A short about section for your homepage

Key takeaways

An about section on a homepage should build trust in about 60 words, then link to the full story. Say who runs the business, how long you have done this work, where you operate and what you care about. Buyers want to know who they are dealing with, not your founding date or mission.

• Keep it to about 60 words.
• Name real people, not 'our team'.
• Say why you do it, in plain language.
• Link to your full about page.

Does a homepage need an about section?

Usually yes, for businesses where trust in the people matters, such as trades, clinics and professional services. Keep it short. Nielsen Norman Group's research on 'about us' content shows people look for it to judge a company's credibility. For a shop selling familiar products, a line may be enough.

• How to create a high-converting homepage for an SME
• About page for a small business: build trust fast
• Your founder story on the website: when it builds trust

What should a homepage about section say?

It should say who you are, how long you have worked in the field, where you are based and what makes your approach different. One concrete detail is worth more than a paragraph of values. Finish with a link to your about page, for visitors who want more.

• Names of the owners or lead people.
• Relevant experience, in numbers.
• Location and area served.
• One real reason the business exists.
• A link to the fuller story.

• Mission statements on a homepage: why they rarely help
• 'Established in': should you show years in business?

Where should it go on the page?

Place it after your services and proof, usually in the lower half of the page. Visitors want to know what you do before they care who you are. There are exceptions: if you are the product, as with a consultant or coach, the person may belong much nearer the top.

• A consultant's homepage that wins first calls
• A team section on your homepage: yes or no?

Should you include a photo?

Yes, where you can. A real photo of the owner or team strengthens the section, because it shows actual people. Nielsen Norman Group found that images of real people are noticed, while generic stock is ignored. An ordinary but genuine photo is better than a polished stranger.

• Team photos on your website: what works and what does not
• Create a homepage without professional photos

What should you leave out?

Leave out your full history, phrases like 'passionate about excellence', and long lists of company values. Do not begin with 'Founded in 2009' unless that date proves something to the buyer. If the same words could describe a firm in another sector, they are not doing the job.

• Which homepage sections can you leave out?

What does this look like in practice?

A pattern we see in family firms: a 300-word company history sits in the middle of the homepage, covering the founder's grandfather and three office moves. Reducing it to 60 words and linking to the full story keeps the warmth and returns the page to the buyer's questions.

• See client work
• Website Design & Development for UK businesses

Homepage about section checklist

• Name the people behind the business.
• State relevant experience.
• Give your location.
• Keep it near 60 words.
• Use a real photo.
• Link to your about page.

• Write a homepage benefits section buyers will read
• Write a first homepage draft in one sitting

Next step

Write your about section as if answering a customer who asks: 'So, who are you, then?' Your spoken answer is usually closer to the right copy than your current one.