How to write an about page: a structure that builds trust

The short answer to how to write an about page is this: clearly explain who visitors will be working with, which problem you solve, and why they can trust you to solve it. Build the page as a structure that helps customers make a decision rather than as a long summary of your company's history.

This guide is for teams and business owners preparing an about page. The aim is to make your voice, approach, and way of working understandable using facts from your brand's own documents.

A good page quickly answers the visitor's basic questions: What do you do? Who do you do it for? How do you work? What concrete information supports what you say? The action the visitor should take at the end of the page should also be clear.

01What is an about page for?

An about page is where visitors look for more context about your brand. The promise on the homepage can generate interest, while a service or product page can explain the solution. The about page makes the approach behind those promises visible.

In this guide, you will prepare the page through a step-by-step process:

1. First, identify the information visitors need to make a decision. This lets you order the content around the reader's needs rather than an internal company perspective.
2. Then build the main sections of the page: a clear purpose, your service or way of working, your team or expertise, and evidence that helps visitors assess you.
3. Next, check your claims against your brand's existing materials. Your brand book, presentations, catalog, technical documentation, and existing website copy are your primary sources at this stage.
4. Finally, correct common writing mistakes, add a short FAQ section, and complete the page with a clear call to action.

Give each section one job. As visitors scan the page, they should be able to understand what you do, how you think, and whether you are a good fit for them.

02How to write an about page: Start with visitors' questions

Do not begin the first draft by writing your company's founding story. First, write down what someone arriving on this page is trying to understand. Most visitors want to assess whether the brand suits them. The opening should therefore answer three questions:

• What do you do?
• Who do you work for?
• What approach do you take to this work?

Gather the sources you have to prepare these answers. Your brand book, sales presentation, product catalog, service pages, and documents you share with customers are a good starting point. If information is not in the source material, do not add it to the page without verification. Figures, customer names, historical information, and claims require particular care.

Keep the opening short and clear

The first paragraph should show visitors that they are in the right place. A general statement such as “we offer innovative solutions” does not provide information. Instead, make your work and intended outcome concrete.

Example outline:

[Brand name] provides [solution or service] for [target audience]. [Your core approach] helps customers achieve [concrete business outcome].

Fill in this outline using only verified information you have. If you sell a technical product, for example, state what it does and which application it serves rather than making a broad claim such as “the best results in every industry.”

Define the page's single purpose

An about page does not have to explain everything. Choose one main goal, such as directing visitors to contact you, moving them to a service page, or explaining your team's approach. This goal determines which information takes priority throughout the page.

SimpleCopywriter also follows a process that defines the audience and each page's purpose before writing website copy. The same approach is useful for your about page: when the page's job is clear, unnecessary detail is easier to remove.

03Which sections should it include?

There is no single universal template for your about page. There are, however, core sections that support the visitor's decision. The order below creates a clear flow for most brands.

1. A clear introduction and brand purpose

Start the page with a short introduction explaining what you do. Then explain why you do this work. The “why” section does not have to be an abstract mission statement. It simply needs to explain the problem you solve and why that problem matters to your customer.

Example:

We turn scattered product information into clear sales materials your teams can use. This helps your customers understand your offer faster.

2. Your way of working

Visitors want to see what working together looks like in practice. Explain your process in a few short steps. For each step, state what the customer provides, what you do, and what output is produced.

SimpleCopywriter's own process includes reviewing source materials, approving the brand voice and audience, preparing the sitemap, writing pages using a suitable copywriting framework, and conducting an editorial review. A sequence like this turns your service from an abstract promise into something practical.

3. Your team, expertise, or working principles

If you have a team, explain each person's contribution to the customer rather than simply listing names and titles. If there is a separate team page, a short summary on the about page may be enough.

If you do not share team information, use your working principles. Relying on sources, proceeding with customer approval, or following a specific review process, for example, should appear on the page only if you actually put those principles into practice.

4. Evidence and the next step

Add supporting evidence and one call to action at the end of the page. Evidence can include verified customer examples, documented processes, product screenshots, or clear details about your work drawn from existing content. The next step should be as explicit as “Get in touch,” “Explore the examples,” or “Tell us about your project.”

04How do you provide evidence?

Trust does not come from strong adjectives. Visitors need to see details that support what you say. For every important claim, ask: “Which document, process, or example supports this sentence?”

When adding evidence to the page, you can divide sources into three groups.

A documented working method

Show clearly how your work progresses. You can explain, for example, which materials you receive from customers, where the approval points are, and which checks take place before delivery.

SimpleCopywriter grounds copy in a brand's existing documents and reviews full pages against eight criteria, including brand voice, factual grounding, legal-risk patterns, repetition, SEO, readability, audience fit, and persuasion. This process information is more informative than a vague sentence such as “we work carefully.”

Verifiable examples

Work shared with customer permission, published sample pages, or product screenshots can support the page. Explain the context of each example, however. Describe what work was done, which materials were used, and what the example is meant to show visitors.

Do not add customer logos, results claims, or references without a source. If you use a success story, check publication approval for details such as the company name, results, and quotations.

Your own language and boundaries

Trustworthy copy accurately describes both what you can do and what you do not do. In SimpleCopywriter's case, it is made clear that the product writes copy and does not design or host websites. Boundaries like these set the visitor's expectations correctly.

Before finishing the page, match every piece of evidence to a source. Remove information with no source, express it more generally, or verify it with the relevant team. This check is particularly important in sectors involving legal or technical risks.

05What are the most common mistakes?

The most common problem with about pages is forgetting the visitor's decision-making needs while trying to describe the brand. The table below offers a short list of corrections to use when reviewing your draft.

06Short FAQ

How long should an about page be?

Length depends on the context your brand and visitors need. Prepare a page that answers the basic questions clearly and is easy to scan. Do not repeat the same information under different headings.

Should I include the founding story?

Include it if the story explains your current approach or a difference that matters to customers. Do not let it overshadow your work and the value you offer visitors at the start of the page.

Are team photos necessary on an about page?

No. Photos, team information, or the working environment should be included only if they help visitors make a decision. Do not fill space with images that do not support the information in the copy.

07What should you do this week?

You can now organize your about page around the visitor's decision-making journey. Explain what you do in the first paragraph, show your way of working, add only evidence you can verify, and end with one next step.

This week, open your existing page and write a job beside each paragraph: Does it introduce, explain, prove, or direct? Remove sections with no job or move them to the relevant page. Then check every claim against your brand book, sales presentation, catalogs, or approved customer materials.

To prepare the copy from scratch, start by gathering your sources. Contact SimpleCopywriter to prepare your about page based on your existing documents.