How to craft the ideal ‘About’ page: expert tips to tell your story

Any ‘About’ page serves multiple roles. It tells your story, communicates your values, and builds trust with your audience. It’s your opportunity to introduce the people behind the brand and showcase what sets you apart from the competition. Understanding this purpose is key in gathering content that is both informative and engaging.

This is the heart of your ‘About’ page. Start from the beginning but keep it concise. Share how your company was created, the challenges you’ve faced, and what you stand for. This narrative should be compelling and relatable, making it clear why someone should care about your brand. Use a friendly and conversational tone to make your story approachable.

People connect with brands that share their values and ideals. Clearly articulate what drives your company, whether it’s innovation, service, sustainability, or community involvement. This is your chance to resonate with like-minded customers who can turn into loyal ambassadors for your brand.

Put faces to the names behind your brand. Short bios, fun facts, or even fun photos can help humanise your company and build a deeper connection with your audience. Highlight key team members and their roles, and share a bit about what makes them key to your brand’s success.

Encourage visitors to engage further with your brand. Whether it’s inviting them to sign up for a newsletter, browse your products, or follow you on social media. A clear call to action can help convert website visitors into active participants in your community and attract talents to join your team.

An ‘About’ page should evolve as your company grows. Regular updates reflecting new milestones, team members, or reaching business goals keep the page fresh and relevant. This shows that your brand is active and keeps improving, reinforcing a dynamic image.