Who Reads Your About Page and Why
Your About page gets visited by two types of people:
Evaluators: B2B buyers doing due diligence before making a purchase decision. They want to know: is this a real company? Who built it? Can I trust them with my data and my workflow?
Journalists and potential collaborators: Anyone writing about you, considering partnering with you, or thinking about featuring you will read the About page before they reach out.
Both groups have the same underlying question: "Is this legit, and can I trust it?" Your About page answers that question. If it's thin, generic, or completely absent, it introduces doubt at exactly the wrong moment.
What the Page Should Include
The founder story — specific, not generic
Not: "We're passionate about helping founders succeed."
Yes: "I built StartKitz after spending three weeks on launch copy instead of getting users. I'm a developer who hates writing. The app is what I wish had existed."
The specific story is more credible than the generic one because it gives the reader something to verify against their own experience.
Get your positioning language generated from your app URL
StartKitz generates positioning language, one-liners, and customer pain points in customer voice from your URL — the same raw material that makes an About page feel specific rather than generic.
Generate free preview →Who you built it for — explicitly
Name your customer in plain language: "Built for indie hackers, solo app founders, and small teams who need marketing content without a copywriter." This is not narrowing your market — it's signaling to exactly the right people that this was made for them. The wrong audience will self-select out. The right audience will feel recognized.
What makes you qualified to build this
Not credentials or job titles. The experience that gives you insight into the problem. "I've launched 4 apps and gotten the marketing copy wrong every time. This is the fifth." That's more convincing than "10 years in SaaS" or "ex-Google engineer."
Contact information
A real email address (not a contact form). A link to your Twitter/X. For solo founders: your name and face. The single fastest way to kill trust on an About page is to have no visible human behind the product. If the reader can't find a person to email, they assume there's a reason you don't want them to.
What to Leave Out
Mission statements that sound like a press release. Long company histories for a product that's 6 months old. Investor names (unless they're recognizable and you're explicitly positioning as a VC-backed company). Stock photos of offices or teams that don't exist.
Everything that makes the page feel corporate makes it less trustworthy for the founder audience. For indie products, being personal is an advantage — lean into it instead of hiding it behind "we" language.
Length
300–500 words is enough. An About page that tries to be comprehensive becomes self-congratulatory. The goal is to answer "is this real and can I trust it?" — not to tell your entire story.
Every word that doesn't contribute to that goal can be cut. Your About page is not a resume and it's not a pitch deck. It's a trust signal.
Real About Page Examples: What Works and What Doesn't
The fastest way to understand what a good About page looks like is to compare a generic version against a specific one — side by side, for the same product.
Generic version (what most founders write):
"StartKitz is an AI-powered marketing platform for app founders. We're passionate about helping indie developers and small teams compete with larger companies by giving them access to professional marketing tools. Our mission is to democratize marketing for the next generation of builders."
Specific version (what actually converts):
"I'm Jason. I built StartKitz because I launched three apps and got the marketing copy embarrassingly wrong every time.
The last one was the worst. The product worked. I had beta users who liked it. But my landing page headline was 'The all-in-one marketing platform for modern teams' — which described approximately 400 other products. I got 12 signups in a month, then gave up.
I'm a developer. Writing copy felt like a separate skill I'd never have. So I built StartKitz to solve the exact problem I kept running into: paste your URL, get a marketing kit. No copywriter, no brief, no blank page.
If you're technical and you hate the marketing part — this was built for you."
The second version is longer, but notice what it does: it names a specific person (Jason), a specific failure (a bad headline that described 400 other products), a specific outcome (12 signups then gave up), and ends with direct reader identification ("if you're technical and you hate the marketing part"). By the end, the right reader has self-selected in. The wrong reader has self-selected out. Both outcomes are correct.
The About Page as an SEO Asset
Most founders don't realize their About page can rank in search. It's especially valuable for two query types:
Branded searches: Anyone Googling "[your product name] + reviews," "[your product name] + who made this," or "[your product name] + founder" will often land on your About page. These are high-intent visitors — they already know you exist and are doing due diligence. Your About page is their answer.
Founder-name searches: If you're building in public or posting on social, people who find your content and want to learn more will Google your name. If there's no About page to find, the trail goes cold. A well-written About page that ranks for your own name becomes a conversion surface for every piece of content you publish.
To make your About page findable: include your full name, your product name, and the problem you solve in the first paragraph. This isn't keyword stuffing — it's the same specificity that makes the page trustworthy to humans, now also making it legible to search engines.
The About Page as a Trust Multiplier for Each Stage of the Funnel
Your About page works differently depending on where visitors come from and what they're trying to decide. Understanding these three contexts helps you write copy that serves all of them:
Context 1 — Pre-purchase evaluation (highest intent visitors)
These visitors are already considering your product. They've read your homepage, looked at pricing, and now they're on your About page asking: "Is this real? Is the person behind it credible? If something goes wrong, is there a human I can contact?"
For this context, the most important elements are: your name, your face if you're comfortable, a real email address (not a contact form), and a specific story that explains why you built this. The story doesn't need to be impressive — it needs to be honest.
Context 2 — Press and partnership evaluation (medium intent)
Journalists, newsletter writers, and potential collaborators read About pages before they reach out. They're looking for: who is this, what do they do, can I quote them or feature them, and how do I get in touch.
For this context, make your contact email obvious, include one sentence on what's distinctive about your product (the thing worth writing about), and optionally add a "for press" note with a direct email.
Context 3 — Casual curiosity (lowest intent)
Some visitors land on your About page with no specific agenda — they clicked a link, they're exploring, they're mildly curious. A good founder story does this passively: even if the visitor doesn't convert today, they leave with a clear memory of what you do and who you are. That memory has a long tail.
The One Thing Solo Founders Keep Getting Wrong
The most common About page mistake for solo founders isn't being too short or too vague. It's hiding.
Hiding looks like:
- Using "we" throughout when there's no we
- A company description with no human name attached
- A mission statement with no personal story
- A contact form instead of an email address
- Stock photos instead of a real photo (or just no photo at all)
Each of these creates a small friction: the visitor senses something is being obscured, even if they can't articulate what. The aggregate effect is a page that feels corporate-by-default — which is the opposite of what independent products need to build trust with founder audiences.
The fix is straightforward: put your name in the first sentence. Use "I" instead of "we." Add your photo. Put your email address at the bottom in plain text. These are not large commitments — they're signals that there's a real person behind the product, which is the single most effective trust signal an indie product has.
The visitors who would be put off by a solo founder running a product aren't your customers. The visitors who are drawn in by knowing there's a real person behind it — people who can email you directly, who get a response from the founder, who feel like they're joining something early rather than buying from a faceless company — those are exactly who you're building for. Let your About page say so.