If you’ve ever sat down to write your About Page and found yourself wondering, “How long should this be?”—you’re not alone. It’s a question I get asked all the time by business owners.

My answer: You want to provide enough information to build trust and tell your story, but you don’t want to overwhelm visitors with a long, drawn-out page that they might not read.

So, what’s the perfect length for an About Page? The answer isn’t one-size-fits-all, but you can follow these guidelines to find the sweet spot for your business.

1. LONG ENOUGH TO BUILD TRUST - SHORT ENOUGH TO KEEP THEIR ATTENTION

Your About Page needs to strike a balance between providing valuable information and keeping your readers engaged. The truth is, there’s no “magic word count” for an About Page, but it should be long enough to cover the essentials without dragging on. For most businesses, this means somewhere between 300 and 700 words.

If you’re focusing on attracting premium clients who are seriously considering working with you, they’ll want enough information to trust you. But remember, attention spans online are short. A long About Page can lead to skimming, so make sure every sentence serves a purpose.

2. INCLUDE THE ESSENTIALS

Instead of worrying about the exact word count, focus on what to include on your About Page. When you cover the following key elements, your page will naturally be the right length for your business:

Start with a Hook

Your opening should grab the reader’s attention. This could be a question, a bold statement, or a relatable story that speaks to your audience’s pain points. This section doesn’t need to be long—just enough to create an immediate connection.

Tell Your Story

This is where you share your journey, but keep it relevant to your audience. Your potential clients want to know how your experiences will help them solve their problems. Be concise and focus on the parts of your story that highlight why you’re the right person to help them.

Highlight Your Expertise

Your audience needs to know you’re qualified to help them. But instead of just listing qualifications, focus on results. What have you achieved for your clients? What makes you an expert in your field?

Include a Clear CTA

Finally, your About Page should have a strong call-to-action. Whether it’s to schedule a consultation, download an opt-in freebie, or check out your services, guide your reader to the next step.

3. CONSIDER YOUR AUDIENCE AND GOALS

Are your clients looking for quick, no-fluff information? Or are they premium clients who want to dig deeper and understand more about your process?

A longer About Page that tells a compelling story and showcases credibility might be worth the investment. Premium clients will want to know you’re the real deal, so a well-crafted, slightly longer About Page can help build that trust.

On the flip side, if your audience is more likely to skim, keep it short and to the point—about 300 to 500 words might be your sweet spot.

4. BREAK IT UP WITH FORMATTING

Even if you end up with a longer About Page, you can make it easier to read by breaking it up with smart formatting. Use:

• Short paragraphs

• Headings and subheadings to guide your reader

• Bulleted or numbered lists to highlight key points

• Bold text to emphasize important information

This will keep the reader’s eye moving down the page, ensuring that they stay engaged—even if your About Page is on the longer side.

5. TEST AND REFINE

If you’re still unsure about how long your About Page should be, test it out. Write a version that feels right for your business and then get feedback from trusted clients or colleagues. Pay attention to how visitors interact with your site. Are they spending time on your About Page? Are they following your CTA?

As your business evolves, your About Page might need updates. Don’t be afraid to refine it over time as your goals and audience change.

There’s no set word count, but most About Pages work best between 300 and 700 words. Focus on the essentials—grab their attention, tell a relatable story, highlight your expertise, and finish with a clear call-to-action. Make sure your About Page is long enough to build trust and short enough to keep your audience engaged.

If you don’t have the time, the bandwidth, or the skills to write an exceptional About Page, don’t hesitate to reach out to me!

Let's chat! It can be a challenge to write your own story because you’re in it! Partnering with a conversion copywriter is the best and fastest way to get your story written so that it’s real, authentic, and compelling.

I offer a 30-minute Complimentary Copy Consultation!  Don’t hesitate to reach out, schedule a time to chat, and discuss whether or not you’re ready to invest in high-converting copy for your business.

To Your Success,

Gina, your “Go-to” Expert Conversion Copywriter