What questions should an About page answer?
An About page on a corporate website explains who the organisation is and how it works. A visitor may want more than the founding date; they may also be assessing whether the team fits their needs. Start with what you do, whom you serve and your approach. The full service catalogue does not need to live here.
The content should support the reader's decision. A customer may examine delivery methods, a job candidate the culture, and a partner the capabilities and responsibilities. Decide which readers matter most. Provide clear routes to the relevant service, careers or contact information rather than presenting one lengthy account and expecting everyone to infer a next step.
The label can vary: About Me, Our Story or Our Team may suit different organisations. Keep the function understandable in navigation and headings. An imaginative name should not make company information difficult to find. The purpose is to explain identity and make verifiable information accessible, rather than to fulfil a fixed naming convention.
Connect the story to the way you work today
In a brand content plan, connect the founding story to what the reader can expect today. When you started, the problem behind the business and what changed may be useful. You do not need a complete year-by-year timeline. Select turning points that explain present expertise or working methods, and verify dates against company records.
Culture, mission and values should move beyond slogans. If you describe transparency, explain how a delivery is reviewed or how clients receive updates. This is a writing approach, not permission to describe a process you do not practise. Show differences through your own behaviour rather than broad statements that dismiss competitors or claim superiority without evidence.
Brief product and service descriptions should give readers enough context to find the right page. Repeating every feature or price here creates maintenance work. Keep the founding account consistent with current activities. A new business can explain the founders' relevant experience, present scope and actual capabilities without inventing a long trading history.
FROM READING TO A NEXT STEP
Plan the company story alongside the website
Share the existing text, available images and priority readers so we can clarify content and layout.
Support claims with suitable evidence
A CMS content model can make team, reference and company information easier to maintain as separate fields. While writing, identify the record supporting each claim. Team size, years of activity and completed-project counts can change. Do not publish impressive numbers without a clear definition and an owner responsible for updating them.
Authentic team photographs, roles and working areas can help readers understand the people involved. Obtain the necessary permission for images and work examples; do not present stock photography as your actual staff. Check the scope, validity and usage rights of client logos, testimonials, awards or certificates. Narrow an unsupported claim rather than inventing a trust badge to fill the layout.
Not every piece of evidence belongs in the main text. Link to a detailed case study, method explanation or verification record where appropriate. Readers should distinguish your own statement from externally verifiable information. The table is a decision aid for evidence that actually exists, rather than a compulsory list of content every organisation must produce.
| Claim | Suitable support | Writing check |
|---|---|---|
| Experience in a field | Permitted project or case description | Explain scope and the team's role |
| Working culture | Example of a real process | Describe behaviour rather than a slogan |
| Team expertise | Current roles and relevant experience | Correct departed staff or irrelevant titles |
| Award or certificate | Valid record and usage permission | Check issuer, scope and date |
Study three examples without copying their wording
When preparing About page content, use other organisations' pages as an exercise in communication. HubSpot, SoundCloud and WWF, the examples in the original guide, serve different purposes. Inspect the current pages for the questions they answer. They are not evidence of conversion performance or ready-made templates for your own business.
HubSpot presents its mission alongside the company story. SoundCloud separates artists and listeners. WWF connects its conservation purpose with work and organisational information. The useful lesson is to align purpose, audience and evidence in a coherent page, rather than reproduce another brand's text.
Do not reuse old screenshots as sources for audience counts, geographic reach or leadership quotations. The pages change. A small business does not need the same scale of data or image archive as these organisations. Presenting the real information available to you is more maintainable than imitating a large institution's account.
HubSpot: purpose and history
Examine the connection between mission and origin. Select a turning point that explains your present work.
SoundCloud: two reader groups
Examine separate audience needs. Use distinct paths only where they reflect your own readers.
WWF: routes to further detail
Examine links from purpose to activities, leadership and other information. Avoid forcing every detail into one long paragraph.
Turn the text into a readable page
In Webflow development, prototyping text and images together shows whether a layout works with real content. An opening summary, short story, working approach and relevant evidence can form a starting structure. Every business does not need every block. Order them around the reader's decision, using clear headings and manageable paragraphs.
Downloading an old HTML/CSS file and adding it below a page is not a universal way to create a good About section. The implementation needs to fit the existing CMS, design system and mobile behaviour. Review more than one desktop screenshot: inspect photo cropping, heading order, meaningful link labels and readability on small screens.
If adding photographs or video, decide what they explain. An image of real work may help, but a visitor should not have to start a long video to access the account. The Turkish Wix writing guide discusses planning structure and company information. Whatever tool is used, evaluate the content and its final presentation together.
Assign ownership and a relevant next step
In a website review, test finding the About page, reading it and reaching a relevant next step. Give the visitor a route to an appropriate service, team information or contact method. Repeating a sales button in every block is unnecessary; the connection between the link and the surrounding information should be clear.
Check that the organisation's name, activities, staff roles and contact details agree with the rest of the site. Assign an owner to changing fields. For multiple languages, use a shared record so one translation does not retain outdated facts. Maintenance should cover old activities and expired image permissions as well as spelling and grammar.
Do not judge success through reading time alone. Review whether visitors find the relevant service, which questions still recur and where the information remains unclear. Low traffic alone does not establish that the page is unnecessary. Address observed problems through content or navigation changes, and record the reason for each update.
BEFORE YOU DECIDE
Frequently asked questions
How is an About page different from the homepage?
The homepage introduces several visitor tasks. An About page can explain organisational identity, working approach and evidence in more depth. You do not need to duplicate the same text.
Are mission and vision headings mandatory?
They are not a compulsory writing template. Explain purpose and values clearly, avoiding corporate phrases that add no useful information.
What can a new company write?
Start with the real founding reason, current service scope and relevant team experience. Do not invent a long history, customer count or certificates.
Must we include team photographs?
Not in every case. Genuine, permitted images may help; use another informative layout where photography is inappropriate. Do not present stock people as your staff.
Can we adapt wording from the example organisations?
Learn from the structure without copying sentences, numbers or brand claims. Write verified information about your own organisation.
Who should maintain the About page?
Assign a content owner with access to company information. Review all language versions and image permissions when staff or service details change.
LET’S DEFINE THE SCOPE
Plan the company story alongside the website
Share the existing text, available images and priority readers so we can clarify content and layout.
Discuss your content project