Your About page can tell your company story accurately and still leave a visitor unsure whether you are the right fit. We recommend using it to connect three things: who you help, how you work, and the evidence behind your promises.
Your history belongs on the page. It should explain your approach, not replace an explanation of what working with you would actually be like. Here is a practical way to review the message before you spend time redesigning the layout.
An About page introduces the people and business behind your website. For a service business, we recommend that it also help a prospective customer assess fit: the problems you work on, the responsibilities you take on, and the way you approach those responsibilities.
A company timeline alone cannot answer all of that. A sales pitch alone cannot introduce the people. Your page needs both context and a useful explanation of what you do.
Use this review framework: Audience, Approach, Evidence, People, Next step. Read each section of your page and ask which part of that framework it supports. A paragraph that supports none of them is a candidate to shorten or remove.
Open with a plain description of your business and the people it serves. Do not make visitors decode a slogan before they can understand what you do.
For example, a hypothetical bookkeeping firm might write: “We help independent retailers keep their monthly accounts organized and understand their cash position.” That is an illustrative opening, not a claim about a particular company. It names an audience and a responsibility without promising a financial result.
Then explain the relevant part of your history. What led you to this kind of work? What problem shaped your approach? Which choices still affect how you serve customers?
Not every milestone needs a paragraph. We would keep a founding story if it explains an important decision, and move a lengthy corporate timeline to a separate section if it interrupts the main message.
Use examples that support your actual promises. A project description can explain what you were responsible for. A customer quotation can describe that person's experience. Neither should become a guarantee that another customer will get the same result.
When you select proof for your page, use these checks:
You do not need a wall of badges. If you include an award, membership or qualification, check that the name, holder and current status are correct. Do not imply that a credential held by one person applies to the entire business.
Tell visitors who does the work and what those people are responsible for. Use clear role descriptions and current photographs where you have permission to publish them.
A short personal detail can make a biography feel less formal. It does not need to replace relevant experience, and nobody needs an invented hobby or a forced joke to sound approachable.
We recommend using your normal speaking voice. Write “we” when speaking for your team and “you” when addressing the visitor. If a founder video helps explain your approach, include it alongside a readable text version of the essential message.
Keep illustrative imagery separate from team identification. A stock or generated office photograph should not be captioned as your employees, your office or your customers. Use genuine photographs for those claims.
The observations below were checked on September 5, 2026. They are examples of page structure, not evidence that a particular layout increases conversions.
HubSpot's About page places its mission and company story alongside customer quotations and links to further company information. Our takeaway is the connection between the business story and the people the business serves. You can use that connection without copying its wording or adopting its claims.
Mailchimp's About page includes a founder story that connects its origins to serving small businesses, followed by information about company culture. Our takeaway is to explain why your business took its particular direction. A history becomes more useful when it helps a reader understand your choices today.
These examples are not templates you must reproduce. A small service company may need a much shorter page. Choose the sections that help someone understand your business, then support them with your own evidence.
Use this checklist during your next website review. We recommend testing the page on a phone as well as a desktop.
Your About page does not have to tell your entire story. We would aim for a page that helps a prospective customer understand your business, check its evidence and decide what to explore next.
If you want help reviewing how your website communicates your services, contact Selworthy to discuss your website messaging.