Article
Your About page is not about you
The people reading it are weighing a risk, and the page works best when it answers them.
Duarte Neves
Websites
May 29, 2026
On our own site, the About page is the second most visited after Home, and 61% of the people who fill in the contact form have read it first. They’ve already seen the work by then. They’re on the About page to decide whether hiring us is safe.
That changes what the page is for. A founder about to spend €40,000 is looking for one thing above all: who will answer the emails in week seven.
Who opens your About page
Almost nobody lands on it by accident. The readers make a short, predictable list, and each arrives with a different question:
Who is reading | What they want to know |
|---|---|
A founder with a budget | Who will do the work |
A marketing lead | How the process runs |
A procurement team | Size, address, history |
A designer looking for work | What it’s like inside |
Notice that only the last row is really about you. The other three are about the reader’s project, their money and their boss.
Lead with how it goes
Most About pages open with the year the company was founded. We moved ours to the bottom and opened with who does the work, because that’s the question in the first row of the table.
Ours now says, in its opening lines, that one lead designer stays with your project from the first call to launch day. That sentence heads off more questions than anything else on the page.
What goes on the page
Once the opening has answered the founder, the rest of the page can work its way down the table.
The people
Show faces and roles, and say who leads what. A photo of all nine of us at the long table on Sint-Jacobsnieuwstraat tells a reader the studio is real; a line under each person tells them who they’d talk to.
A small thing that helps
Write each role the way a client would say it. “Brand and packaging designer” beats “Visual Storyteller”, and it’s the version people type into a search box.
The process
Lay it out in steps short enough to remember after one read:
Brief. A half-day workshop, then scope and a fixed price within a week.
Directions. Two or three routes shown as real screens, never mood boards.
Design. Weekly reviews in one shared file, developers in from week one.
Launch. Final files, guidelines and two weeks of support.
The facts
The address, the headcount, the year and a few numbers go last, where the procurement team will scroll to find them. Ours: Sint-Jacobsnieuwstraat 81, nine people, founded in 2017, about 60 clients so far.
Rewrite yours this afternoon
Print your About page and highlight every sentence that starts with “we”. If more than half of them light up, turn a few around so the reader is the subject: what they’ll get, who they’ll meet, how long it takes.
“When I edit an About page, I cross out every sentence that would still be true of a different studio. It’s usually half the page, and nobody misses it.”
Marta Lobo, Copywriter at Okapi
Then read what’s left out loud to someone who has never heard of you. If they can tell you how a project with you would start, the page is doing its job. Marta reads a few of these a month, so if you want a stranger’s eye on yours, tell us what you’re launching.
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