The structure the planner uses
- Opening: who you help and what changes for them. Start with the reader, not the founding date.
- Why we exist: a short, honest origin story connected to the customer’s problem.
- What we do differently: the approach that justifies choosing you.
- Proof: numbers, results, reviews and accreditations.
- The people: who customers will actually deal with, with real photos.
- How we work: two or three principles, ideally ones customers can hold you to.
- Next step: one clear action.
Each section in the output includes draft wording built from your answers and a note on what to add. Drafts are deliberately plain so you can put your own voice into them.
What makes About pages work
- Real faces. Genuine team photos beat stock images every time.
- Specifics over adjectives. “180 gardens since 2015” says more than “years of experience”.
- The customer is the hero. Your story matters when it explains why you serve customers the way you do.
- A next step. People reading your About page are close to deciding. Do not leave them at a dead end.
Use real customer language in the opening; the Customer Review Phrase Finder pulls it from your reviews. Our guide to writing an About Us page that builds trust has examples of each section.