How to write an About page without empty claims

An About page can build trust even when a business is new. Explain who is responsible, what the business provides and how customers can work with it. You do not need an invented history.

Start with verifiable information

Use the business or trading name you actually use. Explain whether the service is independent or provided by a team. Add background only when it is true and relevant. Do not manufacture years of experience, awards, office locations or certifications to make the page look established.

Explain how you work

Describe practical decisions: how scope is agreed, how feedback is collected, what you hand over and how future changes are discussed. A specific process can be more informative than several paragraphs about passion or excellence.

Choose evidence with permission

Use an actual photograph or an approved example when available. Stock imagery should not be presented as your staff or premises. Customer names, logos and quotes require appropriate permission. If there is no case study yet, say what the service does rather than inventing proof.

Make responsibility visible

Provide a working contact route and link to the relevant service and policies. Ensure the supplier details used in quotes and invoices can be explained consistently. If legal or business information is still being finalised, resolve it before accepting a paid commission rather than filling the website with guessed details.

Edit the claims

Highlight each sentence that contains “best,” “leading,” “trusted” or a numerical result. Ask what evidence supports it and whether the wording tells the reader anything useful. Replace unsupported claims with concrete facts. “You receive the agreed source files and setup notes” is a deliverable; “the world's most trusted studio” needs evidence.

Finish by reading the page in the context of an unfamiliar visitor. It should help them understand the provider and decide whether to contact you. Keep it current when ownership, contact details or the service changes. An honest short page is a better starting point than a fictional company biography.

Practical guidance with illustrative examples. Read our editorial standards or send a correction.