Most About pages miss the point. They talk at people, “we started in 2012,” “we love helping customers”, but forget that the reader is asking one question: “Can I trust you to solve my problem?”
If your business relies on relationships and offline sales, discovery calls, quotes, repeat work, your About page isn’t just a background story. It’s a conversion checkpoint. The place where a visitor decides if you’re real, reliable, and worth a call.
Here’s how to turn it from filler copy into one of the most powerful sales pages on your site.
1. Lead with Trust, Not Trivia
Forget the fluffy intros. Your first 100 words decide if they stay or leave. Open with what you do and who you help, in plain English. Then back it up with quick credibility proof, years in business, industries served, reviews, or results.
Think of it like a digital handshake. The visitor should instantly feel, “Yep, these people get what I do, and they’ve done it before.”
Example: “Based in Ballarat and working with service-based businesses across Australia, we design websites that attract better enquiries and support the way you already sell.”
No hype. Just clarity and context, fast.
2. Tell the Story Behind the System
Your Brand story isn’t just nostalgia, it’s proof of experience. Explain why you started, what problem you saw, and how your business solves it differently now. Show turning points, lessons learned, and what keeps you motivated. The goal is to build empathy and credibility at the same time. People don’t need your full timeline; they need to know why you care enough to do things better than the next guy.
Tip: Add one short personal moment that humanises the business, a client breakthrough, a challenge you fixed, a decision that shaped your values. It’s the “why” that converts, not the fluff.
3. Show the People Behind the Promise
Faces convert. Period. Include real team photos, clear roles, and short bios that show what each person actually does and how they help clients win. Skip the generic “enthusiastic problem solver” lines. Instead, describe outcomes or skills tied to client success.
If it’s just you, perfect. Own it. Talk about the people or partners who support your projects (writers, photographers, contractors). That honesty builds more trust than pretending to be a full-service agency.
4. Put Proof Where It Matters
Testimonials, reviews, and case results don’t belong on a separate page collecting dust. Use them here, in context. Keep proof close to the promise. That’s how you build what I call conversion momentum, every claim supported by evidence before the reader can doubt it.
Example: after your “Why We Exist” section, drop in a quote like: “They didn’t just build our website, they helped us understand our customers better.”
5. Explain Your Process in 3, 5 Steps
One of the biggest reasons people don’t enquire? Uncertainty. They don’t know what happens next. Spell it out.
- Step 1: Discovery Call, we talk about your goals.
- Step 2: Strategy, we define the best path forward.
- Step 3: Design & Build, fast setup, clear milestones.
- Step 4: Launch & Learn, track results, tweak fast.
- Step 5: Ongoing Growth, updates, SEO, performance care.
You’ve just shown predictability and professionalism in one simple layout, no fancy jargon needed.
6. Back It with Values That Mean Something
Every business claims honesty and quality. The trick is to prove it in behaviour. Write each value as an action:
- Clarity: We explain everything in plain language.
- Integrity: We’ll tell you if something isn’t worth the spend.
- Adaptability: We treat your website like a living asset, not a one-off project.
That’s what people actually want to know, how you work, not what you believe.
7. Close with a Real Next Step
Don’t leave them hanging at the bottom. End with a friendly but direct invitation that fits your sales process. Make sure your button or form is above the fold and repeated at the end. An About page without a CTA is a dead end, not a conversion path.
“Book a 15-minute discovery call and see how your website could bring in better enquiries.”
8. Add Visual Credibility
Show, don’t just tell. Add team photos, behind-the-scenes shots, short video clips, or even quick proof graphics (like review snapshots or milestone stats). Use genuine, current imagery, not stock people in suits shaking hands.
These small details are subconscious trust triggers.
9. Optimise for How People (and AI) Read in 2025
Use contextual headings that mirror real questions:
- “Who We Are and How We Help”
- “How We Work With Australian Service Businesses”
- “Why Our Clients Trust Us to Handle Their Online Growth”
This helps readers scan faster and makes the page AI-index friendly for tools like Google’s AI Overviews or Bing Copilot.
Final Takeaway
Your About Us page isn’t a resume, it’s a sales conversation in disguise. Show the human behind the business, back it with data, and finish with a clear way to connect.
Do that well, and you’ll notice a pattern: Better enquiries, shorter sales cycles, and more clients who already trust you before the first call.
Top 5 Questions a Business Owner Should Ask for a High-Converting About Page
- Why did I start this business, and what problem was I really trying to solve? (The emotional driver behind the company.)
- Who do we actually serve, and what results do they care about most? (Helps you write for outcomes, not features.)
- What do clients say we do differently, and what do we agree with them on? (Reveals your authentic point of difference.)
- What values show up in the way we deliver work, not just the way we talk about it? (Turns fluffy mission statements into proof.)
- What do I want a visitor to feel or do when they finish reading this page? (Shapes the flow and CTA so it drives real action.)
When you get your About page right, the difference is instant. Visitors stop scanning and start believing. They see your story, trust your process, and want to work with you, not just anyone who shows up on Google.
That’s the real power of a high-converting About page. It doesn’t just make your brand look good. It makes your next enquiry feel inevitable.
Trust-First About Page Builder
Builds About pages that turn curiosity into confidence. It structures your story, highlights credibility, and guides visitors toward the next logical step, enquiry, quote, or call.
- Clear, human-centred copy that feels personal, not corporate.
- Proven page flow grounded in CRO and EEAT (Experience, Expertise, Authority, Trust).
- Built-in SEO optimisation for local and AI-search visibility.
- Custom CTA framework aligned with your sales process.
Use it to Write your About Us content from scratch Or upload your existing copy for a full Trust-First review and conversion upgrade. Launch the Trust-First About Page Builder GPT
BONUS TIP: Your About Page Comes With Two Game-Changing Tools
1. Brand Voice Messaging GPT
Once your About Us page copy is ready, you’ll get instant access to our Brand Voice Messaging GPT
A smart system that translates your tone, values, and messaging style into a clear framework your whole team (or AI tools) can follow. It ensures every email, blog, and page on your site sounds consistent, professional, and unmistakably you, no more guessing or rewriting to “sound right” every time.
2. Conversion Infrastructure Audit GPT
You’ll also unlock our Conversion Infrastructure Audit GPT, designed to stress-test your website’s performance, trust signals, and enquiry flow, It checks the structure behind your copy, how well your CTAs, proof, and page flow work together, and gives you practical fixes to turn your About page into a measurable lead-generation asset.
