What to Include on Your Website About Page
Your website’s About page is not just a paragraph of company history—it’s your digital handshake. It’s where visitors decide if they can trust you, relate to you, and ultimately do business with you. Many brands underestimate this page, treating it like an afterthought. But if you know what to include on your website About page, you can turn it into a storytelling and conversion powerhouse.
A well-crafted About page humanizes your brand, clarifies your purpose, and guides visitors to take action—whether that’s contacting you, signing up, or purchasing. Below, we’ll break down exactly what to include, how to structure it, and how to make it work hard for both SEO and conversions.
If you’re updating your website or building a new one, hosting it on a reliable platform like https://serverfellows.com ensures your About page loads fast, performs well, and never lets a potential client slip away due to lag.
1. Start With a Compelling Brand Story
The most memorable About pages start with a story. Why? Because people connect with stories, not statistics. A clear, honest origin story shows your visitors who you are beyond your logo and tagline.
- Share your “why.” What made you start this business? Was there a gap in the market you noticed? A frustration you wanted to fix?
- Show transformation. Include a turning point or defining moment that led to your mission today.
- Keep it human. Mention lessons learned, even failures, and how they shaped your approach.
- Connect to your mission. End your story with where you are now and what you’re striving toward next.
An authentic story helps visitors feel like they know you personally. Use simple, conversational language. Avoid exaggerations or corporate jargon. When visitors sense sincerity, they’re more likely to trust your services, subscribe to updates, or reach out through your contact form.
Example: “When we launched our first project from a small co-working desk, we didn’t expect to help hundreds of small businesses go online within a year. But that first step—listening to real customer pain points—still defines how we work today.”
This narrative approach builds both trust and emotional connection, two things algorithms can’t replicate. It also helps with SEO, as Google prioritizes pages that establish credibility and transparency.
2. Highlight Core Values and Mission
After telling your story, define what you stand for. Your values give direction to your brand decisions and help customers align with your principles.
List 3–5 key values that represent your ethos. Keep them short and clear—no long corporate sentences.
Example:
- Integrity in every interaction
- Innovation through simplicity
- Growth built on empathy
- Commitment to sustainability
- Excellence without ego
Each value can include a short line describing how it shows up in your daily operations. This gives visitors something tangible to connect to, instead of abstract words.
Your mission statement, meanwhile, acts as your compass—it tells visitors what drives you forward. For instance:
“Our mission is to help businesses create meaningful digital experiences by simplifying technology and amplifying human connection.”
The key is clarity. Keep your mission short enough to remember but deep enough to inspire.
3. Introduce Your Team to Build Credibility
People trust faces more than logos. When deciding what to include on your website About page, introducing your team should be near the top of your list.
Create a section titled “Meet the Team” or “Who We Are.” Include warm, professional headshots and short bios. Each bio should answer three things:
- What’s their role?
- What’s their expertise?
- How do they make customers’ lives better?
Here’s a sample structure:
| Role | Expertise | How They Help Customers |
|---|---|---|
| Founder | Strategy, Vision | Ensures every project aligns with real business outcomes |
| Design Lead | UI/UX & Branding | Creates designs that balance beauty and usability |
| Developer | Web Architecture | Builds fast, secure, scalable websites |
| Support Manager | Customer Success | Keeps clients informed and supported every step of the way |
Rotate this spotlight periodically to keep it current. You can even link each name to a LinkedIn or portfolio profile for added transparency.
High-quality team photos can also reinforce your culture. Candid shots of brainstorming sessions or celebrations can say more about your brand spirit than polished marketing statements.
4. Use Authentic, High-Quality Photos
Visuals create trust instantly. They tell your story faster than any paragraph can. When deciding what to include on your website About page, make sure you include genuine visuals of your workspace, team, and culture.
Avoid stock photography whenever possible. Users can spot them instantly, and they weaken credibility. Instead:
- Use warm, natural lighting.
- Keep backgrounds uncluttered.
- Feature people genuinely interacting, not posing stiffly.
- Maintain consistency in photo tone and cropping.
If you’re shooting new images, consider a mix of:
- Professional portraits for leaders
- Behind-the-scenes snapshots for personality
- Group photos for unity
- Close-ups of your workspace or process
Don’t forget the technical details: compress images, use descriptive file names, and add alt text for accessibility. A dependable hosting provider like https://serverfellows.com ensures that even high-resolution images load quickly, improving both SEO and user experience.
5. Present Your Services at a Glance
Your About page shouldn’t replace your Services page—but it should preview it. Many visitors land here first to figure out what you do and why they should trust you to do it.
List your primary offerings clearly. Use short bullet points or grouped categories:
Our Core Services:
- Web Design & Development: Crafting fast, mobile-friendly websites that convert.
- Brand Identity: Building logos and style systems that communicate trust and personality.
- SEO & Digital Strategy: Helping clients rank higher and attract the right audience.
- Maintenance & Hosting: Keeping websites running smoothly with optimized uptime.
Under each point, add a one-sentence benefit statement. Avoid technical jargon. Instead of “Comprehensive UX optimization,” say “We make websites easier and faster for visitors to navigate.”
Include proof points such as:
- Number of clients served
- Certifications or tools mastered
- Testimonials or logos of recognizable brands
Then, link each service name to a detailed page for deeper exploration.
This section should feel inviting—an introduction, not a hard pitch. You’re showing competence and confidence, not selling aggressively.
6. Add Social Proof: Awards, Certifications, Mentions
Credibility signals are crucial when structuring what to include on your website About page. If you’ve been recognized by credible sources, this is where you highlight it.
Showcase:
- Awards that prove expertise (industry awards, innovation recognitions, etc.)
- Press mentions from reliable publications
- Certifications or partnerships with recognized organizations
Display them as visual badges or logos rather than long lists of text. Add short captions such as “Featured in…” or “Certified Partner of…”
Keep it simple—three or four strong trust signals are more powerful than ten minor ones. If your business is newer, consider featuring client testimonials or case study snippets instead. They serve the same purpose: reassurance.
7. Make Contact Effortless
An About page without a clear path to contact is a missed opportunity. After building trust, visitors should know exactly how to reach you.
Include:
- Email address: Easy to copy or linked with a mailto command.
- Phone number: Clickable on mobile devices.
- Contact form: Short and simple—name, email, message.
- Location or map (optional): If physical presence matters.
- Social links: Only platforms you actively use.
Make your CTAs descriptive rather than generic. Instead of “Submit,” try:
- “Let’s Talk”
- “Book a Free Consultation”
- “Get in Touch Today”
Keep the design consistent with your brand’s color palette and ensure the section stands out visually. If you’re handling inquiries through your own website, fast hosting from https://serverfellows.com ensures that forms and scripts work seamlessly.
8. Include FAQs for Transparency
A short FAQ section at the end of your About page shows you’re proactive and transparent. It answers questions before potential clients even ask them.
Common questions to cover:
How often do you update your About page?
Every few months or whenever something significant changes—like new services, milestones, or team members.
What tone works best?
Warm, conversational, and honest. Readers want authenticity, not perfection.
How long should it be?
Between 600 and 1200 words usually performs well for SEO. However, depth and readability matter more than length.
Should you include client logos or testimonials here?
Yes, if space allows. A small row of client logos or a one-line testimonial reinforces social proof.
How do you measure About page success?
Monitor engagement metrics: scroll depth, average time on page, click-throughs to service or contact sections, and conversions.
Embedding analytics tools or setting up event tracking helps measure which parts drive action.
9. Write With Clarity and Empathy
Style is as important as structure. Your About page should sound like a real person speaking—not a brochure.
Tips:
- Write short sentences and natural transitions.
- Use “we” and “you” more than “the company” or “clients.”
- Read your copy aloud; if it sounds stiff, simplify it.
- Keep each section scannable with sub-headings and bold keywords.
Think of tone as a handshake—firm but friendly. Your voice should reflect your brand personality, whether that’s caring, innovative, or playful.
10. Optimize for SEO Without Overdoing It
Including your main keyword—what to include on your website About page—helps search engines understand your topic. However, keyword stuffing ruins readability.
Follow this balanced approach:
- Use your primary keyword naturally in the title, intro, one H2 tag, and closing section.
- Add related phrases like “building an effective About page,” “how to write an About page,” and “best elements of an About page.”
- Optimize image alt text (e.g., “team photo on About page”).
- Ensure meta title and description accurately summarize content.
- Keep internal links to key pages like Services or Contact.
Combine SEO with storytelling; the two should reinforce each other. If you host your site through a performance-optimized provider like https://serverfellows.com, you’ll also gain technical SEO advantages—speed, uptime, and secure browsing—all of which indirectly boost rankings.
11. Keep It Updated and Real
An About page should evolve as your business does. Outdated bios, broken links, or old design cues make visitors question your attention to detail.
Create a review checklist:
- Verify contact information every quarter.
- Update milestones, awards, and partnerships.
- Refresh images every year or two.
- Add new team members promptly.
- Remove outdated services or projects.
Set a calendar reminder—just like updating a portfolio or blog. This keeps your content fresh, which search engines love, and ensures visitors always see your most accurate story.
12. Balance Professionalism and Personality
Professional doesn’t mean robotic. Balance competence with character. Share small personal touches—like hobbies, work philosophy, or what your office culture values.
Example:
“When we’re not designing or coding, you’ll find us sharing coffee, debating design trends, or volunteering at local community events.”
These glimpses humanize your brand. Just ensure they align with your business tone—authentic, not forced.
13. Tie Everything Together With a Purposeful Call to Action
End your About page with a clear, friendly invitation. Something like:
“Now that you know our story, let’s create yours.”
Your final CTA can link to your contact form, consultation page, or service portfolio. The key is not to end abruptly. Guide readers toward what to do next.
Make your CTA button or link visible and specific:
- “Start Your Project”
- “Book a Free Strategy Session”
- “View Our Work”
- “Let’s Build Something Together”
You can also include a secondary CTA like “Subscribe for Insights” or “Follow Us on LinkedIn” to maintain engagement even if they’re not ready to buy.
And of course, make sure your website’s infrastructure can handle visitor flow smoothly—with optimized hosting from https://serverfellows.com, you’ll never lose potential leads to downtime or slow loading speeds.
Conclusion
When you understand what to include on your website About page, you realize it’s not about boasting—it’s about connection. Your About page is your brand’s heart. It’s where you blend honesty, purpose, proof, and approachability into one cohesive story.
Start by sharing your origin, reinforce it with clear values, highlight the team, showcase genuine photos, outline your services, and make contact effortless. Use every element to answer the visitor’s unspoken question: “Can I trust you?”
The more transparent and relatable your story feels, the more likely people will reach out. Review it regularly, refine it often, and let it evolve with your brand’s journey.
And when you’re ready to elevate your site performance—ensuring fast load times, strong SEO, and round-the-clock reliability—consider hosting with https://serverfellows.com. Because a great story deserves a flawless stage.
