About Page & Brand Story

What is About page and brand story writing?

About page and brand story writing is creating the page that answers a visitor's real question before they get in touch: "can I trust these people with my problem?" It covers who you help, why your business exists, the people behind it, how you work and the proof that you deliver. Done well, a brand story isn't a company history. It's the reason a stranger decides you're the right choice.

Who needs a better About page?

• Founder-led businesses where clients are really buying the founder's expertise
• Service businesses whose About page is a list of years and milestones
• Companies that have grown or changed direction since the page was written
• Brands whose story is interesting but buried under generic mission statements

Why the About page matters more than you think

The About page is often one of the most visited pages on a service business's site, and visitors usually read it right before deciding whether to enquire. They're checking whether you're real, experienced and the kind of people they want to work with. A page full of "passionate about excellence" doesn't help them decide; specifics do.

What a strong About page includes

1. Who you help and the change you create, in the first lines
2. Why the business exists: the problem you saw and why you cared
3. The people: real names, faces and relevant experience
4. How you work: what clients can expect
5. Proof: results, reviews, credentials or notable work
6. A next step: a link to services or a way to get in touch

How I find and write your story

I start with a short interview or questionnaire. The best brand stories come from specific moments: the client problem that made you start the business, the mistake you saw others making, the reason you work the way you do. I turn those details into a clear narrative, then structure the page so visitors who only skim still get the key points.

Example (illustrative). Generic: "Founded in 2015, ABC Accounting is a passionate team dedicated to delivering excellent service." Specific: "I started ABC after watching too many small business owners do their books at midnight. We now handle the numbers for over a hundred local businesses, so their evenings are theirs again."

Brand story beyond the About page

Your brand story is useful well beyond one page. A short version works as a LinkedIn summary, a pitch introduction, a speaker bio and the opening of your sales deck. I can deliver short, medium and long versions so you use the same story everywhere.

What makes a brand story believable?

Specific details and honesty. A story about the exact moment you noticed a problem is more convincing than a polished mission statement. Admitting what you're not, or who you're not right for, makes the rest of the page more credible. And proof matters: a few real results or reviews close to the story show that the values you describe turn into actual work.

Common About page problems I fix

• Opening with the founding year instead of the customer
• Mission statements that could apply to any company
• No photos, or stock photos of people who don't work there
• Team bios that list job titles but say nothing about the person
• No call to action, so interested visitors leave

How much does About page and brand story writing cost?

About page and brand story writing starts from $299. Price depends on the length of the page, the number of team bios and whether you want short-form versions for other uses. You get a fixed quote before any work starts.

Read my guide on how to write an About page that builds trust for the full approach. For the strategy behind your story, see brand messaging and positioning, and for the rest of your site, website copywriting.