Why Your About Page Matters (More Than You Think)

How to Turn Your Story Into a Strategic Asset for Your Brand

When it comes to your website, the About Page often gets the least attention—but it carries some of the most weight. It’s more than a place to share your background or introduce your team. When done right, your About Page can build trust, strengthen your brand, and move visitors from curious to committed.

At JoiB Consulting, we help purpose-driven businesses, ministries, and leaders design websites that work for them—not just look good. And that includes building About Pages that do more than “tell your story”—they support your goals, communicate your value, and invite the right people into your world.

If you're getting ready to refresh your About Page (or finally write one that feels like you), here’s what you need to know.

1. Lead with Clarity, Not Fluff

Start strong. Your first few lines should clearly state who you are, who you serve, and what you do. Think of this as your handshake—confident, clear, and easy to understand. No jargon. No guessing. Just a simple, compelling snapshot of your identity and purpose.

SEO Tip: Use keywords that reflect your industry and audience—like faith-based consulting, website design for small businesses, or operational strategy for nonprofits.

2. Tell the Story Behind the Brand

Facts are forgettable—stories aren’t. When you share your journey, your why, and even your turning points, you invite people to connect with your mission on a deeper level. Don’t be afraid to share how your business started or what lessons shaped your approach. Just make sure it always circles back to how you serve others now.

Strategic Note: If your business has evolved (like JoiB Consulting has), your About Page is the perfect place to reflect that growth.

3. Highlight What Makes You Different

Your About Page should answer the question: Why should someone choose you over someone else? Whether it’s your unique process, your commitment to excellence, or the values you lead with—make it plain. Your uniqueness is part of your value proposition, so don’t water it down.

SEO Tip: Be specific with phrases like strategic planning for faith-led businesses or custom website design with operational support.

4. Use Visuals to Reinforce Your Brand

People process visuals faster than text. A few well-chosen images—your headshot, workspace, behind-the-scenes moments, or a brand video—can do a lot to build connection and credibility. Make sure the quality aligns with your brand: clean, professional, and authentic.

5. Build Trust with Testimonials + Credentials

Your About Page is a great place to show that others trust you. Highlight client testimonials, partnerships, media features, or relevant certifications. These “trust signals” reinforce your expertise and make it easier for new visitors to feel confident in working with you.

6. Don’t Forget a Clear Next Step

Your About Page should always include a call to action. Do you want visitors to book a discovery call? Download a free resource? Explore your services? Say it—clearly. This is where strategy meets opportunity.

CTA Idea: “Let’s bring clarity and structure to your next move. Book a free 15-minute consult today.”

7. Keep It Current

Your business grows. So should your About Page. Set a reminder to review it quarterly or anytime you launch a new service, shift your audience, or hit a major milestone. A fresh About Page signals an active, trustworthy brand.

Let’s Make Your About Page Work for You

If this helped you see your About Page in a new light, imagine what we could do together. Whether you’re refreshing your entire website or just need help crafting a page that actually reflects who you are and what you do—we’d love to support you.

When you’re ready, we’re here.