An about page is a trust page. It should explain who you help, why you are credible, how you work and what it is like to work with you, without turning into an autobiography.
Key takeaways
- One audience, one promise and one next step.
- Put proof next to the claim it supports.
- Reduce effort before adding persuasion.
- Measure qualified outcomes, not just clicks.
What good looks like
- Lead with the client and the problem, not your birth story.
- Show relevant experience and proof, not a list of every job.
- Explain your process, communication and values in concrete terms.
- Add a real photo, name, location and contact route.
- Link to work, services and a clear next step.
How to improve it
- Find the friction. Use analytics, recordings, interviews and support tickets.
- Write one hypothesis. What you observed, what you will change and the expected effect.
- Fix the obvious. Clear copy, shorter forms, visible proof and a fast mobile page.
- Test or ship. A/B test with enough data, or ship and compare before/after.
- Measure the business result. Qualified leads or revenue, not just conversion rate.
What to measure
| Metric | What it tells you | How to use it |
|---|---|---|
| About page views | How often buyers check who they are dealing with | Add proof, process and a clear next step for high-intent visitors |
| Contact clicks | How many people choose a direct conversation | Make the response time and next step explicit |
| Time on page | Whether the page is engaging, not just long | Compare with conversion and scroll depth |
| Qualified enquiries | How many enquiries match your ideal client | Add a short qualifier and route poor fits elsewhere |
| Return visits | Whether buyers come back before deciding | Add retargeting or a useful follow-up for high-intent pages |
A practical checklist
| Area | Check | Why |
|---|---|---|
| Opening | Who you help | Client-first |
| Credibility | Experience + proof | Relevant, not exhaustive |
| Process | How you work | Set expectations |
| Personality | Values in practice | Show, don't claim |
| Contact | Real route | Clear next step |
A page skeleton that works
- First screen: the audience, the outcome, the proof and one primary action.
- Problem: describe the current cost or friction in the user's words.
- How it works: three or four steps, with the effort and time made clear.
- Proof: a relevant result, testimonial, screenshot or process detail.
- Objections: price, risk, timing, switching cost and what happens next.
- Repeat action: a short form or booking link with the minimum fields.
Research before redesign
- Read the funnel. Find where qualified users stop, not just where everyone clicks.
- Talk to five users. Ask what they were trying to do, what they expected and what stopped them.
- Review recordings and tickets. Look for repeated confusion, not one unusual session.
- Write the hypothesis. State the observed problem, the change and the expected effect.
- Fix the foundation. Speed, clarity, mobile layout and form reliability come before persuasion.
Test design
| Decision | Practical approach | What to avoid |
|---|---|---|
| Metric | Qualified lead or revenue per visitor | Clicks with no business value |
| Sample | Enough traffic for the expected effect | Calling a winner after a few conversions |
| Variants | One meaningful change | A redesign with ten changes |
| Duration | At least one full business cycle | Stopping on a good day |
| Follow-up | Check lead quality, not just form fills | Ignoring sales feedback |
What to prepare
- The current conversion rate and the source of the traffic.
- A page or flow you can change without a six-week release.
- Analytics and form events that fire reliably on mobile.
- A short list of real objections from sales or support.
- A decision date and a rollback plan.
Common mistakes
- Changing the design before understanding the friction.
- Adding more copy instead of answering the objection.
- Testing with too little traffic and calling a random result a winner.
- Optimising a page that is slow on mobile.
Frequently asked questions
For a solo consultant or small studio, first person is usually warmer and more credible. For a larger company, use “we” consistently.
Personal enough to build trust, but focused on the client's problem. A short story with a relevant reason is better than a full autobiography.
A real, recent photo helps. If you prefer not to show one, use a clear brand image and strong proof instead.
The next step that fits the business: book a call, see work or send a brief. Do not end with a generic “contact us”.
Sources and further reading
- Nielsen Norman Group UX research (nngroup.com)
- Google Analytics Help (support.google.com)
- Web Vitals (web.dev)
Related services
Want a conversion review?
Send the page and the current numbers. I will point out the biggest friction and the cheapest test to run next.
How to cite this guide: Nur Hossain Repon, “About Page: boost inquiries for developer services”, Nhrepon Portfolio, reviewed October 2026, https://nhrepon.com/posts/about-page-boost-inquiries-for-developer-services.
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