Originally published: February 11, 2022 · Last updated: August 16, 2026
An About page should answer the questions a visitor naturally has when deciding whether to trust a person, business or creative project. It is not a place to repeat the homepage in different words or publish a long corporate history that never explains why the organization exists.
Start with the reason the project exists
Explain the problem, opportunity or experience that led to the work. A useful origin story gives context to the offer and shows why the project has a point of view.
Keep it concrete. “We are passionate about innovation” says very little. A short description of the problem you repeatedly saw and decided to solve is more credible.
Show who is behind the site
People often want to know who they are dealing with. For a small business, studio, consultancy or creative platform, a founder or team section can humanize the project quickly.
Include the experience that is relevant to the work. You do not need a complete CV. Choose the details that explain why this person or team is equipped to do what the site promises.
Explain who you serve
An About page becomes stronger when readers can recognize themselves in it. State the audience or type of problem the organization is designed around.
This also helps exclude the wrong expectations. A specialist service does not need to pretend it is for everyone.
Connect the story to the actual offer
The page should make it clear how the background and mission translate into concrete services, products, resources or experiences. Otherwise the story remains disconnected from the reason someone is visiting the site.
A short summary with links to the relevant sections is usually enough.
Add evidence rather than adjectives
Claims such as “experienced”, “trusted” or “award-winning” are stronger when the page shows the proof. Depending on the project, useful evidence can include:
- selected clients or partners;
- real projects;
- years of relevant experience;
- professional qualifications;
- press coverage;
- testimonials;
- case studies;
- published work.
Use only evidence that genuinely helps a visitor evaluate the organization.
Use real photography when identity matters
A real portrait, workspace or project image can do more for trust than generic stock photography. This is especially true for artists, consultants, founders and small teams where personal identity is part of the relationship.
The image should support the story rather than act as decoration.
Keep mission and values specific
Values are useful when they affect decisions. Instead of listing abstract words such as quality, integrity and innovation, explain what those values change in practice.
For example, a commitment to independence might mean recommending a simpler tool instead of the most expensive one. A commitment to accessibility might influence how every website is designed and reviewed.
Give the visitor a next step
An About page should not end in a dead end. Link to the most logical next action: view services, explore a portfolio, read selected work, contact the team or browse the project.
The action should follow naturally from the story rather than turning the final paragraph into a hard sell.
A practical About page structure
- Short statement of purpose.
- Origin or founding story.
- Founder or team introduction.
- Who the project serves.
- How the mission connects to the actual offer.
- Evidence or selected proof.
- Relevant values or working principles.
- Clear next step.
The practical rule
A strong About page should make the organization more understandable and more human. Tell the part of the story that explains the work, support it with evidence and help the visitor decide whether this is the kind of person or project they want to engage with.