Your About page gets more traffic than you think, and on most sites it is the worst-written page on the domain. Visitors do not land there for your founding date. They land there asking one question: “Can I trust these people to solve my problem?” A good About prompt makes the page answer that — name the founders, ground every claim in a receipt, and end with a soft next step instead of corporate filler.
TL;DR
- Use these 12 prompts to draft each About-page section, then edit hard. AI lands on the safe middle; the third draft (human-edited) is the one that ships.
- Open with who you help and what you believe, not company history. Clear messaging converts up to ~23% better than vague, jargon-heavy copy (Involve Digital, 2026).
- As of June 2026, Claude Opus 4.7 / Sonnet 4.6 hold brand voice over long passages with the least cleanup; GPT-5.5 is faster for variant generation (headlines, mission lines).
- Every prompt below bakes in the six levers that actually move quality: audience, goal, voice, constraints, format, examples.
Who this is for
Founders writing About copy, marketers refreshing a brand page, and content leads turning a sprawling “Our Story” into something readers actually finish.
When not to use these prompts
Do not use them to fabricate an origin story. Do not use them when no human at the company will sign off — your About page is on the hook for accuracy, and AI will confidently invent a date or a number if you let it.
Which model to use
All twelve prompts are model-agnostic, but voice consistency varies. As of June 2026:
| Job | Best pick | Why |
|---|---|---|
| Long origin story, brand-voice prose | Claude Opus 4.7 or Sonnet 4.6 ($20 Pro) | Holds tone across paragraphs; less AI-tell cleanup |
| Fast mission-line / headline variants | GPT-5.5 ($20 Plus) | Quick to spin many short options |
| Free first draft | Claude Free (Sonnet 4.6) or ChatGPT Free (GPT-5.5) | Both draft fine; free tiers have tighter limits |
| Feed it your existing site copy as context | Either ($20 tier) | Both take ~320 in-app pages of context at the $20 tier; paste homepage + blog samples to lock voice |
Whichever you use, supply real source material (notes, transcripts, old copy). A model with your facts beats a smarter model guessing.
Prompt anatomy
Every About-page prompt should carry six elements:
- Audience: one specific reader.
- Goal: one outcome — read, click, agree, or share.
- Voice: 2-3 anchor adjectives, plus an optional sample line.
- Constraints: word count, banned phrases, must-include facts.
- Format: paragraph, bulleted, headed, or table.
- Examples: 1-2 tone samples — the single strongest lever for matching voice.
12 copy-ready prompt templates
1. Honest origin story
Write a 3-paragraph origin story for `[company]` from: founder background, the moment they noticed the problem, the first hack that worked. Constraints: no superlatives, no "passion", no fake-humble. Use real dates and names where you have them — leave [TK] placeholders where you don't.Variables to swap: company
2. Mission line — 3 variants
Write 3 mission-statement variants for `[company]`: (a) tight (<= 12 words), (b) explanatory (<= 30 words), (c) what we DON'T do (negative-space mission). Skip "empower", "transform", "ecosystem".Variables to swap: company
3. Values without cringe
Write 4 company values. Each: one specific verb + concrete behaviour ("Ship on Friday, fix on Monday"). Skip generic ("integrity", "respect"). Each value should imply a decision the team has actually made.4. Team bio template
For each team member: 2-sentence bio. Sentence 1: what they do today. Sentence 2: what they did before that's relevant. No "passionate", no MBA-speak. Specifically: name a project, not a title.A bio that converts reads “Michael led growth for 3 SaaS companies before co-founding the firm” — relevant experience beats a job title and a credential list.
5. About-page proof section
Add a "Receipts" section: 3 facts that prove what we say. Examples: years operating, customers, products shipped, open-source contributions, investors. Each receipt: one line + a link if possible. Drop any unverifiable claim.6. Skeptic’s About rewrite
Rewrite this About page as a skeptical journalist would. Cut: anything vague, anything that could be true of every company, anything not grounded in a fact. What remains is what to keep.7. “Why we built this” passage
Write a 4-sentence "why we built this" passage that names: (1) the audience, (2) what was broken before, (3) what we offered that was different, (4) what success would look like. Don't use the words "leverage", "synergy", "solution".8. About hand-off to product
Write the closing 2-paragraph hand-off from About to product / signup. Bridge the story to "now you can..." without overselling. Final line: one specific CTA, not "Learn more".A soft CTA usually beats a hard ask: “If our approach resonates, here’s how to start” converts better than a service pitch.
9. Remote-first / culture paragraph
Write a paragraph about how we work (remote? in-person? hybrid?), specifically. Cover: where we work, async hours, how decisions get made, how we hire. No "ping-pong tables" stand-ins.10. Investor / partner mention
Write a 2-sentence investor / partner block that names them with brief context (what they're known for) and what they brought beyond capital. Skip if dollar-bragging — focus on alignment.11. Indie / solo About
I'm a solo indie maker. Write the About page in first person, <= 250 words. Cover: who I am, what I make, why this, where to find me elsewhere. Tone: confident, not corporate.12. About-page hygiene audit
Audit this About page for: (1) Claims without proof, (2) Generic values that say nothing, (3) "Passionate" or "world-class" — flag for cut, (4) Missing dates / numbers, (5) No CTA. Output a fix list.Common mistakes
- Vague audience (“anyone who…”) — output reads generic.
- No tone anchor — every variant comes back the same flavour.
- No constraints — set word count, banned phrases, a length cap.
- Skipping examples — they are the strongest signal for voice.
- Trusting the first draft — AI lands on the safe middle.
- Leaving AI clichés (“In today’s fast-paced…”, “Unlock the power of…”).
- No fact-check pass — output is sometimes confidently wrong.
How to push results further
- Always supply 1-2 tone examples; “be friendly” alone is noise.
- Constrain ruthlessly — word count, banned phrases, must-include facts.
- Read it aloud before publishing; if you stumble, rewrite the line.
- Cut adverbs and adjectives that do not carry weight.
- AI for the first two drafts, human edit for the third — the third is what ships.
- Anchor the story in one real person from your customer list.
- Test the headline by reading it without the body — does the message survive?
FAQ
- How long should an About page be?: 350-700 words. Past that, scroll-off hurts; weave proof into the narrative rather than padding length.
- Should I include team photos?: For B2B, yes — people buy from people. For consumer brands it depends on positioning.
- Do I need a mission statement?: Only if it is specific. A generic mission is worse than no mission.
- Can AI write the origin story?: It can draft, but you must supply the dates, names, and the “moment it clicked”. Never let the model invent a founding fact.
- Which model writes the best brand voice?: As of June 2026, Claude (Opus 4.7 / Sonnet 4.6) needs the least de-AI-ing on long prose; GPT-5.5 is faster for short variants.
- How often should I refresh it?: Yearly, or whenever the team or product changes substantially.
Related
- Brand story prompts
- Homepage copy prompts
- Landing page copy prompts
- Sales copy prompts
- Writing & Copywriting Prompts hub
Tags: #Prompt #Writing #About page