How to Write Your Own "About" Section Without Feeling Awkward
Writing about yourself is the part most small business owners dread. Here's a simple, no-nonsense guide to getting it done — plus a fill-in-the-blanks template you can use right now.
You can design a logo, sort your prices, and even figure out your opening hours — but then you hit the About section and suddenly you’re staring at a blank screen wondering what on earth to write.
You’re not alone. Almost every small business owner finds this bit the hardest. Writing about yourself feels either too boastful (“Look how brilliant I am!”) or too apologetic (“I’m just a local plumber, nothing special really…”). Neither one works.
The good news? Your About section doesn’t need to be a masterpiece. It just needs to do one job: help the right customer decide they’re in the right place.
Here’s how to get it written without tying yourself in knots.
First, forget the word “About”
The section is called “About” but it’s really about them — your customers. The moment you shift from “What should I say about myself?” to “What does my customer need to know?” it gets a lot easier.
People reading your About section want to know:
- Are you legit? Do you know what you’re doing?
- Are you local? Will you actually show up?
- Are you a real person? Or is this some faceless company?
- Can I trust you with my home / business / money / dog?
Answer those questions and you’ve nailed it.
Start with what you do and who you do it for
Don’t open with “Welcome to my website” (no one cares) or “I have 20 years of experience” (that comes later). Start with what you actually do, in plain English.
Try this formula:
“I’m [Name], and I help [type of customer] with [what you do] in [location].”
For example:
- “I’m Karen, and I help families in Exeter keep their homes spotless — without having to lift a finger.”
- “We’re a husband and wife team based in Stoke, fitting kitchens for homeowners who want the job done properly the first time.”
- “I’ve been fixing boilers across South Leeds for 14 years, and I’ve never left a customer without heating.”
Simple. Specific. Human. That’s all you need for an opening line.
Tell them a bit about your story — but keep it short
You don’t need your full life history. Two or three sentences about why you do what you do makes you feel real and trustworthy.
Ask yourself:
- How did you get started?
- What do you genuinely enjoy about the work?
- Is there a moment that sums up why you do this?
It doesn’t have to be dramatic. “I started the business after struggling to find a reliable cleaning service myself — so I decided to become one” is a perfectly good story.
Add a line or two of credibility
This is where experience, qualifications, and accreditations come in. Not a CV — just a sentence or two to reassure people they’re in safe hands.
Things worth mentioning:
- How many years you’ve been doing this
- Any qualifications or trade memberships (Gas Safe, CHAS, BALI, etc.)
- Rough number of jobs or customers served
- Awards or recognition, if you have them
Keep it factual and confident. You don’t need to brag — the facts speak for themselves.
Show a bit of personality
This is the bit people skip, and it’s a shame — because it’s what makes customers choose you over the next person on Google.
You don’t need to write an essay. Even one sentence works:
- “When I’m not laying patios, I’m usually cheering on Leeds United or burning toast.”
- “We’re proud to be a proper local business — we live here, our kids go to school here, and we care about doing good work in our community.”
People hire people they like. A small human touch goes a long way.
End with a clear next step
Don’t let your About section trail off. Give the reader something to do.
- “If you’d like a free quote, get in touch — I usually reply the same day.”
- “Have a look at our work below, or drop us a message if you’d like to chat.”
One simple line pointing them to your contact details or booking form is all you need.
A simple About section template
If you’d like to just fill in the blanks, try this:
[Name/Business name] helps [type of customers] in [location] with [what you do].
[One or two sentences about your story or why you do this work.]
[One or two sentences about your experience, qualifications, or track record.]
[Optional: one sentence of personality — something human.]
[Call to action — e.g. “Get in touch today for a free quote.”]
That’s it. Four or five short paragraphs. You don’t need more than that.
A few things to avoid
- Writing in the third person when it’s just you. “John has over 15 years of experience…” sounds odd if John is writing it. First person is fine.
- Copying a competitor’s wording. It’s tempting, but customers notice when it sounds generic.
- Being vague. “We offer high-quality services at competitive prices” tells the reader nothing. Be specific.
- Leaving out your location. Local customers want to know you’re nearby. Say where you are.
Don’t wait for it to be perfect
The biggest mistake? Not writing anything because you can’t get the wording exactly right.
A decent About section published today will do more for your business than a perfect one you’re still working on next month. You can always tweak it later — and if you’re an OnePageSites customer, just send us your draft and we can help you polish it up.
Need a hand getting your website sorted? Get in touch with the OnePageSites team — we make it easy.
