Ever read an “About Us” page that made you want to work with the business, or just grab a coffee with the owner?

Didn’t think so.

Most About pages read like they were written by someone trying to impress a bank manager. Buzzwords. Bullet points. Boring.

But that’s not your story.

You built something real. Maybe from your kitchen table. Maybe from pure grit. Either way, people don’t want your mission statement. They want your why. They want to feel it.

Here’s how to turn your About page into something that actually works:

  1. Start with their “this is it” moment.
    Forget leading with your credentials. Start with what your customer is feeling right before they find you. Describe that moment in their words. If you can articulate their problem better than they can, they will trust you to solve it.
  2. Share how it really began.
    No one needs your full resume. What they want is the spark. The reason you started this thing. Your superhero like origin story. The challenge you faced or the belief that drove you to take the leap. That moment makes you relatable.
  3. Say what you believe.
    Skip the corporate mission statement. Say the thing you would fight for. The principles you will not compromise. This is how you attract the right people and repel the wrong ones.
  4. Speak in your real voice.
    Write like you talk. If you’re casual in real life, don’t suddenly get formal online. If you’re precise and polished, own that too. Your voice should feel like you, not a template.
  5. Make it personal.
    Put a face to the name. Share something real. Let people see who they are buying from. A simple photo, a short story, or a favorite quote can do more than a dozen bullet points.
  6. Use your customers’ actual words.
    Don’t just describe what you do. Show how your customers describe it. Pull lines from reviews, testimonials, DMs, or even emails. Their words are often more powerful than yours.
  7. Try the “25 Things About Us” exercise.
    Make a list of 25 things about your business. Not the polished version, the real one. Include the quirks, the mistakes, the routines, and the beliefs that make your business human. Do you have a weird obsession with your packaging? Always play 90s hip hop while shipping orders? Do customers love your handwritten thank-you notes?

These are not throwaway details. These are the fingerprints of your brand.

Bots do not have quirks. Corporations do not show vulnerability. But people do.

Let those details rise to the surface and watch your About page go from forgettable to unforgettable.

One last thing. Your About page is not about you.
It is about why your story matters to the person reading it. This is the best of story-selling.

If you are struggling turning your story into something that builds trust and connection, let’s talk.