Your About Page Deserves More Attention

Your website is your digital handshake. It’s often the first impression a potential customer gets of your business. And in a world where trust is everything, what you say about yourself - and how you say it - can be the tipping point between someone clicking away or choosing to work with you.

That’s why showing your experience and expertise on your website about page isn’t just a “nice-to-have.” It’s a business essential. But here’s the trick: do it right, and it builds credibility and trust. Do it wrong, and it comes off as braggy, outdated, or flat-out boring.

Why Experience & Expertise Build Trust 

According to Business.com, websites with compelling About pages see visitors spending 23% more time on their site compared to those without authentic, story-driven About pages.

This stat highlights that people don’t just glance at your About page - they invest noticeably more time when it feels real, credible, and customer-focused. That’s strong evidence that a thoughtfully crafted About page can make a serious impression.In industries with high-cost products or services, like healthcare, consulting, or home renovation, people are more likely to research the business, read bios, and compare company experience before making a move.

So yes-it’s definitely important. And the more expensive or personal the service, the more critical it is to clearly show why you’re the one to trust.

When It Matters Most

Your About page, team bios, and case studies carry different weight depending on your business. Here's a quick guide to when showcasing your experience is a game-changer:

Industry	Why It Matters
Professional Services  (law, finance, marketing)	Clients are hiring you. They want to see credentials, track record, and proof that you know what you're doing.
High-ticket items  (custom pools, luxury products, coaching programs)	People want to feel confident before dropping thousands of dollars.
Healthcare & Wellness (therapists, medical specialists)	Trust is everything. People want to know they’re in experienced hands.
Home Services  (contractors, landscapers, plumbers)	Visitors look for licensed pros with a solid reputation. An About page can reinforce that.
Creative Work  (designers, artists, content creators)	Your “why” and past projects help people connect and choose you over someone cheaper.

Even if you're in a product-based business, customers care who they're buying from-especially if you’re selling online. Your story could be the reason they pick you over Amazon.

How Showcase Your Experience

So how do you talk about yourself without sounding like a walking LinkedIn profile?

DO:

• Highlight your wins (awards, years in business, big-name clients, impressive stats)

• Tell your story (how you got started, why you do what you do)

• Show faces (real people = real trust)

• Use plain language (write how you speak)

DON’T:

• Overuse jargon (nobody likes a buzzword parade)

• Make it all about you (“we” language is good-but connect it to what the customer cares about)

• Skip the value (“why should they care?” needs to be crystal clear)

• Use a novel-length timeline (this isn’t your memoir)

Remember, the goal is to make someone say, “This is who I’ve been looking for.”

4-Step Formula for a Strong “About” Page

Ready to build or refresh your About page? Here’s a 4-step process to follow that works across industries and business sizes.

1. Start with a Hook

The first few lines matter most. Don’t waste time with “Welcome to our website.” Get right into it with a line that sums up who you are, who you help, and why it matters.

Example:

"At Titan Remodeling, we don’t just swing hammers-we transform outdated spaces into jaw-dropping homes that fit your lifestyle."

This is your elevator pitch. Make it punchy.

2. Tell Your Story (Briefly)

This is where you show your origin story. Not a full history-just the meaningful moments that build connection and credibility.

Good stories include:

• Why you started the business

• The mission that drives you

• A challenge you overcame

• How your experience benefits your customers today

Tip: Keep it under 3 paragraphs. Use a friendly tone, and don’t be afraid to get personal-just stay focused on how your journey helps your clients.

3. Show Your Credibility

This is your chance to shine-without the ego. Include highlights like:

• Years of experience

• Certifications or licenses

• Notable clients or case studies

• Awards or press features

• Short bios for key team members

• Testimonials

Tip: If you work solo, share stats or stories that show results. “100+ kitchens remodeled across the East Valley” sounds better than “experienced contractor.”

4. End with a Connection Point

Don’t just fade out. End with a line or call-to-action that invites the visitor to take the next step.

Options include:

• See our recent projects

• Meet the rest of the team

• Get in touch

• Find out how we can help

Think of this like a digital handshake. You've told them who you are-now make it easy for them to take action.

Best Practices

Here are a few extra tips to make your About page stand out:

• Add Photos: Real photos of your team, your space, or you in action humanize your brand.

• Use Headings: Break things up with subheadings to make scanning easier.

• Keep It Updated: If your About page still says “10 years in business” and it’s year 13, it’s time for a refresh.

• Link to Supporting Pages: If you mention your team, link to your Team page. Mention a recent project? Link to your portfolio.

• Include a Call-to-Action (CTA): Whether it's “contact us,” “read more,” or “get a quote,” give people somewhere to go next.

People Want to Know Why You’re the One

Your website should do more than just list your services. It should tell a story-and that story needs to include why you.

Because in a crowded market, the businesses that win trust are the ones that clearly and confidently say:

• Here’s who we are

• Here’s why we do it

• Here’s why it matters to you

And you don’t have to go overboard. You just need to be clear, authentic, and helpful. With a smart About page and a bit of storytelling, you can build trust before they ever pick up the phone.

Need Help Writing a Better About Page?

If you’re staring at a blinking cursor trying to talk about yourself, you’re not alone. But you don’t have to do it alone either. We help businesses like yours craft messaging that connects-and converts.

Let's Connect