Why does someone do business with you? That’s the question your About page needs to answer. By the time someone clicks over to it, they’ve probably already seen your home page or a service page. Now they want more context. They want to know who’s behind the business and whether they feel comfortable taking the next step. And on a lot of local service business websites, this page gets more attention than people realize.
The problem is that most About pages don’t do this well. They read like a résumé, a corporate mission statement, or a brochure that could belong to any business in the same industry. None of that helps someone decide if you’re the right fit.
Key Takeaways
- If your About page could belong to any business in your industry, it’s not doing its job. The right person should get a feel for what matters to you, how you work, and what kind of client you’re best for.
- Your About page isn’t background information. It’s a decision point. By the time someone clicks there, they’re already interested. They’re trying to figure out if they trust you enough to take the next step.
- An About page that turns off the wrong person is working exactly as it should. Generic pages that try to appeal to everyone end up connecting with no one.
Tell a Real Story (But Make It About Them)
Your About page should tell the story of why you do this work, but in a way that connects back to your audience. Why do you care about this problem? Why have you built the business this way? What do you believe that shapes how you serve people?
This isn’t story for the sake of story. It’s about helping the right prospect understand your business better. And that means having a point of view. If your page is so generic that it could belong to anybody, it’s not helping. The right person should get a feel for what matters to you, how you work, and what kind of client you’re best for.
That also means it might turn off the wrong person. And that’s okay. Your content isn’t there to impress peers or appeal to everybody. If someone reads it and thinks “this isn’t for me,” that actually saves everybody time.
Make It Clear How You Help
After the story, make it easy for someone to understand what you actually do for people. What problem do you solve? What’s your approach? What kind of result are you helping create?
A lot of About pages spend time talking about the company but very little time helping someone understand what working with them actually looks like. Connect the dots: here’s who we are, here’s what we care about, and here’s how that shows up in the way we help people like you.
Build Trust and Give Them a Next Step
Then there’s the trust question. This is where social proof matters. Credentials, awards, testimonials. These belong on your About page because they reinforce the story you’re telling, not just because they look impressive.
And finally, don’t let the page just end. If someone gets to the bottom and feels good about your business, give them a clear next step. Contact you, meet the team, learn more about your services. A dead-end About page is a missed opportunity.
Check Your About Page This Week
Here’s a quick check:
- Does it clearly answer five things: why you do this, how you help, what result you offer, why someone should trust you, and what to do next?
- Cut anything that reads like a résumé, a generic mission statement, or filler. Replace it with real story, clear positioning, and proof.
- Does it reflect your values and point of view strongly enough that the right people connect with it and the wrong people can tell it’s not for them?
Your About page helps someone decide whether they connect with your business, trust your approach, and feel like you’re the right fit. Tell a real story, make your value clear, back it up with proof, and give people somewhere to go next.
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Links in this episode: It’s All About You! #TNT
