Why clients open this page in the first place
A client lands on your About page when they've almost decided to hire you but want to make sure they're not making a mistake. They're looking for answers to three questions: who are these people, can I trust them with my money and project, and will everything fall apart a month after launch.
If the page says "we are a young, dynamically developing team," the client closes the tab. Because that means nothing. They need facts they can use to form a picture: how many people on the team, who runs the project, what stack you work with, examples of completed work.
The mistake most About pages make is writing about themselves. But the client cares about what they'll get. So a good About page isn't built around "we're great" - it's built around "here's how we solve your problem."
What kills trust in the first paragraph
The first sentence decides whether anyone reads further. If it says "our company has been developing websites since 20XX and offers a full range of services" - the client leaves. That's a template they've seen on twenty sites before yours.
Same with "team of experienced specialists," "innovative solutions," and "flexible approach." These phrases say nothing about you and don't distinguish you from competitors. The client has no idea why they should choose you.
Specifics work. Instead of "we build websites," write "we build corporate sites and e-commerce stores in React, manage projects from brief to source code handoff." Instead of "experienced team" - "team of more than five, client discusses the project directly with whoever's running it." Now there's a picture: who I'll be working with, what they build on, what I get at the end.
Structure that holds attention
A good About page answers questions in the order they occur to the client. First - who you are and what you do. Next - how you work and why that's convenient for the client. Then - examples of work or your stack, so the client understands your level. At the end - how to get started.
Don't write your company history from founding. The client doesn't care that you started freelancing in 2015. They care what you can do now and whether you can handle their project.
If you want to show expertise, write about specific projects: "built a social platform with web and mobile apps" sounds more convincing than "completed over 100 projects." A number without context means nothing.
How to describe your team without embarrassment
The client doesn't care about team size - they care who exactly will be working on their project. If you write "staff of 50," it raises the question: which of them will handle my site? If you write "team of three," the client thinks you can't handle a complex project.
Honesty works. Write who runs the project, who writes code, who handles design. You don't need to list everyone by name - showing the work structure is enough. For example: "Client discusses the project directly with whoever's running it. We develop in React and Node.js, team of more than five." This gives a sense of who they'll be working with.
Team photos only work if they're real. Stock images of smiling people at laptops have the opposite effect - the client realizes you're showing them something fake and stops trusting you.
Should you write about stack and technology
If your client isn't a developer, they don't care what you write code in. They care what they get: a fast site that doesn't crash under load, convenient admin panel, mobile version.
But mentioning your stack is worth it - it shows you don't build sites on website builders or drag around templates. One sentence is enough: "We work in React and Node.js." No need to explain why these specific technologies - the client isn't interested.
If you do something specific - scrapers, automation, Telegram bots - write about it in a separate block. This filters out those who only need a landing page and attracts those looking for exactly that service.
What to do about pricing on the About page
The client wants to understand budget before they write to you. If there's no pricing at all, they might decide you're too expensive and leave without even asking.
Publishing exact prices is impossible - every project is individual. But you can give a range so the client understands the ballpark. For example: "Landing page - from $700, corporate site - from $1,400, e-commerce store - from $2,800. Exact quote after the brief."
This works as a filter: someone with a $300 budget for an e-commerce store immediately understands you're not a fit and doesn't waste your time on correspondence. And someone with an adequate budget sees you're in their range and writes.
Checklist: test your page
Open your About page and honestly answer these questions. If you answer "no" to at least three - the page needs rewriting.
- Does the first paragraph contain specifics (stack, work format, services) instead of generic words about "team of professionals"?
- Is it clear who will run the project and who the client will communicate with?
- Are there examples of completed work or at least a list of services?
- Is there an approximate price range or link to pricing?
- Is the text written about the client and their task, not just about the company?
- Are there no template phrases like "personalized approach" and "innovative solutions"?
- Is it clear how to start: is there a button, form, or contact info?
Common mistake: the self-presentation page
Many write the About page like a resume: listing achievements, awards, years in business, number of projects. This doesn't work because the client doesn't care about any of that. They care whether you'll solve their problem.
Worst of all is when the page turns into an advertising brochure with grandiose headlines like "We are market leaders" and "Our mission is to make the world better." The client sees you're trying to sell them and closes the tab.
A good About page doesn't sell directly. It gives the client information they can use to make a decision: who you are, what you do, how you work, what it costs. And if the answers suit them, they'll write on their own.
How we build About pages for clients
At EFIMOV DEV we write About pages using the same principle: first we figure out who the target client is and what questions they have, then we build the text around those questions. No templates or generic phrases - only specifics that help make a decision.
If you need a site that sells rather than just sits on the internet - write to us. We'll discuss the project, show examples, calculate a quote. Development pricing is published on the site, exact cost after the brief.
An About page works when it answers the client's questions, not when it tells them how great you are. Write specifically: who you are, what you do, how you work, what it costs. Remove template phrases and filler. Give the client information they can use to make a decision - and they'll write on their own.
Frequently asked
Do I need to write company history on the About page?
No, unless the history explains your expertise. The client doesn't care where you started - they care what you can do now. If you want to show experience, better to write about specific completed projects.
How much text should be on the About page?
As much as needed to answer the client's questions: who you are, what you do, how you work, what it costs, how to start. Usually 3-5 screens. If there's more text - there's probably a lot of filler.
Should I list prices on the About page?
Yes, at least a range. It saves time: a client with an inadequate budget immediately understands you're not a fit, and one who has the money sees you're in their range and writes. You still calculate the exact quote after the brief.
Do I need team photos?
Only real ones. Stock images kill trust - the client immediately spots the fake. If you don't have real photos, better to have no photos at all than stock.