TL;DR
Your About page isn’t really about you—it’s about your customer seeing themselves in your story. Most small biz About pages read like résumés or origin novels. Let’s rewrite them to actually get our ideal buyer to buy.
Your About Page May Look Like This
Typical About page:
Founded in 2003, our award-winning architectural firm is dedicated to delivering innovative, sustainable design solutions for commercial and residential clients. Our team of experienced architects and designers collaborates closely with clients to bring their vision to life. We are committed to excellence, creativity, and lasting client relationships.
Cool, but this could be anyone. This About page is about as inspiring as a Terms & Conditions page.
Instead, reframe your About page with these points in mind:
- Your story is a sales tool. It should show people you understand their problem and why you’re the best guide to help solve it.
- Start with their pain, not your pedigree. Open with what your ideal client is struggling with and use the problem + solution + winning outcome formula and you can’t go wrong.
- Use the hero’s journey. As tricky as this sounds, you’re not the main character on your About page, your client is. So frame your experience around what’s relevant to them.
- People buy from people. Show your face. Share a moment of vulnerability or humor. Let us see you.
- Build trust with proof. Add 2-3 real-world mini-wins or testimonials. Let others vouch for you.
Here’s what that same About page COULD look like by using business storytelling and keeping the customer front and center:
Designing a space—whether it’s a home, workplace, or something in between—should be exciting. But for most clients, it quickly turns into a maze of conflicting advice, unclear timelines, and decisions they don’t feel qualified to make. We’ve seen it happen too many times, and we’ve built our entire approach to avoid it. From first sketch to final inspection, we lead with strategy, guide with experience, and design with your goals in mind, not just what looks good on paper. For 20+ years, we’ve delivered a process that feels collaborative, not chaotic—and the results speak for themselves: 100+ five-star reviews and spaces our clients feel proud to call their own.
Today’s Step Forward
Go to your About page. Rewrite the first sentence to start with a customer pain point instead of a company bio. You’re not just telling your story. You’re helping them tell theirs—with you in it.
