The practical guide for service businesses who want an About page that builds trust – and turns readers into clients.
You know your About page matters. You’re just not sure exactly what it should say – or why what you have isn’t earning the trust it should.
You’re not alone. Most service business owners are brilliant at what they do, but explaining who they are in a customer-centric way that builds genuine trust is a different skill entirely. And in a world where Google and AI tools are increasingly deciding who gets recommended, getting your About page right has never mattered more.
This guide gives you the framework to get it right, without the guesswork.
(And if your Home page needs the same treatment, ‘Your Website Home Page, Sorted‘ covers that too.)
What it is:
‘Your About Page, Sorted’ is a practical, section-by-section guide that walks you through every element of an effective About page: what to include, why it matters, and what great copy looks like.
It covers all 12 sections of a high-performing About page, including:
- Your hero section: How to introduce yourself or your team in a way that earns trust from the first line.
- What we do, who we help, and where we’re based: The section Google and AI tools rely on most to place and recommend your business.
- Your origin story: How to turn your real ‘why’ into a story that builds trust – without it reading like everyone else’s.
- Your values: How to state values that actually build credibility, instead of reading as filler.
- Meet the people: How to use photos, bios, and credentials to prove you’re a real, qualified human – solo or team.
- E-E-A-T trust factors, explained in plain English: What it means, why Google and AI tools use it, and how to build it into your page section by section.
- And much more.
Every section includes copywriting tips drawn from 30 years of marketing experience, plain-English SEO and AI notes, and real examples you can adapt for your own business.
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Who it’s for:
This guide is for you if you:
- Run a service business and want an About page that genuinely builds trust.
- Are building a new website and want to get the copy right from the start.
- Have an existing website but suspect your About page could be doing more.
- Want to understand what makes an About page credible – not just polished.
- Prefer to write your own copy but want expert guidance behind every decision.
About the author
Cornelia Luethi: content writer and marketing strategist with 30 years of expertise.
This guide was written by me, Cornelia Luethi – a content writer and marketing strategist with 30 years of experience, including a decade in corporate marketing roles across New Zealand and the UK, and 20 years running my own content writing business.
A client once called me “the Swiss watch of marketing” and I’ve taken that as my standard ever since.
I work with service businesses across New Zealand, Australia, the UK, and the United States from my base in Kerikeri, New Zealand. My specialities include website content writing, case study writing, and article writing.
Read more about Cornelia.
What you get in ‘Your Website About Page, Sorted’:
- A professionally designed PDF guide – instantly downloadable.
- 12 sections covered in full, with wireframe layout included.
- Copywriting tips and SEO/AI notes throughout.
- Real examples you can adapt for your own business.
- A plain-English explanation of E-E-A-T, and how to build it into your page.
- Guidance for solo business owners and teams alike, throughout every section.
Frequently asked questions about ‘Your Website About Page, Sorted’
What is included in the Website About Page guide?
‘Your About Page, Sorted’ covers all 12 sections of a high-performing About page – from your hero section and origin story to your values, team bios, and SEO and AI optimisation. Every section includes copywriting tips, plain-English SEO notes, and real examples you can adapt. It’s a complete website About page framework in a single, practical PDF.
Who is the Website About Page guide for?
This About page guide is written for service business owners who want to write or improve their own About page copy. It’s ideal whether you’re building a new website from scratch, refreshing existing website content, or want to understand what makes an About page trustworthy – not just look good.
Do I need copywriting experience to use this About page guide?
None at all. The guide is written in plain English with clear explanations, real examples, and practical copywriting tips at every step. Whether you’re new to writing website copy or simply want a proven framework to follow, this guide gives you everything you need to write an About page that works.
Is this website About page framework relevant outside New Zealand?
Yes – the principles of effective about page copywriting apply equally whether you’re based anywhere in the English speaking world. The SEO and AI optimisation guidance is equally relevant across all markets, and the examples can be adapted for any service business, anywhere.
Do you have any resources to help me write other website pages myself?
Yes – your About page and Home page work together to build trust and convert visitors, so ‘Your Website Home Page, Sorted‘ is a natural next step if you haven’t tackled that page yet. I’m also building out guides for other key pages, so it’s worth checking back or getting in touch if there’s a specific page you’re stuck on.
Can you write my About page for me instead?
Absolutely – if you’d rather hand the writing over, I offer About page copywriting as part of my website copywriting services. Most projects start with a free, no-obligation conversation. Get in touch and I’ll take it from there.
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