What a Strong About Page Says About Your Business

Your website’s About page might not seem like a priority—but it’s one of the most visited pages on most business sites. Why? Because people want to know who they’re doing business with.

A well-written About page builds trust, humanizes your brand, and creates a stronger connection with your audience. If you're overlooking it, you're missing a key opportunity to turn visitors into customers.

Here’s why your About page matters—and what it should say about your business.

1. It Shows You’re Real—and Relatable

People do business with people, not faceless companies. Your About page is where you tell your story: who you are, how you got started, and what you care about. It's your chance to show your values, mission, and the people behind the business—especially if you're a small team or local service provider.

2. It Builds Trust and Credibility

A strong About page highlights your experience, achievements, or qualifications without bragging. It should answer the unspoken question: “Why should I trust this company?” Including certifications, testimonials, community involvement, or even press features can add credibility.

3. It Helps Define Your Brand Personality

Whether you're serious and professional or fun and creative, your About page should reflect that. The tone and content help set the expectation for the customer experience. It’s a place to differentiate yourself from competitors and align with your ideal audience.

4. It Clarifies What You Do and Who You Help

Your About page isn’t just about you—it’s about how you serve others. It should clearly explain what you offer, who your services are for, and the impact you aim to make. Make it easy for a reader to say, “This is exactly what I’ve been looking for.”

5. It Encourages Action

Once you’ve made a great impression, guide your visitor to take the next step. Whether it’s scheduling a consultation, browsing your services, or contacting your team, include a clear call to action at the end of the page.

6. It Helps With SEO, Too

Search engines like fresh, keyword-rich content—and your About page is a prime opportunity. Mention your business location, key services, and relevant industry terms naturally throughout the copy to improve visibility in local and organic search results.

Is Your About Page Working for You?

If your current About page is short, vague, or outdated, it’s worth investing some time to refresh it. A few well-crafted paragraphs can significantly impact how visitors perceive your brand—and whether they take the next step.

Need Help Telling Your Story?

At 614 Associates, we help businesses craft compelling About pages that align with their brand and engage their audience. Whether you're starting from scratch or updating existing content, we’ll help you tell your story with clarity and confidence.

👉 Contact us today to enhance your website content and create a stronger connection with your audience—starting with your About page.