Why a Strong About Page is One of the Most Important Pages on Your Website
…and how to craft one that builds trust, boosts SEO, and converts visitors into clients.
In today’s digital world, your website isn’t just a digital brochure — it’s your most powerful marketing tool. While we often spend huge amounts of time and energy optimising homepages, service pages, and blogs, one critical page consistently gets overlooked: the About page.
Yet time and time again, studies show that visitors head straight to your About page to decide whether they trust you, like you, and ultimately, want to work with you. In this post, I’ll explain why a strong About page matters — from both a human and SEO perspective — and exactly how you can make yours work harder for your business.
By the time you’re finished reading, you’ll understand how to transform one of the simplest pages on your Squarespace site into a powerful credibility and conversion driver.
1. The About Page: More Than Just a Bio
For many business owners, the About page feels like a place to list who you are and what you do — a digital version of a CV. But in reality, it’s much more than that. It’s:
A first impression
A trust builder
A conversion opportunity
An SEO asset
Studies show that users visit the About page because they want to understand who they might be working with and whether they can trust them. In fact, many visitors head there before they check your services or prices — meaning this page often influences purchasing decisions more than we realise.
A great About page doesn’t just tell your story — it helps visitors picture the benefit of working with you.
2. Why People Really Visit Your About Page
Imagine you’re browsing for a new web designer. You find two websites:
One has a slick homepage and beautiful services descriptions
The other has all that plus a compelling About page that tells the story of the person behind the brand
Which one are you more likely to trust?
Exactly.
Users visit About pages because:
They want to know there’s a real person behind the business
They want reassurance that you understand their needs
They’re trying to decide if they like you enough to work with you
That human connection — the chance to see personality, values, and experience — is what turns a casual visitor into someone willing to reach out. In other words, a strong About page can be one of the most persuasive pages on your site.
3. A Great About Page Boosts SEO (Yes, Really)
From an SEO perspective, your About page plays a bigger role than most business owners realise. Search engines like Google use this page strategically to understand who you are, what you do, and how you relate to your core topic areas and keywords.
Here’s how a strong About page helps SEO:
Demonstrates Expertise, Authority & Trust (E-A-T)
Search quality guidelines used by Google emphasise E-A-T — Expertise, Authority, Trustworthiness. A well-written About page full of context about your background, experience, and mission can help Google recognise your brand as a real, credible entity.
Improves Crawlability & Site Structure
Your About page is often one of the most linked pages on your site (often linked from header/footer navigation). That internal link equity helps search engines crawl and prioritise content across the rest of your site.
Attracts Natural Backlinks
Believe it or not, writers, bloggers, and journalists often link to About pages when they need authoritative information about a business or founder — meaning it can be a natural link magnet if written well.
So optimising your About page isn’t just good for visitors — it signals to search engines that your brand matters.
4. The Human Side: Connecting With Your Audience
This is the part of an About page that I see people struggle with the most — and honestly, it’s the most important bit.
Your About page isn’t just there to explain what you do. It’s your chance to show the person behind the business. When someone lands on your website, they’re not just asking “Can you do the job?” — they’re asking “Do I trust you?” and “Do I feel comfortable working with you?”
That’s why I always encourage clients (and why I’ve done this on my own site) to share the story behind the business.
For me, marketing has always been part of my career. I’ve spent years working in the industry, so understanding how businesses connect with their audience comes naturally. But over time, I noticed a pattern — so many small businesses had websites that didn’t reflect who they were, felt overwhelming to manage, or simply weren’t helping them grow.
That’s where Elevo Marketing came from. I didn’t want to just design pretty websites — I wanted to create Squarespace sites that feel intentional, easy to use, and actually work for the people behind them.
And yes, I also share the personal stuff. Being a working mum of two, training for a half marathon, and usually working with a cup of tea and a blanket nearby — those details aren’t there by accident. They’re there because they remind visitors that they’re dealing with a real person, not a faceless brand.
Those human touches help people feel like they already know you before they even get in touch — and that makes a huge difference. When someone relates to your story, your values, or even just your personality, reaching out suddenly feels a lot less intimidating.
That’s the real power of a strong About page.
5. What to Include on a High-Converting About Page
If you want your About page to work — both for users and for SEO — here are the core elements to include:
1. A Compelling Opening Story
Tell visitors why you do what you do — not just what you do. What inspired you to start your business? What problem are you solving? Storytelling is persuasive because people naturally connect with narratives more than facts.
2. Your Expertise & Credentials
List your experience, background, credentials, or achievements. But frame them in a way that shows how it benefits your clients — not just as a brag list.
3. Your Values & Mission
What do you stand for? Why does your work matter? Values tell visitors whether they align with you — and values alignment can be a big conversion driver.
4. Personal Details (the human stuff!)
Small personal touches — interests, hobbies, personal quirks — make you seem more relatable and real. They help build trust because everyone prefers working with a real human, not a faceless entity.
5. Visuals & Photos
Photos of you — ideally in an authentic scenario — help visitors feel like they know you. A smiling headshot or a picture of you working creates familiarity faster than words alone.
6. Address Your Ideal Client
Speak directly to the type of people you want to work with. Use “you” language and explain how you help solve their specific problems.
7. Internal Links & CTAs
Link to your services pages and blog posts, and include a clear call to action — like booking a free consult or exploring your portfolio. This helps with SEO and conversions.
6. Common Mistakes to Avoid
Here are a few pitfalls many About pages fall into — and how to avoid them:
❌ Too generic — “We do great work”
✔️ Instead explain how and why your work is great.
❌ All about you, none about the client
✔️ Frame your story in a way that shows benefits to your ideal client.
❌ No clear next step
✔️ Include a CTA — something simple like “Let’s chat!” or “Explore my services.”
❌ Too technical or stiff
✔️ Keep your tone friendly, clear, and aligned with your brand voice.
Final Thoughts
Your About page isn’t an afterthought — it’s one of your website’s most strategic pages. It bridges the gap between curiosity and confidence, between visitor and client. When done well, it does far more than tell your story — it invites your ideal clients to imagine what it’s like to work with you.
So take time with it. Tell your story with heart, explain the why behind your work, and make sure every sentence serves both your visitor and your SEO goals.
Because the truth is this:
People don’t buy services — they buy relationships with people they trust.
And your About page? That’s where the trust begins.