How to Write an About Page That Builds Trust (With a Simple Structure)
A simple structure for writing an About page that builds trust and brings enquiries: your story, who you help, credentials, team, values, proof and a clear call to action.
On this page
- Open with who you help, then tell your story briefly.
- Show credentials, the team, how you work and real proof.
- Use real photos, plain language and end with a clear call to action.
The About page is often one of the most visited pages on a business website, and one of the most neglected. Visitors go there to decide whether they can trust you. A good About page answers that question quickly.
What visitors want from an About page
- Who is behind this business?
- Do they understand people like me?
- Are they experienced and qualified?
- Can I trust them with my money, project or health?
A simple structure
1. Start with who you help
Open with the customer, not your founding date: "We help manufacturers win export orders with websites buyers trust." Then introduce yourself.
2. Your story, briefly
Why you started, what you've learned, and what drives you. Keep it short and genuine. Two or three paragraphs are enough.
3. Credentials and experience
Qualifications, certifications, years in business, notable clients or projects, only what you can back up.
4. The team
Real photos and short bios. People trust faces far more than logos.
5. How you work
Your process, values and what clients can expect: response times, communication, guarantees.
6. Proof
A few testimonials, case studies or client logos. See how to collect and display testimonials.
7. A clear next step
End with a call to action: book a consultation, get a quote or chat on WhatsApp.
Writing tips
- Write the way you speak: warm, clear and confident
- Focus on what it means for the customer, not just facts about you
- Avoid clichés like "passionate", "one-stop solution" and "customer-centric" unless you back them up
- Use real photos, not stock images
- Keep it scannable with short paragraphs and headings
SEO benefits
A detailed About page helps search engines understand who is behind the site, supporting trust signals. Add Person or Organization schema, link to your professional profiles, and keep details consistent with your Google Business Profile.
An example
This site's About page follows this structure: how Samverse started, what it focuses on, who it works with, how projects run, and the tools used. For the rest of your site, see how to write website content.
Need help with your website?
I'm Sameer, a freelance WordPress developer building fast, SEO-friendly websites since 2020. Tell me what you need and I'll reply with a plan and a fixed quote within 24 hours.
Freelance WordPress developer and founder of Samverse, building websites for clinics, manufacturers, agencies and online stores since 2020.
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