accessibility, sourcing, or project decisions. Concrete practice is more useful than a list of universal virtues.
Show people and proof accurately
Introduce the people a client will work with, their relevant roles, and how responsibility is organized. Use current photographs and obtain permission before publishing personal details. If partners or contractors are part of delivery, describe that model clearly instead of implying a permanent team that does not exist.
Add evidence that belongs on this page: credentials, locations, years or dates you can verify, selected memberships, or links to representative work. The website proof guide can help match evidence to the concern it answers.
Connect context to the next step
Use descriptive links to relevant service pages, case studies, policies, or contact routes. If visitors may arrive from branded search, make sure the page can orient someone who has not seen the homepage first.
Review every claim for accuracy and ownership. Assign someone to update team details, certifications, locations, and positioning when they change. A concise current page builds more trust than an impressive story that has quietly become outdated.
Make the company story useful
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