When potential clients land on your website, they’re asking one core question: “Why should I trust you?”

Your About Page is the perfect place to answer that. More than a recap of your career milestones or a generic mission statement, it’s where your audience gets a glimpse of the heart behind your business. It’s your chance to make a connection, establish credibility, and invite people to take the next step with confidence.

For small business owners, this page is your secret weapon. When done right, it becomes one of your most effective marketing tools—not just a background story, but a bridge to meaningful client relationships.

Here’s how to create an About Page that builds trust and turns curious visitors into loyal customers:

Step 1: Start With a Hook That Resonates

The first lines of your About Page need to grab attention. Think of this as your opening handshake—a moment to make your audience feel seen.

Skip the jargon and get straight to what matters to your ideal client. A personal anecdote, a surprising fact, or even a heartfelt question can make a powerful hook.

For example:
“When I started this business, I wasn’t just looking for a way to pay the bills—I wanted to create something that truly helped people [insert key audience pain point].”

👉 Action Step: Brainstorm a story or moment that led you to start your business. What experience sparked your passion or shaped your purpose? Use that as your opening.

Step 2: Share Your Story (But Keep It Relevant)

Your About Page is not a resume; it’s a story. Instead of listing accomplishments, paint a picture of your journey in a way that highlights your values and the “why” behind your work.

Show your audience how your experiences and values align with their needs. This is where you make it clear that you get them and their challenges—and that you’re here to help.

Ask yourself:

• What problem inspired me to start my business?
• How have my personal or professional experiences shaped the way I work?
• What values drive the way I serve my clients?

Example:
“I know what it’s like to [insert audience’s challenge]. That’s why I built [business name]—to help others [specific outcome you provide].”

👉 Pro Tip: Don’t shy away from being personal. Sharing your unique perspective is what sets you apart from the competition.

Step 3: Make It About Them

Yes, the page is called “About,” but it’s not just about you. Your ideal client is the real star of this story.

The second half of your About Page should shift focus to how you can help them. Speak directly to their pain points, goals, and dreams, and position your business as the guide that will get them where they want to go.

End with a clear, actionable next step. Whether it’s booking a consultation, exploring your services, or contacting you, make it easy for your audience to take action.

Example:
“Ready to [solve their problem or achieve their goal]? Let’s chat. Book a free consultation, and let’s create a plan to [insert benefit or outcome].”

Step 4: Write Like You Talk

An About Page that feels overly formal or stiff will fall flat. Write in a tone that reflects your brand personality—approachable, friendly, and relatable. Imagine you’re sitting down for coffee with a potential client, and let your natural voice shine through.

Step 5: Keep It Simple and Human

Long paragraphs and technical language can overwhelm or bore your audience. Use short sentences, bullet points, and conversational phrasing to make your message easy to absorb.

Remember, your goal is connection—not perfection.

Bonus Tip: Refresh Regularly

As your business evolves, so should your About Page. Make a habit of revisiting it every year to ensure it still reflects your story, values, and vision.

Your About Page is more than an introduction—it’s an invitation. It’s where trust is built, connection is sparked, and your audience takes their first step toward becoming loyal customers.

Your About Page should work just as hard as you do—building trust, creating connection, and compelling action. But we know not everyone has the time or words to make that happen. That’s where we come in.

Our team will help you craft copy that not only gets inside your audience’s head but also sounds unmistakably like you. Let us transform your story into a powerful marketing tool that resonates and drives results.

Ready to get started? Let’s chat about your copywriting goals.