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

Here’s something that trips up almost every service business I work with.

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

And then they write their About page in ten minutes and wonder why nobody’s getting in touch.

The problem with most About pages

They 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 so you can tell people your life story. It’s there to answer one question:

Can this person actually help me?

That’s it. 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? What have they tried that hasn’t worked?

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

2. It explains how you help.

Not a list of services. Not your qualifications. How you actually help people like them fix the thing they’re struggling with.

Keep it simple. “I help trades businesses get more enquiries from their website without spending a fortune on ads.” That kind of thing.

3. It makes you a real person.

This is where the personal stuff comes in. But keep it relevant. A line or two about who you are, why you do this, maybe where you’re based. Enough that they feel like they know you.

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.”

The structure that works

Here’s a simple layout that 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 your approach. How you work and why it’s different.
• Add a bit of personality. Something real. Something human.
• End with a clear next step. Book a call, get in touch, whatever your main CTA is.

That’s it. No timeline of your career. No “our values” section that says “integrity, professionalism, excellence” like every other business on the internet.

One more thing

Your About page is usually the second or third most visited page on your entire website.

Read that again.

People are going there. They’re looking for a reason to trust you. Give them one.

Go and read yours right now. If it starts with “we” instead of “you” - you’ve got some work to do.