By Nicolas Riccio ● Updated Jul 15, 2026

For many businesses, the About page is one of the most visited pages on a website.

It’s where potential clients go when they’re deciding whether they trust you enough to take the next step. So naturally, your about page should be all about you, right?

Sort of. Actually, that’s the mistake most About pages make: they focus too much on the business owner and not enough on the visitor.

A great About page isn’t just a biography, it’s an opportunity to explain your approach and show people why you’re the right fit.

Whether you’re a coach, consultant, creative professional, or service-based business, here’s what every effective About page should include.

People trust people.

A high-quality, professional photo right at the top of the page helps visitors connect with the person behind the business. In most cases, people will form an opinion about you based on your picture more than anything else on the page.

It doesn’t need to be overly formal, but it should reflect your brand and the type of clients you want to attract.

Remember, your About page isn’t just about you.

You want visitors to see themselves in your story. Identify your primary audience, and describe who they are. Explain the types of clients you enjoy working with and the challenges you help solve.

When visitors feel understood, they’re more likely to trust you.

You don’t need to list every job you’ve ever had. Instead, highlight experience that reinforces your expertise.

Mention industries you’ve worked with, the types of projects you’ve completed, or any specialized knowledge that benefits your clients.

Keep the focus on how your experience helps them.

People like to choose service providers based on personality as much as skill.

Your About page should sound like a real person, not an AI summary or a corporate paper. Write conversationally; find the tone that your clients would speak in. Share a little about how you work, what you value, or what clients can expect when working with you.

This helps create a genuine connection before you’ve even spoken.

One of the biggest reasons people hesitate to get in touch is uncertainty. A short section outlining your process helps remove that uncertainty.

For example:

1. Discovery
2. Planning
3. Design
4. Development
5. Launch
6. Ongoing Support

Offering a discovery call or introductory meeting can be especially helpful in getting visitors acquainted with you when they aren’t prepared to make a full commitment.

When people know what to expect, they’re more likely to move forward.

Once someone finishes reading your About page, don’t leave them wondering what to do next.

Invite them to continue the conversation. This call to action section should include a brief statement encouraging them to reach out, accompanied by a clear button to request a quote or schedule a consultation.

Anticipate a visitor’s final actions on the page and prepare for them here.

Watch out for these common issues:

• Writing only about yourself
• No clear explanation of who you help
• Long blocks of text
• No photos
• No testimonials or credibility markers
• Ending without a call-to-action

A strong About page should answer the visitor’s question:

“Why should I choose you?”

Your About page is more than a place to tell your story.

It’s one of your best opportunities to build trust, demonstrate professionalism, and create a personal connection with potential clients.

If you are working on a web design project and would like help from a professional who understands these principles, I invite you to request a free quote for your project today.