How to Create an Engaging About Page That Reflects Your Story

Creating an engaging About Page is more than just a box to check off your website to-do list. It’s an integral part of your business’s online presence for business, helping you build trust with your target audience and potential customers. Whether you’re a local business just starting out or a company looking to improve your company’s online image, your About Page can be a deciding factor for new and future clients.

In this guide, we’ll walk through everything you need to know about creating a compelling, professional, and personal About Page that reflects your brand values, highlights your company’s story, and boosts your strong online presence.

Why Your About Page Matters More Than You Think

For many consumers, your About Page is one of the most visited web pages on your website. It’s where people go to learn about your origin story, your core values, and what makes your brand worth doing business within a digital landscape where consumers rely on authenticity and transparency.

It’s also a key asset for your online presence management. Search engines crawl this page to gather context about your business, helping boost your visibility in search engine results.

A great About Page helps: 

Build meaningful relationships with your readers by sharing your story and purpose. 

• Establish your credibility by highlighting your expertise, achievements, or unique approach. 
• Set realistic expectations for your products or services by being transparent about what you offer. 
• Showcase your brand values so customers know what your business stands for and feel aligned with your mission. 

And yes, a well-crafted About Page can even drive conversions. By building trust and helping readers feel connected to your brand, you increase the likelihood they’ll take the next step, whether that’s making a purchase, signing up, or contacting you. 

Start With a Relatable Origin Story

What inspired the creation of your brand? Was it a personal challenge, a gap in the market, or a spark of passion that couldn’t be ignored? Whatever the reason, this is your opportunity to connect with your audience on a deeper level. Share your story as if you were speaking to a close friend—be genuine, honest, and relatable. People are drawn to the heart and purpose behind a business, not just its products or services. While facts inform, stories inspire. Highlight your journey, your key milestones, and your mission, and craft a narrative that resonates on a human level.

By sharing your values, company culture, and what motivates your founders, you give readers more than just a backstory—you give them a reason to care. Let them see the principles and purpose that fuel your journey.

What to include: 

• Your mission statement: What’s the driving force behind your business? 
• The story behind your name: Was it inspired by a person, place, or meaningful idea? 
• Your co-founders: Who brought this vision to life, and what’s their story? 
• Key milestones: Highlight the moments—big or small—that have shaped your company. 

You don’t need to exaggerate or over-dramatize—just be authentic. Your audience wants to see the real people behind the brand and understand what makes you unique.

Example: “We started our agency because we saw too many small businesses struggling to build an online presence that actually works. After seeing friends and family waste time and money on ineffective solutions, we knew we could make a difference. Our goal was simple: to give small businesses the tools and strategies they need to succeed online without the stress or confusion. And that’s how it all began.”

Define and Display Your Core Values

People want to feel connected to the brands they support. That connection often starts with shared values, which help build trust and loyalty over time. Customers are increasingly choosing brands that align with their beliefs, making it essential for businesses to clearly communicate what they stand for.

Ask yourself:

• What do we stand for as a company?
• What are our top priorities when it comes to our mission and purpose?
• How do we treat our customers, team, and community, and what does that say about us?

Once you’ve answered these questions, make those values visible and accessible. Don’t bury them in endless pages of content. Instead, bring them to life by weaving them into every aspect of your brand. You can list them clearly on your website, incorporate them into your personal story or brand narrative, or demonstrate them through social proof. Use testimonials, social media posts, press mentions, or even behind-the-scenes content to show how your values are reflected in your actions.

Tip: When communicating your values, keep it concise and avoid relying on overused buzzwords. Words like “authenticity,” “integrity,” and “innovation” are powerful—but only if you back them up with real examples of how they come to life in your business. Show, don’t just tell. This will help your audience feel a genuine connection to your brand.

Speak Directly to Your Target Audience

Start by identifying who your target customers are. Are they other small businesses, startups, or perhaps busy managers seeking efficiency? Write as if you’re speaking directly to them. Understand their challenges, speak to their pain points, and let them know that your company exists to help solve those problems.

Adopt a friendly tone, avoid jargon, and let your personality shine through. Authenticity is key—people connect with people, not impersonal corporations. Share the story behind your business and the values that drive it.

Include Essential Details That Show You’re a Legitimate Business

Let’s not forget the basics. Your About Page should include essential details like your business name, physical address (especially for local search), and links to your social media accounts. Mention if you’re listed on online directories, such as Apple Maps, Yellow Pages, or industry-specific platforms.

This adds legitimacy and helps boost your search engine visibility while providing visibility across other sites and social media platforms.

Use High-Quality Visuals That Reflect Your Brand

In today’s fast-paced digital world, long blocks of text simply don’t capture attention. To engage your audience, integrate high-quality visuals, striking imagery, and even videos that highlight your company culture and values. People crave authentic connections with the faces behind the brand, so include candid team photos, behind-the-scenes clips, or a heartfelt message from your founder. These personal touches build trust and make your brand more relatable.

Visual content isn’t just about aesthetics—it’s a strategic tool to elevate engagement and improve the user experience. Breaking up text with visuals not only enhances readability but is especially effective on mobile devices, where users often skim content. Thoughtful visuals also encourage visitors to stay on your site longer and explore further and can even drive more traffic.

By investing in meaningful and strategic visual content, you leave a lasting impression, strengthen your audience connection, and make your message stand out in a crowded digital landscape.

To ensure your audience stays engaged, break up your content with visual elements like: 

• High-quality imagery to catch the eye and illustrate your points. 
• Pull quotes that highlight key insights or memorable phrases. 
• Icons or infographics to simplify complex information and make it easier to digest. 
• Bold headings to guide readers and improve navigation through your content.   
• Bullet points or numbered lists to break up long paragraphs and make your content more scannable. 

These visual elements not only add interest to your content, but also serve important purposes in improving readability and understanding for your audience.

Additionally, consider using multimedia such as:

• Videos to demonstrate a process or showcase a product. 
• GIFs to add humor or show quick demonstrations. 
• Audio clips or interviews with experts are used to provide additional information.

Multimedia can enhance the overall experience for your audience and make your content more interactive.

Lastly, don’t forget about the power of formatting. Utilize different font sizes, styles, and colors to make certain points stand out. Use bullet points, numbered lists, and headings to break up the text and make it more visually appealing.

Show Your Team and Culture

People do business with people, which is why it’s important to introduce your team. Share names, titles, photos, and maybe a fun fact or two about each person. Let customers see the faces behind your business—it adds a personal touch and builds trust.

Don’t forget to highlight your company culture. This isn’t something reserved for big brands—local businesses and startups can benefit too. Show what makes your workplace unique and what drives your team every day. Let your passion and values shine through.

Consider including:

• Behind-the-scenes video content showing how you work or celebrate milestones
• Snapshots from your social media feeds, like team outings or events
• Stories from team members about what they love about their role or the business

These elements help new customers and potential customers feel like they already know you, creating a connection before they even reach out. People want to support businesses they relate to, so make it easy for them to see the real you.

Show the Human Side of Your Business

Social media presence isn’t just about being active—it’s about being relatable. Integrate your social media feeds, link to your social media channels, and even highlight top social media posts that align with your company values or customer success stories.

Encourage user generated content or customer feedback through tags or shares. Accepting guest posts from industry peers or clients also adds credibility and builds your solid online presence across other channels.

Make Your About Page Easy to Navigate

Use smart page design: break up content with headings, bulleted lists, and short paragraphs. Make sure your About Page is accessible from your homepage and linked in your landing pages, footer, and even in your email marketing campaigns.

Want bonus points? Use Google Analytics to see how users are engaging with your About Page and tweak content accordingly to maximize search results and time-on-page.

Optimize for SEO (Without Losing Your Voice)

Let’s be real—if no one finds your About Page, it won’t matter how great it is. That’s where SEO comes in to help your page get noticed and rank higher in search results. A well-optimized About Page not only attracts visitors but also keeps them engaged.

Here are a few friendly reminders to get it SEO-ready: 

• Use relevant keywords naturally throughout your text (think phrases like “business online presence,” “brand story,” and “company values”). These terms help search engines understand what your page is about. 
• Add descriptive alt text to all images, so they are accessible and can improve search visibility. 
• Include internal links to related blog posts, your services, or other important pages on your website to guide visitors and boost your site’s SEO. 
• Ensure your About Page is mobile-friendly and loads quickly, as both are key factors search engines prioritize when ranking pages. 

These small tweaks can make a big difference in helping people find and connect with your brand story.

End With a Clear, Friendly CTA

Guide your readers to take action. This isn’t about the hard sell—it’s about building relationships. Whether it’s downloading a free guide, visiting a service page, or reaching out for a consultation, make sure your CTA is simple, clear, and aligned with the rest of your message.

Show that you’re here to help, not just sell. Be the thought leader your audience wants to learn from.

The key is to make it simple and seamless for them to take action: 

• Invite them to contact you directly via email or a contact form. Let them know you’re approachable and ready to help. 
• Link to a free guide, checklist, or resource that adds value and aligns with their needs, showing them that you’re invested in their success. 
• Encourage them to follow you on social media platforms where they can engage with more of your content, stay updated, and build a stronger connection with your brand. 
• Direct them to your services, blog posts, or other areas of your website that provide even more insight into how you can help them. 

Your call-to-action (CTA) should feel natural, not like a pushy sales pitch. Think of it as offering a helping hand rather than forcing a decision. Make it clear, concise, and focused on how it benefits your readers. 

Example: “Want to see how your About Page can tell your story and improve your business’s online presence? Let’s talk. Click here to schedule a free consultation!”

Learn from Great Examples

Looking for inspiration? Here are some excellent examples of About Pages that stand out for their creativity and effectiveness: 

• Patagonia: Patagonia’s About Page highlights its commitment to environmental sustainability and its company values. It emphasizes its mission to combat climate change and features stories about its community and initiatives, making its page both inspiring and informative. 
• Moz: Moz’s About Page combines transparency with a friendly, approachable tone. It shares the company’s history, core mission, and values while making visitors feel connected to the team through a personable narrative and authentic storytelling. 
• Innocent Drinks: Known for its playful branding, Innocent Drinks uses humor and casual language to create a fun and engaging About Page. It shares the brand’s story, culture, and philosophy in a lighthearted way that aligns with its quirky personality. 
• Marie Forleo: Marie Forleo’s About Page is a great example of strong personal branding. It uses a conversational tone to connect directly with visitors and shares her journey, values, and mission to inspire and empower her audience. 

These pages not only inform but also build trust and connection, showing that the “About” section is a chance to showcase your brand’s values and personality.

Each of these businesses knows their target audience and uses their About Page to build trust and share essential details.

Avoid Common Mistakes 

Even the best brands can slip up. Avoid these pitfalls to make sure your messaging is clear, engaging, and effective: 

• Too much jargon: Using overly complex language or industry-specific terms can confuse your audience. Aim to speak simply and clearly, so everyone understands your message. 
• No photos or personality: A lack of visual elements or a personal touch can make your content feel flat. Use eye-catching images and let your brand’s personality shine through to connect with your audience. 
• Too generic: Generic messaging fails to stand out. Focus on being specific—your story and value are unique, so highlight what makes you different from others. 
• No CTA: Don’t leave your readers guessing. Always include a clear call-to-action (CTA) that guides them on what to do next, whether it’s signing up, learning more, or making a purchase. 

By addressing these common issues, you’ll create content that resonates and drives results.

Keep it human, honest, and helpful.

Consistency Is Key—Create Content That Matches Your Brand

Your About Page should align with everything else your company shares online—from your blog posts and print media to your paid advertising and direct mail. Build a content calendar that keeps your messaging on point and consistent.

This isn’t just about good writing—it’s about maintaining a cohesive voice across all social media users and content types.

Ready to Elevate Your About Page?

At DesignLoud, we specialize in helping small businesses, startups, and growing brands build a strong online presence—starting with the fundamentals like your About Page.

Our team gets to know you, your company, your values, and your goals—and we help turn all of that into a compelling, effective About Page that works hard for your business. We’re passionate about building websites that not only look great but speak directly to your audience.

Let’s build something real together.

👉 Ready to get started? Contact us today to talk about your web design and content goals.