On most websites, the About page is one of the most visited pages after the homepage. But in many cases, it’s also one of the weakest.
I often see About pages that either say too little (“We are passionate about excellence”) or too much without saying anything useful. Visitors land on the page because they want clarity—who you are, what you do, and whether they can trust you—but instead they get vague statements or long backstories that don’t help them make a decision.
When I build WordPress sites, the About page is one of the pages I treat as a conversion page, not just an informational one. It’s where people decide if they want to continue exploring your site, contact you, or leave.
Table of Contents
Quick Answer / Summary
A good About page should clearly explain who you help, what you do, and why your website exists. It should focus on the visitor, not just your story, and include a simple structure: introduction, what you do, who it’s for, your approach or experience, and a clear next step.
Why This Matters
The About page builds trust.
If someone finds your site through search, they don’t know you yet. Even if your content is useful, they will often check the About page before taking action. This is especially true for service websites, blogs, and affiliate sites.
A clear About page helps with:
- Credibility and trust
- Lower bounce rates
- Better conversions (contact forms, clicks, or sign-ups)
- Supporting your overall site structure
From an SEO perspective, it also helps search engines understand your site and your expertise, especially when it’s written clearly and linked properly. Google’s own guidance on helpful content reinforces the importance of clear, people-focused pages.
Step-by-Step Instructions
1. Start with a Clear Introduction
The first section should immediately explain what your site is about.
Avoid generic introductions. Instead, write something that tells visitors exactly what they can expect.
For example:
- What the site helps with
- Who it is for
- The type of content or service you provide
In most sites I build, I keep this section short—just a few sentences that make the purpose obvious.
2. Explain What You Do
After the introduction, explain what your website actually offers.
This could include:
- Tutorials
- Services
- Resources
- Products
- Guides
Be specific. Instead of saying “we help businesses grow,” explain how you help them grow.
For example:
- “Step-by-step WordPress setup guides”
- “SEO tutorials focused on practical implementation”
- “Website structure and optimization advice”
This section should connect directly to the content you already have on your site.
3. Define Who the Website Is For
Many About pages skip this, but it’s important.
You want the reader to quickly recognize that the site is relevant to them.
Examples:
- Beginners building their first website
- Small business owners
- Bloggers learning SEO
- Freelancers improving their site
When I structure About pages, I usually include a short section that clearly states who the content is designed for. This helps visitors stay on the site because they feel it was made for them.
4. Add Your Approach or Experience
This is where you build credibility.
You don’t need a long personal story. Focus on practical experience and how you work.
You can include things like:
- How you approach website building
- What you prioritize (speed, structure, SEO, usability)
- Your experience working with WordPress or websites
This is also a good place to naturally include first-person insight.
For example:
- “In most sites I build, I focus on structure first before design.”
- “I usually recommend keeping plugins minimal to avoid performance issues.”
This makes the page feel real and grounded in actual experience.
5. Keep It Relevant (Avoid Long Personal Stories)
A common mistake is turning the About page into a full biography.
Some personal context is fine, but it should always support the purpose of the site.
Ask yourself:
- Does this help the reader trust the site?
- Does this explain why the content is useful?
If not, it can usually be removed.
6. Add a Clear Next Step
The About page should not be a dead end.
At the end of the page, guide the visitor to what they should do next.
This could be:
- Read a key article
- Visit a category page
- Contact you
- Start with a beginner guide
On most WordPress sites, I link from the About page to one or two important posts. For example, you might guide visitors to a guide on essential website pages or a beginner tutorial. This helps with internal linking and keeps users moving through the site.
7. Structure the Page Clearly
Use headings and short sections to make the page easy to scan.
A typical structure looks like this:
- Introduction
- What the site is about
- Who it is for
- Approach or experience
- Optional personal context
- Next steps
Avoid long blocks of text. Keep it readable.
Practical Tips or Observations
- Keep it concise
Most About pages don’t need to be long. Clarity matters more than length. - Write for the reader, not yourself
Focus on what the visitor needs to know, not just your background. - Match your content
The About page should align with the rest of your site. If your site is practical and instructional, the About page should feel the same. - Use internal links
Link to important posts or guides. This improves both usability and SEO. - Add a real image if possible
A real photo (not a stock image) can help build trust, especially for personal or service-based sites.
Common Mistakes
- Being too vague
Phrases like “we are passionate about quality” don’t help the reader understand anything. - Writing only about yourself
The page should include you, but it should still focus on the visitor. - No clear purpose
If someone reads your About page and still doesn’t know what your site does, it needs to be rewritten. - Too long or unfocused
Long pages without structure are hard to read and often ignored. - No next step
If there’s no link or direction, users leave the page instead of continuing.
When to Use This vs Alternatives
For most websites, a standard About page like this works well.
However, there are cases where you might adjust the approach:
- Personal brands
You can include more personal background, but still keep it relevant. - Business websites
You might include team information, company details, or credentials. - Portfolio sites
Focus more on your work and experience rather than general explanations. - Simple niche blogs
Keep it very short—just enough to explain the purpose of the site.
The structure stays similar, but the level of detail changes depending on the type of website.
Conclusion
A good About page is simple, clear, and focused on the visitor.
Explain what your site does, who it’s for, and why it exists. Add just enough experience to build trust, and guide readers to what they should do next.
If the page helps someone quickly understand your site and feel confident continuing, it’s doing its job.
Etienne Basson works with website systems, SEO-driven site architecture, and technical implementation. He writes practical guides on building, structuring, and optimizing websites for long-term growth.