How to write an about page for small businesses
Psst… this is the one website page everyone gets wrong (and I’ll show you how to fix it)
Your About page is one of the most visited pages on your website—and yet, it’s usually overlooked or misused.
In a world run by AI, automation, and curated feeds, people are craving connection. They want to know who's behind the screen. They want to feel something real. Your About page is your chance to show the real you, pull back the curtain, and say, "Here I am. Here's why this matters."
Most people either talk too much about themselves… or not at all.
Let’s fix that.
“52% of people say that when they land on a website, they want to see the “About Us” page first.”
Here’s the thing…. Most people are doing this completely wrong.
Here comes my spicy take:
YOUR ABOUT PAGE IS NOT ACTUALLY ABOUT YOU.
❌ Nope.
This page is ~actually~ about your clients.
Your About page isn’t a spotlight for you. It’s a bridge to connect with your visitors. The goal isn’t to tell your life story. This isn’t the place for your biography or to share every workshop you’ve ever attended. Is some of the that important? Yes. We do need to sprinkle in the highlights. But there’s a way to do it through a lens of giving- woven in through stories of service, mission statements and your why.
Your About Page is where you need to share your values, your approach, your journey—in a way that helps your reader feel seen. You want them to see themselves in your story.
Too many About pages sound like a resume, a dating profile, or a long-winded biography. Here are some of the most common mistakes:
Starting with “Hi, my name is…” and ending with “Thanks for stopping by!”
Writing a wall of text about your entire life story
Coming across as overly humble, polished, or vague
Using generic language like "I'm passionate about helping others" or “heart centered business”
Forgetting to show how YOU help THEM
Here’s the truth: People don’t want a memoir. They want a reason to trust you.
Transparency matters more than ever. People don’t want to be sold to. They want to know what you’re about—and more importantly, how what you're about connects to them.
The 9 Essentials Every About Page Needs
Here’s what to include if you want your About page to convert, connect, and actually get read.
1. Solid hook
Your hook should be just as clear and compelling as your home page or service page headline. Think of it like a storefront window: if someone only read that one sentence, would they know what you offer, who it’s for, and why they should keep reading?
Consider what words or phrases you want Google to match you with in search engines. Use that in your main heading/title (H1), and only use that one H1 on this page. Add in a subheading and/or a little bit of body copy to show visitors how you serve.
Don’t start with "Hi, I’m ___ and I help ___" unless it’s punchy and original.
2. A problem and why (your founder story)
Tell the story of why you do what you do. Not a memoir, but a moment. A relatable spark. The best stories start with a problem, so show your reader what wasn’t working and how your solution came to life. Use the P-A-S method (Problem-Agitate-Solution) to shape it: what problem existed, why it mattered, and how you fixed it. This is a great place to tie in your mission or values.
3. Your differentiator
What do you do that no one else does—or that you do in a completely different way? Maybe it’s a signature framework, a niche specialty, or the fact that you blend two seemingly unrelated skills (like therapy and marketing, or art and tech).
Get specific. This isn’t the time for “I care more” or “I just get it”—this is the time for showing what makes you uniquely qualified or memorable. Give examples, name your process, or share a comparison that helps drive it home.a
4. Photos of you (yes, you!)
This might be the most important piece on your About page, and why it’ll probably be the most visited. In a world of AI and outsourcing and foreign production locations…. we need to see who you are. Show the human behind the brand.
Use clear, friendly photos that show you doing your thing—working, traveling, sipping coffee, parenting, whatever reflects your real life and brand. Show your personality, not just your professionalism. This helps humanize you and is a major trust-builder.
5. Team bios (optional)
If you’re not a solo act, introduce your team! A photo, a fun fact, a short line about what they do. Keep it light and relatable. People don’t need full resumes here—they just want to see the humans behind the brand.
One way to do this well and keep it clean, is to use images stacked with individual accordion drop downs, as shown here in the about page for CNS Administrative Solutions
6. Keywords
This one’s for both search engines and humans. Use real phrases your audience might be typing into Google: website designer for therapists, Squarespace expert, email marketing for creatives—whatever fits your business.
These should be naturally woven into your headings, image names, page titles, and meta descriptions. It helps your About page get found by the Google machine, and shows that you “speak their language.”
Need more help with this? I have an entire section of how to do this research and find the right words in my free Website Workbook.
7. Personality-Packed Language
Your copy should sound like you. Inject voice, tone, and quirks that feel aligned with your brand. Add a few descriptive phrases or funny one-liners that help readers feel like they know you. Think of it like your digital handshake—how do you want to come across?
I introduce myself like this >> “Website guru, Squarespace template queen, & tween chauffer… at your service”
Other ideas: You can also inject personality through a ‘this or that’ quiz, or ‘then and now’ pictures of you as a young’in, or create a timeline of your biz on Canva.
8. Trust builders
Remember how I said to leave out the long bio? Here’s a way you can sprinkle in those details in a visually interesting (non-boring) way.
You don’t need a fancy degree, but you do need trust. Showcase logos (press, publications, notable clients), certifications, results, or brief testimonials that back up what you say. If you can, do this in the form of a masthead with logos or graphics. Social proof in this section is huge—it says, “I’m not just saying this; others believe it too.”
If you aren’t able to use a masthead, pull a testimonial that specifically talks about YOU— your customer service, you confident and calming nature, or anything else that was showcases how you helped someone.
9. You don’t have to go home, but you can’t stay here
Don’t leave people hanging. People need direction. You probably have a section on your Home page and maybe even the Services page that will direct people where to go next– we’re doing the same thing here.
Consider a ‘train station’ section. You don’t haide them to where they should go next—whether that’s your Services page, a freebie download, or a consultation booking. Better yet? Offer multiple paths and let them choose what fits best. If they’ve made it all the way to the bottom, they’re ready to take action—make it easy.
Bonus: Show, don’t tell
Use visuals to support your story—photos, icons, stats, testimonials. Take inspiration from brands that blend storytelling and design seamlessly. Think: side-by-side visuals with bite-sized blurbs, background images with mission statements, or bold icon sections with short, punchy promises.
Here’s an example from All Birds shoes.
This genius graphic tellls ‘about’ their shoes, but in a ‘what’s in it for you’ kinda way.
And another example from a meat company
This section of the page ties their mission statement to the benefits, through graphics.
Your turn: Write your about page
Now you know what makes a great About page—and how to avoid the biggest trap and what should be included. When you treat this page as a connection point (not just a formality), it becomes one of the most powerful pages on your site.
Your story deserves to be told—and the right clients are waiting to hear it
Need help mapping yours out?
Grab the FREE Website Workbook to walk through your About page section by section—plus every other page you need for a high-converting site.
* Resources I might have mentioned
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Branding help, how to find images, set page goals, and prompts for your home page, about page and service page.
Included: what to do before you write and after your done.
Get it here >>>
Howdy friend! I’m glad you’re here.
Around these parts, you’ll find online support for home-grown businesses who want to make more money with their websites and newsletters.
When I’m not wrangling kids, I’m likely drinking my 4th cup of coffee while scouring the world wide web to bring you the latest content on marketing, automations, messaging, simplifying…. so you can close that laptop, be more present, and make more money.