Deciding what to put on an About page is easier when you start with the reader's real question: can I trust the people behind this business? Customers usually do not need a complete company history. They need to understand who you help, how you work, and what makes your experience relevant to their decision.
A useful About page connects your story to the customer. It gives specific details, introduces real people, and supports the promises made elsewhere on the website. Use the framework below to create one without falling back on generic claims.
What to put on an About page first
Open with a concise description of the business, its customers, and its purpose. Someone should understand your role without reading three paragraphs of background. If you serve a location or specialize in a type of work, make that clear.
For example, a hypothetical repair company might explain that it helps local homeowners maintain older properties and values explaining repair options before work begins. That tells readers more than saying it is committed to world-class service.
Tell the story behind your approach
Choose the part of your history that explains how you operate today. Perhaps the founder noticed confusing pricing, unreliable communication, or a lack of support after projects finished. Describe the issue and what your business does differently.
Do not manufacture a dramatic origin story. A straightforward explanation of why you chose this work can be enough. Keep dates and milestones accurate, and distinguish the company's age from an individual's years of experience.
Introduce the people customers will work with
Use names, roles, and short descriptions of relevant responsibilities. Explain who handles enquiries, who does the work, or how the team collaborates. A solo business can describe the founder's process without pretending to be a larger organization.
Include genuine qualifications where they matter. Avoid long biographies filled with unrelated credentials. The reader is looking for evidence that the team can solve the problem described on the service page.
Translate values into visible behavior
Words such as honesty, quality, and reliability mean little without examples. Explain what each value changes in practice. Transparent communication might mean written estimates, documented decisions, and notice before additional work begins.
Choose two or three values you can demonstrate. If your business cannot consistently deliver a commitment, revise the claim. The best About page prepares customers for the experience they will actually receive.
Support the story with useful evidence
Link to relevant projects, genuine reviews, or verifiable professional affiliations. Use only client names and logos you have permission to display. If you discuss a result, explain enough context to avoid implying every customer receives the same outcome.
A young business can show process, training, sample work labeled as such, or the founder's relevant background. It does not need invented awards or unsupported numbers. Our trust signals guide offers more ways to present honest proof.
Choose photos that add information
Real team, workspace, and project images help visitors connect the story to a tangible business. Add a caption if the image needs context. Do not label stock models as employees or imply that a stock office is your premises.
Use readable alt text when an image communicates information. Decorative graphics can remain decorative. Keep files appropriately sized so the page stays comfortable to use on mobile connections.
Make the customer part of the story
Explain who benefits from your approach and which needs you handle best. This is also a place to clarify fit. A company that specializes in small local projects should not imply it takes on every type of national contract.
Keep the tone consistent with the rest of your website. A friendly homepage followed by an About page full of corporate jargon can create an unnecessary disconnect.
Finish with a logical next step
After reading your story, a visitor may want to see services, review examples, or speak with the team. Offer one main route and a relevant secondary link. Avoid ending with a large block of history and no way forward.
WebXGrid's About page explains our own approach. If you are planning a site, our project process shows how an enquiry moves toward design and launch.
Common About page questions
Should an About page use “I” or “we”?
Use whichever accurately reflects the business. First-person language can feel natural for a founder-led service. Consistency and honesty matter more than sounding larger.
How long should it be?
Long enough to answer the reader's questions without padding. A short introduction, relevant story, team section, proof, and clear next step often cover the essentials.
How often should it be updated?
Review it when the team, location, services, credentials, or business direction changes. Remove people and claims that are no longer current.
If you are unsure where to start, collect the details customers ask about during real conversations. That evidence is a stronger starting point than a template. Ask WebXGrid to help shape your website content.
