How to Write an About Page That Builds Trust

29 June 2026·4 min read

Quick answer: A good About page isn't your life story — it's evidence that you understand the visitor's problem and can be trusted to solve it. The formula is: open with who you help, prove you understand their situation, show why you (credentials, experience, a real point of difference), then a clear next step. Below is the fill-in-the-blank structure, three real examples, and the honest reason most About pages get skipped. ✨

Your About page is usually the second or third most visited page on a website — right after the homepage — and most businesses treat it like an afterthought. That's a missed opportunity, because by the time someone clicks "About," they're already interested. They just need one more reason to trust you. 💖

First, what most businesses get wrong

Starting with "I've always been passionate about..." — nobody clicked About to read your origin story before they know you can help them.
Writing it entirely in the third person for a one-person business — it reads like you hired someone to write about you, which undercuts the personal trust an About page is supposed to build.
Listing every achievement — a wall of credentials is exhausting to read and buries the two or three that actually matter to this visitor.
No next step — the page ends and the visitor is just... left there, with no obvious way to act on the trust you just built.

The About page formula

Steal this structure and adapt the details — it does the job in roughly 300–500 words:

1. Who you help (one sentence, specific, not "everyone").
2. The problem you understand — show you get their situation before you talk about yourself.
3. Why you — credentials, years of experience, or the specific thing that makes your approach different.
4. How you work — a short line on what it's actually like to be your client.
5. A clear next step — book a call, get a quote, browse services.

Three real examples

Notice each one leads with the client's situation, not the business owner's biography. 📈

Real estate agent: "Selling your home is probably one of the biggest financial decisions you'll make this decade — and it shouldn't feel like a guessing game. I've sold over 120 homes across the Gold Coast in the last six years, and I still walk every seller through the same clear process, start to finish. Curious what your home could sell for? Get a free appraisal below."

Psychology practice: "Reaching out for support takes something, and I don't take that lightly. I work with adults navigating anxiety, burnout and big life transitions, using an evidence-based approach that's practical, not just talk for talk's sake. Sessions are available in person or via telehealth — book a free 10-minute phone consult to see if we're a good fit."

Law firm: "Family law issues rarely happen at a convenient time, and they're rarely simple. Our team has handled separation, custody and property matters for Gold Coast families for over 15 years, with fixed-fee options so cost is never a surprise. Book a free 15-minute consultation to understand where you stand."

How much personal story actually belongs here?

Some, but later — and only if it builds trust rather than just filling space. A single line about why you started the business, or a personal detail that connects to your work, can be powerful once the visitor already knows what you do and who you help. The mistake is leading with it. Earn the attention first, then let them get to know you.

💡 Heads up: Add a real, current photo of yourself or your team near the top of the page. Stock photos on an About page undercut the exact trust the page is meant to build — people are checking that a real human (or real team) is behind the business.

Mistakes that quietly undercut trust

An outdated photo or bio — if you look noticeably different, or you've since changed roles or added qualifications, update it.
Vague claims with no proof — "years of experience" means more as "12 years" or "200+ clients." Specific numbers read as more credible than adjectives.
No mention of who you don't serve — being specific about your ideal client (and gently signalling who you're not the right fit for) builds more trust than trying to appeal to everyone.
Burying the call to action at the very bottom in tiny text — it should be clear and easy to act on the moment someone's ready.

Frequently asked questions

How long should an About page be?

Roughly 300–500 words is enough for most small businesses — long enough to build real trust, short enough that people actually finish reading it. Longer is fine if every section is still earning its place.

Should I write in first person or third person?

For a solo business or small team, first person ("I" or "we") almost always reads warmer and more trustworthy. Third person can work for larger teams, but even then, a first-person note from the founder adds something a corporate bio can't.

What if I don't have big credentials to list yet?

Lead with specificity instead — who exactly you help, how you work, and what clients can expect. A clear, honest process often builds more trust early on than a long list of achievements, especially for a newer business.