How to Write an “About” Page That Builds Trust, Not Boredom

You know that snooze-fest “About Us” page that reads like a timeout? Yeah, we’re not doing that. Here’s how to update your web design and make your About page the kind that actually pays off—in trust, conversions, and maybe even genuine nods of appreciation.

1. Kick Off with Something That Isn’t Boring

Dump the corporate elevator pitch. Start with a question, an emotion, or a weird fact about why you do what you do. Shopify suggests opening with something that hooks—like asking “Remember when cereal felt like pure fun?”—rather than droning on about objectives. It’s storytelling, not snooze-fying. Shopify

2. Tell Your Story… Without the Drama

Nobody wants your life’s soap opera. Stick to the meat:

• Set the scene: Who were you? What sucked about the industry?

• Introduce the conflict: Why did that make you say “I’m not having it anymore”?

• Share the win: How did you leap into action?

• Hint at what’s next: Where are you headed? ShopifyOrbit Media Studios

3. Show the People (We’re Humans, Hit ’Em With Faces)

If your About page is a blank wall, trust evaporates—fast. Humans buy from humans. Get real: include founder photos, behind-the-scenes shots, team bios. Even simple intros help people feel like they’re clicking with a person, not a brand-speak alien. Orbit Media StudiosReddit

4. Live by Your Values and Mission (Don’t Just Print ’Em)

Values are hipster without proofs. Show don’t tell:

• Have you donated proceeds?

• Are your products sustainably sourced?

• Do you fly your values across team culture or press features?

Shopify found that 59% of users trust brands that show their values—Gen Z’s that number jumps to 79%. Show them your mission, don’t bury it. Shopify

5. Sprinkle in Social Proof Without the Brag Overload

A humble flex goes further than “We’re the best.” Use:

• Customer quotes

• Press mentions or logos (entrepreneurs love this)

• Concrete metrics (“500+ clients served,” etc.) ShopifyTechRadar

Just don’t turn it into a flex-off. Keep it genuine.

6. Use Visuals That Aren’t Stock, Please

A ye olde headshot behind an office plant just won’t cut it. Use:

• Lifestyle or workspace photos

• Short intro videos (makes you human)

• Infographics: “How we work” or “Why we do it better” ShopifyOrbit Media Studios

7. Add a Call to Action That Makes Sense

End with an invitation, not an order:

• “Let’s talk” or “See how we can help” is friendly.

• Or slide in your newsletter, blog, or portfolio page. Or even better: a button near the top—like BOOM! Cosmetics did—to steer visitors where you want them. Shopify

8. Keep It (Surprisingly) SEO Friendly

Yes, About pages can rank! Add schema (like founder, mission, awards), use headers and meta descriptions, and maybe slip in your brand name or industry naturally. But avoid stuffing keywords—that’s just desperate. Orbit Media StudiosNetwork Solutions

9. Make It Scan-Friendly (Nobody Reads Every Word)

If they skim and walk away confused—trust broken. Keep it clear:

• Short paragraphs

• Bolded phrases or headers

• A quick summary at the top (NNG says only impressive facts may stick on skim) Nielsen Norman Group

10. Be Realer Than Your Competitors

This isn’t about pretty corporate fluff. It’s about clarity, consistency, and authenticity. As one web-savvy forum user put it: professional look, About page, clear contact info? Trust gold. Reddit

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TL;DR: Your About Page’s Mission—Be Human, Be Clear, Be Trustworthy

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Final Sass Check: If Your About Page is Blah… Fix It

Don’t let your About page be that kid at the party no one remembers. Make it bold enough to be memorable, real enough to earn trust, and polished enough to convert.