“About us” pages get more traffic than founders expect — and they’re the worst-written page on most sites. A good About prompt makes the page do work: build trust, name the founders, ground claims in receipts.
Who this is for
Founders writing About copy, marketers refreshing brand pages, content leads converting an “Our Story” into something readers actually finish.
When not to use these prompts
Don’t use these to fabricate origin stories. Don’t use them when no human at the company will sign off — your About page is on the hook for accuracy.
Prompt anatomy / structure formula
Every About-page prompt should carry six elements:
- Audience: one specific reader.
- Goal: one outcome — read / click / agree / share.
- Voice: 2-3 anchor adjectives, optional sample line.
- Constraints: word count, banned phrases, must-include facts.
- Format: paragraph, bulleted, headed, table.
- Examples: 1-2 tone samples — best lever for matching voice.
Best for
- Origin story section
- Mission / values without cringe
- Team intro page
- Proof / receipts section
- About → product hand-off
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.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".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 same flavour.
- No constraints — word count, banned phrases, length cap.
- Skipping examples — examples are the strongest signal for voice.
- Trusting first draft — AI lands on the safe middle.
- Overusing AI clichés (“In today’s fast-paced…”, “Unlock the power of…”).
- No edit pass on facts — output 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 aloud before publishing — if you stumble, rewrite.
- Cut adverbs and adjectives that don’t carry weight.
- AI for first 2 drafts, human edit for the third — and the third is what ships.
- Anchor in a real person from your customer list.
- Test the headline by reading it without the body — does the message survive?
Practical depth notes
Use these prompts as starting points, not final answers. For About Page Copy Prompts: 12 Templates for Honest, Human Pages, the useful extra work is to replace every generic placeholder with a real constraint: audience, channel, length, brand voice, examples to imitate, and examples to avoid. Run at least two versions with different constraints, then compare the outputs side by side instead of accepting the first polished response.
A good result should pass three checks: it is specific enough that another person could reuse it, it avoids vague praise or filler, and it gives you an editable artifact rather than a broad suggestion. If the output feels generic, add one concrete reference, one forbidden pattern, and one measurable success criterion before rerunning the prompt. Before saving a prompt as reusable, test it on one realistic input and one edge case. The realistic input proves the template can produce the normal deliverable; the edge case shows whether it handles messy constraints, missing context, or an unusual audience. Keep the better output, but also keep the failed version with a note on what was missing. That small failure log is what turns a prompt collection from a list of nice sentences into a practical working library.
FAQ
- How long should About be?: 350-700 words. Beyond that, scroll-off hurts.
- Should I include team photos?: For B2B, yes — humans buy from humans. For consumer, depends on brand.
- Do I need a mission statement?: Only if it’s specific. A generic mission is worse than no mission.
- Can AI write the origin story?: AI can draft, but you must supply the dates, names, and “moment it clicked”.
- Should I name investors?: Only if it adds credibility your audience cares about. Otherwise skip.
- How often to refresh?: Yearly, or when team / 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