Writing Effective About Pages
The About page is one of the most visited pages on most websites, yet it is often the most neglected. Visitors go there to decide whether they can trust you, not to read a corporate history written in the third person.
A good About page answers a simple question: why should I choose you? Everything else — the founding date, the office photos, the values — is supporting detail that should serve that answer.
What Visitors Want to Know
Before any of your history, visitors are quietly sizing you up against the problem that brought them here.
- What you do and who you do it for.
- Why you do it — your purpose or angle.
- Who is behind the business.
- Why you can be trusted with their problem.
Make It About Them, Too
The page is called About, but the reader is really asking what you can do for them. Weave their needs through your story so it never reads as pure self-congratulation, and end with a clear path to the next step rather than leaving them admiring you with nowhere to go.
Show, Do Not Just Tell
Claims like 'we care about quality' mean little on their own. A short example, a real photo or a customer's words prove the point far more convincingly than the adjective ever could.
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.