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2 min read

Anatomy of an Ideal About Page

By The HLM Staff

The Key Elements That Build Trust and Engage Visitors

Your About page is often the first point of contact between your website and its visitors. It serves as an introduction to your brand, your values, and what you have to offer. As a result, having a well-crafted About page is essential to building trust and engaging your audience. In this blog, we'll cover the key elements of an ideal About page and how they can help you achieve your marketing goals.

With the recent Google algorithm updates shifting a larger focus on EEAT updates, the about page for a website has become one of the most essential pages for businesses and where you can best start to earn consumer trust. And, your About page should be built with personal content that works to engage your visitors, earn their trust, convince them you are the best choice, and convert them into leads.

What do the Best About Pages Include?

The first few sentences of your About page are crucial in grabbing the reader's attention. Start with a bold statement, an interesting fact, or a personal story that will make them want to keep reading.

8 Components of a Top Performing About Page

  1. A Clear and Concise Brand Statement
    The first element of a great About page is a clear and concise brand statement. This statement should articulate your brand's purpose and values in just a few sentences. It should also provide a quick overview of what you offer and what sets you apart from the competition.
  2. A Story That Resonates
    People love stories, and your About page is the perfect place to share yours. Whether it's the story of how your brand was founded, or a personal story about why you started your business, a compelling narrative can help build a connection with your audience.
  3. Photos of Your Team
    Whether you’re a small operation or a team of over 500 people, having pictures and a couple of sentences about key people in your company will show your visitors there are real people ready to help them. Showcasing your team members along with their experience helps earn trust with your customers.

  4. Testimonials and Social Proof
    Include testimonials from satisfied customers or relevant industry leaders to build credibility and establish trust with your audience. Social proof can be displayed in the form of customer reviews, awards and accolades, or media mentions.
  5. A Timeline
    Are there milestone events that impacted growth or change in your business? A timeline uses photos and headlines to visually communicate your business journey from struggle to success. It’s especially useful for companies who add locations, add new services or product lines, experience acquisitions, or rebrand, or mark a. At the very least, if you are in a milestone year such as 5, 10, 25, 50, 75, or 100 years in business, make sure you emphasize it somewhere on the page.
  6. Trust Badges or Good Practice Seals
    Service Awards, BBB, Awards, and Associations naturally demonstrate the quality of your work. If you are a young business and not yet established in your community or industry, display recognizable awards or affiliations, prominently near the top of the page. This will help you earn instant credibility.
  7. A Call-to-Action
    Your About page should also include a call-to-action, whether it's to sign up for your newsletter, follow you on social media, or make a purchase. A clear and concise call-to-action can help convert visitors into customers and drive business growth.
  8. Responsive Design
    Finally, it's crucial to ensure that your About page has a responsive design that works on all devices. A responsive design will ensure that your page is accessible and easy to navigate, regardless of the device your visitors are using.


In conclusion, the ideal About page should clearly articulate your brand's purpose and values, provide a personal touch, and include elements that build trust and engage your audience. By including these key elements, you can create an About page that helps you achieve your marketing goals and drive business growth.

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This blog was originally posted in 2019 and revised on November 17, 2023. 


Author: The HLM Staff

Staff Contributor

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