How to write an About page that builds trust
A useful About page explains who you are, how you work and why a client can trust you.
The About page is one of the most visited pages on a website. People go there when they want to know who is behind the service and whether there are enough reasons to start a conversation.
Good copy is not a long biography. It is a clear explanation of your experience, your process and the value you bring to the client.
Start with why you exist
Explain simply which problem you want to solve and who you work with. Visitors should recognize their situation in the message and quickly understand whether the service fits.
- the need you noticed
- the clients you help
- the result you aim for
- what motivates your projects
Say who you are without overclaiming
Share the information that helps someone make a decision: relevant experience, the type of projects you have delivered and how you approach collaboration. Specific details are more convincing than broad adjectives.
- relevant experience
- specialisms and technologies
- types of projects
- working principles
- verifiable examples or results
Show how collaboration works
A potential client needs to know what happens after the first message. Present the main stages, what they receive at each step and how important decisions are made.
- the initial conversation and goals
- structure and visual direction
- design and development
- testing and launch
- support after publishing
Use proof that can be checked
Trust grows when claims are supported by projects, testimonials, images or examples. Choose proof that is close to the service you want to sell and briefly explain your contribution.
- relevant projects
- real testimonials
- short case studies
- experience data
- frequently asked questions
Connect the page to your services
The About page should help visitors continue. Add natural links to relevant services, projects and articles that explain how you work. Link text should clearly say what the reader will find after the click.
This structure helps people navigate and supports SEO by creating a logical connection between site pages.
Finish with a clear next step
After explaining who you are and how you work, tell visitors what they can do next. They may start a conversation, view projects or explore the right service.
Keep the page up to date when new projects, services or important changes to your process appear.
