What to Actually Write on Your About Page

On most small sites the About page is the second most visited — and the most neglected. People go there when they're close to deciding and want to know who they'd be dealing with.

A structure that works

1. What you do, plainly. One sentence, no throat-clearing.
2. How you got here. Two or three sentences. Real, not heroic.
3. Why you do it this way. The standard you hold yourself to.
4. Who you are. A name and a face. This does more than the other three combined.
5. What to do next. Don't make them navigate back.

What to leave out

• "Founded on the principles of quality and integrity." Everyone says this; nobody believes it.
• A company timeline nobody asked for.
• Stock photos of people who don't work there.

The test

Read it out loud. If it sounds like something you'd never say to a customer standing in front of you, rewrite it the way you would say it. That version is almost always better.

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