A prospect has read two of your articles and looked at a case study. Before writing to you, they open the About page to answer one question: are these people real, and can they handle my project? Too often they find a mission statement and a stock photo of a handshake.

For a small B2B firm, the About page is usually checked late in the decision, and it should answer late-stage questions.

Say who is behind the work

Name the people a client will actually work with, with a sentence or two on what each person does on a project. A real photo helps more than a polished one. If you are a small team, say so plainly. Many buyers prefer working directly with the people who do the work, and pretending to be larger creates doubts later.

Explain how you work, not only what you believe

Values are hard to verify. Working methods are easier to judge. Describe in a short list:

  • How a project usually starts, for example a short call followed by a written scope.
  • How often the client hears from you and in what form.
  • What the client receives at the end: files, access, documentation, and a handover.
  • What you do not take on, so the wrong inquiries filter themselves out.

Show evidence a visitor can check

Link to specific case studies rather than listing vague claims. Mention where you are based, which languages you work in, and which time zones you cover. If you have client permission, name a few organisations you have worked with. Avoid numbers you cannot support, such as "hundreds of happy clients" without a source.

Our guide to writing case studies explains how to make those linked pages persuasive.

Keep the story short

A few sentences on why the company exists is enough. Focus on the problem you saw and the kind of client you set out to help. Skip the founding timeline unless it explains something a buyer cares about, such as long experience in their industry.

End with a clear next step

Close the page with one contact route and a hint about what to send, for example "a short description of the task and your timeline." Make sure the link works on a phone and in every language version of the page.

Read the page as a cautious buyer would: could you tell who you would be working with, how, and why to trust them? If not, the page is still about you rather than for them. For help rewriting key pages, email Storm Nova Labs.