The About page that makes people want to trust you

The About page is almost always the second most visited page on a site, right after the home page. Yet it’s often the most neglected: three bland lines, a “founded in 2015, passionate about quality” that could describe anyone. Too bad, because that’s exactly where your visitor decides whether they want to trust you with their project or their money. People don’t just buy a service, they buy the person behind it.

Show your face, not your logo

A real photo of you is worth a thousand words. Not a stiff corporate headshot, but an honest photo where people can see your eyes and a natural smile. Your visitor wants to know who they’re talking to. A site with no face is a closed storefront: people look, but they don’t come in. Put yourself forward, even if it feels a little awkward. That awkwardness is exactly what makes you human.

Tell the “why,” not just the “what”

Anyone can list their services. What sets you apart is your story: why you do this work, what led you here, what you care about. A client remembers a story, never a list of skills. Be specific and concrete: a true anecdote lands harder than a perfect but hollow sentence.

• Who you are, in one simple, human sentence.
• Why you started, what truly drives you.
• Who you work for and the kind of projects you love.
• What you believe in: how you work, your values.
• One small personal detail that makes you memorable.

Talk to your client, not endlessly about yourself

Classic trap: an About page that only says “I, I, I.” Flip the mirror. Yes, you tell your story, but always by showing what it changes for the person reading. “I spent ten years in kitchens” gets interesting when you add “that’s why I know how to make a menu clear and appetizing for your customers.” Your story should serve theirs.

People do business with people. An honest About page is a handshake before the first call even happens.

Cut the fluff, keep what’s true

A good About page doesn’t need to be long. Cut the jargon, the “industry leaders,” the phrases nobody says out loud. Keep what’s true, warm and concrete. End with a simple invitation to reach out: after reading your page, if the person feels confident, they should know what to do next.

If you’re staring at a blank page and don’t know where to start, write me. We’ll look at it together, find your story and write it in a way that sounds like you, without overdoing it, just enough to make people want to trust you.