How to Write an About Page People Actually Read
Here is something that surprises a lot of business owners: the About page is often one of the most visited pages on the whole website. People click it because they want to know who they are dealing with before they spend money. And yet most About pages are a wasted opportunity, full of stiff corporate lines nobody reads. A good one, on the other hand, quietly turns curious visitors into customers who trust you.
The good news is that writing a great About page is not about being a professional writer. It is about being human. Here is how to do it, whether you run a bakery, a plumbing company, a yoga studio, or anything in between.
Start with the customer, not yourself
The biggest mistake on About pages is opening with a wall of "we." We were founded in, we are committed to, we strive to. It is understandable, but it puts the focus in the wrong place. Your visitor is really asking one thing: can these people help me?
So open by connecting to them. A bakery might start with the joy of a birthday cake that makes the party. A landscaper might open with how good it feels to pull into a yard you are proud of. Meet people where they are, then bring in your story as the answer to what they want.
Tell the real story of why you started
People connect with people, not logos. The story of why you do what you do is often your most powerful selling tool, and it costs you nothing but honesty.
Did you start your cleaning business because you were tired of seeing overworked families with no time? Did you open your cafe because your grandmother's recipes deserved to be shared? Did you become an electrician because you like solving problems and being the person people can count on? Whatever the real reason, tell it simply. A genuine story makes you memorable in a way a list of services never will.
Keep it honest and specific
You do not need a dramatic tale. Small, true details land better than big vague claims. "I have been fixing cars in this town for twelve years, and I still love the moment a customer's worry turns to relief" says more than "committed to excellence in automotive service." Specific and real beats polished and empty every time.
Show the people behind the business
If it fits your business, introduce the humans. A photo of you, or your team, makes an enormous difference. People trust faces. A short line about each person, maybe including something a little personal, makes your business feel warm and approachable.
Even a solo operator benefits from this. A friendly photo and a few honest sentences about who you are turns you from an anonymous service into a real person someone would feel good hiring.
Build trust without bragging
Your About page should reassure people, but there is a difference between reassuring and boasting. Instead of adjectives like "the best" and "world-class," show trust through concrete things:
- How long you have been doing this
- What you specialize in and care about
- Any certifications or training that matter
- Your promise to customers, in plain words
- A genuine review or two
Let the facts and a little warmth do the convincing. People can smell hype, and it makes them trust you less, not more.
Write like you talk
The single best trick for an About page is to write the way you would actually speak to a customer standing in front of you. Read it out loud. If it sounds like a robot or a legal document, rewrite it in plain words. Warmth and personality are what make people feel like they know you.
It is fine to have a little fun with it, as long as it fits your business. A pizza shop can be playful. A funeral home should be gentle and calm. Match your tone to the people you serve and the moment they are in.
End by pointing the way forward
Do not let your About page just trail off. Once you have earned a little trust, give people a gentle next step. Invite them to browse your services, book an appointment, or get in touch. A soft nudge at the end turns a nice read into an actual customer.
Let someone handle the build
Here is the practical part. You might know exactly what you want to say and still dread the idea of building the page, formatting it, and getting the photos to look right. That is fair, since your job is running your business, not fiddling with a website.
That is where Catapult comes in. You hand over your domain and our in-house design team builds you a launch-ready site, About page and all, in about 48 hours. It is $79 to launch, then $9 a month, which covers hosting and unlimited change requests. Want to tweak your story, swap a photo, or add a team member? You just ask, and our team makes the change. You never have to touch a website builder or wrestle with layouts.
The bottom line
Your About page is where people decide whether they like and trust you. Focus on the customer, tell your real story, show the people behind the work, and write like you talk. Do that, and a page most businesses waste becomes one of the best salespeople you have, working quietly around the clock to turn visitors into customers.