New format
About the company: what to write and what to avoid
About pages often get a template: years on the market, a team of professionals, rapid growth. Clients care more about who you’re for and what proves the claims.
Below: what to cut, what to keep, and why the page exists at all. Homepage copy is separate; here the focus is the brand section.
What not to do
A founding story sheet with no help for choosing you.
Impossible promises and cheap “gift” pathos instead of a brand position.
Template “why us”: professionals, innovation, personalized approach — with no facts.
A CTA like “write articles for us / become a partner” instead of answering the client.
What is useful to write
Who you serve and which job you solve — in the client’s language.
Proof: years or geo if needed, certificates, cases with links, real numbers with explanation.
How the service works: stages, guarantees, responsibility zones — what lowers deal fear.
Legal details and contacts for B2B: entity, address, how to reach you.
Match tone to the audience:
- B2B — reliability, processes, cases
- mass service — clarity, prices or terms, reviews
- local business — geo, atmosphere, neighborhood specifics
When the page is required
Before an expensive deal the client checks the vendor.
Transparency is expected (healthcare, finance, B2B tenders).
You need a trust anchor next to reviews and cases — not “so we’re not worse than competitors.”
Takeaways
Facts and help choosing beat biography.
Promises = obligations.
Tone and length follow the audience — not a 2015 “best About pages” template.
FAQ
Do people actually read the About page?
Less than services and reviews. Still useful for trust, legal details, B2B, and anyone checking the vendor before a deal.
Do you need a long founding story?
Usually no. Short context — since when and why — yes; kilometers of “three friends met…” — rarely.
Should you publish the whole team’s photos?
Optional, depends on brand culture. For e-com, product and service often matter more; for an agency or clinic, faces and expertise fit.
Can I claim “best prices / delivery in an hour”?
Only if you deliver. False promises hurt reviews and ad compliance.
Is About a keyword-target page?
Not the goal. Cover keywords with services and articles; About is trust and facts — not a keyword sheet.
How is it different from the homepage?
Homepage — offer and next steps. About — who you are, proof, values, contacts and legal details.
Should case studies live on the About page?
Briefly yes, or link to a cases section. Numbers without context (“+150% conversion”) read like fluff.
How long should it be?
As long as needed to answer audience doubts. Often one to three screens beat a novel.
About page full of “professionals / innovation” with nothing to prove it?
We’ll cut the fluff and leave who you’re for, proof, and clear next steps for B2B and buyers.
Discuss the task
