How to write an About page that builds trust

Visitors go to your About page when they're deciding whether to trust you. That makes it prime real estate — yet most About pages read like a dull company history. Here's how to make it work.

Make it about them, then you

Open with the customer's problem and how you help, before your backstory. People care about your history mostly as evidence you can solve their problem.

Build credibility with real detail

• •Real photos and names, not stock imagery.
• •Your process, values, and what makes you different.
• •Genuine proof — reviews, results, credentials.

End with a next step

Don't let a convinced visitor hit a dead end. Close the About page with a clear call to action.