An About Page video is one of the most effective ways to build trust on a website.
When prospects are comparing you to competitors, your story can be the difference. A well-made About Page video helps people understand who you are, why you do what you do, and why they should choose you.
In this video, I’m joined by Greg Merrilees from Studio 1 Design to talk about how About Page videos work and why they influence buying decisions.
This is the third video in our four-part series on video for websites.
What an About Page video should achieve
Your About Page is not just a place to list company history. It is where you explain what makes you different and how you help people.
Greg makes a useful distinction here. Many businesses label the page “About Us”, but the intent is broader. It is about positioning. It is about giving someone a reason to trust you.
A strong About Page video shows your journey and the experience that led you to your current work. Done well, it can help establish expertise without needing to overstate it.
Why an About Page video works later in the customer journey
People arrive on your homepage in an alert state. They are quickly deciding whether to stay or leave.
If they continue deeper into your site and reach the About Page, they are usually more willing to invest time. That is why an About Page video often performs well. The viewer is ready to learn more about the person or team behind the business.
This is also where a documentary-style approach can work well, especially if you want to communicate values, personality, and a sense of how you operate.
Your story can be a competitive advantage
In many service businesses, prospects are comparing you with other providers offering something similar.
What makes you different is often not a feature list. It is the human element. Your perspective, your experience, and the reason you do the work.
A video can communicate this more effectively than text alone, because people pick up tone, body language, confidence, and authenticity.
What if you think your story is not interesting?
This is a common response. Businesses often say they do not have a story.
In reality, every business has a story. Even if the company is new, the founder’s background usually explains why the business exists. There is often a problem they wanted to solve, an experience that shaped them, or a strong reason they chose this path.
The goal is not to manufacture drama. It is to give context. People want to understand who they are dealing with.
How common are About Page videos?
Greg’s experience is that fewer than half of businesses include an About Page video.
That means there is a clear opportunity to stand out in a crowded market, especially when prospects are researching and comparing options.
Need help creating an About Page video?
If you want to create an About Page video that feels natural, communicates expertise, and supports conversion, Dream Engine can help.
Get a quote and tell us a bit about your business and what you want your website to achieve.
About Page Videos – Frequently Asked Questions
What is an About Page video?
An About Page video is a video placed on the About page of your website that introduces your business, explains your story, and helps visitors understand who they are dealing with.
Why should a business have an About Page video?
An About Page video builds trust by showing the people behind the business. It can help communicate credibility, personality, and the reason you do the work, which often influences buying decisions.
How long should an About Page video be?
Most About Page videos work well between ninety seconds and three minutes. If the story is more detailed, a longer documentary-style video can work if it is tightly edited and easy to follow.
What should an About Page video include?
A strong About Page video usually includes who you help, what you do, why you do it, and the experience that led you there. It should feel natural and clear rather than scripted or sales-heavy.
What if I don’t think my business has an interesting story?
Every business has a story, even if it is new. The founder’s background, the reason the business was started, and the problem it exists to solve are often enough to create a compelling narrative.
Ryan Spanger is the founder and managing director of Dream Engine, a Melbourne-based video production company established in 2002. With more than two decades of experience, Ryan has helped leading Australian businesses, government departments, and non-profits communicate their message with clarity and impact through video. He’s known for his strategic approach, reliable process, and commitment to producing videos that deliver measurable results.
