When it comes to designing a website, the About page can feel like an afterthought—just another required checkbox on the to-do list. After all, isn’t it just a quick blurb about who you are and what you do? But here’s the thing: your About page is one of the most important parts of your entire website. It’s the place where visitors come to discover the humans behind the brand. It’s where they decide whether or not they can trust you, work with you, or even like you as a company.
At Graticle Design, we’ve seen firsthand how an About page can make or break the impression you leave on potential clients. About pages shouldn’t be generic or stiff, and they definitely shouldn’t read like a bland mission statement from the corporate boardroom. Your About page should feel like a conversation—a chat over coffee, not an elevator pitch under fluorescent lights. In other words, your About page needs to speak to real people.
In this blog post, we’ll talk about the difference between a robotic About page and one that feels human. We’ll look at strategies, tips, and examples that can help you rewrite (or create) your About page so it resonates with your audience. Let’s dive in.
Why Your About Page Matters More Than You Think
The About page is often one of the top pages visited on a website. When someone lands on your homepage and they like what they see, they often head to the About page to learn more. They want to understand your story, what you stand for, and who’s running the show. In other words, they’re looking for something that makes you different, relatable, and trustworthy.
Think about it: When you first hear about a brand or service, what do you do next? You probably head straight to the About page. You want to know if they’re the kind of people you’d enjoy working with. Do they seem honest? Are they approachable? Does their story spark some kind of connection in you?
That’s exactly what your potential customers are doing on your site. If your About page is a list of boring facts or a recycled company bio with zero personality, you might lose them right there. On the other hand, if it’s warm, down to earth, and written in a tone that reflects your company’s true personality, you can spark a relationship that leads to more clients, more trust, and more growth.
Understanding the Difference: Stiff vs. Human
Many About pages start with something like: “XYZ Company was founded in 2010 and has been providing state-of-the-art solutions for clients worldwide. Our mission is to leverage innovative strategies to ensure client satisfaction.” It’s not that these sentences are wrong; it’s just that they’re devoid of feeling. They say what you do, but they don’t say who you are.
A more human About page might say: “Hi, we’re Graticle Design. We’re a husband-and-wife team with a passion for creating beautiful, functional websites that help real businesses grow. We got started back in 2009 with a simple goal: make the web a friendlier place. Over the years, we’ve grown our skill set, expanded our team, and perfected our process—but we’ve never lost that spark of creativity and friendliness that got us started in the first place.”
Notice the difference in tone? The second example introduces the people behind the brand and acknowledges that the business is made up of real humans who care about what they do. It shows personality, authenticity, and a hint of narrative. This is what your readers are looking for when they click “About.”
Show, Don’t Just Tell
Your About page is prime storytelling real estate. Instead of simply listing your company’s services or ticking off accomplishments, think about weaving those facts into a story—your story.
For example, if you run a small graphic design studio, don’t just say: “We’re a graphic design studio that delivers quality branding materials.” Instead, talk about what inspired you to start that studio. Maybe it all began when you were a kid doodling logos for imaginary products. Perhaps you were fascinated by the way colors, shapes, and typography influenced how people feel about a brand. Whatever your origin story, share it. People connect with stories, not bullet points.
By offering a narrative, you invite readers into your world. Show them the path you’ve walked, the challenges you’ve faced, and the values you’ve embraced. Maybe you started small, working out of a makeshift home office, juggling freelance gigs until you landed your first big client. Maybe you’ve faced unexpected setbacks and learned valuable lessons from them. Highlighting these details makes your About page memorable and real.
Highlight the Humans Behind the Business
People trust people more than faceless entities. One of the best ways to humanize your About page is by showcasing the individuals who make your company tick. Include photos, bios, and even little personal tidbits about your team. You don’t have to get overly personal, but adding a name, a face, and a short note about what that person loves doing—both at work and outside of it—helps forge a connection.
For instance, if your lead designer is also a passionate gardener who brings that same nurturing spirit into their creative process, mention it! These small details make your company more approachable. A visitor reading your About page might think, “Wow, these folks really love what they do—and I love that they’re not afraid to show who they are.”
Use a Conversational Tone
Remember, this is your chance to speak directly to your audience. Don’t be afraid to use an informal, conversational tone—just like you would if you were meeting them in person. Avoid heavy jargon and overly technical language, especially if your audience might not be familiar with it. Save the complicated explanations for your services or blog posts where they make sense. On your About page, clarity and warmth are more important than sounding like a textbook.
A relaxed tone also invites trust. When you write as if you’re chatting with someone over a cup of coffee, people feel more comfortable. They’re more likely to think, “Hey, I like these guys. I understand what they’re about.” That feeling can be the difference between a new lead choosing you over a competitor.
Speak to Their Needs, Too
While your About page is about you, it’s really about them: your visitors, your potential clients, your future collaborators. People land on your About page because they want to know if you have what they need. So, speak to their interests and pain points. Mention the type of problems you love solving or the goals you’re dedicated to helping clients achieve. Show that you understand where they’re coming from—and that you’re here to help.
Consider saying something like: “At Graticle Design, we know how overwhelming it can feel to get a new website off the ground. That’s why we guide our clients step-by-step, making the entire process simple, enjoyable, and, dare we say, even fun. We believe a great website isn’t just about looks; it’s about helping your business grow. And we’re here to make that happen.”
In this way, you’re talking about what you do (building websites) and why you do it (to help businesses grow), but also reassuring the reader that you understand their perspective. It’s not just about you. It’s about them and what they need.
Be Honest About Your Journey
Authenticity is huge. If you try to present your company as something it’s not, people will pick up on it. They might not know exactly what’s off, but they’ll feel a disconnect. So, be real about where you come from, what your challenges have been, and what you believe in. If your company values environmental responsibility, mention it and share what actions you’re taking. If you’re a tiny startup competing against bigger agencies, own it—some clients prefer a small, dedicated team.
Honesty also means acknowledging what you might not do. If you have a particular niche or style, don’t pretend you cover everything. Clients appreciate straight talk. It shows you respect their time and their intelligence.
Keep It Visually Engaging
Your About page isn’t just text. Consider the overall design. Use visuals—photographs of your team, a snapshot of your workspace, maybe even a short introductory video. Visuals help break up long blocks of text and give readers a glimpse behind the scenes.
Color choices, typography, and layout should all feel consistent with your brand. If your brand is energetic, playful, and creative, let that come through in your About page design. If your brand is more conservative and professional, keep the visuals crisp and polished while still maintaining a human touch.
Incorporate Testimonials or Quick Client Stories
Another way to make your About page speak to real people is by bringing in voices other than your own. Consider adding a few short testimonials from past clients or customers who can vouch for the kind of people you are to work with. A sentence or two from a satisfied client, talking not only about the end result but the experience of working with you, can go a long way toward building trust.
You might even include a quick, relatable case study or story: “Remember the bakery down the street that needed a fresh logo and an online ordering system? We helped them revamp their brand, and now their weekend pastries sell out before noon—thanks to the new look and easy-to-navigate website. We love stories like that, and we’d love to help bring yours to life, too.”
These little anecdotes show that you care about your clients as real people, not just paychecks. It also demonstrates your ability to empathize and create solutions tailored to your clients’ goals.
Don’t Overcomplicate It
While it’s tempting to include everything under the sun on your About page, sometimes less is more. Keep it focused, keep it clear, and aim for brevity where possible. Yes, tell your story and share details—but don’t ramble. Your readers likely have short attention spans. They want the highlights, the personal touches, and the reasons they should trust you.
A few well-chosen paragraphs and some supportive visuals can often communicate more than a thousand-word essay listing every credential you’ve ever earned. Remember, the goal is to connect, not to overwhelm.
Update It Regularly
Your business and team evolve over time, and your About page should reflect that. Check in every six to twelve months and see if anything’s out of date. Did you expand your services? Add new team members? Move to a new office or adopt a fully remote workflow? Make sure your About page stays current.
This not only keeps the page accurate, but it also shows that you’re active, engaged, and paying attention to your own story. A stale About page can signal complacency or neglect, neither of which will inspire confidence in potential clients.
Inject a Bit of Personality
You don’t need to write in the style of a stand-up comedian, but a little humor or a quirky detail can make you more memorable. Maybe mention a team tradition, like “Every Friday we break for donuts and discuss our weekly wins.” Or highlight a surprising fact about your company’s origins: “We started our very first design project in a tiny basement office that we nicknamed ‘The Creative Cave.’”
Personality doesn’t have to be silly or outlandish. It just means letting your unique character shine through. It sets you apart from competitors who might be just as qualified but come off as faceless entities rather than real, relatable humans.
Consider Your Audience’s Cultural and Language Context
If your clients are primarily local, reflect some local flavor or references that show you understand the community. If you serve a global audience, keep the language accessible and avoid overly local references that could alienate readers.
Think about the language styles your audience is used to. If your main clients are corporate professionals, maintain professionalism while still sounding approachable. If your audience is mostly small creative businesses or nonprofits, dial up the warmth and empathy. Tailor your voice so it feels like you’re talking directly to the people you want to reach.
Show Off Your Values
In a world where people want to support brands that align with their values, your About page is a perfect place to highlight what matters to you. Are you committed to sustainability? Do you believe in fair pay and ethical sourcing? Are you passionate about giving back to the community?
Share these values openly. Letting people know what you stand for helps them decide if you’re the kind of brand they want to work with. It can also be a powerful differentiator when a prospective customer is choosing between you and another similar company.
Don’t Forget a Call to Action
Yes, the About page is about building trust and connection, but that doesn’t mean you can’t guide visitors toward the next step. After you’ve introduced your team, told your story, and shown your personality, consider ending the page with an invitation: “Ready to learn more about how we can help your business? Check out our Services page,” or “Want to chat about your project? Contact us today.”
This gentle prompt can turn a curious visitor into a lead. It reminds them that there’s more to discover and gives them a clear path forward.
Example of a Human-Centered About Page
To bring all these tips together, let’s do a quick mock-up of what a human-centered About page might look like:
Headline:
“Meet the Team That Makes Your Ideas Shine”
Intro Paragraph:
“At Graticle Design, we’re more than web and graphic designers—we’re people who love creativity, community, and great coffee. Our journey started in a small home office back in 2009. We were newly married, excited about blending our passion for design with our desire to help local businesses grow online. Over a decade later, we’ve grown into a close-knit team of designers, developers, and strategists who still share that original spark: to make the web a friendlier place, one website at a time.”
Team Profiles:
“Meet Shawn, our lead designer, who’s always sketching logos on napkins in his spare time and believes every brand deserves a visual identity that feels like ‘home.’ Meet his wife, Jill, who heads up our project management and keeps everything running smoothly with a knack for detail—and a love of Earl Grey tea. We’re also lucky to have Sarah on board, a developer who translates dreams into code, and Brittany, our content strategist who turns scattered ideas into clear, compelling messaging.”
Values:
“Caring for our clients is at the heart of what we do. We believe in honest communication, fair pricing, and delivering work we’re proud to stand behind. We’re committed to staying up-to-date with the latest design trends and technologies, but we never forget that the end goal is to help real people connect with your brand.”
A Shared Mission:
“We know that building a website can feel overwhelming. That’s why we’re here to make it easier, walking with you through each step, asking questions, and listening carefully to your needs. Because at the end of the day, that’s what matters—helping you reach your audience in a way that feels authentic and engaging.”
Call to Action:
“Want to see how we can bring your vision to life? [Check out our Services] or [Get in Touch] to start a conversation.”
Notice how this example reads more like a friendly introduction rather than a stiff corporate bio. It focuses on real people, real values, and a real connection.
Open the Curtains
Your About page is your chance to make a lasting first impression. It’s the place where your brand steps out from behind the curtain and shakes hands with your audience. By focusing on authenticity, storytelling, clarity, and connection, you can create an About page that speaks to real people—one that invites your visitors to trust you, understand you, and ultimately work with you.
At Graticle Design, we believe that great design and strong connections go hand in hand. When your About page becomes a reflection of who you really are, visitors respond to that honesty and warmth. Give them a reason to remember you, to believe in you, and to choose you. It all starts with telling your story in a way that resonates with the human beings on the other side of the screen.
