Start with who you help and what you do
Open with a plain sentence. Name the customer, the work, and the setting if location or category matters. A clear first sentence does more work than a clever slogan because it lets the visitor place the business immediately.
| Weak opening | Clearer opening |
|---|---|
| We are passionate about quality. | We repair bikes for commuters and families in East Vancouver. |
| We help brands thrive. | We design packaging for small food brands preparing for retail shelves. |
| We make your life easier. | We handle scheduling admin for independent clinics and studios. |
Explain why the business exists
Keep the reason specific. The customer does not need every detail from the beginning of the company. They need to know what problem you noticed, why it matters to the work, and how that shapes the way the business operates today.
Add present-day proof
Use facts that can be updated later: team size, service area, years operating, product categories, customer types, or practical constraints. Concrete details age better than broad claims because they can be edited as the business changes.
- Where the business operates.
- Who the business serves most often.
- What the team makes, sells, or delivers.
- One or two details that explain how the work is done.
Close with a useful next step
Do not end with a vague invitation. Point people to the page that helps them decide: services, products, pricing, booking, contact, or a guide that explains the work. The About page should support the customer’s next decision.
What this guide is not saying
This is not a rule against personality or story. It is a reminder to make the customer’s decision easier. If a longer story matters, place it after the clear business context, not before it.