How to write an About page that builds trust (with a simple template)

What visitors want from your About page

People don’t read an About page for your life story. They read it to answer three questions: Who are you? Can I trust you? Are you right for me? A good About page answers those clearly and warmly.

A simple structure that works

1. Start with who you help and how

Open with a sentence about your customers, not yourself. For example: “I help independent cafés and bakeries get more customers through their door with simple, beautiful websites.”

2. Tell a short, real story

Why did you start? What experience brought you here? Keep it to a few honest sentences. Specific details — a year, a place, a turning point — are more believable than big claims.

3. Show your face

A real photo of you or your team is one of the strongest trust signals on any website. It doesn’t need to be a studio shot; clear and friendly is enough.

4. Explain how you work

Describe your process in a few steps, and what customers can expect: response times, communication, what’s included. This reduces uncertainty.

5. Add honest proof

Mention real experience, qualifications you actually hold, examples of work and genuine reviews. Never invent numbers, awards or clients.

6. End with a clear next step

Finish with an invitation: “Send me a message”, “Book a call” or “See my work” — with a button.

A fill-in-the-blanks template

I help [who] with [what] so they can [result].

I started [business name] in [year/place] after [short story or experience].

When you work with me, [how you work: 2–3 points].

[Proof: experience, examples, genuine reviews].

If that sounds like what you need, [call to action].

Tone tips

• Write like you speak to a customer — friendly and clear.
• Use “I” if you’re a one-person business. Pretending to be a big team damages trust when people find out.
• Keep paragraphs short, and use headings for easy scanning.
• Avoid clichés like “passionate”, “world-class” and “one-stop solution”.

Common mistakes

• No photo, or only a logo.
• A long biography that never mentions the customer.
• Vague claims with no proof.
• No contact button at the end.

See an example

You can see how I’ve applied this structure on my own About page. If you’d like help writing yours, content writing is included in my website design service.

About the author

Brijaditya Sharma is the founder of Digital Help Studio. After nine years in-house handling content distribution for an Indian brand, he now builds websites and runs digital marketing for small businesses worldwide. Connect on LinkedIn.