There's a story behind every business

Use your About page to help visitors understand who you are, what matters to you and why you do what you do.

Give people a reason to get to know you

Your About page doesn't need to contain your entire history. Its job is to help visitors feel they understand the people, purpose and personality behind your business.

Start with a simple introduction. Explain what you do, who you do it for and what motivated you to begin.

Writing prompt: If a new customer asked how your business came about, what would you tell them? Write it as you would say it — your own voice is usually more interesting than formal company language.

Tell your story

Every business has a beginning.

Perhaps you spotted a better way of doing something, turned a skill into a business, continued a family tradition or simply wanted to create something of your own.

You don't need an extraordinary origin story. A genuine one gives visitors useful context and makes your business easier to remember.

Writing prompt: What were you doing before the business existed, what made you start, and how has it developed since?

Explain what matters to you

Instead of filling this section with generic claims, choose a few principles that genuinely influence the way you run your business.

How you work

What can customers expect from you? Think about communication, attention to detail, flexibility or the way you approach your work.

What you care about

Perhaps quality, simplicity, sustainability, craftsmanship, accessibility or great customer service genuinely shapes the decisions you make.

What makes you different

Explain something specific about your experience, approach, location, process or expertise that helps distinguish your business.

Writing prompt: Avoid simply saying you're professional, friendly or passionate. What do you actually do that demonstrates those qualities?

Introduce the people behind the business

People often want to know who they'll be buying from, speaking to or working with.

Use features to introduce individual team members, founders or other important people. A photograph, name and a few sentences are often enough.

Jess

Use team member sections to introduce the people behind your business and help visitors understand who they may be speaking to or working with. Include the person's name, role and a short description of what they do, their relevant experience or the part they play in the business. A friendly, consistent photograph can help make the introduction feel more personal.

Alesha

Keep each description fairly short and write in a style that suits your business. You might mention a particular area of expertise, an interesting part of their role or something that helps show their personality. You don't need to include a complete work history — concentrate on the details that are useful or interesting to your customers, and make sure everyone is happy with the information and photograph you publish.

Tip: You don't need a large team to have a team section. If you're a one-person business, introduce yourself and explain the role you play.

Show people what you're about

A few well-chosen photographs can often communicate more about a business than another paragraph of text.

Pierre Chatel Innocenti Ydarsl40neu Unsplash

Use your gallery for your workplace, team, products, projects, surroundings or behind-the-scenes details. Choose images that help visitors understand the real business rather than simply filling space.

Add a little proof

Your About page is also a natural place to give visitors some reassurance.

You might mention:

How long you've been established
Relevant experience or qualifications
Areas you serve
Customers you've helped
Professional memberships or accreditations
An achievement you're particularly proud of

Keep it relevant. Visitors rarely need every fact about your business — just the ones that help them understand why they can trust you.

Before you publish your About page

Ask whether someone reading it for the first time can understand:

Who is behind the business?
Why does the business exist?
What does it care about?
How does it approach its work?
What makes it distinctive?
What would it be like to deal with you?

Above all, let the page sound like you. An About page is one of the few places on a business website where a little personality is particularly valuable.