Why Your About Page Is Essential for Building Trust with Your Visitors
Learn how a well-designed About page can build trust, humanize your brand, and strengthen your online brand and image.
Hello,
The About page is much more than an exercise in self-promotion for businesses. In today's digital world, where trust is the foundation of every transaction, this page plays a strategic role in humanizing your brand, reassuring visitors, and strengthening your credibility.
According to a study conducted by Clutch.co in 2024, 52% of visitors consult the About page to assess a company's credibility before engaging in any business interaction.
In this article, we will explore why the About page is so important, how to structure it effectively, and which mistakes to avoid to maximize its impact.
Why Is the About Page So Important?
A Decisive Trust Builder
Visitors want to know who they are dealing with. Behind every logo, they seek a story, a mission, and human faces that understand their needs.
Authentic Differentiation
Your journey, your values, and your approach are unique elements that your competitors cannot copy. It is your story that creates emotional connection and leaves a lasting impression.
An Asset for Natural SEO
A rich and well-written About page supports your SEO strategy by naturally incorporating secondary keywords while increasing the time visitors spend on your site.
Essential Elements of an Effective About Page
A Concise Introduction. In one impactful sentence, describe who you are and what you bring to your clients.
Your Story. Tell your journey authentically: the beginnings of your company, your motivations, and key milestones.
Your Mission and Values. Clearly explain what drives you daily and how your values influence your business decisions.
The Team (Optional but Recommended). Introduce key team members with professional photos to humanize your organization.
Key Figures or Milestones. Highlight key dates and achievements to add depth to your story.
Proofs of Credibility. Mention certifications, awards, or media coverage to validate your expertise.
Authentic Visuals. Prioritize real photos over impersonal stock images.
Discreet Call-to-Action. Encourage visitors to continue exploring the site (Contact, Services) without being intrusive.
W+M Special Series
Essential Web Pages to Build Your Business Credibility
In 2025, Le Mensuel presented a strategic series of articles dedicated to the foundations of a professional website. Each article explores in depth a key web page essential for building credibility, boosting conversions, and driving business growth.
Here are the 6 parts of the series:
Contact — Why Your Contact Page Is Essential to Your Website's Credibility. How to structure a contact page that inspires trust and encourages conversions.
Homepage — How to Create an Engaging Homepage for Your Business Website. Key strategies to capture attention within seconds and effectively guide your visitors.
About — Why Your About Page Is Crucial for Building Trust with Your Visitors. Tell your story and humanize your brand to create a lasting connection with your clients.
Privacy — Why Your Privacy Policy Matters More Than You Think. Turn transparency into a competitive advantage and strengthen your credibility.
Products — How to Structure Your Product Pages to Better Convert Visitors into Clients. Present your offers clearly, engagingly, and optimized for the customer journey.
Questions — How to Build an Effective FAQ That Reassures and Convinces Your Visitors. Anticipate questions, reassure your visitors, and remove obstacles to conversion.
In an increasingly competitive digital landscape, taking care of every key page on your website has become a critical strategic lever to build trust, boost conversions, and strengthen your online presence.
This series provides a solid foundation for any business aiming to optimize its web performance in 2026 and beyond.
Tips to Maximize the Impact of Your About Page
Tell a Captivating Story. Use a lively narrative tone rather than listing cold facts. Create an emotional connection.
Put the Customer at the Center. Relate your story to the value you bring to your clients. Your narrative should resonate with their needs and aspirations.
Pay Attention to Visuals and Content Structure. Use headings, subheadings, and short, airy paragraphs to facilitate quick reading.
Include Internal Quotes. A word from the founder or a key team philosophy reinforces authenticity.
Optimize for SEO. Naturally incorporate keywords related to your sector and main activities.
Common Mistakes to Avoid
Talking Only About Yourself Without Client Relevance. Always connect your journey to what it means for your clients.
Cold or Institutional Tone. Avoid a corporate style that creates distance. Opt for a human and accessible tone.
Overloading with Information. Focus on the essentials: too much detail can overwhelm readers.
No Human Visuals. Without real photos, emotional connection is weakened.
Outdated Content. Update your About page at least once a year to maintain relevance and credibility.
Key Figures and UX Trends for 2025
52% of visitors check the About page to assess credibility (Clutch.co 2024).
82% of consumers prefer buying from brands with authentic stories (Sprout Social 2025).
63% of high-performing business websites feature at least one team photo on the About page (HubSpot 2025).
Conclusion
The About page is the perfect opportunity to build a lasting relationship with your visitors. By presenting an authentic story, highlighting your values, and illustrating your human side, you create a strong and inspiring brand image.
Take the time to review this page strategically: it could be the decisive element that turns a curious visitor into a loyal customer.
Thank you for reading. See you on The Blog!
Jeff Maheux
Sources:
Clutch.co — 2024 Study on the importance of About pages for business credibility.
Sprout Social — 2025 Consumer Report on authentic brand storytelling.
HubSpot Research — 2025 Data on About page best practices for UX.
Cr images: Production Services W+M.
Websites - creation, management and design
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I help companies get their first website up and I improve the performance of existing sites.
Yes, I’m Mr. Analytics and my reaction time to new digital marketing is daily, which allows my clients to have optional and trend-cutting tools.
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