The about page is the second-most-visited page on most small business websites, right after the homepage. It is also the most consistently badly written. Most about pages read like a high-school essay about the founder. The visitor leaves before they get to anything that would help them buy.
This post breaks down the 5-section structure that works, with examples of what to write at each step. By the end you should be able to rewrite your own about page in 60 to 90 minutes.
What an about page is actually for
A visitor lands on your about page for one reason: to decide if they can trust you with their money. Everything you write should answer that question.
The about page is not about you. It is about what the reader gets by hiring you. The fastest way to write a bad about page is to forget that.
Three questions every good about page answers, in this order.
- Who do you help, and what problem do you solve?
- Why are you the right person to solve it (proof, not adjectives)?
- What do they get if they work with you?
The standard "founded in 2014, family-owned, passionate about service" template answers none of these.
The 5-section structure
A working about page has five sections, in this order. The whole page is 500 to 900 words, broken up with subheads, photos, and short paragraphs.
Section 1: The reader-first opening (2 to 4 sentences)
Open with the problem your customer is trying to solve, not the year your business was founded. The reader should see themselves in the first paragraph.
Weak: "Founded in 2014 in Tampa, Smith Roofing has been serving the greater Tampa Bay area with quality roofing services for over a decade."
Better: "If you are a homeowner in Tampa Bay with a roof that is leaking, missing shingles after a storm, or just looks 20 years old, you have probably already gotten two or three quotes that vary by $5,000. Most of the homeowners who eventually call us tell us the same thing: they could not figure out which contractor to trust."
The reader has now seen themselves. They will read the next paragraph.
Section 2: The credibility paragraph (3 to 5 sentences)
This is where you establish that you have the right to solve the problem. Use specific numbers, specific years, specific names, specific certifications. Avoid adjectives that sound nice but say nothing ("passionate," "dedicated," "quality-driven").
Weak: "Our team is dedicated to providing excellent service with passion and integrity."
Better: "We have re-roofed 1,200 Tampa Bay homes since 2014. Every job comes with a written 25-year material warranty and our own 10-year workmanship warranty. We are licensed (CCC1331542), insured ($2M general liability + workers comp), and certified by GAF, Owens Corning, and CertainTeed."
The second version is the same length and 100x more convincing.
Section 3: The founder or team section (3 to 6 sentences + 1 photo)
People hire people, not businesses. The reader wants to see the human they would be working with. One photo. A short, honest description of who you are and why you started the business.
Weak: "Our founder John Smith has always been passionate about roofing."
Better: "I started Smith Roofing in 2014 after spending 12 years working for two large Tampa roofing companies. The same complaint kept coming up from customers: nobody returned their calls, every change order felt like a hidden fee, and the crew left a mess in the yard. I built Smith Roofing to be the opposite. — John Smith"
The signature at the end is a small touch that makes the page feel personal.
Section 4: The values (or operating principles) section (4 to 6 short bullets, not paragraphs)
This is where most about pages get bogged down in jargon. Skip generic values ("integrity," "quality," "excellence") and write what you actually do differently. The test for each bullet: would your competitor be willing to put the opposite in writing? If yes, the bullet is real. If no, the bullet is filler.
Bad: "Integrity. Excellence. Customer-first. Quality."
Good:
- All quotes are written, line-itemed, and good for 60 days
- We do not start work without a signed scope and a 30 percent deposit
- Site cleanup is included in every job (we leave less debris than we found)
- Phone calls are returned within 4 business hours, every time
- The owner is on every job site at least once during the project
The second version is the marketing.
Section 5: The call to action (2 to 3 sentences + 1 button)
Most about pages end with the team photo and a "thanks for reading." Wasted. The reader is at the end of the about page because they are seriously considering hiring you. Give them the next step.
Weak: "Thanks for learning more about us. We hope to hear from you soon."
Better: "If you want to see if we are the right roofer for your project, you can book a free 15-minute on-site assessment. We will walk the roof, show you photos of any damage, and give you a written quote within 48 hours. No pressure to decide on the spot."
A single, specific, low-friction next step.
The most common about page mistakes
Five things to delete from your about page right now.
- The history timeline. Nobody cares that you incorporated in 2014, moved offices in 2017, and won a chamber award in 2019. Cut it.
- The stock photo of a handshake or a "team" of models. Use real photos of you, your team, your work, or your job sites.
- The mission statement nobody reads. Cut the formal mission. Replace with a single line in plain English.
- The list of services. That belongs on the services page. The about page is about why you, not what you sell.
- The "passionate about" sentence. Every business says they are passionate. Saying it again is filler.
What to do if you are brand new
If your business is less than a year old, you have a credibility gap. Acknowledge it honestly and lean on the experience you brought into the business.
Bad: "We are a young, hungry, customer-focused team."
Better: "Smith Roofing is in our first year, but the team is not new to roofing. Between the two crew leads and me, we have 38 years of combined Tampa Bay roofing experience. We carry full insurance and offer the same 25-year material warranty the bigger shops offer."
Honesty about a weakness beats vague positivity.
Frequently asked questions
How long should an about page be?
500 to 900 words. Shorter than that feels thin. Longer than that and people stop reading.
Should I include photos of my team?
Yes, if the team is part of the customer experience (visible techs, sales reps, the owner). One photo of the owner is the minimum.
What if I am a solo business?
The about page becomes the founder page. Lean into it. Customers buying from a solo business want to know the person.
Should I mention awards and certifications?
Yes, with specifics. "Voted Best of Tampa Bay 2024 by the Tampa Bay Times" is a credibility signal. "Award-winning service" is filler.
Can I A/B test my about page?
Yes, if you have enough traffic. The fastest way to test is to swap one section at a time and compare conversion (contact form submissions, calls) on a 14-day window. See our analytics setup guide for how to track this.
The honest answer
The about page is one of the highest-leverage pages on your site, and rewriting it well takes a single focused afternoon. If you do not want to write it yourself, Skylift's $499/mo plan includes about-page copy as part of every build, and we will refresh it free with each new milestone (new location, new certification, new team member, new award).