Why Your Website Needs a Good 'About' Page (and How to Write One)
When you think about your website, you probably focus on the homepage, services, or shop pages first. But your "About" page is just as important - sometimes even more important.
Here’s why it matters, and how you can write one that actually works.
1. People Want to Know Who They’re Buying From
In a world full of faceless websites, people want a real story. They want to know who’s behind the business, why you do what you do, and why they should trust you.
If your About page just says “We are passionate about excellence” - it’s not enough.
Tip: Share a little about your background. Why did you start the business? What do you love about what you do? Keep it real.
You don’t need to overshare. One or two personal details, like where you’re from, what sparked your interest in the trade, or a turning point in your journey, can go a long way.
2. A Good About Page Builds Trust
Google cares about trustworthiness, too. An About page can help boost your website’s credibility, which is good for SEO.
Tip: Mention your experience, qualifications, or even how long you’ve been operating. You don't have to brag - just show you're real.
Include a photo of yourself or your team if you can. It humanises your business, helps people put a face to the name, and often increases engagement time on the page.
Also consider linking to testimonials, case studies, or your Google reviews; anything that quietly backs up what you’re saying.
3. It Can Help You Get Found Online
Adding relevant keywords naturally into your About page (like your location or service area) helps search engines understand what your business is about and where you are.
Tip: Drop in local mentions if it makes sense, like "serving customers across Southampton, Eastleigh, and Winchester".
If you offer a service in multiple areas, this is a smart way to reinforce that coverage without stuffing keywords.
You can also include mentions of local partnerships, events, or collaborations. Google loves context and real-world relevance.
4. It Doesn’t Need to Be Complicated
You don’t need a novel.
A few clear, friendly paragraphs are enough. Even my own About page could be shorter!
Tip: Write like you’re talking to a new customer face-to-face. Keep it simple and genuine.
If you’re stuck, try answering these three questions:
Who are you?
Why do you do what you do?
How can you help the person reading this?
Even a bullet list or short Q&A can work well if you're more comfortable with that style.
Need a Hand?
If you hate writing about yourself (you’re not alone), SO SEO can help.
I offer affordable, no-nonsense copywriting - including About pages that sound like you and help you connect with your ideal customers.
And because I’m local to the SO area, I understand the kind of trust and tone that works around here.
Why is an About page important for my website?
An About page helps people know who they’re buying from by sharing your story, building trust, and showing the real person behind your business.
How does an About page build trust?
A good About page boosts credibility by mentioning your experience, qualifications, or how long you've been operating, helping both customers and Google trust your business.
Can an About page help with SEO?
By naturally adding relevant keywords and local mentions to your About page, search engines better understand your business and location, improving your chances of being found online.
