How to write an about page that earns trust
An about page is where a doubtful visitor goes to check you're real and competent. Answer that directly: who does the work, what they've done, how they work, and what happens next. Concrete details persuade; a mission statement doesn't, because every competitor has one too.
Who reads an about page, and when
Few people start on the about page. They arrive from a service page or a price list, interested but unsure, and click About to settle a question: is this a real business, is it the right size for me, will I deal with someone who knows what they're doing? Write for that moment. Google's guidance on helpful, people-first content makes the same point from the other side: readers trust pages more when it's clear who is behind them and what their background is.
A structure that works
- One sentence on what you do and for whom. "We're a two-person bookkeeping practice in Bristol working with sole traders and small limited companies." Not a slogan; a description someone could repeat.
- Who does the work. Names, roles and a real photo of each person a client will deal with. A one-person business should say so; "I" reads better than a borrowed "we".
- Evidence of competence. Years in the trade, qualifications that customers recognise, notable work, the kinds of problems you've solved. Specific numbers you can stand behind beat adjectives.
- How you work. What a first meeting looks like, how quickly you reply, what you won't take on. This filters out poor fits and reassures good ones.
- What to do next. One link or button to the thing most visitors should do: book a call, see prices, get a quote.
That's often 250 to 500 words. Longer is fine if the extra words carry facts, such as a short history that explains why you specialise the way you do.
Details worth including
- Where you're based and the area you cover, if it's a local business.
- Professional memberships and registrations, with the registration number where the body publishes one, so visitors can check.
- The tools, materials or methods you choose and why, in a line each.
- A specific example: the job that taught you something, the client problem you're known for fixing.
- Business details people look for: company name, number and registered address where they apply.
- How to reach a person, not just a form.
Lines to cut
Read your draft and delete any sentence a competitor could publish unchanged. Typical candidates:
- "We are passionate about delivering excellence." Everyone says it; nobody believes it.
- "Founded on the values of integrity, quality and innovation." Values are shown by what you do, so describe what you do.
- "A one-stop shop for all your needs." Usually untrue and makes you sound like everyone else.
- A life story that never connects to the work. Keep the parts that explain your expertise or approach.
- Claims you can't back up: "the leading", "the most trusted". If you have an award or a certification, name it and link to it.
Before and after
- Before
- "At Greenleaf Gardens we are passionate about creating beautiful outdoor spaces. With a commitment to quality and customer satisfaction, we deliver exceptional results every time."
- After
- "Greenleaf is Sam and Priya Mehta. We design and build small gardens in south Manchester, usually under 15 metres long, and we do the planting ourselves. Most projects take two to four weeks. We'll visit, measure and send a fixed quote within a week."
The second version names the people, the area, the speciality and the process. A visitor with a large country estate now knows to look elsewhere, and one with a terraced-house garden knows they've found the right firm.
Mistakes that weaken the page
- Stock photos of people who don't work there. Visitors spot them, and a mismatch at the first meeting undoes the trust the page was meant to build.
- Hiding the about page. If it's only in the footer, the doubtful visitor may never find it. A main-menu link or a short about section on the home page helps.
- Selling only on About. Put proof near the offer too; the about page backs it up rather than replacing it.
- Letting it go stale. A team photo with someone who left two years ago tells visitors nobody's minding the site.
Check it worked
Ask someone who doesn't know you to read the page for thirty seconds, then tell you who runs the business, where, and what to do next. If they can't answer all three, the page isn't doing its job yet. After launch, look at whether visitors move from About to your contact or booking page; if most leave, the next step isn't clear enough.
Adding it to an Anticode site
Anticode's design engine can give a site a separate About page alongside the home page. Put the facts above into your request, since the model can only use details you give it, and use the visual editor to correct wording in place afterwards. Add your own team photos to the build rather than relying on library images. The guide to copy that doesn't sound AI-written covers the editing pass in more depth.
What Anticode can't do is know your story. Generated about copy without your details will be generic by necessity, so treat the first draft as a layout to fill, not text to publish.
Questions people ask
First person or third person?
First person reads more naturally for small businesses and individuals. Third person suits formal firms or bios that others will reuse. Pick one and keep it consistent.
Do I need a photo?
For a service business, yes, if you can. A real photo of the people a client will meet is one of the strongest trust signals on the page.
Should a sole trader say we?
Usually not. Saying I is honest and is often why clients choose a sole trader. If you work with regular subcontractors, say that plainly instead.