What to Include on Your Website's About Page (And What to Skip)

The About page tends to get more visits than owners expect — it's often the second stop after the homepage, right when a visitor is deciding whether to trust you. Most About pages waste that moment.

Why it matters more than it seems

A visitor who clicks through to About is already interested — they're actively checking whether there's a real, legitimate business behind the page they just landed on.

What belongs there

• Who's actually behind the business, in plain, human terms
• How it started, briefly, if there's a genuinely interesting reason
• What makes your approach different, stated concretely rather than as a vague claim

What to skip

A full company history nobody asked for, a corporate-sounding mission statement copied from a template, and stock photos of people who don't actually work there. Each of those quietly undoes the trust the page is supposed to be building. A page like J5 Beauty & Skincare's keeps this simple and real rather than padded out.