Why is the About page so important?

Because it is almost always among the most visited pages on a business site, right after the homepage. A customer considering paying you wants to know who you are before picking up the phone - especially for personal services like therapy, consulting or design. The visitors who reach it are the serious ones, close to a decision.

Should the About page be about the business or about me?

The trick: write about the customer through your story. Not a list of degrees and certifications, but why you do what you do and how that serves them. The simple formula: an opener about the customer's problem, your story as the answer, proof (experience, numbers, credentials), then an invitation to act.

Is a personal photo mandatory on an About page?

In a trust-based business (therapists, consultants, craftspeople) - yes, nearly non-negotiable: a real, smiling photo measurably raises willingness to reach out. People buy from people. A stock photo of suited strangers shaking hands does damage, because everyone recognizes it as fake.

How long should an About page be?

250 to 500 words is a great range: enough to tell a story and build trust, short enough to be read to the end. A two-line page signals no effort; a 2,000-word autobiography goes unread. And always end with a call to action - even on the About page, the customer needs a next step.

An About Page That Works: Your Second Most Visited Page

Look at the analytics of almost any business website and you’ll find something surprising: the About page is usually the second or third most viewed page. Now look at what’s written there on most sites: “The company was founded in 2015 and provides professional, quality services to its clients.”

A glaring mismatch: the page customers are most curious about is the page businesses neglect most.

Why does everyone end up there?

Think about your own behavior. You’re looking for a kindergarten teacher, an interior designer, a mortgage advisor. You landed on the site, the service fits, the price seems fine. What is your next click, almost instinctively?

“Who are these people?”

That click is the moment of truth. The visitor reaching your About page isn’t idly curious - they are in decision mode, looking for a reason to trust you or a reason to bail. So this is not an “information” page. It is a sales page for the most important thing you sell: trust.

The five-part structure

1. An opener about the customer (yes, on the About page)

Don’t open with “I was born in Haifa”. Open with the problem you solve: “After childbirth, your body can feel like foreign territory. I’m here to give it back to you.” Now the customer knows why reading about you is worth her time.

2. The story: your why

People remember stories, not lists. Why this field? What did you see in practice that made you do it differently? One true personal moment (“after walking my own mother through the process, I understood that…”) is worth ten sentences of “we believe in professionalism”.

3. The proof, tastefully

Now - and only now - the credentials: years of experience, clients served, certifications, publications. Short numbers beat text walls. The proof supports the story; it is not the story.

4. A real photo

Not a logo. Not stock. You, smiling, ideally in your real work environment. In trust businesses this photo does more than all the text. One hour with a local photographer pays for itself for years.

5. A call to action

The customer finished reading, was convinced, and… nothing? An About page with no next step is a dead end. Close with a warm invitation: “Want to see if we’re a fit? Head to the homepage or send a message.” Remember the homepage rule: there is always a clear next step.

Bottom line

The About page is not a bureaucratic checkbox - it is the site’s quiet decision point: the most serious visitors arrive there, exactly when choosing between calling you and going back to Google. Five parts (customer opener, story, proof, photo, invitation) turn it from a boring resume into a trust machine.

Feel like your About page isn’t telling the right story? We’ll help you rewrite it ↗

An About Page That Works: Why It's Your Second Most Visited Page

Why does everyone end up there?

The five-part structure

1. An opener about the customer (yes, on the About page)

2. The story: your why

3. The proof, tastefully

4. A real photo

5. A call to action

Bottom line

Questions & Answers

Why does everyone end up there?

The five-part structure

1. An opener about the customer (yes, on the About page)

2. The story: your why

3. The proof, tastefully

4. A real photo

5. A call to action

Bottom line

Questions & Answers

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