About pages are trust pages
Your About page is usually where a serious buyer pauses. They have read your service page, maybe skimmed a case study, and now want to know if you are a real, credible partner. This page does not need hype. It needs clarity.
If your About page feels vague or over‑polished, it creates friction. If it feels grounded and specific, it turns curiosity into confidence. That is why the About page should align with the story you already tell on your service page anatomy guide and your technical service website copy guide.
Start with the “who” and “why” before the timeline
Start with who you help, what you do, and why your approach exists. If the story of how you got there adds credibility, include it. If it does not, keep it brief.
This is not about sharing every detail. It is about making the decision easier for the reader. Your About page should answer the question: “Is this team built for my problem?”
If you want a real example of how clarity changes outcomes, look at business website redesign ROI and see how positioning affects results.
Trust is earned by consistency, not claims
The U.S. Web Design System design principles say trust is earned by being reliable, consistent, and honest, and by meeting user expectations. That means your About page should match the experience of your homepage and service pages. If your homepage promises clarity and speed, your About page should feel just as focused. See the USWDS design principles.
One practical way to do that is to keep the About page aligned with the language you use in your service descriptions. If you need a starting point, use the same terminology you use on the business websites service page and the same quality signals you highlight in case studies.
Make contact options easy to find
Federal website standards explain that contact pages build trust and credibility when they are informative, comprehensive, and accessible. Even if you are not a government site, the principle holds: people feel safer when they know how to reach you and what will happen next. See the federal contact page standard.
That is why your About page should either include a clear contact path or link directly to contact and the project brief. If you require structured details, link to the project brief guide so prospects know what to expect.
Structure matters more than length
On an About page, the most important message should come first, and each section should have a single job. If the page grows long, in‑page navigation can help users jump to what they need. USWDS recommends in‑page navigation for long pages with three or more distinct sections or content that exceeds multiple viewport heights. See the USWDS in‑page navigation guidance.
What to include if you want qualified leads
There is no universal template, but a credible About page usually includes four things: a clear positioning statement, a short description of how you work, proof that you have done this before, and a calm next step. You can show proof through a short link to case studies or a concise summary of outcomes, and you can make the next step clear through contact.
If you want a second opinion on fit, point to your FAQ so visitors can self‑qualify before they reach out.
When the About page is working
You will know it is working when inquiries are more specific and less hesitant. That is the best signal of credibility you can get. It means the page is not just telling a story, it is removing uncertainty.
