1 Learn the concept
The About page is there because people expect it to be. It has become a website staple, and if you do not have one, visitors may wonder what you are hiding. It is also one of the most visited pages, because people want to know who is behind a business. This lesson explains what to include and how to make it about the customer as well as you.
2 See it in action
- Tell your story briefly and honestly.
- Say who you help and why you care.
- Include people, photos and credentials.
- End with a call to action.
Worked example
A short About page outline
Opening: "We started Maple Street Bakery because the neighborhood had nowhere to buy honest bread."
Who we help: families and offices within walking distance who want fresh bread and quick catering.
Proof: a photo of the team, the year opened and a line from a regular customer.
Next step: "Order for pickup, or stop by and say hello."
Check: remove any sentence that is only about the business and does not help the visitor decide.
3 Study an example
Example scenario
A bookkeeping firm's About page tells why the founder started it, shows the team and explains how they help small businesses. Prospects say it helped them decide to call.
4 Apply it and download
- Draft your story in five sentences.
- Add photos and proof.
- Complete the About page template.
Worksheet About page templateOpen, print or save as PDF