I open a new client's website. Click "About." Read: "XYZ Company has been operating since 2005. Our mission is to deliver the highest quality services." And I already know this page isn't selling anything. It's not selling because it talks about the company when it should talk about the customer.
I see this every week. We run an audit, look at analytics — the About page is consistently one of the most visited pages on the site. People land on it. But they do nothing after. They don't call, don't email, don't click through to the offer. Why? Because the page didn't convince them.
Today I'll show you step by step how to write an About page that turns visitors into customers. No corporate speak. No empty slogans. With specific patterns that work for my clients.
Why your About page matters more than you think
I have Google Analytics data from over a dozen local businesses I manage. The About page is consistently the second or third most visited page — right after the homepage and services page.
People visit it at a very specific moment. They've already seen your offer. They already know what you do. Now they want to know who they'd be trusting. This is the moment they decide: I'm calling — or I'm moving on.
That's why "About" isn't the place for a self-portrait. It's the place to build trust. The difference is massive.
- Self-promotion says: "I'm great, I have 20 years of experience, 500 clients trust me"
- Trust-building says: "I understand your problem, I've solved it before, here's the proof"
The first version inflates your ego. The second closes the sale.
Mistake number one: writing about yourself instead of your customer
I have a client — a renovation company in a small town near Lodz. Their old About page started with: "Our company was founded in 2010 out of a passion for construction. The founder, Mr. Marek, dreamed since childhood of…"
Nobody read it. Google Analytics showed an average time on page of 12 seconds. People came and left.
We rewrote it. The new version starts: "Looking for a renovation crew that won't disappear after you pay the deposit? One that finishes on time and cleans up after themselves? That's what we've been doing since 2010."
Average time on page jumped to 48 seconds. Contact form inquiries went up 30% within a month. I wrote more about how to increase online sales separately.
What changed? We started with the customer's problem, not the company's history. People don't care when your company was founded. They care whether you'll solve their problem.
The About page structure that actually works
Over two years I tested different About page layouts for my clients. I measured time on page, bounce rate, and — most importantly — how many inquiries each version generated. Here's the structure that consistently wins:
1. Headline with a promise, not your company name
Instead of "About ABC Company" write something that tells the visitor what's in it for them. Example: "We build websites that bring in customers — not just look pretty." The headline is the first thing visitors read. If you don't hook them here, they won't read the rest.
2. First paragraph: the customer's problem
Start with what the customer comes to you with. Name their pain. "You run a service business and you know you need a website. But you don't want to spend $3,000 on something that just sits there doing nothing." The customer reads this and thinks: "exactly, that's my issue." And keeps reading.
3. Your story — but through the customer's lens
This is where you can talk about yourself. But not resume-style. More "why I do what I do and how that helps you." Instead of "I have 15 years of industry experience" write "over 15 years I've seen hundreds of websites that didn't work. That's how I learned to build ones that do."
4. Social proof
Numbers, testimonials, client logos, case studies. This isn't optional — it's mandatory. Without social proof, your About page is a list of promises with nothing backing them up. Three or four specific testimonials are enough. They don't have to be long — two sentences from a real client with a name and business are worth more than a page of text you wrote yourself.
5. Call to action (CTA)
This is the element that 80% of About pages skip. The visitor read about you, they're interested — and then what? Nothing. The page just ends. Give them a clear next step: "Call us," "Send a message," "Book a free consultation." Without a CTA you're losing people who were ready to act.
What to avoid at all costs
Over years of working with local businesses, I've compiled a list of things that kill About pages. Here are the worst offenders:
- "Our mission / vision / values" — nobody, absolutely nobody reads the mission statement on a plumber's website. Nobody. Remove it
- Stock photos — smiling people in suits at a conference table. Visitors see this and subconsciously know you're faking it. Even a slightly blurry phone photo from your workshop beats a polished stock image
- Wall of text — nobody reads 300-word blocks of text. Break it into short paragraphs. Use headings. Add lists. Give the eyes somewhere to rest
- "We are the market leader" — if you have to write it, you're not. Customers will verify it anyway. Show results instead of claiming to be the best
- No photo of the owner — people buy from people. If you run a small business, show your face. A photo builds more trust than any text
Real example: rewriting an About page step by step
Let me show you a real case. My client — a beauty therapist in Lodz, Poland. She's been running her salon for 8 years. Her old About page:
"Welcome to my website! My name is Anna and I've been running a beauty salon for 8 years. I've completed numerous courses and training in aesthetic cosmetology. I hold certificates in aesthetic medicine, permanent makeup, and skincare. Feel free to contact me."
Problems? Starts with herself. Nobody cares about the course list. No proof. No emotion. No real CTA besides a generic "feel free to contact."
The new version:
"Your skin is telling you something's off — and you have no idea where to start? I know how that feels. Over 8 years in the salon, I've seen hundreds of clients who came in frustrated after failed treatments elsewhere. That's why before I do anything, I talk first. I look at the skin. I ask about habits. And only then do I choose a treatment — one that actually makes sense for you."
We added three client testimonials with photos and a "Book an appointment" button under each section.
The result? Online bookings increased 45% within two months. And the text is actually shorter than the original.
Secrets that work in practice
A few things you won't read in marketing guides, but I see in the data:
- A smiling photo converts better than a serious "business" pose — I've tested this with three clients. All of them got better results with a photo where they looked natural and friendly
- Numbers beat adjectives — "we've served 847 clients" works better than "we've served many satisfied clients." A specific, non-round number looks real
- Short testimonials outperform long ones — two sentences from Mrs. Johnson in town are more believable than a paragraph from an anonymous "satisfied customer"
- An About page with video converts 20-35% better — even a 60-second phone recording where you say who you are and what you do makes a difference. People want to hear your voice before they call
- "Call" CTA beats "email" — in local services, people prefer calling. Give them the number. Big, visible, tappable on mobile
Checklist: 10 questions before you publish your About page
Before you hit publish, go through this list. If you answer "no" to any of these — revise the copy.
- Does the first paragraph talk about the customer, not you?
- Is it clear what problem you solve?
- Do you have at least 3 testimonials from real clients?
- Is there a real photo of you (not stock)?
- Can the text be read in under 2 minutes?
- Are there specific numbers (years, clients, projects)?
- Is there at least one call to action?
- Is the phone number visible and tappable?
- Does the text sound like a conversation, not a brochure?
- Would a stranger reading this page understand why they should choose you?
Bottom line
Your About page isn't the place for a resume or a company history lesson — it's part of a broader content marketing strategy. It's your best shot at convincing a visitor who's already interested but hasn't decided yet.
Start with the customer's problem. Show that you understand it. Back it up with testimonials and numbers. Give a clear next step. And show your face — people buy from people, not from companies.
Rewriting your About page is an afternoon's work — and if you're wondering how much a website costs, the good news is this part you can improve yourself, for free. The results? My clients see them within weeks, not months.
Your About page doesn't have to be long. It has to be honest. Write it like you're telling someone over coffee why you do what you do and who it helps. The rest will follow.