Your About Us Page: A Guide to Story, Trust & Sales
- Baslon Digital
- Apr 11
- 15 min read
Updated: Apr 13
You know the page I mean. It sits in your Wix menu with a title like “About” or “Who We Are”, and it’s been wearing the same rushed paragraph for months. Maybe years. You wrote it late at night, added a stock photo, promised yourself you’d come back to it, then moved on to the pages that felt more urgent.
That’s normal. Small business owners usually put their energy into the homepage, services, bookings, and products first. The about us page feels like the polite extra. Nice to have. Not where core business interactions occur.
But that’s the wrong way to look at it.
When someone is close to buying, booking, or enquiring, they often want one last check. They’re asking simple human questions. Who are these people? Are they real? Do I trust them? Do they sound like the sort of business I want to deal with? Your about us page answers those questions better than almost any other page on your site.
More Than Just a Bio The Unseen Power of Your About Us Page
A weak about us page usually sounds like this: “We are a passionate team dedicated to excellence.” It says almost nothing. It could belong to a florist, an accountant, or a dog groomer. It fills space, but it doesn’t build confidence.
A good about us page does the opposite. It gives visitors a reason to believe you’re credible, relatable, and worth contacting. It turns a faceless website into a real business with a point of view.
Why people are paying more attention to it
Post-pandemic, businesses saw a clear shift in how people use websites. A UK automotive brand recorded a 62% rise in traffic to its About Us page, while an online clothing retailer saw a 52.15% increase, according to Black Lab Digital’s write-up on the growing importance of About Us pages.
That tracks with what many small business sites are dealing with now. People don’t just browse on autopilot anymore. They vet. They compare. They check the humans behind the business before they commit.
If you’ve been treating your about us page like a side note, you’re missing one of the clearest trust-building moments on your site.
What this page does
An effective about us page isn’t a diary entry. It’s a sales asset disguised as a story page.
It should do three jobs at once:
Prove you’re real by showing the people, experience, or perspective behind the business.
Make your offer feel safer by reducing doubt before someone enquires or buys.
Help the right visitors recognise themselves in your values, tone, and way of working.
Practical rule: If your about us page could be copied onto a competitor’s website without anyone noticing, it isn’t doing its job.
That’s why I like using a simple benchmark when reviewing sites. After reading the page, can a visitor answer these three things without effort?
Question | What a strong page gives them |
|---|---|
Who are you? | A clear identity, not vague branding language |
Why do you do this? | A believable reason, not filler |
Why should I trust you? | Evidence, context, and a human voice |
If you want a quick sense of what separates a flat page from an effective About page, look at whether it balances story with clarity. Personality matters, but clarity closes the gap between interest and action.
A neglected about us page doesn’t just look unfinished. It leaves trust on the table.
Why Your About Us Page is Your Secret Salesperson
The easiest mistake is assuming people only care about product pages, service pages, or pricing. In practice, many visitors want reassurance before they buy. They don’t always announce that need. They click your about us page to decide whether to keep going.
That makes this page less like a company biography and more like a quiet salesperson working in the background.
It’s often the first trust check
A lot of business owners assume visitors will discover the about us page later. That isn’t always true. According to GetUplift’s overview of About Us page optimisation, 52% of consumers say the first thing they want to see when they land on a website is the business’s About Us page.
That single stat changes how you should think about the page. It’s not tucked away at the edge of the site journey. For plenty of users, it is the journey.
And there’s a commercial angle too. The same source states that visitors who view the About Us page often spend 22.5% more than those who don’t. That doesn’t mean the page magically does all the selling on its own. It means trust and context make buying easier.
Why this happens
People buy with logic, but they don’t arrive at logic in a vacuum. They use emotional shortcuts to judge whether a business feels safe, competent, and aligned with what they need.
Your about us page gives them those shortcuts.
A strong page helps answer things like:
Is this business legitimate?
Do they understand people like me?
Do their values feel compatible with mine?
Will dealing with them be straightforward?
If your homepage is the shop window, your about us page is the conversation that happens once someone steps inside.
When a visitor checks your about us page, they’re usually not looking for your life story. They’re looking for a reason not to leave.
The page supports decisions in subtle ways
Many generic templates go wrong here. They focus too much on chronology and not enough on reassurance. A long timeline of business events can be fine, but only if it helps someone feel more confident.
Here’s the trade-off in simple terms:
Approach | What happens |
|---|---|
Overly corporate copy | Sounds polished, but feels distant |
Overly personal copy | Feels warm, but may leave out proof |
Balanced copy | Builds connection while still showing capability |
That balance matters more in crowded markets. If ten businesses offer something similar, buyers often choose the one that feels easiest to trust.
Values matter, but only when they feel real
People do care about what a business stands for. But there’s a difference between saying “we value integrity” and showing what that means in how you work.
Instead of broad claims, use grounded signals:
Explain your approach so visitors know what it’s like to work with you.
Share relevant milestones such as why the business started or what shaped your method.
Show the people involved so the site doesn’t feel anonymous.
Include a next step so trust has somewhere to go.
A strong about us page removes friction. It makes the rest of the site work harder because it clears doubt out of the way.
What doesn’t work
Plenty of About pages fail for familiar reasons:
They sound interchangeable. “We are committed to quality and customer satisfaction” tells visitors nothing useful.
They hide the humans. No names, no faces, no voice.
They make the reader work. Dense text, no structure, and no obvious reason to keep reading.
They forget the business goal. Nice story, but no prompt to book, browse, or get in touch.
If your page is attracting attention from curious visitors, it should do more than sit there looking respectable. It should guide, reassure, and move people one step closer to action.
That’s why I call it the secret salesperson. It doesn’t shout. It doesn’t push. It helps people decide.
Crafting a Story That Connects and Converts
Many find writing an about us page awkward. You know your own business too well, which makes it harder to spot what is interesting. You either say too little, or you overcompensate and write a life story no customer asked for.
The fix is to stop thinking of the page as “write about me” and start thinking of it as “help the right visitor understand why this business exists and why that matters to them”.
Start with what the visitor gets
The opening lines matter more than most business owners realise. Don’t begin with your company registration date unless it means something. Don’t lead with a slogan that could belong to anyone.
Start with relevance.
Bland opening We are a London-based business offering high-quality services to clients across the UK.
Better opening We help busy London business owners get a website that looks credible, explains what they do clearly, and makes it easier for the right customers to enquire.
The second version works because it gives the visitor a place in the story. It says, “this is for you”, not just “this is about us”.
Build the page around four content blocks
Most strong about us page content fits into four areas. You don’t need to force them into rigid sections, but you do need to cover them.
Your mission
This is the practical version of why you exist. Keep it plain. Avoid mission-statement theatre.
Good mission statements usually answer one of these:
What problem do you care about solving?
Who do you help?
What do you believe should be better in your industry?
Try this formula if you’re stuck:
We help [type of customer] achieve [useful outcome] without [common frustration].
That’s much stronger than “We are passionate about excellence”.
Your origin story
Personality comes in here, but it still needs discipline. The best founder stories don’t ramble. They explain how the business started in a way that makes the current offer make sense.
Useful prompts:
What frustrated you enough to start doing this differently?
What background or experience shaped your way of working?
What did you notice clients were missing elsewhere?
Why does this business suit you particularly well?
A good origin story doesn’t need drama. It needs relevance.
Here’s the difference.
Weak version I’ve always loved design and decided to start my own business after many years of dreaming about it.
Stronger version After seeing too many small businesses struggle with websites that looked nice but didn’t explain their services clearly, I started focusing on sites that make decisions easier for visitors. The goal wasn’t just better design. It was better results from the same traffic.
The second one gives the reader a reason to care. It connects the founder’s motivation to the customer’s benefit.
Your values in action
Values only help when they’re visible in your process, standards, or decisions.
Instead of listing words like honesty, creativity, and care, translate them into behaviour.
Empty value statement | More believable version |
|---|---|
We value transparency | We explain what’s included, what isn’t, and what clients need to provide before work starts |
We care about quality | We’d rather publish a tighter, clearer page than fill a site with weak copy |
We put customers first | We build navigation and calls to action around what users need to do next |
That kind of writing feels grounded. It also gives your business a clearer shape.
If you need help sharpening the promise behind your messaging, this guide on a value proposition in marketing is a useful place to start. It helps you pin down what makes your offer matter in the first place.
Write team bios people will read
Team bios often collapse into one of two extremes. Either they’re stiff and formal, or they wander off into trivia. You don’t need either.
A good bio should answer:
what this person does
what they’re good at
what they care about in the client experience
one light human detail, if it fits the tone
Example bio format
Too generic Sarah is a dedicated professional with a passion for delivering excellence in all aspects of her work.
Better Sarah leads project delivery and keeps builds moving without turning the process into a headache. She’s the person making sure content, layout, and launch details stay organised. She also has a low tolerance for vague homepage headlines, which is useful.
That last sentence adds personality without becoming twee.
Keep the tone human, not “brand-ish”
Corporate wording is often a cover for uncertainty. If you’re not sure what to say, you reach for phrases that sound official. The trouble is, readers can feel that.
Words and phrases worth cutting:
leading provider
solutions-focused
customer-centric
committed to excellence
bespoke solutions if you don’t explain what that means
Replace them with specifics. Say what you do, who you help, and how you work.
A simple page flow that works well
You don’t need to overcomplicate the structure. On Wix, a clear sequence often performs better than a clever one.
Opening hook that speaks to the visitor’s problem or goal
Short business introduction with a clear mission
Founder or origin story that explains why the business exists
Values or approach shown through concrete examples
Team section if relevant
Proof points such as testimonials, recognisable clients, or credentials
Call to action inviting the next step
Write like you speak when you’re being helpful
Read your copy aloud. If it sounds like a press release, rewrite it. If it sounds like something you’d say to a customer over coffee, you’re closer.
A good about us page doesn’t need to impress everyone. It needs to make the right person think, “Yes, this feels like the sort of business I want to deal with.”
Designing a Page That Builds Instant Trust
Even strong copy can fall flat if the page looks thrown together. Visitors make fast judgement calls from layout, spacing, imagery, and visual consistency long before they’ve read every word.
That’s why design on the about us page isn’t decorative. It’s evidence.
Use real images wherever possible
If I could remove one thing from half the small business websites I review, it would be the generic office handshake photo. It doesn’t build trust. It signals that the business's true character is missing from the page.
Better options include:
Founder portraits that look natural and well lit
Team photos that match the brand tone
Workspace shots if your environment matters
Behind-the-scenes images of your service or production process
Product-in-use photography for e-commerce brands
This doesn’t mean everything must look glossy. It does mean everything should look intentional.
Layout matters more than people expect
On Wix, good trust-building layout usually comes from restraint. Use strips to separate major sections. Use columns to pair image and text neatly. Use repeaters for team members or values so the page feels consistent without becoming repetitive.
A simple layout pattern often works best:
Section | Wix element that fits |
|---|---|
Intro with headline and image | Strip with two columns |
Founder story | Single column text block with one image beside or below |
Team bios | Repeater |
Testimonials or logos | Slider or grid |
CTA | Strip with button |
That structure helps visitors scan. It also keeps the page feeling organised on desktop and mobile.
Add proof without turning the page into a trophy cabinet
Social proof is useful, but it needs editing. Dumping every review, badge, and logo onto the page creates noise.
Use proof that supports the story you’re telling:
Client testimonials that mention experience, reliability, or results in plain terms
Partner logos if they’re recognisable and relevant
Industry memberships or accreditations when they matter to the customer
Press mentions if they strengthen credibility
If you want inspiration for the kinds of proof blocks that can work well on service pages, these social proof examples are worth reviewing.
Here’s a simple rule. Put the strongest proof near moments of hesitation. After the founder story, for example, a testimonial can confirm that the polished narrative matches real customer experience.
Video can do what text and photos can’t
A short intro video works well when personality is a big part of the sale. Coaches, consultants, makers, and founder-led brands often benefit from this.
Keep it brief. Keep it steady. Don’t try to sound like an advert.
This kind of format can help you judge tone and pacing:
A useful video for an about us page might include:
A short introduction to who you are
A sentence on who you help
A quick explanation of your approach
A direct invitation to enquire or browse further
GDPR matters on this page more than many owners realise
The about us page often contains personal data. Team photos, named staff profiles, founder stories, testimonials, and client references can all raise compliance questions.
A 2025 UK ICO report noted that 68% of SMEs had data compliance issues on their websites, with personal data on About Us pages contributing to 22% of complaints, as referenced in this Search Engine Journal article on About Us page examples.
That matters because many business owners treat the page as informal. It isn’t.
Check this before publishing: if a person can be identified on the page, ask whether you have the right basis and permission to include that content.
Practical safeguards include:
Get written consent before publishing staff photos or detailed bios
Review testimonials carefully so you’re not sharing more personal detail than agreed
Avoid unnecessary personal information such as personal email addresses or details unrelated to the business
Keep image choices sensible if photos reveal sensitive details in the background
Link to your privacy policy where relevant
If your brand presentation needs work as well as your about page design, this guide to branding identity design for small businesses helps tighten the visual side of trust.
The strongest pages don’t just look good. They feel safe, coherent, and professional from top to bottom.
Optimising for Search Engines and Human Visitors
A polished about us page still needs to be easy to find, easy to use, and easy to read on a small screen. Many otherwise good pages lose momentum here. The story is there. The design is decent. But the technical basics are neglected.
That’s a costly mistake, especially on mobile.
Treat the page like a real SEO asset
Your about us page can support local relevance and brand trust in search if you write it clearly and structure it properly.
That means getting the basics right:
Use a clear page title that reflects your business and location where relevant
Write a concise meta description that explains who you are and what you do
Use proper headings so the content is easy to scan
Include natural keywords such as your service type and city, but only where they make sense
Name image files sensibly before uploading them to Wix
You don’t need to stuff “about us page” into every paragraph. One or two natural mentions, plus context about your service and audience, is enough.
For a broader walkthrough on strengthening search visibility, this guide to website optimization for search engines is a useful companion.
Mobile performance is not optional
With UK mobile traffic reaching 62.5% of all web visits, and 41% of UK e-commerce sites failing Core Web Vitals thresholds in 2025, mobile optimisation deserves attention, as noted in LocaliQ’s article about About Us page examples.
That matters even if your about us page isn’t a direct sales page. Visitors still judge your business by how smoothly it loads and how easy it is to use.
On Wix, check these things in the mobile editor:
Text size so body copy isn’t tiny
Spacing so sections don’t crash into each other
Image cropping to avoid awkward cut-offs
Button placement so calls to action are easy to tap
Stacking order for strips and columns
Keep the experience clean
A page can be technically optimised and still feel annoying. Human usability matters just as much.
Watch for common friction points:
Problem | Better choice |
|---|---|
Long unbroken text blocks | Short paragraphs with headings |
Decorative animations everywhere | Subtle movement or none at all |
Huge images above the fold | Compressed images with a clear opening message |
Vague button labels | “Book a call”, “See our work”, “Get in touch” |
If your about us page feels fiddly on a phone, visitors won’t admire the design effort. They’ll leave.
Accessibility improves trust too
Accessibility isn’t a bonus feature. It’s part of building a page that works for real people.
Here, practicality rather than flashiness is key. A few straightforward checks go a long way:
Add alt text to meaningful images
Use strong colour contrast for text and buttons
Avoid putting key text inside images
Make headings logical so screen readers can interpret the page properly
Use descriptive link text instead of vague prompts
This is one of the best places to be practical rather than flashy. A clean about us page that loads well, reads easily, and behaves properly on mobile will outperform a clever page that gets in the user’s way.
Your About Us Page Checklist and Next Steps
Most business owners don’t need a complete rewrite from scratch. They need a sharper message, a cleaner layout, and fewer trust leaks. The easiest way to review your current about us page is to audit it against what a real visitor needs in order to feel comfortable taking the next step.
Story and content checklist
Read these with your current page open.
Clear opening: Does the first screen explain who you help and why that matters?
Useful mission: Does your page say what your business is trying to do in plain English?
Relevant founder story: Does your story explain your approach, not just your background?
Specific values: Do your values show up as actions, standards, or decisions?
Readable team bios: Do bios tell people what each person does?
Human tone: Does the copy sound like a person, not a brochure?
Strong CTA: Is there a clear next step at the end?
If any answer is “not really”, that’s your edit list.
Design and trust checklist
A page can say the right things and still feel unconvincing if the presentation is off.
Check for this:
Real photography: Are you using genuine images instead of generic stock where possible?
Consistent branding: Do fonts, colours, and image styles feel joined-up?
Easy scanning: Are sections broken up with headings, spacing, and visual rhythm?
Proof in the right places: Are testimonials, logos, or credentials placed where they support trust?
Sensible GDPR handling: Do you have proper permission for personal photos, bios, and testimonials?
Professional polish: Does the page look maintained, current, and intentional?
Technical optimisation checklist
This is the part many good-looking pages miss.
Page title and meta description Make sure they’re filled in and useful.
Heading structure Keep one main heading, then use logical subheadings underneath.
Mobile review Check the page on your own phone, not just in desktop preview.
Image optimisation Compress large files before upload and check crop settings.
Accessibility basics Add alt text and test readability.
Button clarity Every call to action should say what happens next.
What a working page usually feels like
When the page is doing its job, a visitor should come away with a clean impression. They should know what kind of business you are, who’s behind it, what you care about, and what to do next.
Not impressed by jargon. Not dazzled by effects. Reassured.
That is the standard.
When to update it
Your about us page shouldn’t be frozen in time. Review it when:
your offer changes
your team changes
your positioning shifts
your visuals start looking dated
your page no longer sounds like the business you’ve become
A small refresh can do a lot. Better opening copy, stronger bios, improved imagery, and a clearer CTA often make a noticeable difference to how the whole site feels.
If your page still reads like an afterthought, fix that first. It’s one of the few places on your website where story, trust, design, proof, and conversion all meet.
If your website needs more than a quick edit, Baslon Digital can help you turn an overlooked about us page into a clear, credible part of your sales journey. We design Wix websites for small businesses and individuals across London and the UK, with a focus on messaging, trust, mobile usability, and smart calls to action that move visitors forward.
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