Insights ·
Writing a Company About Page: What Visitors Check
A visitor who opens a company's About page is checking five things: who the company is (full legal name, year founded, city), what it does and has done, why it can be trusted (verifiable credentials and facts), who does the work and how projects run, and how to reach a person. Order the page around these five, replace adjectives with verifiable facts, and keep the company name, address and contact details consistent with the rest of the site and with external platforms.
Visitors who open a company's About page have usually seen the home page or a case study and are already interested. What they want to confirm next is whether the company is credible and worth contacting. The About page's job is to put the information for that check in one place, clearly.
Visitors usually check five things: who the company is, what it does and has done, why it can be trusted, who does the work and how projects run, and how to reach a person. Order the page around these five, and write each with facts that can be checked rather than a string of adjectives.
1. Five things visitors check
| Visitors want to know | What goes on the page | Writing tip |
|---|---|---|
| Who the company is | Full legal name, short name, year founded, city, one sentence on what it does | Match the legal name to the business registration; use plain words in the one-liner |
| What it does and has done | Scope of services or products, entry points to key projects | Describe scope so visitors can tell whether their need fits; keep projects on the case study page and link to them |
| Why it can be trusted | Certifications, awards, partners and other verifiable facts | Name each item and note where certificate copies are available on request; avoid self-praise such as "top-tier" or "professional" |
| Who does the work and how | Team make-up, way of working, project process | Saying who leads a project and how checkpoints are signed off is more useful than a team photo |
| How to get in touch | Address, email, phone, contact form, response time | Give the full street address; state working hours and how soon you reply |
None of the five needs to be long, but if one is missing, visitors go looking elsewhere, and some do not come back.
2. Replace adjectives with facts
The common problem on About pages is wall-to-wall self-assessment: strong track record, highly professional team, attentive service. After reading it, visitors still do not know what the company does or how well.
A better approach is to swap each claim for something that can be checked:
- Replace "experienced" with the year founded and the industries served;
- Replace "reliable quality" with the names of specific certifications, noting that copies are available;
- Replace "attentive service" with the project process and a response time, such as how many hours "a reply on working days" means.
Only use numbers you can back up; leave out any you cannot. Which clients you have served is more convincing on the case study page, project by project; see How to write a case study page visitors will read to the end.
3. How to order the page
Match the order of the page to the order in which visitors check:
- Open with who you are. Full name, year founded, city, and one sentence on what you do. A visitor who reads only this paragraph should be able to say who the company is.
- Then what you do. Group services or products into a few types, a sentence or two each, linked to the matching service pages.
- Then the grounds for trust. Certifications, accreditations and ways of working, as a list that is easy to scan.
- Then the team and how projects run. Who leads projects and the main checkpoints, with one or two real working photos.
- End with contact details. Address, email, phone and a form, with the response time; the form asks only what is needed to get in touch.
The home page and the About page do different jobs: the home page says what you do in the first ten seconds and gives a next step, while the About page reassures visitors who are already interested. For the home page, see What to put on your homepage: what visitors need to see in the first ten seconds.
4. Keep the facts consistent everywhere
The company name, year founded, address, phone and email appear not only on the About page but also in the footer, on the contact page, on maps, on job sites and on business information platforms. If they differ, visitors hesitate, and search engines and AI assistants may piece the information together wrongly.
When you redesign or move offices, list these places and check them one by one. Put company details on the About page as text that can be copied, not inside an image.
FAQ
Should the About page include a company timeline?It can, but only with milestones that help visitors judge you, such as founding, changes in business scope and major certifications. A year-by-year log is rarely read to the end.
Are team photos and bios necessary?Use real working photos and introductions of the people who lead projects where that helps; if the team changes often, describing its make-up and way of working is safer.
Should About and Contact be separate pages?Separate them when there is a lot of content and end the About page with a link to Contact; with little content, one page works, with contact details at the bottom.
How does FIM handle the About page when building a website?The digital experience service of Beijing FIM Network Technology Co., Ltd. maps content and site structure during the discovery stage, so the About page is planned together with the other pages; after launch, the brand team can update company details in the content admin. Each project is quoted separately after the requirements are discussed.
Summary
A company website's About page helps visitors check five things: who the company is, what it does and has done, why it can be trusted, who does the work and how, and how to get in touch. Order the page that way, replace adjectives with verifiable facts, and keep company details consistent with other pages and external platforms.