Most business owners put real effort into their homepage. They agonise over the wording on their services page. They tweak their contact form.
And then they write their About Us page in twenty minutes and never look at it again.
It shows.
Your About Us page is one of the most visited pages on your website. When someone is deciding whether to get in touch, they want to know who they would actually be working with. They are not just buying a service. They are deciding whether they trust you. And that decision often gets made right here.
So what does yours say about you?
The two mistakes most businesses make
The first is saying nothing useful. A wall of language about “delivering excellence” and “client-focused solutions” that could have been written by anyone, about anyone. Visitors read it and feel nothing. They move on.
The second is oversharing. Some businesses go too far the other way. They tell you where the MD went to school, what they had for breakfast and which football team they support. The idea is to seem human. The effect is often uncomfortable, particularly in a professional context where the client just wants to know they are in safe hands.
There is a middle ground. Most businesses are not on it.
What people actually want to know
When someone lands on your About Us page, they are asking a few straightforward questions. They might not phrase it this way, but this is what they are looking for.
Are these real people? Generic stock photos and nameless “our team” copy do real damage here. Names, faces and a brief sense of each person’s role and experience go a long way. You do not need to share anything personal. You just need to feel like a real business run by real people.
Do they know what they are doing? Experience matters, but it needs to be framed in terms of what it means for the client. “25 years of experience” is fine. “25 years of experience means you will not be a test case” lands better.
Have they done this before? Social proof belongs on your About Us page. A reference to the kinds of clients you work with, the results you have achieved or how long your typical client relationship lasts tells a visitor far more than any amount of self-description.
Why should I trust them? Trust comes from specificity. Vague claims do not build it. Specific, honest statements about how you work and what you stand for do.
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How much personality is the right amount?
This is where a lot of businesses get stuck. They know they need to sound human but they do not want to turn their About Us page into a personal blog.
The answer is to be personal about your work, not your life. Talk about why you started the business. Talk about what you genuinely care about in the way a project is run. Talk about the standard you hold yourself to. That is all personal without being private.
You do not need to mention your family, your hobbies or your weekend plans. In a professional context, most people are not looking for that. They want to feel that the person on the other end of the phone is competent, experienced and straight with them. That comes through in tone and substance, not in personal detail.
What a good About Us page actually looks like
It names the people involved. Not just “our team” but actual names and roles. Even a sentence or two per person makes a real difference. It explains what makes the business worth choosing, clearly and honestly. It connects experience to benefit rather than just listing credentials. It does not try to be everything. A well-written About Us page of 400 words will outperform a sprawling one of 1,200 every time. And it ends with a natural next step, not a hard sell, just a clear invitation to see some work or have a conversation.
It is worth half an hour of your time
If you have not looked at your About Us page recently, go and read it now. Read it as if you are a prospective client who knows nothing about you. Ask yourself whether it answers the questions above. Ask yourself whether it sounds genuinely engaging.
If the answer to either of those is no, it is worth fixing. The page is doing real work every day, either for you or against you.
If your website is generating visitors but not enquiries, that is often a sign that something further up is breaking the connection. Our article on why your website generates traffic but no enquiries goes into that in more detail. And if you would like an honest view of what is and is not working on your site, just get in touch.
About Lemongrass Media
Lemongrass Media is a boutique website design agency with offices in Milton Keynes, St Albans and Bedford. We design bespoke corporate websites that look great, work hard and deliver real results for your business.
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