Write an About page that actually sells

What you’ll have at the end

A rewritten About page — 200 to 350 words — that opens with what you do and who it’s for, then earns trust with something real, and closes with a reason to take the next step. Not a founder origin story. Not a wall of team photos. A page that actually does work.

The mistake most people make

The default About page looks like this:

“John started [Business Name] in 2015 after working for fifteen years in the industry. He was frustrated by the lack of attention to detail he saw in larger companies, and decided to do things differently. Today, [Business Name] serves clients across [region] with a commitment to quality and personal service.”

This is written for John. The customer reading it is thinking: so what? What does this mean for me?

The About page is almost never read first. Visitors check your services, your prices, or your work — and they only click “About” if they’re seriously considering you. By that point, they already know roughly what you do. What they’re trying to decide is whether to trust you.

An origin story doesn’t answer that question. Specifics do.

What you need before you start

Five inputs, written down before you open the AI tool:

1. What you do, in one plain sentence. Not “solutions for businesses” — “I do the bookkeeping and BAS for tradies who hate paperwork.” Include who the customer is in this sentence.

2. Your origin or reason — the short version. One or two sentences. Not a five-paragraph journey. “I left corporate accounting because I wanted to work with businesses where I could actually see the impact. Eleven years later, most of my clients are in construction or trades.”

3. Your method or approach — what’s different about how you work. Not “attention to detail.” Something specific to your practice. “Every client gets a fortnightly reconciliation and a one-page summary they can actually read. No surprises at tax time.”

4. Three credibility signals. Pick from: years in business, number of clients served, a relevant qualification or credential, a niche you’re known for, a notable client or project, a specific result you’ve delivered. Actual numbers beat adjectives every time.

5. The one next step you want the reader to take. Just one. “Book a free twenty-minute call,” “See our recent work,” “Get a quote.”

If you’ve got those five things, the AI can write an About page that works. If you’re tempted to skip the credibility signals because you don’t think yours are impressive — don’t. A specific number (“forty-three projects over eight years”) beats a vague adjective (“years of experience”) every single time.

The brief, ready to copy

Open your AI tool and paste this block with your five inputs filled in.

You're helping me rewrite my business's About page.

What I do and who for (one sentence):
[your plain-English description of what you do and who buys it]

My origin / reason (short version):
[one or two sentences — why you started or why this work matters to you]

My method or approach (what's different):
[something specific about how you work — not "attention to detail"]

Three credibility signals (real numbers preferred):
[list them — years, clients, credentials, notable projects, results]

The one next step I want the reader to take:
[book a call, see the work, get a quote — pick one]

Please write an About page with this structure:
1. Opening line: what I do and who it's for (not "Welcome to..." — start in media res)
2. One paragraph: what makes working with me different, using my method
3. Two or three sentences: credibility signals, stated plainly — no "proud to have helped"
4. One paragraph: the human bit — why I do this work (use my origin, keep it short)
5. Closing line: one clear next step

Constraints:
- 200 to 350 words total
- No "passionate about," "dedicated to," "committed to excellence"
- No "family-owned" or "proudly local" unless I've specified that
- Write in first person (I / we — use whatever I've implied)
- Australian English spelling
- Lead with the customer's world, not my biography

What you’ll get back

A 250-ish word page with a clear structure. Read it once before editing anything. Specifically:

• Does the first line say what you do without making the reader work for it?
• Is the credibility section specific — real numbers, real claims?
• Does it sound like a person wrote it, or like a press release?

If it sounds too corporate, ask for a revision with a specific direction: “Make this more conversational — I’m writing to small construction business owners, not HR managers.”

What to always change by hand

Three things AI gets wrong on About pages:

1. The opening line. AI tends to start with context-setting (“In today’s competitive landscape…”) or with your name (“Jane Smith has been helping businesses…”). Delete this and start with a sentence that puts the customer immediately in the picture: “If your books are two years behind and tax time is coming, you’ve found the right place.”

2. The credibility signals. If you gave AI numbers, it’ll use them. But sometimes it softens or hedges them: “approximately forty clients” or “roughly ten years.” Remove the hedging. If it’s forty clients, say forty clients.

3. The closing CTA. Make sure the next step matches your actual intake process. If you said “book a call” but the button goes to a contact form with a two-week wait, rewrite the CTA to match reality.

A quick check before you publish

Read it once from the customer’s perspective — not yours:

• In the first three sentences, is it clear what the business does?
• Is there at least one specific, credible claim (a number, a credential, a result)?
• Is there one clear action to take?
• Could you swap in a competitor’s name and have the page still make sense? (If yes — it’s still too generic. Add specifics.)

Three yeses and a no: publish it.

Where to take this next

This is one page. The same brief-then-refine workflow — give the AI your real business details, then edit the human bits — works for your services pages, your homepage headline, your case studies, and your Google Ads.

Setting it up properly in Codex — with your business context saved as a reusable skill so you’re not re-briefing the AI from scratch every time — is what the Codex for Business Owners workshop covers. See the syllabus →