The About page is often one of the most visited pages on a small business website, and one of the most neglected. People go there to answer one question: can I trust these people? A few generic lines about "passion" and "excellence" don't answer it. A real story, real people and real proof do.

1. Start with who you help

Oddly, a good About page isn't only about you. Open with who you serve and what you help them achieve. "We help Jaipur's growing brands build online stores that actually sell" is more useful to a visitor than "Founded in 2020, we are..."

2. Tell your story honestly

Why did you start? What problem did you see? What makes you care about this work? Keep it short, specific and human. A founder story told in plain words is more memorable than any mission statement.

3. Show the people

Real photos of the founder and team, not stock images. Names and roles. For many customers, especially in India, knowing who they'll be dealing with is a big part of the decision.

4. Explain how you work

Your process, what customers can expect, what makes your approach different. "Every piece is handmade in our workshop in Sanganer" or "You'll have one point of contact from brief to launch" tells people what working with you is like.

5. Add proof

Numbers you can stand behind, client names or logos, press mentions, awards, testimonials with names, years in business. Proof turns claims into credibility.

6. Share your values, briefly

If there's something you genuinely stand for, such as sustainable materials, supporting local artisans or transparent pricing, say so, with an example of how it shows up in practice.

7. Make contact easy

Your location, how to reach you and a clear next step: shop, book a call, visit the store, message on WhatsApp. Don't let a reader who's just decided to trust you hit a dead end.

Mistakes to avoid

• Stock photos of smiling strangers
• A wall of text with no headings
• Buzzwords with no substance
• Nothing about the actual people behind the business
• No call to action at the end

It helps SEO too

A detailed About page supports your brand's credibility, gives Google clear information about who's behind the website and is a natural place to mention your location and expertise. It's also a great page to link from your homepage and footer.

For more help with wording, read our website copywriting tips. You can see our own story on our About page, and if you'd like help with yours, get in touch.