When someone reaches your About page, they may already understand what your business does. What they are often 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 can answer those questions quickly. It gives prospective clients a sense of the people, experience and thinking behind the business in a way that text alone often cannot.
In the video above, I’m joined by Greg Merrilees from Studio 1 Design to discuss where About Page videos 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 to help a potential client understand what makes your business 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 introducing the people behind the organisation and explaining the experience, decisions and values that shaped the business. The most effective examples feel clear, calm and confident. They are explanations, not scripted sales pitches.
How to Create an Effective About Page Video
- Start with the viewer. Decide who is most likely to watch the video and what they need to understand before they will contact you, request a quote or continue exploring the website.
- Choose one central message. Viewers should be able to describe the main idea after watching. That might be your specialist experience, your approach to clients or the reason the business exists.
- Build a simple story. Explain who you help, the problem you set out to solve, how your approach developed and what clients can expect from working with you.
- Feature the right people. A founder or senior leader can provide direction and context. Team members, clients or partners can add different perspectives when they genuinely strengthen the story.
- Show the business in action. Combine interviews with footage of real people, workplaces, processes, products and client interactions. These details make the story more credible and visually engaging.
- Keep the delivery conversational. Interview-led answers generally feel more natural than memorised scripts. Good preparation still helps, but participants should sound like themselves.
- Design the video for the page. Use a clear thumbnail, captions and a nearby next step. Check that the video works well on mobile and that the page still communicates its main message when the sound is off.
Why About Page Videos Work Later in the Customer Journey
Visitors tend to reach an About page after they have begun evaluating the business. They may be comparing several providers and looking for reassurance about experience, values and the people they will work with.
This makes the About page a good place for a documentary-style video. The viewer has chosen to learn more, so there is room to communicate personality, working style and the thinking behind the organisation.
Your Story Can Be a Genuine Competitive Advantage
In many service industries, several businesses can appear similar on paper. Their capabilities overlap, their services sound alike and their pricing may sit within a comparable range.
The human element often creates the distinction. Video allows people to see tone, confidence, experience and clarity, all of which help shape trust.
You do not need a dramatic origin story. A background in the industry, a problem the founder wanted to solve or a frustration with how things were previously done can provide enough context. The goal is not to manufacture drama. It is to help the viewer understand why the business exists and how that affects the way it works.
A Practical About Page Video Example
Dream Engine’s Managing Director video
Our Managing Director page uses video to introduce Ryan Spanger, explain the experience behind Dream Engine and show how the company’s approach developed. The surrounding page then adds qualifications, production history and supporting visual proof.
Need Help Creating an About Page Video?
If you want your About Page video to feel natural, credible and genuinely useful to prospective clients, we can help you plan and produce it.
We usually begin with a conversation about your audience, your story and the role the video needs to play on your website. Learn more about our website video production, or get in touch to discuss your project.
About Page Videos: Frequently Asked Questions
What is an About Page video?
An About Page video is placed on the About page of a website to introduce the business, explain its story and help visitors understand who they are dealing with.
Why should a business have an About Page video?
An About Page video can build trust by showing the people behind the business. It provides context, credibility and a clearer sense of how the organisation works, which can help prospective clients decide whether it is the right fit.
How long should an About Page video be?
Most About Page videos work well between ninety seconds and three minutes. A longer video can work when the story is clear and well structured, particularly for a founder-led or specialist service business.
What should an About Page video include?
A strong About Page video usually explains who you help, what you do, why the business exists and the experience that shaped your approach. It should feel clear and natural rather than scripted or sales-focused.
What if I don’t think my business has an interesting story?
Most businesses have useful context to share. The founder’s background, the reason the organisation 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 video production company established in 2002. Over the past two decades, he’s produced hundreds of videos for businesses, government departments, universities and healthcare organisations across Australia. Ryan specialises in helping organisations explain complex ideas through clear, engaging video content, with particular experience in corporate communications, training and education.
