1. Start With Your Customer, Not Yourself

The most common mistake? Starting with "I founded this company in 2015..." or "We're a leading provider of..."

Yawn.

Instead, begin with your customer's problem or desire. This shows visitors you understand them before you ask them to understand you.

Try this format:

2. Tell Your Origin Story (But Make It Relevant)

People connect with stories, not facts. But your story should highlight why you're qualified to solve their problems.

Don't just share when you started your business. Share why you started it. Was there a problem you personally experienced? A gap in the market you noticed? A passion that turned into a profession?

Try this format:

Example: "I started Coleman Custom Woodworking after spending 15 years buying mass-produced furniture that fell apart within months. After restoring my grandfather's 80-year-old oak dining table, I realized the difference quality craftsmanship makes; not just in how long a piece lasts, but in how it makes you feel at home."

Notice how this isn't just "I've been woodworking for X years." It explains the why behind the business in a way that resonates with customers who've had similar experiences.

3. Include Trust Signals and Credentials

This is where you can subtly brag a bit. Your experience, training, certifications, or impressive statistics all belong here. Trust signals help visitors feel confident in your expertise.

Research shows that adding trust signals to your About page can boost conversion rates by up to 80% (Keywords Everywhere, 2024). That's too significant to ignore!

​What to include:

Example: "With over 200 custom pieces delivered to homes across the Pacific Northwest, my work has been featured in Seattle Home Magazine and won the Craftsman's Guild Award for Excellence in 2023. Each piece is crafted using traditional joinery techniques that ensure your furniture will become an heirloom, not a replacement item."

4. Share Your Process or Philosophy

This section demonstrates how you approach your work and what makes your method unique. It gives potential clients insight into what working with you would be like.

​Try this format:

Example: "My approach to custom furniture is built on collaboration. I believe your furniture should tell your story, not mine. When we work together, you'll be involved in every step—from selecting the wood species to approving the final design—ensuring the piece we create reflects your lifestyle and values, not just current trends."

5. Add a Personal Element

This is where you can share something about yourself beyond your professional identity. It humanizes your brand and helps create connection.

According to consumer behavior research, 63% of consumers prefer to buy from brands that have a purpose and feel authentic (BusinessDasher, 2024). A personal touch helps establish that authenticity.

What to share:

Example: "When I'm not in my workshop covered in sawdust, you'll find me hiking the Cascade trails with my rescue dog, Scout, who has an uncanny ability to find the perfect walking stick on every adventure. These outdoor excursions often inspire my most creative designs, as I believe nature creates the best patterns."

6. Include a Photo (A Real One!)

Please, no stock photos of random people in suits pointing at computers. Your About page needs an authentic photo of you or your team.

Studies show that real photos of business owners increase trust substantially. In fact, adding a genuine, high-quality photo of yourself can increase conversion rates by up to 35%, according to marketing research (VWO, 2025).

Photo tips:

Don't leave visitors hanging after they've connected with your story. Give them a clear call to action that guides them toward working with you.

Try one of these:

Example: "Ready to bring your custom furniture vision to life? The first step is a free 30-minute consultation where we'll discuss your space, needs, and design ideas. No pressure, just conversation about possibilities. [Book your consultation →]"