When someone lands on your website, the first stop is usually the homepage. But once they have gotten the basics of what you do, the next click is often the About page. That single click is a sign that they are not just comparing services, they are trying to decide if they feel comfortable trusting you.
For service businesses of all kinds, whether a dental practice, a law office, or a home services company, the About page is where visitors look for human connection. They want to know who you are, what you stand for, and whether you are the kind of person they want to work with. In many cases, it is this page that determines whether someone becomes a customer.
Why the About Page Carries So Much Weight
A services page can tell people what you offer, but it rarely explains why they should choose you over a competitor. That decision is shaped by the feeling a visitor gets about your business as a whole. The About page is where that impression is formed.
Consider what most visitors are really looking for:
- Reassurance that you are experienced and credible
- Signs that you and your team are approachable and trustworthy
- A sense of connection that makes them confident enough to take the next step
When you provide that, the About page moves beyond being an afterthought. It becomes a conversion tool, nudging someone from curiosity into action.
Where Businesses Miss the Mark
Unfortunately, many About pages fail to meet these needs. They rely on generic phrases that could apply to almost any company. Statements like “we care about our customers” or “we have been serving the community since 2005” might be true, but they do not communicate anything unique or memorable. Visitors skim the page, see nothing that sets you apart, and leave with no stronger impression than when they arrived.
This is why an About page requires the same level of strategy as your homepage. It is not a place to paste boilerplate text. It is a place to show what makes your business different. That can be your story, the personalities of your team, your approach to service, or the values that guide your work. Done well, it brings your brand to life in a way that no list of services can accomplish.
What a High-Performing About Page Includes
From working with hundreds of service businesses, we have seen what separates flat, forgettable pages from those that convert. The most effective About pages tend to share a few qualities:
- A real story. This does not need to be long or dramatic, but it should explain how your business began and what drives it today. Authentic stories create emotional connection.
- Faces and names. Visitors respond to real photography of owners and staff, not stock imagery. A simple team photo can add instant credibility.
- The right balance. Listing credentials or years in business shows expertise, while adding personal details makes you relatable. Both matter.
- Guidance on what comes next. Even on an About page, you should invite visitors to contact you, schedule, or learn more.
These elements are simple in concept, but when they are absent, the page becomes little more than a placeholder.
The Overlooked SEO Value
An About page also contributes to how search engines view your business. When visitors spend time engaging with it, Google sees that your site is offering valuable information, which can improve how you rank. Location references in your story reinforce your presence in local search results. Unique, detailed copy helps establish authority for branded searches. In short, a strong About page not only persuades people but also sends the right signals to search engines.
How We Approach About Pages
At Bullseye Media, we do not treat the About page as filler. We design it with the same care as the homepage, because we know it is often the tipping point for new business. Our process focuses on:
- Structuring the story so it highlights credibility and personality without sounding canned
- Pairing strong copy with authentic, professional photography that builds trust at a glance
- Ensuring the page encourages action rather than just providing information
We have seen the difference this makes. When the About page is compelling, website visitors are far more likely to convert into paying customers.
The Bottom Line
The About page is more than an introduction. It is one of the most powerful tools on your website for turning curiosity into trust and trust into action. If your current page feels like an afterthought, it may be costing you opportunities. By giving it the attention it deserves, you can transform it from a generic placeholder into one of your strongest marketing assets.
