The 6 Elements Every About Page Should Have

An “About” page is one of the most visited pages on any website. It’s where people go to figure out who you are, what you stand for, and why they should trust you.

But most About pages either say too little, too much, or completely miss the point.

A good About page isn’t just about you. It’s about how you fit into your customer’s story.

Here are six key ingredients to make sure your About page actually does its job.

A Clear Opening Line That Tells Them What You Do

Don’t make people scroll to figure out what your business actually is. The first line should say who you are and what you help people do.

Instead of:

“We started our journey in 2017 with a passion for design and storytelling…”

Try:

“We help DTC brands grow through smart design, strategy, and performance marketing.”

People don’t have time to piece it together. Make it obvious.

A Short, Human Story

This is where you add personality. People like doing business with people, not faceless logos. Tell them why you started, how you got here, and what drives your work.

Keep it short and relatable. You don’t need your life story. Just a paragraph or two that gives people a reason to root for you.

Add a little charm. Humor and honesty go a long way.

A Photo or Visual That Builds Connection

A picture really does help. Whether it’s a team photo, your founder’s headshot, or a behind-the-scenes shot of your workspace, it helps people put a face to the name.

If you’re a solo founder, a simple, friendly photo can make you feel approachable. If you’re a team, show the team.

Real images beat stock photos every time.

Proof That You’re Good at What You Do

This is the part where you earn trust.

You don’t need a huge wall of testimonials. Just one or two trust signals can go a long way.

Here are a few ideas:

A quick stat (“Trusted by over 2,000 brands”)
A client logo wall
One great review or pull quote
A short “highlight reel” of wins or milestones

Make it easy to believe in you.

A Line About Your Values or Philosophy

People want to work with brands that share their values. It doesn’t have to be deep or dramatic, just a short statement that shows what matters to you.

Something like:

“We believe good design should be both beautiful and useful.”

“We care more about performance than awards.”

“We’re here to help small businesses win.”

These kinds of lines show heart and clarity. Don’t underestimate them.

A Call to Action

Now that people know who you are, what should they do next?

Don’t leave them hanging. Add a clear CTA at the bottom of your About page that points to the next step.

Here are a few options: