When you think about your website, chances are your About page doesn’t feel like the star of the show. It’s easy to see it as a formality; a quick blurb about who you are and what you do before people get to the “real” content, like your services or portfolio.
But here’s the truth: your About page is one of the most visited pages on your site, and it has more influence over whether someone chooses to work with you than you might realise.
People don’t buy services, they buy people
When potential clients land on your website, they’re not just checking out what you do. They’re trying to decide if they can trust you, if they like your style, and if you’re the right fit for their needs. Your About page is your chance to move beyond the sales pitch and show the real humans behind the brand.
A clear, engaging About page builds connection. It helps people feel like they know you before they ever pick up the phone or hit “enquire.” And in service-based businesses, that personal connection is often what tips the decision in your favour.
It’s not really “about you”
Here’s the catch: your About page isn’t just about you. It’s about how your story connects to your clients. Yes, it should share your background, values, and expertise but framed in a way that shows why those things matter to the people you serve.
For example, instead of saying:
| “We’ve been in business for 10 years.”
You could say:
| “For the past 10 years, we’ve been helping businesses like yours cut through the noise with design that gets noticed.”
See the difference? It’s subtle, but it shifts the focus to your audience and that makes them feel included in your story.
What makes a great About page?
A standout About page doesn’t have to be complicated. Here are a few essentials:
- Clarity over fluff – Skip the jargon and say clearly who you are and what you do.
- Personality – Let your brand voice shine. This isn’t the place to sound stiff or generic.
- Credibility – Share a little about your expertise, experience, or results. It helps people feel confident you can deliver.
- Connection – Show what you care about, and why it matters to your clients.
Bonus points if you include photos, or even better videos, of your team (or yourself if you’re a solo operator). Faces help build trust in a way that words alone can’t.
Your About page is your chance to stand out
In a world where every business claims to offer “quality service” and “attention to detail,” your About page is where you can truly differentiate yourself. It’s where you show your values, your personality, and your unique approach — the things no one else can copy.
So if your About page is currently an afterthought, it’s worth giving it some love. It could be the difference between a visitor clicking away, and a new client reaching out.
👉 At Summit Creative, we help service-based businesses craft websites that connect, convert, and feel true to who you are. If your About page (or your whole website) could use a refresh, let’s chat! We’d love to help you tell your story in a way that wins more clients.