How to write the "about" page of your website
Your About page is one of the most visited and worst written. A simple structure to tell people who you are without boring them, and build trust.
When someone is about to hire you, they often do one last check: look at who is behind the business. That is why the "about" page (or "about us") is one of the most visited pages on many websites. And yet it is often a list of titles and dates that nobody reads to the end.
The mistake behind most About pages
Most people write about themselves as if it were a CV. But readers are not after your biography: they want to know whether they can trust you and whether you will understand their problem. Deep down, the about page is about the client.
An About page structure that works
Start with the client
One or two sentences about who you help and with what: "I help amateur athletes get back to training pain-free after an injury."
Who you are, briefly
Your name, your profession and since when. No embellishments.
Why you do this
A real reason, briefly. Why you chose this work or this way of doing it. It is what connects most.
How you work
Your method in plain language: what the first session is like, what the client can expect, what sets you apart.
Credentials, in service of trust
Training, professional registration, experience, specialisations. The important ones, not all of them. In regulated professions, your registration number is very reassuring.
A real photo
Of you or your team, well lit, looking at the camera. A face builds trust like little else.
The next step
End with a clear invitation: book, write, see prices.
The tone of your About page
- Write the way you talk to clients.
- First person if it is just you; plural if you really are a team.
- Short sentences.
- No "industry leaders" or "passion for excellence".
What if I do not want to show my name or face?
It is a legitimate choice: some professionals prefer to keep their personal life separate from the brand. You can still explain who is behind it (for example, "a one-person studio in Spain"), how you work and what you guarantee, without a name or a face. What matters is that the client knows who they will be dealing with and what to expect. That is what I do in how I work.
Writing your About page with AI, carefully
AI can help you organise it, but what makes you different has to come from you. Guidelines in using AI to write website copy.
What to put on an About page if your business is new
If you have just started, you do not have years of clients to talk about, and that is fine. Tell them what you do have: your training, your experience in other jobs and why you decided to set this up. Also explain how you will work with each client, because that is what reassures people who are hesitating.
For example, a newly established physiotherapist can talk about where she trained, the cases that interest her most and what her first session is like. That way the About page does its job even if the business is two months old. Usability research from the Nielsen Norman Group on About Us pages shows visitors use them to decide whether to trust a company. And once your first reviews arrive, add them: see testimonials on your website. Honesty convinces, not a list of achievements.
Frequently asked questions
How long should an about page be?
Long enough to build trust without boring: 300 to 600 words is usually enough, well structured.
Should I list all my training?
Only what matters to the client. The rest can go in a short list at the end.
What if we are a team?
Introduce each person with their photo, role and one line, all in the same format and size.
Can you help me write my About page?
Yes. At Nueva Página the copy starts from what you tell me in a conversation and I organise it. Step by step in how I work.