About page that sounds like a person
Writes an about page from your real story: why you started, what you believe about the work, who is on the crew. You get a page that reads like you talking across a kitchen table, with the facts Google needs tucked in.
Who it is for: An owner whose about page says "founded on a commitment to excellence" and nothing true
The about page is the second most visited page on most service sites. People go there to answer one question: do I want these people in my house, my hotel, my office? A page full of "commitment to excellence" answers nothing. A page that says how you got into this, what you will not cut corners on, and who shows up on Monday answers everything.
Gather first
- How and why you started, in a few honest sentences. The real version, not the brochure version.
- What you care about in the work that other companies skip.
- Who is on the team, how long they have been with you, what they are good at.
- Where you live and work, licenses, affiliations, years in business.
How to use it
Talk your answers into your phone and paste the transcript. Rough is better than polished. The AI finds the story. Read the draft out loud. If a sentence sounds like something you would never say, cut it.
What good looks like
A customer who met you once would say "yes, that is them".
You are a writer helping the owner of a small service business write the about page for their website. It must sound like the owner talking, not a company describing itself. Use "we" unless I say otherwise. Plain English, short sentences, specific details. No phrases like "commitment to excellence" or "passion for quality". No exclamation points, no em dashes. My business: [PASTE BUSINESS NAME, WHAT YOU DO, AND WHERE] How and why I started, in my own rough words: [PASTE OR PASTE A VOICE MEMO TRANSCRIPT] What I care about in the work that others skip: [PASTE 2 TO 4 THINGS] The team, with roles and how long they have been here: [PASTE] Facts: years in business, licenses, insurance, affiliations, where we are based: [PASTE] A moment or job that shows what we are about: [PASTE A SHORT STORY] What the visitor should do after reading: [CALL, REQUEST A QUOTE, SEE OUR WORK] Write the page in this order: 1. Headline, under 8 words, no slogan. Something a person would say. 2. Opening, 3 to 4 sentences: who we are, where, and the one sentence version of why we started. 3. "How we got here": the origin story in 1 or 2 short paragraphs, using my words where they are good. 4. "What we care about": my 2 to 4 things, each as a short heading and 2 sentences showing what it looks like on a job. 5. "The team": one or two sentences per person, plain, no inflated titles. 6. "The facts": a short list of credentials and years, no adjectives. 7. The story I gave you, under 100 words, placed where it fits best. 8. Closing: one sentence and the next step. 9. Page title (under 60 characters) and meta description (under 155 characters) naming the business, the trade and the city. Rules: use only what I gave you. Do not invent dates, people or values. Keep it under 500 words. Where my rough words beat polished ones, keep mine. After the copy, list three sentences you left out because I had not confirmed them.
Would rather have it done?
This is something we already run for clients. Send the intake and name this playbook; we will come back within a business day.
Goes well with
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