When dealing in professional services, the About page on your website will often play a key role in your prospects research, due to the higher ticket nature of your service offering.

Too often, About pages focus solely on the business owner’s story, qualifications, or background. But a truly effective About page does more than talk about you, it helps potential customers see why you’re the right choice for them and is fundamental in the trust building process.

Through this guide, we’ll show you how to write an About page that builds trust, showcases personality, and leads visitors toward taking action.

Why the About Page Matters

Your About page gives people a chance to:

• Understand who you are and what you stand for

• See the values behind your business

• Feel confident that you're real, reliable, and relatable

• Decide if they want to work with you or buy from you

For small businesses, in the professional services sector, personal connection is often a key differentiator. And your About page is the perfect place to make that connection.

Here’s What to Include on Your About Page

Assess your current page against this criteria and see how you measure up.

1. A Clear Opening Statement

Begin with a short, punchy intro that summarises who you are and what you do. However, the key here is to make sure it’s customer-focused.

Instead of:

“I started my business in 2015 after leaving corporate life...”

Try:

“I help small businesses grow online with simple, effective marketing - no jargon, no fluff.”

2. Your Story - With a Purpose

You should, of course, share your journey. But, always tie it back to how it benefits the customer. Prospects will always be more interested in how your experience can benefit them, rather than just reading about you.

• What motivated you to start, and how does that benefit them.

• What experience do you bring, and how can that help them reach their goals with more speed, certainty, and ease.

• What makes your approach unique or more valuable than others, and how can you help them avoid costly mistakes?

Be authentic, but not self-indulgent. Make it relevant to them and the goal they likely want to achieve.

3. Your Values or Mission

This builds emotional connection. Let people know what matters to you and how that guides the way you work.

Examples:

“We believe small businesses deserve powerful, easy to use marketing tools - all in one place… without the high fees.”

“We’re committed to sustainability, transparency, and making every client feel like a priority.”

4. A Photo (or Team Images)

Faces build trust. Whether it’s just you or a full team, a clear, friendly photo adds a human element that makes your business feel more real.

Ensure you use high quality professional photos which expresses your personality. A small investment in a professional photography shoot will pay big dividends.

5. Social Proof

Include:

3 to 5 targeted Testimonials and include their names, positions and photos whenever possible.

• Awards or certifications

• Logos of clients you’ve worked with

• Any media mentions or recognitions

These elements build credibility and reassure visitors they’re in safe hands.

6. A Call to Action

End your About page with a clear next step.

Example CTAs:

“Book a free 15-minute discovery call”

“Browse our services”

“Get your free quote now”

Don’t leave people hanging! Guide your prospects clearly to the next stage of their journey.

Tips for Writing a Better About Page

1. Write like you talk - friendly, clear, and free of jargon. Conversational copy with short sentences, and paragraphs divided by sub-headers is more visually appealing, as well as easier to read.

2. Use “you” more than “I” or “we” - make it about them, your prospect.

3. Include visuals to break up the content, or explain processes.

4. Test different versions over time to see what resonates

Final Takeaway

Your About page isn’t just about introducing yourself, it’s about building trust, connection, and confidence.

Use it to show not just who you are, but why your business is the right fit for your ideal customer. Done well, it turns curious visitors into loyal clients.

How Samai Helps

You don’t have to figure it out alone, and you don’t need five different platforms to get it done.

Samai gives you the tools to create beautiful, effective About page in minutes and we can help you build and implement anything inside the platform... even doing it for you!

• Use professionally designed section templates tailored for About pages

• Quickly and easily add text, photos, video, testimonials, and CTA buttons

• Keep your design consistent with your brand colours and fonts

• Optimise for mobile and SEO automatically

• Link your About page to landing pages, services, and lead magnets with ease

With Samai, sharing your journey, values, mission and building trust online becomes simpler, and your About page can become a powerful part of your customer journey.

Want to see how we can help you grow your business, and get things done for you? Book a discovery call and let’s chat.