Nobody cares about your about page. Except when they do.

Pull up the page report for almost any small local business and you will find the same thing. Homepage first. About page second or third, above most of the services.

And the about page is always the worst page on the site.

It says: founded in 2009, we are a family owned business committed to quality and customer satisfaction, serving the greater area with integrity. There is a stock photo of a handshake.

Here is what is actually happening when somebody opens that page. They have decided you might be able to do the job. Now they are deciding whether to let you into their house, or hand you a deposit, or trust you with something expensive. They are not researching your corporate values. They are doing a gut check on a stranger.

So the page has one job: be a person.

Say who does the work. A name. What they were doing before this. Why they do it this way. What they will not do, which is more persuasive than any list of what you will.

A photograph of the actual human, taken this decade, not wearing a rented suit.

And the specifics that only you have. Twenty two years, four of them at a shop that did it wrong, which is why you now do this one particular step differently. That is the sentence that closes people, and it never appears, because it feels too small to include.

The instinct is to sound like a company, because sounding like a company sounds professional. But your customer is not choosing between you and a company. They are choosing between you and the other guy who also did not answer his phone.

Sound like the person who will show up. That is who they are hiring.