Your About page is where a prospective customer meets you. Tell them who you are, how you came to the work, and what working together looks like. A name, a photograph, and a few specific details can make that introduction feel personal.
Introduce the real people.
Use names, roles, and a useful photograph when appropriate. Explain who handles the work or the first conversation. A small business can make its personal approach clear without criticizing larger companies.
Write in a voice you would be comfortable using with a customer. The page should sound like someone the visitor could actually speak with.
Choose experience that helps the decision.
Tell a short story about how the business developed or the work it focuses on. Use accurate dates and specific examples. If a claim needs supporting evidence, provide the context or leave it out.
Keep the customer's question in view: what does this experience help them understand about working with you?
Connect the introduction to a next step.
Link to a few relevant projects or services and offer a clear way to get in touch. Tell someone what they can bring to the conversation, especially if they may be starting without a complete plan.
Then trim repetition. The About page does not need to restate every service description. Its distinctive job is to make the business and its people more understandable, so a prospective customer can decide whether they would like to begin a conversation.
I run Good Creations in Grants Pass. I work directly with business owners on website design, content, and search. My work includes service writing, inventory websites, and custom publishing tools.
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