What to put on your “About Me” page

Why Every Small Business Needs a Strong “About” Page

Every small business website should include an “About” page—and not just as an afterthought. It’s one of the most visited pages on any site. Visitors naturally want to know:

• Who are you?
• What do you do?
• Are you the right person to help me?

This page is where potential customers decide if they feel comfortable doing business with you. It’s your opportunity to make a genuine connection and build trust.

Unfortunately, writing an About page is often one of the hardest tasks for business owners. The biggest mistake? Thinking it’s all about you.

It’s Not About You—It’s About Them

When a potential client lands on your site, their interest is in finding a solution to their problem.

Many businesses treat their About page as a company biography: a long backstory, a history lesson, or a mission statement stuffed with clichés. But visitors don’t come to your site to hear your life story. They come because they have a problem, and they’re hoping you can solve it.

Your “About” page should highlight how you help customers, not just say who you are.

People want to see proof that working with you will make their lives easier, better, or more successful. They want to find out what you’ve done, how you work, and if they’ll feel comfortable doing business with you.

So, what then, should you put on your “About” page?

Avoid Generalization and Vague Promises

I can guarantee that every single small business on the planet strives for excellence and has a passion for what they do or, at least, says they do.

While it is ok to point out your core values, what readers want to know is how your training, experience, and values has prepared you to be the one that they can count on to resolve their issues.

Instead of broad claims, show exactly how you’ve made a difference for real people.

This is the hardest part. Nobody wants to sound like they are bragging and that’s what this feels like. But specific examples of how you have helped are the clearest and simplest way to explain what you do best and what clients/customers get when they choose you. For example:

• Did you help a client save time or money?
• Have you guided someone through a stressful process and simplified it?
• Do your products or services improve everyday life in a measurable way?

Concrete examples carry far more weight than empty promises. They turn your About page from generic to memorable.

Use the 5 Ws (and 1 H) to Tell Your Story

You’ve probably heard of the 5 Ws (and 1 H) of writing – who, what, when, where, why, and how. It’s a formula taught to budding journalists to help them make sure they cover all of the important information in a story.

When potential clients come to your About page, they are asking, “So, what’s your story?” Make use of the 5 Ws (and 1 H) to tell them about you.

1. What do you offer?
Start by explaining what you do best. What problem do you solve? What unique value do you bring to your customers?

2. Who is your business for?
Define your target audience, your “ideal customer” in marketing speak. Who benefits most from your services? Describe the type of customer you serve so visitors recognize themselves.

3. Who are you?
Introduce the human side of your business. Who’s behind the company? What do you enjoy most about your work? Who do you enjoy working with? People connect with people, not faceless brands.

4. How can you help them?
Spell out the benefits of working with you. How does your service or product improve your customer’s life or business? This is where you turn features into outcomes.

5. Where are you located?
Even if you serve clients online, stating your location builds trust and shows you’re real, not just another anonymous business on the internet. You belong to a place. That’s information they can relate to.

6. Why should they choose you?
Here’s where your credentials, training, and experience come in. Demonstrate why you’re the best person (or company) to solve their problem. Share proof—success stories, testimonials, or case studies that show you deliver results.

Finish with a Call-to-Action

Invite your visitor to take the next step. Make it super-easy to call, email, place an order.

Pulling It All Together

The order of these points doesn’t matter; you can mix and match them to create a natural flow. What matters most is that your About page feels authentic, helpful, and customer-focused.

Think of it less as a biography and more as a conversation starter. By the time someone finishes reading it, they should feel like:

• They know you.
• They trust you.
• They believe you can help them.

When done right, your About page becomes more than just background information; it becomes a powerful trust-building tool that turns visitors into customers.

To help you get started on your “About Me” page, I’ve put together an “About Page” template with fill-in-the-blank prompts so you can just plugin your details »

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