Begin with what the business does and who it serves. Name the people responsible for the work where that is relevant. If the company is new, say so. Experience gained before the company launched can be explained separately, without implying a longer trading history.
Use details customers can assess: your working process, specialisms, location and how a project is managed. Replace “passionate team delivering innovative solutions” with an example of the work or a clear explanation of your responsibilities.
Include real photographs where possible and check everyone pictured has agreed to their use. Link to your services, work or contact page so visitors can continue. Read the page aloud before publishing. If you would never say a sentence to a customer, rewrite it.
At a glance
- Explain the business before describing its personality
- Separate the company’s age from the team’s experience
- Show how the customer relationship works
- Choose evidence and photographs carefully
- Edit the page as a conversation
Explain the business before describing its personality
State what you do, who you work with and where you operate. Use names customers recognise. An About page can have character without requiring visitors to decode a metaphor before understanding the business.
A concise opening might say what the team delivers and how the relationship works. Details about your values make more sense once the visitor understands the actual service.
Separate the company’s age from the team’s experience
Use accurate dates for the business and explain earlier experience separately. A founder may have worked in a field for years before launching the company. That does not make every previous project a commission for the new brand.
Describe roles and responsibilities clearly. If the team includes independent specialists, explain the working relationship honestly rather than implying a larger permanent staff than you have.
Show how the customer relationship works
Explain who leads the work, how decisions are made and how customers contribute. Give practical detail about meetings, review stages or approval responsibilities where it helps someone decide whether the arrangement suits them.
Replace broad statements such as “we put clients first” with something you actually do. Do not promise direct access, fast replies or unlimited revisions unless the operating model and agreement support it.
Choose evidence and photographs carefully
Use genuine team or workplace images where you have them and permission to publish them. If an image is illustrative, avoid presenting it as your office or staff. Put relevant qualifications or project links next to the claims they support.
Do not fill empty space with unverified awards, client logos or ratings. For a new business, a clear account of the people, experience and process is more useful than borrowed credibility.
Edit the page as a conversation
Read it aloud to someone outside the team. Ask them what the company does and what they would expect after making contact. Remove lines that add praise but no information.
Keep links to services, relevant work and contact details. Review the page when the team or delivery model changes. An About page should remain a reliable introduction, not a launch-day statement that nobody checks again.
Common questions
Should we include a founder story?
Include the parts that explain the business or help a customer assess it. Personal history does not need to fill the page.
Can we say we work globally?
Explain where and how you can serve customers, including any practical limits. Avoid implying physical offices in places where you do not have them.
