What to Put on Your About Page (And Why It’s Not All About You)
A simple guide for tourism businesses who want to connect and convert
Let’s talk about one of the most overlooked (but most visited) pages on your website: your About page.
If you’re like most small tourism business owners, you’ve either:
a) left this page until last,
b) written a few lines and called it a day,
or c) filled it with “we started in 2010 and love what we do” — and not much else.
Here’s the thing: your About page isn’t just about you. It’s about your visitor, your customer, your guest — the person wondering, “Is this the right business for me?”
Why Your About Page Matters
The About page is one of the first places potential guests visit to get a feel for your business. They're not just looking for facts, they’re looking for a vibe. They want to know:
Who’s behind the business?
What’s your story?
Will they feel at home with you?
A well-crafted About page can increase engagement, boost trust, and even help with SEO (yes, really - more on that below).
What to Include on Your About Page
Start with Who You Help and What You Offer
Your first few sentences should clearly say who your business is for and what kind of experience you provide. This helps your visitors quickly understand they’re in the right place.
Example: “We help travellers looking to disconnect and recharge by offering peaceful, eco-friendly cabins just minutes from the Great Ocean Road.”
SEO tip: Use relevant keywords like “eco cabins near the 12 Apostles” or “guided Otways forest walks” where natural.
Tell Your Story — But Make It Relatable
Yes, this is where you can get personal. But instead of a resume-style timeline, share why you started the business, what drives you, or the story behind your property or experience. Keep it relevant and focused on how it benefits your guests.
Example: “After years of travelling ourselves, we noticed a gap in authentic, local experiences in the region. So we created the kind of place we were always searching for — a stay that feels like home, with a strong connection to the landscape.”
SEO tip: Mention your business type and location naturally — like “family-run farm stay in South West Victoria.”
Include a Photo (or Two) of the Real People Behind the Brand
Whether it’s you, your team, or your family. Putting a face to the name builds connection instantly. People want to know who they’re booking with, especially when it comes to small, local businesses.
Bonus Tip: Include a warm, friendly caption beneath the photo. Something simple like: "That’s us — Sam & Louise — usually found on the tractor or greeting guests at the front gate."
Add a Few Fun or Unexpected Details
Help guests feel like they know you. Add a few light personal touches like your love of slow mornings, your resident dog, or your go-to coffee spot in town.
These small things humanise your business and help you stand out in a sea of “professional but forgettable” websites.
End With a Call-to-Action
Once someone’s read your About page and is feeling connected , don’t leave them hanging. Tell them what to do next.
Example:
“Ready to plan your stay? Check availability here.”
“Explore our local experience packages.”
“Browse our photo gallery to see more of the property.”
SEO tip: Link internally to your bookings page, experiences, or other key pages. This helps guide users and strengthens your SEO.
Your About page is more than a bio. It’s your chance to connect, build trust, and give visitors a reason to choose you over another listing.
Keep it honest, guest-focused, and infused with personality. Tell your story, but tell it through their eyes.
Need help figuring out what’s missing on your website? My Website Health Check includes a personalised review of your key pages — including your About page — to help you create a site that connects and converts.