WebEaze
The About page is consistently the hardest page for business owners to write — and one of the most visited. People check it before they call you. Here's what it should actually contain.
What your About page needs to do
It needs to answer one question in the visitor's mind: "Can I trust these people with my problem?" That's it. Everything on the page should serve that goal.
What to include
- Who you are — Your name, your role, how long you've been in business. First person works well here. Don't be overly formal.
- Why you do this — What got you into this industry. Authenticity here is more persuasive than polish.
- Who you serve — Be specific. "We help homeowners in Delaware get their carpets clean before family visits" is more compelling than "We serve residential and commercial clients."
- Proof points — Years in business, number of clients served, certifications, awards, or any relevant credentials.
- A real photo — A profile photo or team photo builds trust faster than any copy. Stock photos of "generic business people" do the opposite.
- A call to action — End the page with a clear next step: "Ready to work together? Get a free quote."
What to avoid
- Generic filler phrases like "We are committed to excellence" or "Our team is passionate about delivering results." These say nothing and readers skip them.
- Third-person writing for a solo operator or small team. It feels distant and inauthentic.
- A wall of text with no visual breaks. Use short paragraphs, a photo, and maybe a simple stats strip.
A simple template to get started
Fill in the blanks and send it to us through your client portal:
"Hi, I'm [Name]. I've been [doing X] for [N] years, serving [type of customers] in [location]. I started [Business Name] because [reason]. Today we [what you do for clients]. [One sentence of proof: clients served, certifications, awards]."