An About page is for visitors who are already interested in a service and want to understand who they would be working with. Who is responsible for the project? Is there relevant experience? How will the collaboration work, and what can they check before making an enquiry?
The company's founding story can form part of the answer, but it does not explain on its own why the business is suited to a particular task. General claims about quality and a personalised approach also leave these questions unanswered.
Here is what to include on the page and how to connect it to services, case studies and a way to contact the team.
Start by explaining what the company does
Open with a short description of your specialism, clients and the tasks you take on. Visitors should be able to tell whether their enquiry relates to your experience.
It is useful to describe:
- your main areas of work;
- the types of tasks and projects you handle;
- how you work with clients;
- the markets and communication languages you support, where relevant to the decision.
Avoid listing every possible service in one sentence. Introduce the main focus briefly and put detailed information on the relevant service pages.
Hypothetical wording example:
We develop service websites for companies that need to explain their offer clearly and organise incoming enquiries. We help agree on the structure, prepare the interface and connect the forms and enquiry management systems included in the project.
This illustrates how to structure the text; it is not a description of a particular provider. Statements on your page should reflect what your team actually does.
Show who is responsible for delivery
Visitors do not always need a complete employee directory. It matters more that they understand who manages the project and which skills are involved.
For the main people involved, you can state:
- their name and role;
- their area of responsibility;
- experience relevant to your services;
- a profile or materials that substantiate that experience.
Separate an individual's experience from the company's history. As a hypothetical example, an agency may be in its second year while its founder has worked in design for ten years. These are two different facts. On your own page, present them separately if they can be substantiated.
If partners deliver some of the work, explain the collaboration model and the company's role in managing the project. This is particularly useful when clients need to know who approves decisions and receives their feedback.
Support your experience with relevant evidence
Add evidence that readers can explore alongside your general information:
- relevant projects;
- a description of your role in each project;
- testimonials with clear provenance;
- publications and professional resources;
- current qualifications, where relevant to the service.
A collection of logos does not explain what the company did for those clients. A caption identifying the work and a link to the project provide more useful information.
For a detailed account of your experience, use the website case study structure. On the About page, select a few examples that support your specialism.
In its helpful content guidance, Google suggests assessing trustworthiness through sources, evidence of expertise and background information about the author or website, including an About page. This supports the value of verifiable company information; the page itself does not guarantee high rankings. Google's guidance on trustworthy content.
Explain how you work with clients
Instead of saying “we support you at every stage”, describe the actual steps and approval points.
For example:
- You receive a description of the task and the initial materials.
- You clarify the scope, constraints and expected outcome.
- You prepare a proposal specifying the work.
- You agree on intermediate decisions.
- You hand over the result and explain the arrangements for further work.
Adapt the sequence to your own process. Do not add a mandatory meeting, audit or training session if it is not part of your normal work.
Explain who communicates with the client, where decisions are recorded and how extra tasks are discussed. This information helps people assess the collaboration before a project begins.
You can put detailed initial requirements in a website development brief rather than overloading the About page with every working question.
Explain principles through actions
“Responsibility”, “transparency” and “a personalised approach” become clearer when visitors see how they translate into working practices.
For example:
- Clear scope: included tasks and exclusions are recorded before the project starts.
- Managing changes: new requirements are discussed together with their effect on cost and timing.
- Handover: access, files and instructions are agreed in advance.
- Reasoned decisions: the team explains why the proposed structure or feature suits the task.
Use only principles your process actually supports. Avoid turning them into promises of results that depend on the market, the client's offer or the actions of other participants.
Keep the history that explains your current approach
Company history is useful when it shows how your specialism developed. You do not need to list every year of operation.
Choose milestones connected to your current services: launching an area of work, developing expertise or changing how you collaborate. Explain why each fact matters to clients.
If the history does not help readers assess the provider, shorten it. Keep the information needed to make a decision at the forefront.
For an international audience, check that the text does not depend on local knowledge. Explain the name of an award, organisation or professional programme if readers may not know it.
Clarify working arrangements and contact details
Distinguish the place of registration, a physical office and the markets where you provide services. Working remotely with clients in different countries does not mean you have an office in each one.
State current ways to get in touch and the languages you support. If meetings are by appointment only, explain this beside the contact information.
Keep facts about the team and experience consistent across language versions. Offers may differ between markets, but a specialist's biography or the company's founding date should not change when visitors switch languages.
Before publishing, check names, roles, links and the availability of supporting materials. Outdated team information makes it harder to understand who the client would be working with.
An About page template
Arrange the content in this order:
- Who you are: your specialism and the client tasks you handle.
- Who you suit: project types and working arrangements.
- Who does the work: the main roles and responsibilities.
- Evidence of experience: case studies, testimonials and professional resources.
- How a project works: stages and approval points.
- Your principles: specific actions in your working process.
- How the company developed: a brief history, if it helps with the decision.
- How to get in touch: a current contact method and the next step.
Base the length on how much meaningful information you have. For a small team, a short page with specific facts may answer questions better than a long account filled with repeated promises.
Connect the page to choosing a service
Give visitors a few logical routes forward: explore a relevant service, review a project or describe their task. Do not make them return to the menu to find the next step.
If information about the company, services and case studies is scattered, you can discuss custom multi-page website development and define each page's role in advance.
Before publishing, show the text to someone who knows little about your company. Ask them to explain in their own words what you do, why they could trust you with a suitable task and how to start working with you. Any remaining questions will show what needs clarification.
A useful About page helps visitors check your experience and understand how you work. Specific facts, clear responsibilities and relevant links give them a basis for choosing a provider.