5
min read
An About page is more than a founding story. People use it to understand who will do the work, whether promises are credible and whether the working approach suits them.
Copy becomes useful when it answers those questions. Unsupported claims about dynamic growth or market leadership rarely help someone choose a provider.
Why is someone reading this page?
Visitors may arrive after reviewing services, comparing prices or receiving a recommendation. They need reassurance about experience, process and real contact methods.
For a small business, explain the professional's role. For a company, explain its team, specialisms and project approach.
Do not pretend to be larger than you are. A clear account of real working practices can be more persuasive than a fictional team or vague office.
What to include
What you do
Start with the concrete offer: which problems you solve, for whom and in what format.
Instead of a “wide range of quality services”, describe actual areas and link to their pages. Help people quickly find what fits their situation.
How the work happens
Show stages such as gathering information, approval, delivery and handover. Explain the client's responsibilities and decision points.
Do not imply every task takes the same time. Explain what affects scope and how it is agreed.
Experience relevant to the client
Choose relevant projects, specialisms and skills rather than listing everything from your career.
Support figures with a definition and period. “40 projects completed in three years” is clearer than an undefined total.
Who is responsible
Explain roles and communication. Clients need to know whom to ask and who makes project decisions.
Obtain required permissions for staff details and photos. Do not present stock models as your own team.
Supporting evidence
Show real work, testimonials and process materials. Captions should explain what visitors see and why it matters to the service.
Respect publication restrictions. An anonymised example may be possible when permitted and labelled honestly.
Avoid unearned awards, unsupported client-logo claims and invented testimonials. Evidence should substantiate a specific fact rather than fill layout space.
Connecting the page with SEO
Use a clear page name and accurate descriptions of your work. Mention services and regions when relevant to the business.
Do not turn copy into a repeated query list. The About page has its own purpose and should not duplicate the entire sales section.
Link meaningfully to services, work and contact. Help visitors investigate further without sending them to every section.
Metadata should describe the actual content. Do not promise detailed pricing on a page that only explains the company.
Writing the first draft
- List pre-collaboration questions.
- Collect substantiated answers and evidence.
- Order the page from offer to process and proof.
- Remove vague wording that adds no meaning.
- Identify information needing updates.
- Provide a clear contact route.
Start with facts, then edit the language. This reduces the risk of attractive copy that substantiates nothing.
An example rewrite
An illustrative cliché: “We take a personal approach and value every client.”
A more useful version: “Before estimating, we discuss the brief, materials and constraints, then agree the scope and approval stages.”
The second describes behaviour. Use it only if that is how you actually work.
Common problems
A long history unrelated to the client makes reading harder. Values without examples feel abstract. Repeating the homepage adds no information.
Another problem is leaving visitors without a next step. If they like the approach, make it easy to reach a service or enquire.
Frequently asked questions
Does an independent professional need this page?
Yes, if it explains relevant experience and working practices. “About me” is more accurate than presenting a nonexistent company.
How much copy is needed?
Enough to answer important questions. Useful sections and evidence matter more than a character count.
Getting started
Collect facts about your work and customers' questions. We can use them to plan the page, copy and evidence that support a collaboration decision.
