An awkward About page usually tries to sound impressive before it says anything useful. Visitors do not need a company myth. They need to know who is behind the business, who it helps, what kind of work it does, and whether the next click is worth taking.
The best fix is often subtraction. Remove the vague origin story, repeated welcome lines, and claims that could fit any local business. Then add the details that help a real visitor decide: service area, role, proof, process, and the easiest next step.
Lead With The Visitor Question
A small website About page should answer the question the visitor is already carrying. Can this person help someone like me? Are they local, remote, specialized, affordable, careful, fast, or experienced enough for the job? Put that answer near the top.
For example, a baker does not need to open with a childhood memory if the page is used by event planners. A stronger opening says what kinds of cakes are available, how far ahead to inquire, what proof is available, and which order details matter before a quote.
About Page Fixes For Small Business Table
| Check | Evidence | Next move |
|---|---|---|
| Vague opening | The first paragraph could fit any business in town | Name the customer, service, location or delivery model, and main reason to keep reading |
| No trust proof | Claims of quality appear without photos, examples, testimonials, credentials, or process details | Add one specific proof point close to the claim it supports |
| Awkward biography | The founder story is long but does not help the visitor decide | Trim the story to the experience, values, or constraint that affects the customer |
| Dead-end page | The visitor finishes reading without a useful next step | Link to contact, booking, services, portfolio, or a focused guide |
Use Search And Analytics As A Reality Check
The Google Search Central SEO starter guide is useful for checking whether the page communicates clearly to both visitors and search engines. Google Analytics help can then show whether people reach the About page and leave, continue, or contact you.
Moo My Site already covers homepage cleanup in the homepage guide and contact usability in the contact page fixes guide. The About page has a different job: it turns uncertainty about the people behind the site into enough trust for the next click.
Worked Example: Rewrite One Weak Section
Weak version: We are passionate about helping customers with high-quality solutions and excellent service. Better version: I build and maintain simple WordPress sites for local service businesses that need clear pages, fast edits, and a contact path customers can actually use.
The better version is not flashier. It names the work, customer, platform, and outcome. A visitor can now decide whether to read services, view examples, or leave. That is a win because the page stopped performing personality and started answering the decision.
Proof does not have to be dramatic. A photo of completed work, a short testimonial, a named credential, a recognizable client type, a before-and-after note, or a clear process can all reduce doubt. The important part is placing the proof beside the claim, so visitors do not have to hunt for a reason to believe the page.
Tone matters too. A small-business About page can sound human without becoming casual filler. Use first person when that matches the brand, but keep the copy grounded in visitor decisions: what you handle, what you do not handle, how communication works, and what someone should prepare before reaching out.
Give The Page One Clean Next Step
End with the next action that matches the visitor stage. A warm visitor may need a booking link. A cautious visitor may need examples. A local visitor may need service area details. Choose one primary path and one secondary path, then remove the extra links that compete with them.