Your next client may visit your About page after a referral, looking for reasons to trust you. A professional services about page should help them judge fit: your expertise, your working style and the people responsible for delivery.
Too many firms offer a company history and vague promises instead. Start with what clients need to know, then support your claims with evidence and a clear next step.
Key takeaways
- Explain who you help and which problems you’re equipped to solve.
- Support expertise with relevant projects, current credentials and accountable people.
- Describe how working with your firm feels in practical terms.
- Give visitors one clear enquiry route, then keep the page and contact systems working.
Start with the client’s decision
Identify who you’re best placed to help
Before writing, review recent enquiries and conversations with your best clients. Look for recurring concerns: unclear fees, specialist knowledge, missed deadlines or difficulty reaching the person doing the work.
Your opening paragraph should identify the client type, relevant services and scope. Accountants might explain their focus on owner-managed businesses. A firm offering consulting services, such as an engineering consultancy, should identify its specialist disciplines and the projects it handles.
For locally delivered services, state your genuine operating area. Keep this consistent with your Google Business Profile and Google’s business representation guidelines. Don’t imply an office presence you don’t have.
Explain why your approach matters
Connect your working methods to those concerns. A written scope helps clients understand what they’re buying. A named contact makes responsibility clear. Agreed reporting arrangements tell them when they’ll hear from you.
Heroic’s approach to website delivery describes listening first, then scoping, designing and delivering. That sequence gives prospective clients something concrete to assess.
Choose the details that distinguish your firm in practice. “Personal service” needs an explanation; naming who handles the account is more useful.
What a professional services about page should include
Build the page around the questions a prospective client asks when comparing firms. It should complement your service pages, rather than repeat every service description.
Use this structure as a starting point.
| Page element | What to include |
|---|---|
| Opening statement | Your client focus, specialism and operating area |
| Working approach | Scoping, communication and delivery responsibilities |
| Evidence | Relevant projects, credentials and specific testimonials |
| People | Names, roles and experience connected to client needs |
| Firm background | The history or purpose that explains your focus |
| Next step | A clear enquiry route and what happens afterwards |
Put your strongest information first. Visitors shouldn’t need to reach the bottom to discover what you do.
Keep the navigation label familiar, such as “About” or “Our firm”. The page heading can be more descriptive, while the search title should identify the business.
Google Search Essentials recommends using the words people search for in prominent places, including titles and headings. Use accurate descriptions of your expertise, without turning the page into a list of keywords.
The structure should make sense even when someone reads only the headings. If two sections answer the same question, combine them.
Prove your expertise with evidence
Choose proof relevant to the work
Select evidence that supports your main claims. A qualification confirms training; a project shows applied experience. Meanwhile, a testimonial can reveal how you communicate under pressure.
Use current professional memberships, certifications or insurance details where relevant. For regulated services, make credentials easy to verify. A solicitor’s professional status matters more than an unexplained row of decorative badges.
Testimonials should describe something a buyer cares about, such as clarity, responsiveness or delivery. Get permission to publish the person’s words and identifying details.
Avoid presenting a client logo as proof of an ongoing relationship if you completed one assignment years ago.
Explain your role and the result
A useful project summary identifies the client’s challenge, your contribution and the documented outcome. Where confidentiality limits disclosure, explain the work without exposing sensitive information.
Be precise about collaborators. Heroic’s website project examples identify Falconer’s website as built by Heroic and designed by Seven, a strategic branding agency. Those credits clarify responsibility without overstating the contribution.
For creative agencies, this distinction matters when digital branding, web design and web development involve different partners. Explain who provided which expertise.
A project proves only what you can document. Delivering a website doesn’t, by itself, prove that enquiries or revenue increased.
If you publish results, include the measurement period and enough context to make the figure meaningful.
Introduce accountable people and a relevant story
Make biographies useful to buyers
Name the people clients are likely to work with. Include their roles, relevant qualifications and experience related to the firm’s services.
A legal biography should make areas of practice clear. A consultant’s profile should explain their specialist work. An agency profile can identify who leads strategy and who manages delivery.
Keep personal details brief. Interests can make a biography approachable, but shouldn’t displace information clients need before entrusting you with work.
Use genuine portraits with permission. Your page should help people recognise your team, rather than suggest that stock models work for the firm.
Keep the company history selective
Include milestones when they explain your expertise or approach. Founding dates, changes in specialism and significant professional experience can be relevant. Office moves and internal celebrations rarely help someone choose a provider.
Explain why the firm exists in terms clients understand. If you established it to offer a particular service model, describe how that model works today.
Also make the organisation clear. Distinguish employees, associates and delivery partners where that affects the engagement or service delivery. A small business doesn’t need to imply a large permanent team to appear credible.
Describe the engagement and give one next step
Prospective clients often want to understand the relationship before they discuss a project. Explain how you establish scope, agree fees, communicate progress and handle changes. If the engagement uses a client portal, explain whether clients should use it for updates or documents.
Don’t promise fixed prices if some work requires an estimate or ongoing retainer. Instead, state when the client receives pricing and what determines it. Link to detailed service or pricing guidance where appropriate.
For a digital agency, an initial project may lead to web hosting or website care and maintenance. Explain whether these are included, optional or covered by separate agreements.
Then choose one primary action. “Request a callback”, “Arrange an initial consultation” or “Outline your project” tells visitors more than “Get started”.
Describe what happens after the enquiry, including who responds and any response time you can consistently meet. If the initial conversation carries a fee, disclose it before booking.
A short form should request enough information to prepare a useful response, without demanding a full project brief. Don’t make an optional newsletter subscription a condition of enquiring.
Finally, test the handover. If workflow automation is part of your enquiry process, verify that it acknowledges receipt and assigns responsibility. This helps stop enquiries disappearing into an unmonitored inbox.
Make the page readable and easy to find
Support visitors on a phone
Good web design gives the opening statement, supporting evidence and enquiry route a clear order. Use short paragraphs, descriptive headings and enough space between sections.
Check the mobile-responsive layout on a real phone. Team photographs shouldn’t push essential information several screens down. Buttons need to be easy to tap, and forms should work without awkward zooming.
Compress large images, provide useful alternative text and check colour contrast. Don’t hide important credentials or contact details inside an image.
Keep links descriptive too. “View accounting services” tells visitors more than “Learn more”.
Keep search and marketing consistent
SEO should reinforce the page’s meaning. Mention your genuine specialism and location naturally, then link to relevant services and project evidence. Google’s SEO starter guide provides guidance on clear content and descriptive links.
For local SEO, check that business details agree across your website and public profiles. Correct inconsistent addresses, names or service areas.
Your digital marketing should make the same promises as the page. Social media can share team expertise or completed work, while email marketing can direct interested readers to relevant evidence.
However, send service-specific campaigns to the appropriate service page. The About page supports evaluation; it shouldn’t carry every campaign message.
Keep claims current and measure useful outcomes
Assign an owner to review the page every few months. Check staff roles, qualifications, memberships, contact details, photographs and links. Remove expired badges and correct claims when circumstances change.
Also review content after a departure, new specialism or change in delivery model. Outdated biographies can raise doubts about who will handle the work.
Treat technical reliability as part of credibility. Test the enquiry form, booking route and confirmation message. Include these checks in your ongoing website care, rather than waiting for someone to report a failure.
Measure contribution to lead generation through completed enquiries and subsequent conversations. Conversion optimisation should consider whether those conversations become suitable opportunities, not simply count button clicks.
Ask new clients what helped them choose you. Their answers can reveal missing reassurance more clearly than page views alone.
If you use AI to help organise notes or prepare a draft, verify every qualification, date and claim before publishing. Keep confidential client material out of tools unless you’ve approved the arrangement.
Frequently asked questions
How long should an About page be?
Write enough to answer the client’s main questions without repeating your service pages. A focused page may need roughly 400 to 700 words, but complexity matters more than a fixed target.
Larger firms can link to separate team biographies, credentials and project pages. Put essential information on the main page, then let readers explore the detail they need.
Should an About page use “we” or “I”?
Use “we” for a firm and “I” for a genuinely solo practice. Be clear about associates or external specialists rather than implying that everyone is an employee.
Whichever voice you choose, connect statements about your business to the client’s decision. Describe relevant experience and working arrangements, rather than filling the page with personal achievements.
Give clients clear reasons to choose a conversation
A useful About page makes your firm’s credibility easy to assess. Readers should understand your focus, see relevant evidence and know who will take responsibility for their work.
Replace broad promises with details you can stand behind. Then give suitable clients a straightforward route to talk.
Discover how we work with professional service providers if your website needs to communicate that expertise more clearly.
