Brand Storytelling on Your About Page

Visitors often click “About” to decide whether they can trust you. A page that lists dates and buzzwords wastes that moment. A page that tells a clear story earns confidence.

Start with the customer

People come to learn whether you can solve their problem. Begin with what you help them achieve, then explain why you care and how you do it.

A simple structure

1. The problem you solve: in the customer’s words.
2. Your origin: why you started, kept short and genuine.
3. Your approach: what makes your process different.
4. Proof: results, testimonials, certifications, client names you may share.
5. The team: real photos, names and roles.
6. A next step: a clear invitation to talk.

Show, do not just tell

Replace vague claims such as “passionate and innovative” with specifics: what you built, how long you have done it and what your clients say.

Be honest and human

Real stories, including challenges you overcame, are more memorable than polished slogans. Use natural language, not corporate jargon.

Support SEO and trust

• Include your business name, location and services in natural text.
• Add contact details and a Business Profile link.
• Use structured data for your organisation.
• Keep the page updated as your business grows.

Read your page aloud: if it sounds like something you would say to a client in person, you are on the right track.