What to write on your About page (Irish small business edition)

Most About pages start with "Founded in 2018…" and lose the reader by sentence two. Yours doesn't have to. Here's what to write instead.

The five things every About page should answer

1. 1.Who you serve — be specific. "Small Dublin cafés" beats "businesses of all sizes."
2. 2.What you do for them — in plain English, no jargon.
3. 3.Why you — the personal angle. The story. The reason this exists.
4. 4.Proof — a review, a logo, a number, a year-count.
5. 5.What to do next — the one action: contact, book, browse.

A template you can steal

“[Your business] helps [specific audience] do [specific thing]. We started in [year] because [honest reason]. Since then we've worked with [number] customers across [Ireland / your region], from [example A] to [example B]. We're based in [town]. If you're [audience again], we'd love to hear from you.”

What to leave out

• Mission statements written by committee.
• Stock photos of teams that aren't yours.
• Adjective stacks — "innovative, dynamic, results-driven."
• Long company histories nobody asked for.

Show the face

If you're a one-person business, the About page is really a "meet the founder" page. A clear photo, your first name, two sentences in your own voice. Customers buy from humans, especially in Ireland where trust is half the sale.

Length

Aim for 200–400 words. Long enough to feel substantial, short enough that people read it. Add a section called "Our story" further down if you want to go longer — but keep the top of the page lean.