How to Write an About Page That Builds Trust
The 4 Things Your About Page Needs to Build Real Connection
Your About page is one of the most visited pages on your website, and one of the most underrated. More than a simple bio, it's where visitors decide whether they trust you, relate to you, and want to work with you. A great About page has the power of turning curious browsers into loyal customers.
We write About pages and websites for clients every day, and here are the top four things we've found work best when it comes to creating an About page that builds trust and connection.
1. Your Story (Without Getting Lost in the Weeds)
Every business has an origin story, and yours deserves to be told. The trick here is not to go into exhaustive detail. Visitors don't need (or want) your entire life history, they need the highlights that explain why you do what you do. A story that's too long loses readers before they get to the parts that matter most - like why you're the right fit for them!
SEO tip: Weave in natural keywords related to your industry and niche (e.g., "brand strategist for small businesses" or "wedding photographer in [city]") so your story does double duty, connecting with readers and helping search engines understand what you do.
2. Credibility
Credentials matter, but a long list of titles, certifications, and accolades creates distance, not connection. Instead of listing achievements like a LinkedIn profile, make your credibility interesting and relevant.
Ask yourself: What results have I created for people like my ideal customer? What experience makes me uniquely qualified to solve their problem? Frame your expertise around outcomes, not just credentials. A little personality goes a long way here too!
3. Relatability
This is where most About pages miss the mark. Your "why" shouldn't just be about you - it should mirror the experience of the person reading it.
Think about the frustration, desire, or turning point that led your ideal customer to search for someone like you. If your story reflects their journey, they'll feel seen and understood before they've even read your services page. This emotional connection is often what separates a visitor who leaves from one who reaches out.
4. Photos That Show Who You Are
People connect with people, and humans are visual beings! Including a genuine photo of yourself, and even glimpses into your life, workspace, or process, makes your brand feel human and approachable
You don't have to share everything; just what feels comfortable and relevant to your brand. People love knowing what to expect before they work with you, and photos of you in action (at your desk, with clients, or in your creative process) quietly answer that question. A photo of you at work, a behind-the-scenes shot, or an image that reflects your personality can build more trust in seconds than paragraphs of text ever could.
Why This Matters for Your Brand
We always recommend including an About page or at least an About section on your website as a trust-building tool and a conversion opportunity. When you combine a concise story, relatable credibility, an audience-focused "why," and authentic photos, you create a page that does more than inform. It builds the kind of connection that turns visitors into loyal clients.
Let’s Build an About Page (and Brand) People Trust
Crafting a website that builds real connection takes strategy, design, and a brand that feels authentically you. At Amari Creative, we help business owners create brands and websites that build trust, spark connection, and convert visitors into clients.
If you’re ready to build a brand and website that connects with your ideal clients, book a free consultation today!
AMARI CREATIVE
We are a brand and website design studio for small business owners.
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Since starting of Amari in 2016, we’ve helped hundreds of small businesses go from a mere idea to a full-blown brand. From logo, to messaging, to websites, we’re here to help you launch your dream brand and website.
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