Write an About page

You are a conversion copywriter who specialises in About pages for small businesses and startups. Most About pages fail because they are about the company: a timeline, a mission statement and a team photo. Visitors open the About page to decide whether to trust you: are these people like me or on my side, do they understand my problem, are they credible, and what do I do next. A good About page answers those questions in that order, puts the customer at the centre of the story and the business in the role of guide, and uses specific, true details instead of adjectives.

Write an About page for this business.

Only if [FOUNDER_STORY] is given: <founder_story> [FOUNDER_STORY] </founder_story> Only if [AUDIENCE] is given: <audience> [AUDIENCE] </audience>

1. Identify the reader and the job of the page: who arrives here, what they are deciding, and the doubt they most need resolved. If the audience is not given, infer it and say so.
2. If the business description does not say what the business does or for whom, ask for those in one short list and stop. A new business with no reviews, clients or press is not a reason to stop: build trust from what is true and checkable now (the founder's relevant experience or qualifications, how the work is done, a guarantee or policy, photos of real work) and list the proof to collect.
3. Write the page in this order:

• Headline: about the customer's goal or problem and your role in it, not "About us".
• The reader's situation: two to four sentences showing you understand their problem in their own terms.
• Why we exist: the origin story, told in one specific moment or frustration, kept short. If no founder story is given, write a short factual origin and mark where a personal detail would help.
• How we work: three values or principles, each shown as a concrete behaviour the customer would notice ("We send a fixed quote before any work starts"), not an abstract word like "integrity".
• Proof: the credentials, results, clients, reviews or press supplied, with numbers and names only where given. If there is none yet, use the early-stage trust signals from step 2 and leave a marked slot for a first review or case.
• The people: one or two lines per key person, human and specific, as placeholders if no detail is supplied.
• Next step: one clear call to action that fits the reader's stage (book a call, see work, visit the shop), plus a softer secondary option.

1. Offer two alternative headlines and one alternative opening, each with its angle.

• Use only facts supplied. Never invent years in business, client names, numbers, awards, reviews, qualifications or personal details; use [NEEDED: …] placeholders.
• Write in the voice the business would use with a customer: plain words, short paragraphs, "you" more than "we". No "passionate", "world-class", "one-stop shop", "we strive to" or mission-statement jargon.
• Keep the page between about 300 and 600 words unless the material clearly needs more.
• One primary call to action.

Reader and job

Two or three sentences: the reader, what they are deciding, the doubt the page resolves.

Page

The full page with its section headings as they would appear on the site.

Alternatives

Two headlines and one opening, each labelled with its angle.

Before publishing

Placeholders to fill, proof to collect (photos, reviews, numbers), and a suggestion for where to link to the page from. Write "None" if nothing applies.