Maximize Your 'About' Page: Share Your Story and Connect with Your Audience

Your About page is often the most visited page on your website. That’s right, more people want to know who you are and why you do what you do than just about anything else. It’s where visitors come to understand your mission, your values, and the impact you’re making. If you think of your website as a conversation, your About page is the moment you get to introduce yourself, share your story, and build trust.

But many small business owners, nonprofit marketers, and new entrepreneurs treat their About page like an afterthought. They fill it with dry facts or vague statements that don’t really connect. That’s a missed opportunity. Your About page can be a powerful tool to motivate, educate, and empower your audience, and it doesn’t have to be complicated.

Let’s explore how you can make your About page work harder for you by sharing your mission, values, and impact in a way that feels genuine and approachable.

Why Your About Page Matters More Than You Think

People don’t just want to buy a product or support a cause—they want to connect with the people behind it. Your About page is where you show up as a real person or team, not just a logo or a product line.

Here’s why it matters:

• Builds trust: Visitors feel more comfortable engaging with a business or nonprofit when they understand the story and values behind it.

• Clarifies your mission: It’s your chance to explain why you exist and what drives your work.

• Highlights your impact: Sharing real results or stories shows that you’re making a difference.

• Sets you apart: Your story and values make you unique in a crowded market.

  
  

When done well, your About page can turn casual visitors into loyal supporters, customers, or donors.

What to Include on Your About Page

You don’t need to write a novel. Instead, focus on clear, meaningful content that answers the questions your visitors are really asking:

1. Your Mission

Start with why you do what you do. What problem are you solving? What change do you want to see in the world?

Example:

“We believe every child deserves access to quality education. That’s why we provide free tutoring and resources to underserved communities.”

Keep it simple and heartfelt. Your mission is the foundation of your story.

2. Your Values

What principles guide your work? What do you stand for?

Example:

“We operate with honesty, respect, and a commitment to sustainability in everything we do.”

Sharing your values helps visitors see if they align with your approach.

3. Your Story

People love stories. Share how your business or nonprofit started. What inspired you? What challenges did you overcome?

Example:

“Our founder started this nonprofit after volunteering in a local shelter and realizing how many people lacked basic resources.”

Stories make your mission relatable and memorable.

4. Your Impact

Show the difference you’re making. Use numbers, testimonials, or brief case studies.

Example:

“In the past year, we’ve helped 500 families find stable housing and provided over 1,000 meals.”

Concrete examples build credibility and inspire confidence.

5. A Personal Touch

Add a photo or a short video of yourself or your team. This humanizes your page and makes it more inviting.

Drafting an About page in a cozy workspace

How to Write Your About Page Without Feeling Overwhelmed

Writing about yourself or your mission can feel awkward or intimidating. Here are some tips to make it easier:

• Write like you talk: Use everyday language, not fancy marketing terms.

• Focus on your audience: Think about what they want to know, not just what you want to say.

• Keep it concise: Aim for clear, short paragraphs. Use bullet points where helpful.

• Use “you” and “we”: This creates a friendly, inclusive tone.

• Tell one story at a time: Don’t try to share all your content and stories in your About page.

• Ask for feedback: Have a friend or colleague read it to make sure it sounds natural.

  
  
  
  

Next Steps to Refine Your About Page

If your About page feels like a jumble of facts or you don’t have one yet, here’s a simple plan:

1. Write a draft using the sections above as a guide.

2. Read it out loud to check the tone and flow.

3. Add a photo or video to make it personal.

4. Ask for feedback from someone who represents your audience.

5. Update it regularly as your mission and impact grow.

   
   

Remember, your About page is a living part of your website. It should evolve as you do.

Your About page is more than just a formality. It’s a chance to share your mission, values, and impact in a way that builds trust and connection. When you tell your story honestly and clearly, you invite people to join you on your journey.

Take the time to craft an About page that feels like you. Your audience will thank you for it.