Writing your About page: what to say, what to leave out and how long it should be

The short answer: the “About us” page is one of the most visited on a site, because someone deciding whether to trust you goes there to see who is on the other side. It is not a page to talk about yourself out of vanity: it is to answer, with facts, “can I trust these people?”. Half a page is enough.

What to say, in order

Part What to write
Who you are The name of the company and of the people, with a real photo. Someone who appears with a face and a name inspires more trust than a logo.
What you do, and for whom Two or three sentences, repeating with more warmth what is on the home page.
Since when, and where Year you started, city, areas you work in. It is proof that you exist.
Why you do it One honest sentence about what drives you. No exaggeration.
Proof Clients who agree to be named, real numbers, awards, licences. Only what you can confirm.
How to reach you The end of the page is the right place for an invitation and a contact.

What to leave out

1 Phrases that fit any company (“we are leaders”, “quality and professionalism”). If you can swap the name and it stays the same, delete it.
2 The whole story from the beginning. Pick what explains why you are good at what you do.
3 Superlatives you cannot prove (“the best in the country”).
4 Personal details of people who do not want to appear: ask permission before putting someone’s name and photo. See Personal data protection.
Do not invent or copy. A text copied from elsewhere may have copyright, and Google treats it as a repeat. Write in your own words, in a person’s voice. And the photos: Photos for your website.
Write as if explaining to a customer at the counter. Then read it aloud: where you stumble, rewrite. For the structure and text of the whole site, start with the home page: What goes on your home page.

Want help deciding what to say about your company? Open a ticket with what you do and for how long.

Open a support ticket

SEE ALSO

What goes on your home page: five things a visitor looks for in the first ten seconds

Photos for your website: where to get them legally and what to credit

Personal data protection: what applies to your website

Reviews and reputation: how to ask for them and how to answer the bad ones

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