How to Write an About Page That Gets You Hired

Does your About Us page actually explain why someone should hire you? Most don't. They fail in one of two predictable ways, and there's a good chance yours does at least one of them right now. The fix is a simple five-part structure that turns a page most owners treat as an afterthought into one that quietly closes the deal. In this episode, I'll walk through the two failure patterns (the diary entry that tells your founding story but nothing useful, and the corporate press release so generic it could describe any business on earth), and the five-part structure that actually works: a one-sentence opener that says what you do and who it's for, a credibility section built on facts instead of adjectives, values backed by real evidence, objection handling that answers the doubts people arrive with, and a clear next step. I'll also cover why this page matters more in the AI era (assistants pull from clear, factual pages to decide who to recommend), and, just as importantly, why you shouldn't spend three weeks agonizing over it while your service pages sit half-finished. This is the third episode in the series on building your business foundation for both search and AI. Get your About page clear in an afternoon, then move on to the pages that actually do the selling. After 15+ years helping small businesses get found, I've read a lot of About pages that were written for the wrong reader. The ones that work aren't clever or polished. They're clear, they're specific, and they answer the one question the visitor actually came to the page to settle: can I trust these people? CHAPTERS: 0:00 Does your About page explain why anyone should hire you? 0:25 The two ways About pages fail 0:34 Failure 1: the diary entry 0:46 Failure 2: the corporate press release 1:12 The five-part structure that works 1:16 Part 1: One sentence, no warm-up 1:49 Part 2: Why you're credible (facts, not adjectives) 2:30 Part 3: What you stand for, backed by evidence 3:24 Part 4: Objection handling 3:57 Part 5: A clear next step 4:22 Why this page matters more in the AI era 5:03 The difference between a link and a name AI speaks out loud 5:25 Why the About page isn't your most important page 6:08 Get it clear in an afternoon and move on MENTIONED IN THIS EPISODE: 🧰 GeniePress (tells you what to fix and in what order): https://geniepress.app 📘 Small Business Big Visibility: Local SEO Made Easy: \[book link] 🎧 Start the series: Why AI Might Be Recommending Your Competitor, Not You. ABOUT SMALL BUSINESS BIG VISIBILITY: A podcast for small business owners who want practical, real-world strategies to grow without burnout. Hosted by Jason McKenzie, founder of Boise Web and a 15+ year veteran helping small businesses become more visible, more profitable, and more sustainable. Episode 417 🔗 https://smallbusinessbigvisibility.com/ #LocalSEO #GEO #SmallBusinessMarketing