Your About Page Is Probably All About You (And That's the Problem)

This one trips up almost every service business I look at.

They spend ages on the homepage, agonise over the services page, tweak the colours, move the logo and fiddle with the fonts.

Then they write the About page in ten minutes and wonder why nobody’s getting in touch.

Most About pages read like a CV

“We were established in 2011 and pride ourselves on delivering exceptional service to clients across the North West.”

Nobody cares.

I’m sorry, but they don’t.

Your About page isn’t there for your life story, it’s there to answer one question…

…can this person actually help me?

That’s the whole job of the page.

What it should actually do

A good About page does three things.

1, it shows you understand their problem.

Before you talk about yourself, talk about them.

What are they struggling with, what’s frustrating them and what have they already tried that hasn’t worked?

This is where they lean in and think “yea, that’s exactly what’s going on.”

2, it explains how you help.

Not a list of services, and not your qualifications either.

How you actually help people like them fix the thing they’re stuck with.

Keep it simple.

Say you’re a physio, something like “I help runners get back out on the road after an injury, without months of guesswork” does the job.

3, it makes you a real person.

This is where the personal stuff goes, but keep it relevant.

A line or two on who you are, why you do this and where you’re based, so they feel like they know you a bit before they ring.

You don’t need a three-paragraph origin story.

You need enough for someone to think “I like this person, I’d trust them to do a good job.”

A simple layout that works

This works for almost any service business:

• Open with their problem. Two or three lines that make them feel seen.
• Introduce yourself briefly. Who you are and what you do, in plain English.
• Explain how you work. And why it suits them.
• Add a bit of personality. Something real.
• End with a clear next step. Ring me, book a call, send a message, whatever your main one is.

No timeline of your career.

And no “our values” section saying “integrity, professionalism, excellence” like every other business on the internet 🙄

People are reading it

Have a look at your own website stats and you’ll prob find your About page gets a lot more visits than you’d expect, often more than some of your services pages.

The people landing on it are looking for a reason to trust you.

Give them one.

Your job today

Open your About page and read the first line.

If it starts with “we” instead of “you”, rewrite that line before you do anything else today.

Want me to read it for you?

Your About page is one of the things I look at in Your Web Review, along with the rest of your website, your Google profile, reviews and socials.

You get a video of me going through it all and the three things I’d fix first.

No big sales pitch.

Get your free Web Review

And if you’d like one short email every Sunday on making your marketing easier, get the Marketing Memo. It’s free.