Copywriting
About Page for Startups: What to Write and Why It Matters More Than You Think
Your about page is visited by people who are almost ready to buy. Get it wrong and you lose a warm lead. Get it right and you close someone who might have bounced.
The about page is one of the most visited pages on startup websites — often second only to the homepage. Why? Because it is visited by people actively evaluating whether to trust you. They have read your product page and are now asking: who built this, why should I believe them, and is this a real company? Your about page is the answer to all three.
What to include on your startup about page
The founding story. Why did you build this? What personal experience or professional insight made this product obvious to you? This is the credibility layer — the reason you, specifically, are the right person to build this solution. Keep it to 2 to 3 paragraphs and make it specific, not generic.
Who you are building for. Be explicit about your target customer. "We build for independent consultants who are tired of managing client relationships across spreadsheets and email threads" tells the right visitor that they belong here. It also tells the wrong visitor not to waste their time — which reduces your support load.
The team. Names, photos, and 1-sentence backgrounds for founders and key team members. Solo founder? That is fine — be direct about it. Early users often prefer a solo founder who is fully committed over a large team that might have conflicting priorities.
Traction and milestones. If you have publicly shareable metrics (users, revenue milestones, notable customers), include them. If you are pre-traction, omit this section rather than filling it with vague claims.
Contact and press information. A real email, and a link to your press/media page if you have one.
Common about page mistakes
- Starting with mission statement jargon: "We are transforming the way teams collaborate." Start with the story instead.
- Using stock photos instead of real team photos. Even a casual, well-lit photo of the actual founder builds more trust than a professional stock photo of a stranger.
- Writing in the third person when you are a solo founder or small team. "The [Company] team is passionate about..." reads as performatively corporate when there are two of you.
- No email or contact method. Journalists, partners, and enterprise buyers all want to reach a real person, and an about page with no contact information sends them away.
Make sure your platform listings match your about page story
Potential customers often check your website and your platform listings in the same session. UpStart helps ensure your listings reinforce rather than contradict what they find on your about page.