About Me Page for a Business Owner: Story First, Résumé Second

An about me page for a business owner is the page that tells a visitor who they will actually be dealing with and why that person can be trusted. Lead with the reason you started, connect your experience to what changes for the customer, back it with honest proof, and end with one clear next step. How an about page sits among the other pages of a business site is easy to study in these sample websites for many trades, each built for an invented company.

• Google's Article markup guidance lets an author's url point to an "about me" page and names 2 author types, Person and Organization (Google Search Central).
• Google suggests 3 questions for any page, who made it, how and why, and strongly encourages accurate information about who is behind content (Google Search Central).
• Google calls trust the most important of the 4 parts of E-E-A-T and treats invented names or false credentials as a sign of low quality (Google Search Central).
• The FTC Endorsement Guides, 16 CFR Part 255, say a testimonial must reflect the honest opinion of the person giving it (FTC).

Why does an about me page matter for an owner-led business?

When you are the business, customers are deciding whether to trust you as a person. The about me page is where they make that judgement.

A sole trader, consultant or owner-led firm is bought on trust in one individual. A visitor who has read your services and liked your prices still wants to know who will turn up, answer the phone or handle their accounts. Google's guidance on helpful content makes the same point from the search side: it encourages accurate information about who is behind a page and lists an About page among the background that helps people judge trust. An about me page answers that question directly.

Owners often spend hours on their homepage and minutes on this page. That is a mistake, because a weak about page does not just fail to impress; it lets a nearly convinced visitor drift to someone whose story made them feel more confident. Fixing it does not need a copywriter. It needs honesty, a little structure and the willingness to talk to your reader like a person.

For businesses with a team, the wider question of how to write an about us page covers team introductions, founder stories and process pages. This page is narrower. It is for the owner whose name, face and judgement are the product.

Why should you start with your story, not your résumé?

Start with the reason you began the business, because readers connect with a reason before they care about credentials. Qualifications support the story; they cannot replace it.

The most common mistake is opening with the year the business was founded, followed by a list of qualifications. That is a CV, not a story. Readers want to know why you do this work, specifically the moment you decided to start. A list of certificates tells them you are qualified, but not why you care about their problem.

Think back to the moment you knew you had to do this. Perhaps you were frustrated by a gap in your industry, saw clients overcharged for poor work, or built something for yourself and realised other people needed it too. Naming that specific moment gives the page a pulse that a list of certifications never will. It shows the business exists for a reason beyond the invoice.

You do not need to write a memoir. A short paragraph about where you came from, what you did before and which experience shaped the way you work is enough. Then draw a direct line from that past to how you serve customers now, so the story feels purposeful rather than personal indulgence. A bookkeeper who spent years in a busy accounting office might explain that she started her practice to give owners one person they could always reach.

How do you turn credentials into outcomes for customers?

Translate each qualification and service into what changes for the customer who hires you. Customers are asking what will be different for them, not what you offer.

Once the story is told, the instinct is to list your services, but the about me page is not a service menu. Replace feature language with outcome language. Instead of "I provide social media management", write that your clients go from posting when guilt strikes to showing up consistently and getting enquiries. The second version speaks to something your customer has lived, and it shows you understand their world.

Credentials work the same way. A trade qualification matters to a customer because it means the job is done safely and signed off properly, so say that. Years of experience matter because you have seen their problem before, so say which problems. Each credential should earn its place by answering a worry the reader already has.

Answer the silent question every reader brings: why choose you over the others who do something similar? You do not need to criticise competitors to answer it. Be specific about what makes your approach distinct, whether that is your process, your background, the clients you specialise in or the way you keep in touch during a job.

Which words should you use on an about me page?

Use the words your customers use when they describe their problem, and write in the first person. Plain language creates connection; jargon creates distance.

If clients tell you they feel overwhelmed, invisible online or worried about wasting money, those are the words that belong on the page. Industry terms you picked up in training rarely appear in a customer's own description of their problem. Read your enquiry emails and notes from calls, and borrow the phrases that keep recurring. A reader who sees their own words feels understood before they have spoken to you.

Write as "I", because customers know they are dealing with one person and the honesty is appealing. Pretending to be a larger team with "we" can backfire when a client meets you and finds a sole trader. Address the reader as "you", read every sentence aloud and rewrite anything you would never say across a desk. Short sentences and paragraphs, which W3C recommends for clear web writing, also make the page easy to read on a phone.

How do you build trust with proof and real details?

Back your story with specific facts, genuine customer comments and real photographs. Specificity signals honesty far better than adjectives such as experienced or passionate.

If you have been in business for a certain number of years, give the number. If you hold a certification your clients care about, name it and say what it means for them. If a local publication has mentioned you or you belong to a trade body, include it, as long as it is genuine. Google's guidance treats invented credentials and fabricated profiles as a sign of low quality, and a customer who spots one will doubt everything else.

Customer comments are among the most useful things you can add. One honest quote from a real person describing a real outcome does more than a paragraph of self-description. The FTC's Endorsement Guides say a testimonial must reflect the honest opinion of the person giving it, and they warn against tying a discount to a positive review, a sound standard wherever you trade. Ask permission and attribute each comment with a first name and town.

Show your face. A clear photograph of you at work, taken on a phone in good light, does more than a polished stock image of someone else. If you publish articles on your site, link your name in each byline to the about me page; Google's Article markup guidance accepts an about me page as the author's url, which ties your writing to a real person.

How should an about me page end?

End with one clear invitation to take the next step, written as a natural continuation of your story. A visitor who finishes the page with nowhere to go simply leaves.

Most about pages end with a paragraph that fades away. Pick the single action that makes most sense for a visitor who is nearly ready, such as booking a call, sending a message or requesting a quote. One focused prompt works better than several competing buttons, because the reader does not have to choose. Make the link text say what it does, such as "Book a call", rather than "click here".

Write the invitation the way you would say it. A line such as "If this sounds like the help your business needs, I would like to hear about your project" feels like an invitation rather than a push. That tone keeps the warmth of your story alive right up to the moment someone gets in touch.

Questions business owners ask about about me pages

Should a sole trader have an about me or an about us page?

An about me page usually works better, because customers know they are dealing with one person. Writing as "I" is honest and sets the right expectations. If you later hire a team, the page can grow into an about us page.

How personal should my story be?

Personal enough to explain why you started and how you work, and no further. Each detail should connect to what the customer receives. Family history or hobbies belong only if they shaped the service.

Should I list all my qualifications?

List the ones your customers care about and say what each means for them. A long list without explanation reads like a CV. A full list can sit lower on the page or in a downloadable profile.

Do I need a photograph of myself?

Yes, a clear, recent photograph helps visitors trust the person they are about to contact. A phone photograph in good light is fine. Avoid stock images, which undermine the honesty of the page.

How often should I update my about me page?

Update it whenever your services, location or qualifications change, and reread it on a regular schedule. Stale details suggest the business is not active. Adding a new customer comment now and then keeps it current.

Putting your about me page online

An about me page needs a website to live on, with your story, photograph and next step in place. Your own notes are what make it believable.

AI Web Maker builds a complete website from a description of your business, with pages, sections, text and photos that you then edit, so you can replace the starting text with your story and your own pictures. Building and previewing costs nothing; going live is $119 a year of hosting, and the domain is paid separately. If you want a structure to react to first, the company profile generator sets out an about section, values and why choose us points, and the AI SEO Tools help people find the page once it is live.