When someone is seriously considering your business, they will often visit your About page.
They may already understand what you do. What they are trying to decide is who you are, how you work, and whether they trust you enough to take the next step.
An About Page video helps answer those questions quickly. It gives context, credibility, and a sense of the people behind the business in a way text alone often cannot.
In the video above, I’m joined by Greg Merrilees from Studio 1 Design to talk through why About Page videos influence buying decisions, where they sit in the customer journey, and what makes them effective.
This is the third video in our four-part series on video for websites.
What an About Page video should achieve
An About Page is not simply a place to list company history or credentials.
Its real purpose is positioning. It helps a potential client understand what makes you different, how you approach your work, and what kind of experience they can expect if they engage you.
A strong About Page video supports this by showing your journey and the experience that led you to your current work. Done well, it establishes expertise without needing to state it outright.
In our experience, the most effective About Page videos are clear, calm, and confident. They are not scripted sales pitches. They are explanations.
Why About Page videos work later in the customer journey
Most people arrive on a homepage in a highly evaluative state. They are scanning quickly and deciding whether the site is worth their time.
If they move deeper into the site and reach the About page, their behaviour changes. They are more open. They are willing to spend time. They are actively trying to understand the people behind the business.
This is why About Page videos often perform well. The viewer is already engaged and ready to learn more.
This is also where a documentary-style approach can work particularly well, especially if you want to communicate values, personality, and how you operate day to day.
Your story can be a genuine competitive advantage
In many service-based industries, prospects are comparing several businesses that appear similar on paper.
Capabilities overlap. Services sound alike. Pricing is often within a similar range.
What differentiates one option from another is frequently the human element. Perspective, experience, and how the work is approached.
Video communicates this more effectively than text alone because people pick up tone, confidence, body language, and clarity. These signals influence trust, even if the viewer is not consciously aware of it.
What if you think your story is not interesting?
This is one of the most common concerns we hear.
Many businesses believe they do not have a story worth telling. In practice, that is rarely the case.
Even young businesses usually exist for a reason. A background in the industry, a problem the founder wanted to solve, or a frustration with how things were previously done often provides enough context.
The goal is not to manufacture drama. It is to help the viewer understand who they are dealing with and why the business exists.
How common are About Page videos?
Based on Greg’s experience, fewer than half of businesses include an About Page video.
That means there is a clear opportunity to stand out, particularly when prospects are researching and comparing options across multiple websites.
When an About Page video is done well, it can become one of the most persuasive pieces of content on a site.
Need help creating an About Page video?
If you are considering an About Page video and want it to feel natural, credible, and genuinely helpful for prospective clients, we can help you plan and produce it.
Rather than starting with a quote, we usually begin with a conversation about your business, your audience, and what role the video needs to play on your website.
Get in touch, and we can talk it through.
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 helps build trust by showing the people behind the business. It provides context, credibility, and a clearer sense of how the business operates, which can influence buying decisions.
How long should an About Page video be?
Most About Page videos work well between ninety seconds and three minutes. Longer videos can work when the story is clear and well-structured, particularly for founder-led or service businesses.
What should an About Page video include?
A strong About Page video usually covers who you help, what you do, why you do it, and the experience that led you there. It should feel clear and natural rather than scripted or sales-focused.
What if I don’t think my business has an interesting story?
Every business has context worth sharing. The founder’s background, the reason the business was started, or the problem it exists to solve is often enough to create a clear and credible 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.
