Your About section is one of the most visited parts of your website - and often the most overlooked. But here’s the thing: it’s not just about you. It’s about connection, trust, and helping potential customers feel confident choosing you.

Done well, your About section can turn casual browsers into loyal buyers.

Here’s how to make yours work harder for your business:

1. Start with your "why" - the heart of your brand

Before diving into your timeline or credentials, share the reason behind your business. What drives you? What problem are you solving?

Ask yourself:

• Why did I start this business?

• What problem am I passionate about solving?

• What do I want to change for my customers?

Example:

“I started my restaurant because I wanted to serve flavourful dishes inspired by my family recipes - and give guests a taste of my home.”

This emotional hook builds instant relatability and helps people buy into your mission.

2. Tell your story - briefly, but honestly

People don’t connect with perfect brands. They connect with real people. Share a short, honest story that shows your journey.

Focus on:

• where you started,

• a challenge you overcame,

• a turning point, and

• where you are now.

Keep it conversational and friendly. You’re not writing your resume, you’re building trust.

3. Say what you do - clearly and simply

Now that visitors know who you are and why you care, tell them what you actually offer. Use clear, benefit-led language - tell people what’s in it for them.

Instead of just listing what you sell, explain how it helps your customer. What problem does it solve? What outcome can they expect?

Example:

Not this: “We serve traditional meals.”

Try this: “Our traditional meals bring comforting, home-cooked flavours that make every bite feel like a warm hug.”

See the difference? One lists a product. The other shows the value of using it. That’s benefit-led

4. Show the human side of your business

Even if you’re running a brand, not a personal blog, people still want to know who’s behind it. Show photos of you or your team. Mention the people behind the scenes.

Add personality with:

• a photo of you or your team,

• a fun behind-the-scenes detail, and

• a few values you live by (e.g. sustainability, local sourcing, empowerment).

It shows there’s more to your business than just a logo, and that goes a long way.

5.Keep it about them, not just you

Yes, it’s your About section. But your reader is asking: What does this have to do with me?

Ask yourself:

• What does my customer want to know?

• How does my story relate to their problem or dream?

• Why should they choose me over someone else?

Show that you understand their world and how you can help them.

6. Add a clear next step

Don’t leave visitors hanging. Once they’re convinced you’re the real deal, make it easy for them to take action.

Add a strong call-to-action (CTA), such as:

• “Shop now”

• “Book a free consultation”

• “Follow us on Instagram”

Make it a bold link or button that leads to your store, service, or contact page.

7. Bonus: Add a little proof

If others have bought from you and loved it, mention that. People feel more confident buying from a business that others already trust and recommend.

You could include:

• a short quote from a happy customer,

• a milestone like “Over 10,000 orders shipped” or “Helping customers since 2018,” or

• mentions in the media, features on blogs, or awards

This shows that real people have had a good experience with your business, and that gives new customers peace of mind.

To summarise: Your About section should include:

• Why you started

• A short, personal story

• What you offer and who you help

• Your values or vision

• Photos, values, or team personality

• A clear CTA

• Optional: testimonials or milestones

Your About section isn’t just a story - it’s your chance to connect, build trust, and turn visitors into customers who believe in your brand.