What to include on your website’s about page (and why it shouldn’t just be about you)

SquarespaceShopify

26 May

Once someone discovers your brand, it’s not unusual for them to click through to the About page to understand who they’re buying from or working with.

But despite the name, the About page shouldn’t actually be just about you.

The most effective About pages don’t read like a biography. Instead, they help the reader understand the values behind the business, the mission that drives it and why that matters to them. When someone finishes reading your About page, they should feel more connected to your brand and more confident about working with you or buying your products.

Here are some of the key elements that make an About page work well.

Start with your mission, not your backstory

One of the most common mistakes I see on About pages is starting with a long personal history.

While your background can be interesting, it’s rarely the first thing your audience wants to know. When someone lands on your About page, they’re usually wondering something much simpler: what does this brand stand for, and is it for me?

Starting with your mission helps answer that question quickly. It explains why your business exists and what you’re trying to change or improve through your work.

For example, if you run a skincare brand, your mission might be helping people simplify their routines with thoughtful, effective products. If you’re a designer or service provider, it might be helping founders create websites that reflect the quality of their business.

When readers immediately understand the purpose behind your brand, they’re far more likely to keep reading.

Tell the story behind your business

Once you’ve introduced the mission, this is where your story can come in.

People connect with stories because they help explain how a business came to exist in the first place. Maybe you started your brand after struggling to find products that met your standards. Maybe you built your service after noticing the same problems appearing again and again for clients.

The key is to keep the story relevant to your audience. Instead of focusing purely on personal details, highlight the moments that shaped the way you work or the values behind your brand.

Your story shouldn’t just explain where you came from. It should help people understand what shaped your brand and the values behind it.

Show the person (or team!) behind the brand

Even if you run a product-based business, people still like to know there’s a real person behind the brand.

A simple photo of you, your team or even your studio can make your website feel much more personal. It helps customers feel like they’re buying from a real business rather than just another anonymous online store.

For service businesses, this is even more important. When potential clients can see who they’ll be working with, the whole experience immediately feels more approachable and reassuring.

You don’t need to share your entire life story. A short introduction and a friendly, professional photo are usually enough to create that connection.

Bring the focus back to the customer

While your About page will naturally include your story, it shouldn’t stay centred on you for too long.

The reader should always be able to see themselves somewhere in what you’re saying. As someone moves through the page, they should start to understand who your brand is for, what you care about and how that connects to their own needs.

For example, if you design websites, you might talk about how your approach helps founders feel more confident in their online presence. If you run a product brand, you might explain how your products fit into your customer’s daily routine or lifestyle.

The aim is to help the reader feel that sense of alignment. When someone finishes reading your About page, they should have a clearer sense that your brand was created with people like them in mind.

Include trust signals

Your About page is a great place to show your credibility.

By the time someone reaches this page, they’re often already interested in what you offer. They just want a little reassurance that your brand is established and trustworthy.

This might mean mentioning how long you’ve been running your business, highlighting brands or clients you’ve worked with, or including a short testimonial from a happy customer or client. If your work has been featured somewhere, this can also be a good place to reference it.

These details don’t need to take over the page. Even small signals of experience or recognition can help someone feel more confident about taking the next step.

Guide readers towards the next step

Once someone has read your About page, they’re usually fairly engaged with your brand.

Rather than leaving them at a dead end, it helps to gently guide them towards what to do next. That might be exploring your services, browsing your products or getting in touch.

This doesn’t need to feel like a sales pitch. A simple prompt at the end of the page is often enough, such as inviting readers to view your services, explore your shop or learn more about how you work.

Think of your About page as part of the wider journey through your website. When it flows naturally into the next step, it helps keep that momentum going.

Your About page should build connection

At its core, an About page is there to build trust. It helps people understand who’s behind the business, what the brand stands for and why it exists in the first place. When written well, it can help build connection and that connection can help someone decide to buy from you or work with you.

If your website isn’t communicating your story clearly

Your About page is just one piece of the bigger picture. When your messaging, structure and design work together, your website becomes much more effective at guiding customers or clients towards the next step.

I design strategic Squarespace and Shopify websites for founders who want their online presence to feel clear, thoughtful and aligned with their brand. If you’re ready to refine your website so it communicates your business more clearly, you can explore my Shopify or Squarespace website design services or get in touch here.

FAQS

A good About page usually includes a few key things: the mission behind your brand, a short story about how the business started, an introduction to the person or team behind it and a few trust signals such as experience, testimonials or press mentions.
The goal isn’t to list your entire history. It’s to help visitors understand what your brand stands for and why it might be the right fit for them.
It can be personal, but it shouldn’t be purely focused on you.
Sharing some of your story can help people connect with your brand, but the page should always link back to the reader. As someone moves through the page, they should start to understand who your business is for and how your work or products fit into their life.
Yes, they do. After someone looks at your homepage or products or services, the About page is often the next place they go.
People are naturally curious about who they’re buying from or working with, especially if it’s their first time encountering your brand. A strong About page helps build trust and can make someone feel much more confident about taking the next step.
There isn’t a perfect length. What matters more is that the page is easy to read and structured clearly.
Breaking the page into sections with headings helps visitors scan the content quickly. Some people will read the whole page, while others will skim for the key points, so it’s helpful to make the most important ideas easy to spot.
Yes, including photos can make a big difference. Seeing the person or team behind a brand helps make the business feel more real and approachable.
For service businesses, this can help potential clients feel more comfortable reaching out. For product brands, it reassures customers that there’s a real story behind what they’re buying.