Business Owners: Why The “About Us” Page of Your Website is Important

The About page is often called the “Why should we trust you?” page for good reason.

When someone lands on your site, especially when they’re first-time visitors, they want to know 2 things:

Who are you?
Why should I listen to anything you say?

If your About page reads like a stiff corporate bio or a resume dump, they’ll bounce. If it feels like a quick, warm chat with a real person who gets their problem… that’s when you’ll start to build trust with potential customers.

And trust turns into sales.

This matters even more when you’re just starting out. You don’t have big logos, years of testimonials, or a fancy team photo to hide behind. All you have is you.

A strong About page for a new business (solopreneur, coach, freelancer, small service provider) usually hits these four things, in roughly this order:

Who You Help And What Problem You Solve

Start with them, not you.
Lead with the person reading the page. Show you understand their world.

Example:
“I help burnt-out freelancers who are tired of trading time for money finally build a business that gives them freedom, without working 80 -hour weeks or chasing down clients for payment.”

This lets them know you understand them.

A Relatable Slice of Your Story (The “Why You Started” Bit)

Keep it short. No need for your full life story.
Pick the moment or pain that flipped the switch.
Make it human and specific.

Example:
“A few years back, I was a corporate employee working 60-hour weeks, barely seeing my kids, and feeling like a hamster on a wheel. One day I hit burnout so hard I couldn’t get out of bed. That was the moment I decided: enough. I taught myself how to build an online business on the side, quit my job 18 months later, and never looked back.”

People connect to struggle and action, not perfection.

Why You’re Qualified (Proof Without Bragging)

When you’re starting, you probably don’t have massive results yet. That’s fine.

Share what actually matters: relevant experience, early wins, or the obsessive way you’ve helped a handful of people. Use specifics where you can.

Example:
“I’ve helped 40+ freelancers add $5k–$10k/month to their revenue by fixing their offers and writing copy that actually converts. Before that I spent 8 years in marketing, running campaigns that generated over $2M in sales for clients.”

Numbers and context beat value claims.

A Human Touch

This is where most new founders go wrong; they stay too professional.
Drop in something real about your life right now.

It makes you feel approachable.

Example:
“These days I’m a dad to two little tornadoes, I work from a home office covered in Lego, and I still get nervous before every sales call. But I love this work because I get to help people build the kind of life I wish I’d had sooner.”

People buy from people. A little personality goes a long way.

A few quick formatting tips for when you’re just starting:

Add a real photo of yourself: smiling, natural lighting, no stock headshots. A photo can increase conversions 2–5x on this page.
Keep it scannable: short paragraphs, subheadings, bullet points if it helps.
Write like you talk: conversational, first person, no jargon unless your audience uses it.
End with a small call-to-action: something low-pressure like “Ready to fix [problem]? Grab my free guide here” or “Say hi on X, I reply to everyone.”
Length: Aim for 400–700 words. Long enough to build trust, short enough that people will actually read it.

The truth is, when you’re starting out, your About page isn’t about impressing everyone. It’s about resonating with the right 5 to 10% of people who land there.

Get those few to think , “This person gets it… I want to work with them,” and the rest takes care of itself.

If reading this made you think “damn, my About page needs work”…

Simply Stated