The About page is typically the second or third most visited page on any business website. And most businesses fill it with generic corporate speak: “Founded in 2019, we are a leading provider of innovative solutions…” Nobody reads past the first line.
The about page formula that works
1. Start with the customer’s problem (not your history)
Don’t start with when you were founded. Start with why you exist. What problem did you see? What frustrated you enough to start a business?
Example: “Small businesses in Rwanda deserve professional websites. But most web agencies charge millions and take months. We started Kisimenti because we believed there had to be a better way.”
2. Tell your story briefly
Two to three sentences about your journey. Not your entire history — the highlights. When did you start? What have you achieved? Keep it human.
3. Show the team
Real photos. Real names. Real titles. People trust people, not logos. A team section with friendly photos dramatically increases trust. Don’t use stock photos — visitors can tell.
4. Include social proof
Testimonials, client logos, numbers (“200+ businesses served”), or awards. Anything that shows other people have trusted you and been satisfied.
5. End with a call-to-action
Don’t let the page dead-end. After learning about you, the visitor should know what to do next: “Get a free quote,” “Schedule a call,” “WhatsApp us.”
What to avoid
- Corporate jargon (“leveraging synergies”, “end-to-end solutions”)
- Talking only about yourself — frame everything in terms of customer benefit
- No photos — an About page without faces feels cold and anonymous
- Walls of text — use short paragraphs, bullet points, and headers
- Outdated information — if your team changed, update the page
Your About page should make visitors think: “These are real people who understand my problem and can help.” If it does that, it’s working. Services like Kisimenti can help you craft an About page that converts as part of your website design.