Most About pages follow a predictable, and unfortunately boring, formula: “Founded in 1998, we are a leading provider of X, Y, and Z. We pride ourselves on our commitment to excellence.”
The problem is that this approach is forgettable.
In a world of personality-led brands, your About page is one of your best opportunities to build a real human connection. People do not buy from businesses. They buy from people. To win them over, we need to stop listing credentials and start telling a story.
If your website copy feels a bit generic right now, this is a helpful read alongside this post: stop sounding generic: how to create authentic website copy.
You are the guide, not the hero
The secret to a great About page is a surprising one: it is not about you.
It is about how your journey makes you the right person to solve your customer’s problem.
Instead of writing a dry timeline of your career, focus on the why:
- Why did you start this business?
- What frustration or passion pushed you to do things differently?
- What do you believe your customers deserve that they are not getting elsewhere?
When we share motivations, we build trust because visitors can see the human heart behind the services.
Use vulnerability and wit
You do not need to pretend to be a perfect, faceless corporation. Showing a little behind-the-scenes reality makes your business more relatable.
A touch of wit, or a nod to the challenges you have overcome, can be powerful. It signals that you are grounded, honest, and easy to work with.
If this theme resonates, you might also like: being yourself in business.
Make it visual and personal
A story is better with a face to go with it.
A photo of you in your real working environment does more for your brand than a dozen stiff, studio-style headshots. Show your team, your workspace, and the real side of your business. These visual cues reinforce your narrative and make your story believable.
Invite the customer into the story
A good story leads somewhere, and in this case, that ending involves your customer.
Once you have explained who you are and why you do what you do, make it clear how the visitor fits in. Your call to action should feel like the natural next step in a conversation you have already started.
If you want a quick clarity check for your messaging overall, this is a great companion post: the 5-second test: can visitors tell what you do before they scroll?
Craft a brand people believe in
At Lavender Giraffe, we believe every SME has a story worth telling. Our web design and development process is built around highlighting that narrative, so your website is as unique as you are.
If your About page currently feels like a dusty resume, it is time to breathe some life into it. We can help you find the threads of your story and weave them into a digital presence that people want to engage with.
