How to Write a Website About Page That Gets Results

Did you know the About page is one of the most visited pages on any business website? Yet for many property and professional service businesses, it’s still an afterthought. Rushed, overlooked and rarely given the strategic attention it deserves.

But your About page is not just a formality. It’s an opportunity to build trust, strengthen credibility and guide potential clients toward choosing you. Here are essential tips to help you create an About page that builds connection, differentiates your business and delivers real results.

1. Start with a strong photo of you or your team

In property and service-based industries, clients want to see who they are dealing with. A quality photo helps build trust before the first conversation.

Whether you are a real estate agent, designer, lawyer or conveyancer, a genuine image humanises your brand and reassures clients that they are in capable hands.

If you prefer not to use a large portrait, consider smaller supporting images, behind-the-scenes moments or team shots that feel authentic and on-brand.

2. Know exactly who you are speaking to

Your About page should feel like it was written for your ideal client. Not the general public. Not a broad audience. The people who are actively searching for the services you provide.

• To speak directly to them, you need to understand:
• what they value
• what they are worried about
• what frustrates them
• the outcome they want most

Open your About page by acknowledging the challenges they face. Show them you understand the pressure of buying or selling, the stress of contract reviews, the desire for a beautifully designed space, or the need for clarity and reliability in professional services.

When people feel understood, they continue reading.

3. Talk more about your reader and less about yourself

One of the biggest mistakes service-based businesses make is turning the About page into a résumé.

Your audience does not want a chronological history of your business. They want to know how you will support them, guide them and deliver what they need.

Use your About page to answer questions like:

• What is it like to work with you?
• How do you solve their specific problems?
• Why are you equipped to help them achieve their goals?

Your story is important, but frame it through the lens of what your client cares about.

4. Share achievements, but focus on the benefits

Qualifications, experience and awards matter, particularly in regulated or high-trust industries like property, law and design. But listing them without context is not persuasive.

Always connect your credibility to a clear client benefit.

Instead of saying:
“Our agency has won multiple industry awards.”

Try:
“Our industry recognition reflects the level of care, professionalism and consistency our clients experience throughout every stage of their property journey.”

When you link your achievements to outcomes, clients understand why your expertise matters.

5. Keep it genuine and relatable

Professional does not mean robotic.

Clients want to work with people who feel genuine, grounded and human. Share elements of your story, values or motivations that help clients understand who you are without oversharing or drifting off-topic.

A small insight into what drives your work or the principles you operate by can go a long way toward building connection.

6. Stand out by showing personality and creativity

Many About pages in the property and professional services sector look and sound the same. This is your chance to differentiate.

A few ways to bring your page to life:

• introduce yourself through a short video
• use a timeline or infographic to share your journey
• include behind-the-scenes photos or project highlights
• pair images with short captions that show personality

A memorable About page positions your brand as confident, consistent and approachable.

7. Optimise for connection and conversions

Your About page should build trust, but it should also guide people toward taking action.

Consider adding:

• keyword-aligned headings
• fast, clean page structure
• social proof such as testimonials
• links to service pages or case studies
• an opt-in for newsletters or helpful guides

Keep user experience front of mind. The easier it is to learn about you and move around your website, the more likely your visitor is to enquire.

8. Include a clear call to action

Every page on your site should direct the user to a next step, including the About page.

Your CTA might invite readers to:
• book a consultation
• download a guide
• view your services
• connect on social media
• read a relevant article

Tell your audience what you want them to do next. Do not make them guess.

9. Don’t overcomplicate it

A strong About page is clear, concise and relevant. Avoid long, unfocused paragraphs or unnecessary personal details. Focus on what matters to your audience.

Share enough to build trust, but not so much that the main message gets lost.

Create an About Page that works for your business

• Before you hit publish, check that your About page is:
• written for your ideal client
• authentic and clear
• visually appealing with images and white space
• 400 to 700 words long
• free from jargon
• consistent with your brand voice
• supported by evidence or social proof
• structured to guide readers to a next step

Your About page is one of the most influential pieces of content on your website. When done well, it builds trust, differentiates your brand and strengthens your professional reputation.

If your business could benefit from a professionally written, strategically designed About page, Meridian Digital can help. We combine copywriting and website design to create pages that feel polished, personable and client-focused. Book a discovery call today and let’s chat about turning your website into a trust building tool that gets you new clients.