Your About page should help a potential customer answer three questions: What does this business do? Why should I trust it? Does it feel right for me? Vague claims such as “we care about quality” or “we’re passionate about service” rarely answer those questions. Specific examples do. Explain the problem you solve, show what qualifies you to solve it, and let your personality come through in the details. A clear page gives readers useful context without turning your business history into a résumé.
Lead With What You Do
Start with a plain-language description of your business and the people you serve. Name your main service, audience, and location or service area when relevant. For example, “We repair residential roofs for homeowners in the Nashville area” tells readers more than “We build peace of mind.” You can add a memorable brand line later, but make sure the basic offer is easy to find.
Think about the questions customers ask before they contact you. Do they need help choosing a service, understanding who you work with, or knowing what happens next? Use the opening section to answer the most important question first. Keep specialized terms to a minimum, and explain any that customers may not recognize.
Explain Your Purpose With Proof
A purpose statement should describe the customer need your business is built to address. Instead of saying you are “committed to excellence,” explain what you want to make easier, safer, clearer, or more reliable for customers. Connect that goal to the way you work, such as offering careful guidance before a project begins or explaining options in straightforward terms.
Support values with observable actions. If you say you value communication, describe when customers can expect updates or how you handle questions. If you emphasize craftsmanship, explain the materials, process, or review steps involved. Choose details you can consistently stand behind; a specific, modest promise is more credible than a sweeping claim.
Show Why You’re Qualified
Share the experience that matters to the work you do. This might include relevant training, years working in a field, a specialized process, or the kinds of projects you handle. Give context so readers understand why a detail is useful. Rather than listing every past role, explain how your background helps you identify a problem, make a recommendation, or deliver the service.
Use examples without revealing private customer information. Describe a common challenge and how your approach addresses it, or mention a type of project you regularly complete. If you include credentials, awards, or customer feedback, make sure the information is accurate and current. Avoid claims such as “the best” unless you can define and substantiate what they mean.
Let Your Personality Sound Real
Personality comes through in word choice, priorities, and small details—not just in a list of adjectives. Mention what you enjoy about the work, how you make decisions, or what customers can expect when they work with you. A short detail about why you started the business can add warmth, as long as it connects to the service or the people you help.
Write as you speak to a customer, then edit for clarity. Read the page aloud and replace phrases that sound inflated or could describe any business. Keep the focus on the reader, use “we” or “I” consistently, and end with a practical next step, such as viewing services or asking a question. Review the page whenever your offer or process changes.
A strong About page combines a clear offer, a meaningful purpose, relevant evidence, and a human voice. Draft it around the questions customers need answered, then replace broad claims with details they can picture and verify. If you want help shaping your business story into clear website copy, Nashville Wordcraft can help you plan the next draft.