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About Page · How to / How not to

How to Write a Company About Page (and How Not To)

Most About pages are 400 words explaining that the company exists, which the reader had already assumed.

By Cynical SallyIssue Nº 1

The About page is where companies go to talk about themselves and accidentally reveal they have nothing to say. It is the one page where you are allowed, even invited, to be a human being with a point of view. So naturally everyone fills it with 'passionate teams' and 'innovative solutions' and a stock photo of four people laughing at a laptop that is almost certainly displaying nothing.

This is what you getA real Full Truth, in full
Cynical SallyAbout Page

The Full Truth

on A mid-size creative agency's 'About Us' page

4.1
out of ten
You called yourselves 'a collective of passionate storytellers' and then told no story, named no person, and left the reader to assume the collective is one freelancer and a logo.
The Investigation
  1. 01

    Hero headline says nothing

    Critical

    'We craft brands that resonate' could belong to any of 40,000 agencies. It names no service, no client type, no result. Replace it with the one sentence a client would use to describe you to their boss.

  2. 02

    Zero humans on a page about humans

    Critical

    Not a single name, face, or role appears, yet the whole pitch is 'work with us'. Anonymous trust is not a thing. Add the founders with names, titles, and a real reason they started this.

  3. 03

    Values listed as decoration

    Notable

    A four-icon grid of 'Creativity, Honesty, Passion, Results' takes prime vertical space and proves nothing. Either cut it or attach each value to a concrete moment you actually lived it.

The Copy Clinic

We are a passionate collective of storytellers and strategists dedicated to crafting brands that resonate in a crowded world.

We are a 9-person branding studio in Antwerp. We help B2B software companies stop sounding like every other B2B software company. Since 2019, that's meant 60-plus rebrands and three acquisitions where our work was in the pitch deck.

Integrity. Innovation. Excellence. We live these values every day.

We turn down work we can't be proud of. Last year that was four projects and one very good retainer. It's why the clients who stay, stay for an average of three years.

The Action Plan
  1. 1Rewrite the hero into one plain sentence: who you help, what you change, and one piece of proof. Read it aloud to someone outside the company; if they can repeat it, keep it.
  2. 2Add a real team section with names, faces, and roles. Give the founder two sentences on why this agency exists that no competitor could copy.
  3. 3Replace the values grid with evidence: three named results, a client logo wall, or one case study link. Show, then stop telling.
  4. 4Close with a single, specific call to action ('See the work' or 'Book a 20-minute fit call') and delete every other competing link from the section.
Yours for the price of a coffee.Printed with disdain
Your turn

That was a stranger's about page. Drop yours, I will go just as hard.

One coffee, from €2,99. No mercy.

Here is the thing nobody tells you: the reader did not click 'About' to learn your origin story. They clicked it to answer one question, 'can I trust these people with my money'. Everything you write either answers that question or wastes their scroll. Most of you are wasting their scroll. Let's fix it.

How to do it right
  • 01Open with what you do and who you do it for, in one plain sentence a tired stranger could repeat out loud. Specificity is the whole game.
  • 02Show the people. Real names, real faces, real roles. 'Our team' is not a team, it is a hiding place.
  • 03Tell the one true origin detail that explains why you exist. Not the saga, the single moment that makes the mission make sense.
  • 04Prove the claims. Numbers, named clients, dates, a result you can point at. Trust is built with evidence, not adjectives.
  • 05End with a clear next step. The About page is a doorway, not a dead end. Tell them exactly where to go and why.
How not to
  • Opening with 'Founded in 2014, we are a full-service agency...' which tells the reader nothing they could not have guessed from your domain name.
  • The wall of values: 'Integrity. Innovation. Excellence. Collaboration.' Four nouns no company has ever listed as 'Integrity? We're flexible.'
  • A photo of a team of twelve, captioned with zero names, so the reader trusts exactly none of them.
  • 'We are passionate about delivering best-in-class solutions that drive results.' This sentence has survived four redesigns and means less each time.
  • The faceless 'we believe' manifesto with no founder, no story, no human, just a corporate ghost narrating its own beliefs into the void.