A friendly guide to creating About and Team pages that feel genuine, build trust, and support conversions.
Talking points (click to jump to section)
Why your About page matters
What to include on your About page
How to tell your story without oversharing
Structuring a strong Team page
How to write better team member bios
Common mistakes to avoid
Summary
Introduction
Your About and Team pages are some of the most visited pages on your website. Visitors check them when deciding whether they trust you, like you, and want to work with you. But many businesses struggle to know what to put on these pages or how personal to be.
This guide will help you create About and Team pages that feel genuine, show personality, and build confidence. Let’s start with why your About page matters.
1. Why your About page matters
Your About page does more than talk about your business. It helps visitors understand who you are, what drives you, and why they should trust you. For many people, it’s the page they visit before deciding to get in touch.
It matters because:
- It humanises your business.
- It builds trust by showing your values and purpose.
- It reassures visitors that there are real people behind the brand.
- It helps people feel more comfortable choosing you over competitors.
A strong About page quietly supports conversions by increasing confidence.
2. What to include on your About page
A good About page gives visitors a clear sense of who you are and why your business exists. It should be warm, honest, and helpful, without feeling like a résumé.
Here’s what to include:
Who you are
A short introduction to your business or the people behind it. Keep it simple and friendly. Share when you started, what you specialise in, and what motivates your work.
Who you help
Explain your ideal customers or industries. This helps visitors instantly recognise whether your services are right for them. You can also highlight the common challenges they face to show understanding.
What you do
Describe your services in plain language. Avoid jargon or complicated explanations. Focus on the value your work provides rather than technical terminology.
Why you do it
Share your mission or the motivation behind the business. This gives emotional context and helps people connect with your values. Explain what inspired you to start and what keeps you passionate.
Your approach
Explain what makes you different — your process, your mindset, or the way you support customers. Highlight the steps or principles that guide the way you deliver your service.
Proof and credibility
Add testimonials, achievements, qualifications, or real results. These reinforce trust. Consider including notable clients, awards, or statistics that strengthen your authority.
Call to action
Guide visitors to the next step, such as reading your service pages or getting in touch. Keep it simple, friendly, and easy to follow.
3. How to tell your story without oversharing
Your story helps visitors understand the heart of your business. But it should stay relevant and focused on the customer’s needs.
Focus on the journey, not your entire life
Share the moments that shaped your business, not unrelated personal history. Choose details that show your growth, values, or experience.
Keep the customer in mind
Frame your story around how it helps you serve customers better. Make readers feel that your journey benefits them directly.
Be conversational, not corporate
Write in a friendly, human tone. Avoid sounding overly formal. Let your natural voice come through to build connection.
Share personality in small doses
Details like hobbies or interests are great — just keep them light and relevant. Small touches make your story feel more authentic.
Avoid overly dramatic storytelling
Only include emotional details if they genuinely shaped the business. Keep the tone honest and grounded for professionalism.
Your story should make visitors feel connected, not uncomfortable.
4. Structuring a strong Team page
A Team page brings your business to life. It shows visitors the real people they’ll work with. A great Team page makes your business feel more personal and trustworthy.
Here’s what it should include:
Team introduction
A warm overview that explains who your team is and what they do collectively. This sets the tone and helps visitors feel welcome.
Individual profiles
Each team member should have a short, meaningful introduction that highlights their role and contribution. Focus on how they support clients and the business.
Photos
Use consistent, friendly photos. Professional or well-lit lifestyle images work best. Images help humanise your team and build instant familiarity.
Roles and responsibilities
Clearly explain what each person does and how they support customers. This gives clarity and helps visitors understand who’s involved in their project.
Why they matter to the customer
Highlight each individual’s strengths or focus areas. Explain how their skills or personality contribute to a better experience for clients.
Optional extras
Fun facts, hobbies, favourite tools, or short quotes can add warmth and personality. These small touches help your team feel approachable and memorable.
5. How to write better team member bios
Team bios should feel professional, approachable, and consistent. They help visitors understand who they’ll be working with.
Keep bios short and focused
No long paragraphs or CV-style histories. Keep it readable. Aim for clear, structured sentences that highlight key points.
Start with what they do for the customer
Lead with their role and how they help clients. This immediately shows their purpose and value.
Add a touch of personality
A hobby or personal interest makes the bio feel human. This helps readers connect with team members on a personal level.
Use consistent voice
Choose first-person or third-person style and stick with it across the whole page. Consistency keeps the page clean and professional.
Match your brand tone
Friendly brand? Keep the bios relaxed. More corporate? Keep them sharp and concise. Your tone should feel aligned with your wider content.
6. Common mistakes to avoid
Even strong businesses can weaken their About or Team pages by falling into common traps.
- Bios that are too formal or impersonal.
- Sharing too much irrelevant personal detail.
- Inconsistent tone or photo styles.
- Pages that talk only about the business, not the customer.
- Overly long stories that lose reader interest.
- Generic statements like “We pride ourselves…” without examples.
- No clear call to action at the end.
A strong About or Team page feels balanced, human, and purposeful.
7. Summary
A great About or Team page builds trust, shows personality, and helps visitors feel confident choosing you. Share the details that matter, tell your story honestly, and highlight the people who make your business work. Remember to guide re
