How to Write Your “About” Page Without Cringing
- John Lally
- May 24
- 2 min read
You’re Not Writing a CV, You’re Writing for Trust
Most small business About pages fall into one of two traps:
Too vague: “We pride ourselves on quality and service…”
Too personal: “Hi! I’m Jane, I love coffee, sunsets, and my dog Molly 🐶”
What you actually need is something in between a page that builds trust, shows the human side of your business, and makes it easy for the right people to say: “Yep, this is who I want to work with.”
Here’s how to write it without cringing, waffling, or turning it into an autobiography.
1. Start With What You Do, Then Add the Why
Don’t make people scroll to find out what your business actually does. Start with one clear line that explains it in plain English.
Example:
“I run a small web design and branding studio in Kent, working with tradespeople and service-based businesses who want a professional online presence without the hassle.”
Once that’s clear, you can add why you started or what makes you different, but always lead with clarity.
👉 Internal link: What Is a Business Website Really For?
2. Avoid the Buzzwords Trap
Phrases like “innovative solutions” or “customer-centric excellence” sound impressive… and say nothing.
Instead, try this rule: if you wouldn’t say it out loud to a client, don’t write it.
Use your real tone of voice. Say what you actually do and how you work, as if you were explaining it over the phone to a potential customer.
3. Include a Photo (Yes, Really)
People like to see who they’re dealing with. Whether it’s you, your team, or a behind-the-scenes shot, photos build trust. You don’t need a studio shoot, just something clean, clear, and real.
If you don’t want to lead with a personal headshot, show yourself at work or in your environment.
4. Say Who You Work Best With
This filters out bad leads and helps the right people feel confident reaching out. Example:
“I work best with local businesses who want honest advice, clear communication, and simple systems that work behind the scenes.”
You don’t have to be all things to all people. Your About page can help the right clients self-select.
5. Add Trust Signals Without Listing Awards
Not every business has awards or press features, and that’s fine. You can still build trust by including:
A short testimonial
Your years of experience
Your service area
Who you’ve worked with (even informally)
6. End With a Clear Next Step
Your About page shouldn’t just sit there. Guide the reader.
“See what I offer” → links to your services
“Read the blog” → link to your latest post
“Get in touch” → link to contact page or booking form
Whatever fits your setup — just don’t leave them at a dead end.
Final Thought: Keep It Honest, Not Polished
You don’t need to sound corporate or “clever.” Just explain what you do, who you help, and why you give a damn. That’s what people actually care about.
Write like a human. Then hit publish.
Comments