Many About pages begin with “Founded in...” and “committed to innovation,” followed by statistics and a vision. Visitors finish reading without knowing what the company does particularly well or who will lead their project.
An About page should reduce uncertainty about working together. Different businesses need different trust signals, organized around customer decisions.
01 Begin with the Company's Role and Audience
Use one or two sentences to explain what the company is, whom it serves, which problem it solves, and how it differs. Do not let a mission statement replace a business explanation above the fold.
For a complex business, link to services and solutions instead of copying all content into the About page.
02 Present History as the Formation of Capabilities
A timeline should select moments that genuinely changed the company's capabilities, products, or market instead of calling every year “rapid growth.”
Customers care about how that history affects today's delivery, technology, or industry understanding.
About Page Trust-Evidence Checklist
| Evidence Type | What to Show | Avoid |
|---|---|---|
| Entity information | Legal name, address, and contact details | Only a brand name with no legal entity |
| Team | Leaders, professional roles, and ways of working | Stock portraits and exaggerated biographies |
| Project capability | Cases, methods, and delivery scope | Only claiming “500+ clients” |
| Credentials | Authentic certificates relevant to the business | Stacks of unrelated badges |
| Clients and partnerships | Authorized logos, cases, and testimonials | Invented or unverifiable endorsements |
| Operational transparency | Processes, contracts, privacy, and support | Only a vision with no way of working |
03 Present the Team Authentically and with Appropriate Boundaries
A small studio can emphasize principal involvement and its core collaboration model without pretending to be a large corporation. A larger team should explain how roles support a project.
When every employee cannot be public, show responsible leaders, areas of expertise, and team mechanisms.
04 Make Numbers Explainable and Verifiable
Claims such as “12 years of experience” or “200 projects” should state how they are counted and why they matter to customers. More numbers do not automatically create trust.
Without reliable data, specific cases and processes are more persuasive than inflated statistics.
05 Turn Values into Observable Behavior
Instead of writing “customer first,” explain how the team confirms requirements, manages revisions, protects data, handles delays, and ensures delivery.
Behavioral evidence turns values from slogans into expectations for collaboration.
06 End with a Clear Next Step
Offer relevant actions by visitor stage: review case studies, explore services, download materials, or submit requirements. The About page should not become a dead end.
Keep contact information authentic, clickable, and consistent with the footer and Contact page.
Frequently Asked Questions
Should a small studio disclose team size?
It can describe the core team and collaboration model honestly without using vague language to inflate scale.
Should the About page show client logos?
Yes, when authorized and based on a real relationship, ideally linked to a case or service scope.
Does a longer company history always persuade more?
No. Relevant experience, continued operation, and actual capability matter more than the number of years alone.
What if the company has no awards or famous clients?
Show specific methods, delivery, authentic cases, and responsible leaders. Trust can still be established.
Should the About page target SEO?
Its primary role is brand trust. It can naturally cover positioning and service terms without keyword stuffing.
| Service | View |
|---|---|
| Related service | View service details |
| Project inquiry | Contact JVDS Design Studio |
| Design and web articles | View all insights |
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