How to Use AI to Write Your Business's About Page (Without It Sounding Generic)

The About page is one of the most visited pages on most small business websites — and one of the most poorly written. The typical About page is either a wall of text about the founder's credentials, or a collection of vague claims that could describe any business in your category: "We are passionate about quality." "We put customers first." "We've been proudly serving the community since 2014."

None of that convinces anyone of anything. A visitor reading your About page has already decided they might want to hire you. What they're looking for is confirmation — a reason to feel good about that instinct. A good About page gives them that. A generic one sends them back to the search results.

Here's how to write one that actually works, using AI to get you from blank page to finished draft in under an hour.

What Visitors Actually Want From Your About Page

People visit your About page asking three questions: Can I trust this business? Do they understand my situation? Am I the kind of customer they serve well? Your About page needs to answer all three — explicitly, not implicitly.

Trust comes from specifics: years in business, credentials, number of customers served, recognizable names or locations you've worked with. Understanding comes from describing the problems you solve, not just the services you offer. Fit comes from describing who your ideal customer is — which, counterintuitively, makes everyone else feel like they might be that person too.

The Origin Story Prompt

Every business has a reason it exists. Not the legal reason — the human reason. Why did you start it? What problem were you solving, either for yourself or for others? What was broken about the way it was being done before?

This story doesn't need to be dramatic. It just needs to be true and specific.

Prompt to use:

"Write a 3–4 sentence origin story paragraph for the About page of my [type of business]. Here are the real facts: [describe how/why you started the business — when, what motivated you, what problem you saw]. The tone should be honest and personal, not corporate. It should sound like the owner speaking, not a PR department."

If the draft sounds too formal, ask the AI to "make it sound more like I'm telling a friend how I got into this business." That one instruction usually produces a better second draft.

Describing Who You Serve

This is the section most businesses skip — and it's often the most persuasive. When a visitor reads a description of your ideal customer and recognizes themselves in it, they feel seen. That feeling is worth more than any credential you can list.

Prompt to use:

"Write a short paragraph (3–4 sentences) for my About page that describes the type of customer we serve best. Our typical customer is: [describe them — their situation, what they're dealing with, what they want, what they're worried about]. Write it so that a person reading it would think 'that's me' — make it specific enough to feel true, without being so narrow it excludes people who are close to that description."

What Makes You Different

This is not the place for generic claims. "We care about quality" is not a differentiator — every business claims to care about quality. The question is: what do you do specifically that others don't?

Think about complaints you hear about competitors. Think about what customers thank you for. Think about the extra step you take that you don't charge for. That's your differentiation.

Prompt to use:

"Write a 'what makes us different' section for my About page. Here are the real, specific things that distinguish how we work: [list 3–5 specific things — e.g., we always give a fixed price before starting work, we respond to every inquiry within 2 hours, we've done 400+ jobs in Halifax with a 4.9 Google rating]. Turn these into 3–4 sentences that communicate genuine value without sounding like a sales pitch."

Adding Trust Signals

Trust signals are facts that reduce perceived risk: how long you've been in business, relevant certifications or licences, number of customers served, geographic area covered, recognizable associations you belong to. These belong near the end of the About page, after the story and the differentiation.

List your trust signals and ask AI to weave them into two or three sentences: "I've been in business since [year], hold [certification], have served [number] customers across [region], and am a member of [association]."

Pulling It All Together

Once you have drafts of each section, paste them into a document and read the whole page aloud. Does it sound like a real person? Does it tell a coherent story? Does every sentence earn its place, or are some sentences just filler?

Ask AI for a final pass: "I've written an About page. Please review it for clarity, cut any sentences that don't add value, and make sure the overall tone is consistent — warm and professional, not corporate or overly casual." Then read the result one more time and publish it.

Your About page is a long-term asset. A better one will pay dividends on every visitor who reads it for as long as your website exists.