smallbusiness-about-page

ITIAN Small Business Academy

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About Page

Learn how to create a strong About page that tells your story, builds customer trust, explains your experience, and helps visitors feel confident choosing your business.

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Lesson Overview

The About page is where customers learn who is behind the business. It helps people understand your background, values, experience, mission, and reason for doing what you do.

A good About page should not only talk about you. It should also show customers why your story, skills, and values make your business a good choice for them.

Learning Objectives

Understand the purpose of an About page.
Know what information should be included.
Write an About page that builds trust.
Connect your story to customer needs.
Avoid common About page mistakes.

What an About Page Should Do

Introduce You

Explain who you are, your background, and why you started the business.

Build Trust

Show experience, qualifications, values, local connection, or real-world knowledge.

Explain Your Purpose

Tell visitors what your business exists to do and who it helps.

Guide Action

Encourage visitors to contact you, view services, book, buy, or continue exploring.

Recommended About Page Sections

Opening statement: A clear introduction to your business.
Your story: Why the business started and what led you there.
Experience: Skills, training, background, or practical knowledge.
Values: What matters to your business and customers.
Who you help: The type of customers you serve.
Local connection: Your area, community, or service region.
Trust points: Qualifications, years of experience, reviews, or examples.
Call to action: A button leading to contact, services, or booking.

Step-by-Step: Writing Your About Page

Step 1 – Start With a Clear Introduction

Begin by explaining who you are and what your business does in plain language.

Example: We are a local Northland business helping small businesses build simple, practical websites and online systems.

Step 2 – Tell Your Story

Share why the business started. Keep it honest, relevant, and easy to understand.

Step 3 – Add Experience and Skills

Include work experience, qualifications, industry knowledge, practical skills, community involvement, or personal experience that supports your business.

Step 4 – Explain Who You Help

Customers should quickly understand whether your business is suitable for them.

Step 5 – Add a Human Touch

A photo, short personal detail, local connection, or friendly message can make your business feel more approachable.

Step 6 – Finish With a Clear Next Step

Add a button or link so visitors know what to do after reading.

About Page Writing Tips

Write in a natural, clear voice.
Avoid long complicated paragraphs.
Explain how your background helps customers.
Use real examples where possible.
Keep the page friendly and professional.
Include a photo if appropriate.
End with a clear call to action.

ITIAN Tip: Customers are not only asking “Who are you?” They are also asking “Can I trust you to help me?”

Simple About Page Template

Opening: Introduce your business and what you do.

Story: Explain how or why the business started.

Experience: Mention relevant skills, knowledge, or background.

Values: Explain what customers can expect from you.

Next step: Invite visitors to contact you, view services, or make a booking.

Common About Page Mistakes

Writing only about yourself and not the customer.
Making the page too long.
Using vague claims without examples.
Not explaining what the business actually does.
Leaving out contact or next-step buttons.
Using a cold or overly formal tone.
Not updating the page as the business grows.

About Page Checklist

✔ Business is clearly introduced.
✔ Story is easy to understand.
✔ Experience or skills are included.
✔ Values are explained.
✔ Customer benefit is clear.
✔ Local connection included if relevant.
✔ Photo included if appropriate.
✔ Contact button or next step added.
✔ Page matches brand voice.
✔ Page has been proofread.

Practical Project

Write a first draft of your About page. Include who you are, what your business does, why you started, who you help, what experience you bring, and what customers should do next.

Keep the first version simple. You can improve it later as your business develops.

Chapter Summary

A strong About page builds trust by showing the real people, values, experience, and purpose behind the business. It helps customers feel more confident before they contact you, book a service, or make a purchase.

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