What an Effective About Page Should Do (And What Most About Pages Get Wrong)
An About page is not a biography. It’s a trust page.
Visitors read it to answer one question:
“Do I feel confident choosing this person/business?”
Here’s what to include if you want your About page to support conversions.
1) Open with your positioning, not your backstory
Your first lines should clarify who you help and the outcome you deliver. This reassures the reader they’re in the right place.
Example:
“I help UK service businesses improve website clarity and conversion, using copy that is direct, credible, and designed to generate enquiries.”
2) Give a brief “why” that supports the customer
A short rationale builds credibility, but keep it relevant to the reader.
A simple structure:
The problem you frequently see
What you believe works better
How that shapes your approach
3) Explain your process (clarity builds confidence)
People convert more readily when they understand what happens next. A short process section reduces uncertainty.
Example:
Initial call and goals
Research and messaging direction
First draft
Revisions
Final delivery and implementation support
4) Add proof in the form the reader cares about
Where possible include:
a short testimonial or two
before/after examples
a portfolio link
measurable outcomes (when available)
5) Finish with a clear next step
Your About page should lead somewhere—usually the contact page or a call booking.
Strong, professional CTAs include:
“Request a quote”
“Book a short consultation”
“View portfolio”
“Ask a question”
If you’re unsure whether your About page is supporting sales: I can provide a concise About page rewrite aligned to your services, tone, and target audience.
