Tell your story in a way that establishes expertise, demonstrates values, and shows why buyers should choose you over competitors in the market.
About pages are often an afterthought. Companies fill them with history timelines, founder bios, and corporate values that prospects don't care about. But buyers visit about pages when they're evaluating trust. They want to know: Do you understand my world? Have you solved this before? Are you credible? A strong about page bridges the gap between "this solution looks interesting" and "I trust these people to deliver." This chapter shows you how to structure an about page that builds confidence, demonstrates expertise, and differentiates you from competitors without resorting to generic corporate speak.
Webflow builds custom websites visually without code, offering designer control, CMS capabilities, and hosting for professional web projects.
Collaborative design for interfaces and assets excellent for landing pages, ads, and prototypes when marketing and design need alignment.
Hotjar captures user behaviour through heatmaps, session recordings, and feedback polls to understand how visitors use your website.
Microsoft Clarity provides free session recordings, heatmaps, and user behaviour analytics without traffic limits or time restrictions.
Unbounce creates landing pages with drag-and-drop building, A/B testing, and dynamic text replacement optimised for paid advertising conversion.
Instapage builds post-click landing pages with A/B testing, personalisation, and collaboration features for paid advertising campaigns.
Leadpages builds landing pages, pop-ups, and alert bars quickly with templates and basic A/B testing for lead generation campaigns.
Squarespace builds complete websites with beautiful templates, hosting, and e-commerce features for creators, small businesses, and portfolios.
Make it frictionless for buyers to reach you with clear expectations, multiple contact options, and forms that actually get filled out completely.
Most B2B websites confuse visitors instead of guiding them. Clear structure helps buyers self-educate, compare solutions, and decide to engage. Build pages that answer questions, establish credibility, and make taking the next step obvious.
See playbookDisplay security badges, guarantees, and credentials to reduce purchase anxiety and prove legitimacy on pages where visitors make buying decisions.
Display evidence that others trust and use your solution to overcome scepticism and reassure prospects they're making a safe choice by buying.
Collect specific customer quotes about results achieved to provide social proof that overcomes scepticism more effectively than marketing claims buyers discount.
Share original insights and expertise publicly to build authority and attract customers who value your perspective before they need your solution.
