Which tool to choose
One tool is enough: any general-purpose AI assistant in its latest version. The difference isn't made by the software, it's made by what you feed it. An "About us" page written by the AI without your own material comes out full of "passion," "experience," and "quality": the same empty words you find on a thousand other websites. With your facts inside, it becomes yours.
How to do it
- Before opening the AI, write three answers by hand: why you started this work, what you can do that many competitors can't, an episode or a concrete number that proves it (years, clients served, a problem you solved).
- Decide who reads the page: a customer who is evaluating you, not an investor or a journalist.
- Give this material to the AI and ask for the page, requiring it to start from the reader.
- Reread it looking for every sentence that could sit on a competitor's website: those must be cut or made specific.
The operative syntax:
Write an "About us" page for my business. Here are the true facts: I started out as [...], what I do better than others is [...], and this concrete episode proves it [...]. The reader is a customer who is evaluating me and wondering whether they can trust me. Open by talking about their problem, not about my history. Use only the facts I gave you, don't add merits I haven't stated. Avoid the words passion, experience, quality, professionalism: if they're needed, prove them with a fact.
Feedback check: count the adjectives in the draft. If there are more of them than facts, send it back: "Replace every flattering adjective with a concrete fact or remove it."
A concrete example
Sara is a physiotherapist and her old page said "Passionate professional with years of experience at your service." She gives the AI three facts: she started after a sports injury of her own, she specializes in post-operative knee recovery, she has handled over four hundred rehabilitations. The new page opens with "Walking again without fear after a knee operation is what I work on every day." No adjectives, only specificity. Requests for a first appointment go up, because people with that problem recognize themselves in it.
When it does NOT work (and how to fix it)
If the page sounds like everyone else's
It means you gave the AI little real material and it filled the gaps with stock phrases. Go back to the three facts and make them more precise: not "many satisfied customers" but "the flower shop whose signs I redid." The generic feel of the page is a mirror of the generic input.
If you feel uncomfortable "bragging"
You don't have to brag: you have to prove. Ask the AI to turn every claim about yourself into a piece of evidence ("instead of saying I'm reliable, show a fact from which the reader works it out for themselves"). The reader believes what they understand on their own, not what you tell them to believe.
If you don't have a "nice" founding story
You don't need one. You need an honest reason. Even "I opened because I was fed up with seeing shoddy work in my field" is a story that wins people over more than an invented fairy tale. Give the AI the real reason, however banal it may seem to you: honesty comes through.
A tip from someone who really uses it
Put a real photo and a real name, and let the page speak in the first person singular where you can. "My name is Sara and I handle..." beats "Our team is made up of professionals..." in any business where the customer buys from a person. The AI tends toward the impersonal corporate "we": bring it back to the "I" or to the small, human "we," because trust is given to a face, not to an acronym.
Frequently asked questions
How long should the "About us" page be?
As long as it takes to spark trust, usually not much. Three or four paragraphs that say true things beat two screenfuls of corporate storytelling. If the reader gets to the bottom and has understood who you are and why to trust you, it's exactly the right length.
Do I have to write the history year by year?
No, it's the most common mistake. The chronology "founded in, in two thousand we, then in" only matters to you. Keep from the AI only the passages that say something to today's customer and cut the rest: the page is not a résumé.
Is an "About us" page really useful or just for show?
It's often the second most visited page after the home page, because people who are about to contact you pass through it to decide whether to trust you. Treating it as a box to tick means losing the customer at the very moment they were about to choose. It's a sales page disguised as an introduction: write it as such.