How to Use Your “About” Page to Build Trust (Not Just Fill Space)

Most people treat the About page like an afterthought.
A space to talk about themselves.
To tell their story.
To prove they’re qualified.

But here’s the truth.
Nobody cares about your story, until they see how it helps them understand their own.

If your About page reads like a résumé or a biography, it’s probably not working.
And that’s a missed opportunity.

Because when done right, your About page can build quiet, immediate trust.
It can make someone feel like they’ve found the right person.
And that’s where conversion starts.

Talk to them before you talk about you.

This isn’t the place to introduce yourself.
It’s the place to reflect back what your audience is already thinking.

Start like this:

“You’re probably not new to this. You’ve tried to grow your brand, refine your offer, hire experts and yet something still isn’t clicking.”

Open with their world.
Then show them how your world connects to it.

Make your story useful.

Your audience doesn’t need to know where you went to school.
They need to know the moment it started to make sense for you.
The pivot.
The tension.
The lesson.

Don’t write a timeline.
Tell them the turning point.
Make it feel familiar.

That’s what makes them trust you.
Not perfection, but resonance.

Want to see how others structure their About pages to build real trust? This video breaks down what actually works, without sounding like a template.

Add proof, not pressure.

You don’t need to say “I’m the best.”
But you do need to show why people choose you.

Use clear, honest lines:

▪ “I’ve helped over 250 creators find the words that sell their offer.”

▪ “My work has been used by coaches, agencies, and service businesses across five countries.”

▪ “Most of my clients come from referrals because results speak louder than claims.”

This is the part where you quietly say, “You’re safe here.”

Tell them what happens next.

Your About page shouldn’t leave people hanging.
Once they trust you, they’ll want to move.

Don’t make them figure it out.
Give them a next step.

Simple, clear:

▪ “Want to work together? Start here.”

▪ “Ready to see how this works for you? Book your intro call.”

▪ “Check out the offer that’s helped 100+ founders like you.”

Always make the path visible.

What we help clients do at Avramify

At Avramify, we help creators, consultants, and founders turn overlooked website sections into trust-building tools.

That includes:

▪ Rewriting About pages to speak directly to the people you want to serve

▪ Positioning your story so it builds connection, not confusion

▪ Helping you shift from “just another expert” to the obvious choice

If your About page feels like a placeholder, let us help you make it magnetic.

Final Thought

People don’t need a perfect brand story.
They need to feel like you’ve been where they are.
That you get it.
That you’ve moved through it.
And that now you can help them do the same.

A great About page doesn’t say “look at me.”
It says “you’re in the right place.”