The about page is usually the second most visited page on a business site and the one written last, in a hurry, by whoever had time. That is backwards. People go there when they are close to enquiring and want to know who they would be dealing with.
An about page should show real people with real names and faces, explain why the business exists in concrete terms, and give evidence of competence. It is not a place for a company history. Visitors read it when they are deciding whether to trust you, so it should answer who you are, why you do this, and why you can be relied on.
Who reads it, and why
Almost nobody visits an about page out of curiosity. They arrive because they are considering enquiring and want reassurance. That makes it a conversion page, not a formality.
Which means the question to answer is not what is our story, but should I trust these people with my project.
What belongs on it
- Real photographs of the actual team. Not stock, not silhouettes.
- Names and roles, so people know who they would work with.
- Why the business exists, stated concretely rather than as a mission slogan.
- Evidence of competence: years, projects, sectors, certifications, anything specific.
- How you work, briefly, so the experience feels predictable.
- A clear next step, because people often enquire from this page.
What to cut
| Cut | Why |
|---|---|
| Founded in 2015 with a passion for excellence | Says nothing and appears on thousands of sites |
| Stock photographs of a team that is not yours | Actively reduces trust when noticed, and it is noticed |
| A timeline of internal milestones | Interesting to you, irrelevant to a buyer |
| Values written as single words | Integrity on a wall does not demonstrate integrity |
| A wall of text with no photographs | Nobody reads it |
Small teams and solo operators
If it is one or two people, say so plainly. Trying to look larger than you are is the most common mistake small agencies make, and it backfires because clients find out immediately.
Being small is a genuine advantage for many buyers: they speak to the person doing the work. Say that instead of hiding it behind the word we.
Frequently asked questions
What should an about page include?
Real photographs, names and roles, a concrete reason the business exists, evidence of competence, a short explanation of how you work, and a clear next step. It is a trust page that visitors read when they are close to enquiring.
How long should an about page be?
Long enough to answer who you are and why you can be relied on, usually 300 to 700 words with photographs. Length matters far less than specificity and whether the people on it look real.
Should I use stock photos on my about page?
No. Stock photography of a fake team is noticed more often than people expect and it undermines every other claim on the page. A real photograph taken on a phone in good light beats a polished image of strangers.
Does the about page matter for SEO?
Rarely for rankings directly, but it supports the trust signals Google's quality guidance asks about: who created this content and why should anyone rely on them. Naming real people with real credentials helps that.
Should a solo freelancer have an about page?
Yes, and it is more important than for a large firm. Clients hiring an individual are buying that individual. Hiding behind a corporate we when you are one person creates a mismatch that surfaces on the first call.