This guide focuses on an About page for prospective customers, collaborators, or community members. A press-facing collection of approved company facts and assets has a different purpose; see the brand media kit guide.
1. Decide what visitors need to understand
Choose the audience for the page and the questions they are likely to have. They may want to know what the organization does, who it serves, how it began, or what principles guide its work. Include context that helps answer those questions.
Write a clear summary of the organization before adding history or detail. Be specific about its work and audience, and avoid broad claims that could describe almost any company.
A useful About page does not need to tell every internal story. Choose details that help visitors understand the organization and decide whether to explore further.
Decide whether the page speaks to individual customers, business buyers, or a community. Their questions may differ, so select facts and examples that help the intended visitors rather than writing a generic biography.
2. Build a clear and accurate story
Explain the organization’s purpose and relevant background in a simple sequence. If a founding story helps explain the work, include the part that matters to visitors and keep the timeline accurate.
Use concrete examples to show what the organization does. If you mention results, milestones, credentials, or customer stories, confirm the facts and get permission where needed.
Write in a voice that matches the rest of the site. A human tone can be direct and specific without relying on unsupported superlatives or vague promises.
Use dates or milestones only when they help explain the organization’s work. A long timeline can distract from the present-day purpose if visitors mainly need to know what the organization offers now.
3. Arrange the page in Wio
A page may include a concise introduction, the organization’s story or approach, relevant people or proof, and a next step. Choose the sections that support the audience’s questions rather than following a fixed formula.
Use Section Spatial to refine the elements in each group. Use Pages Spatial to arrange and resize the sections so the story reads naturally from introduction to next step.
Use genuine portraits or work images only when they add context. Add meaningful alt text to informative images and keep essential facts available as readable text.
Place a next step that matches what a visitor learned, such as exploring services or contacting the team. Avoid forcing every reader toward the same action if the page serves several audiences.
4. Review the page for trust and clarity
Check that names, dates, roles, and claims are accurate and current. Ask a visitor unfamiliar with the organization what they learned and what remains unclear. Use that feedback to remove jargon or fill a real information gap.
Make sure the page links to useful destinations such as services, work examples, or contact information. Use descriptive link text so visitors know where each path leads.
Keep the page updated when the organization or its work changes. A concise, current explanation is more useful than a longer story that no longer reflects the organization.
Review the page for third-party names, client references, and photographs. Confirm that each is approved and that the context remains accurate.
