9 Easy Tips to Write an About Page That Builds Trust
- Susanne Michelus
- Jun 22
- 5 min read
Updated: 2 days ago
Avoid costly mistakes that tank your travel bookings.
Travelers don’t click your “About” for fun. They click to decide.
But right now, you’re avoiding that page. Just know that you’re not alone; it’s hands-down the hardest one on your site. And maybe that’s why you shoved it to the far right of your navigation bar… hoping no one clicks.
Let’s be honest: you’ve got 2 choices:
✅ Write your About page and make it count. Because it’s the second most-read page on your site.
❌ Or avoid it and hope no one reads it.
There is a reason why the About Page holds so much weight
It’s the most-read page after your homepage sparks interest.
Because your reader wants to know: Who’s behind this offer and can I trust them with my money to create magical moments that lead to magical memories?
The job of that page is to be…
→ Informative → Credible → Personal
while answering…
✔ How and why did you start your business?
✔ Who will help plan your once-in-a-lifetime trip?
✔ What values guide this business?
Be personal. Describe that feeling you get when you help your ideal traveler.
While this page is about you — hence “About Page” — it’s really about your approach and how you make your future traveler feel about you and your company.
Don’t waste your headline real estate
Too often, the hero section of the About page just says “About Us,” “About Me,” or “Our Story.”
But our readers are sophisticated; they clicked “About” in the menu and know what page they’re on. Your hero section is prime real estate; don’t waste the space with placeholder copy.
Open with a headline, a subhead and a CTA. Treat this like the start of a meaningful conversation. Because this is your chance to make yourself choosable over your competition.
Stand out by showing you understand what matters to your reader.
Start with your traveler, not your journey
They're not here to learn your life story; they want to know if you understand their needs. Whether it’s rest, reconnection or an adventure, they’re hoping they’ve found the right fit.
So before diving into your journey, start with theirs. That’s how you build trust.
It’s easy to remember this on the Homepage, which is built for guests. But on the About page, we slip into CV mode, milestones, degrees and a full autobiography.
Imagine meeting someone new at a party. You wouldn’t start with a résumé — you’d look for common ground.
That’s the same energy your About page needs. Lead with what matters to your travelers and then guide them to where you come in.
Tell your story, but only the bits that matter
The part that explains your WHY:
→ What pulled you into this work?
→ What moment made you say, “This is what I want to do”?
→ Why this place, these travelers, this kind of experience?
But don’t stop there. Make the connection clear for your reader.
Your WHY should help them understand what kind of experience they can expect from you.
If your story is rooted in hospitality, they’ll feel taken care of. Let’s say your WHY is that you love making people feel at home. Maybe you grew up in a guesthouse, or your happiest memories were always around a shared table.
→ This is great for readers who want to feel safe, supported or nurtured, like solo travelers, seasoned travelers or first-time visitors.
If it’s about cultural preservation, they’ll know they’re part of something meaningful. Maybe you started your business to protect and promote local traditions. Your WHY is about making sure those stories, skills and spaces don’t disappear.
→ This is powerful for conscious travelers who want their trip to have purpose, who want to support local culture.
If your story is rooted in adventure, they’ll know they’re in expert hands. Possibly, you built your business after years of guiding people through remote mountain passes or multi-day treks. You’ve seen what it takes to make adventure feel both exhilarating and safe.
→ This builds trust with travelers who crave challenges, but still want to feel secure. It also signals that you understand the terrain and the risks.
Make it place-rich and sensory
Anchor your copy in your location — with you.
Future-pace your reader by using sensory language to help them imagine what it’s like to be there. The sights, sounds and smells and how the experience feels for your reader.
Because that deepens the emotional connection, if they can feel the warmth of the sun on their skin or the crunch of forest trails underfoot, they’re already mentally invested. And when those details are tied to the way you guide or host, it positions your service as the bridge between their dream and the real thing.
But don’t turn your About page into a destination feature.
It’s about placing the reader into a moment that only exists because of your offer. We don’t want to encourage them to book the tour or stay without your expertise.
Sound like a human, not a brochure
One of the hardest parts of writing your About page? Sounding like yourself.
There’s pressure to seem professional and credible, which often leads to copy that’s vague, formal or filled with industry jargon.
But people buy from people.
And your natural voice builds trust faster than polished prose ever could. If you’d never say “bespoke itinerary curation” out loud, don’t write it.
Credibility, not credentials
You don’t need to list every degree or certificate. But you do need to show you’re trustworthy, capable and respected in your space.
Travelers want to feel safe. Physically, emotionally and financially. Because they’re putting their trust in you to deliver an experience that matters to them.
If you’ve been featured in Forbes magazine, shout it from the rooftops! That is a massive social proof marker. And then loop it back to why it matters to the reader.
→ Maybe you got featured because you’ve hosted thousands of travelers and each left a 5-star review.
→ Or maybe because of the way you give back to local communities.
→ Or possibly, how you host local school groups. The potential tour guides of tomorrow.
Tie it back to your ideal travelers and their desires.
End with an invitation
Make sure your About page leads somewhere, whether that’s your services, your “Why Us” page or a deeper dive into your values like the 4 C’s: community, culture, conservation and commerce.
Offer a next step that builds on the connection.
Let me show you an example
While this is not travel, it's powerful and you’ll instantly see what I’m talking about:
Who Gives A Crap makes toilet paper and donates 50% of profits to help fund clean water and sanitation.
Hero Statement:
We love toilet paper
Sure, we love puppies and sunny days and walks on the beach, but our real love is toilet paper. Why, you might ask?
…of course, I’ll keep reading, because I want to know why.
Watch the podcast where Genny and I unpack what makes an About Page work — and how to write one that builds trust and connection with the right clients.
Let’s wrap this up
Better clients start with a better About page.
And you don’t need to rewrite your whole website to fix what’s costing you bookings.
My Q3 offer (pages 8-9) gives you a powerful, strategy-led refresh of just your About Page, written to build trust and attract your right-fit guests.
Your brand has grown, but your story hasn’t caught up?
Let’s fix that.