What to write on the About Us page of a website

About Us page

Your website ‘About Us’ page is the one place which can be all about you…can’t it?

Wrong! It’s still all about your potential clients.

You may be telling your story, but you need to tell it in a way which will forge strong relationships with your website visitors.

You need to make an emotional connection and show them you understand what they need.

Here are a few simple ways to do that…

Be authentic…

Take a look at the story of Gladstone Motorcycles. It’s a cracking tale told in the words and style of the company’s CEO Henry Cole, a descendant of the former Prime Minister William Gladstone and the presenter of TV shows including The Motorbike Show and Find It, Fix It, Flog It.

It’s clear about the type of client it wants to attract. In fact, it calls them “discerning hooligans”, something the business knows will make its ideal client base smile.

This story’s tone is completely authentic to this business.

How can you tell your story in an authentic fashion? What will help people see the core of your business purpose?

Be succinct…

Design studio Eight Hour Day has a mission to simplify the creative process. Its About Us page is simple, straightforward, and just a few lines long. It says this: It’s all about collaboration and passion, and we can’t wait to work with you.

Be jargon free…

No one likes industry jargon. Ditch it and keep it simple. That will keep your website visitors reading, and that’s the pint, isn’t it? Check out this jargon-free page from Apptopia.

Be specific…

Know your audience. Understand who you’re speaking to and what sort of tone and content will connect with them. Do your client personas/avatars before you write your content to ensure it cuts through the noise online. A great example is the Nike About Us page.

Its audience is those who work hard to achieve physical success, not celebrities or those who buy its products for the brand value. It shows that with the strapline “If you have a body, you’re an athlete.”

Nike is a brand which understands its roots. It also understands the need to say: “We’re still just like you”.

Be funny…

In many sectors, you can use humour to forge that connection with your potential clients.

However, never ‘punch down’. Always make fun of yourselves, rather than your clients!

The illustrator Blaze Suarez is very funny (anyone who loves The Jerk by Steve Martin will appreciate his bio). He’s also combined his About Us and Contact page – a handy tip!

Be clear…

…About what you want your potential clients to do next.

Write a strong call to action. Whether you want them to browse your shop, call your office, or send you a contact form to make an appointment, tell them.

What can you include on an About Us page alongside your story?

  • Your mission and vision
  • Team biographies
  • A pledge to clients
  • What makes you tick
  • What clients say about you

Need some help with your About Us page? Get in touch! We love telling a good tale…



blog post

How do I find ideas for my next blog post?


blog post

You want to write a blog post but that cursor just keeps blinking on a blank screen…

Every idea you had an hour ago seems to have evaporated…We know the feeling!

You’re in a blog post panic and you don’t know where to turn.

Fear not! We have nine useful ideas for getting that all-important inspiration – and we’re sharing them with you.

Where can I get ideas for my blog post?

  1. Ask Dr Google….

Google’s auto-complete is a hugely useful way of finding the questions people are asking the search engine.

Why not start a question relevant to your sector and let Google complete it?

Then, you have a blog post title which is already being searched for, and an idea for subject matter which is relevant to the people you’d like to attract to your website.

  1. Catch up with the news

Read news websites and watch TV news and current affairs programmes for inspiration.

That will give you timely ideas for your posts.

For example, a law firm could look at the use of ‘gagging clauses’ in non-disclosure orders, a hot topic in the wake of the Me Too movement. A cyber security business could look at the use of gated forums and invitation-only online groups by cyber thieves.

  1. Use case studies

What are the problems your ideal clients face and how do you solve them?

How could you show that in a blog post?

The obvious way is to simply say it. They way in which you connect with your clients best is to SHOW it by telling the stories of your case studies.

That allows them to see first-hand what you can do for people like them or businesses like theirs.

  1. Do a little snooping…

What are your competitors talking about?

Compile a list of those subjects and approach them in your own way. Use those subjects a few months down the line.

Whatever you do, don’t simply copy the ideas and structure of your competitors’ blog posts.

Not only will it look obvious, it could land you with a costly copyright infringement.

  1. Use an online blog topic generator

Here are eight suggestions for generators to use. You type in a word relevant to your business and it comes up with ideas for you. Flesh those ideas out yourself and expand on them.

  1. Look at what’s trending on social media

You can use online tools such as Buzzsumo, or do your own research on Twitter, Instagram, and Facebook.

If you sign up for our monthly updates (no spam, we hate it!), you’ll get our free guide to the best 7 online social listening tools. Sign up here.

  1. Draw up a content calendar

Using seasons, holidays, awareness days, and major cultural and sporting events can help you get inspired.

If you run a restaurant, how about 7 of our meals to show your dad some love this Father’s Day?

Or, What’s the best way to fill up before watching the Rugby World Cup?

  1. Ask your clients

Ask them what they’d like to see on your blog. You can do this in an email, on social media, or by creating an online poll.

  1. Call in a professional

We would say that, wouldn’t we? However, it’s a great way to get your blog fizzing with creativity and outsourcing your content creation is a great option to save you time along with getting two heads, rather than one!

Need more advice? You can get in touch here. We love talking content, writing, coffee, and vintage typewriters!



GP’s business bakes up special help for people in chronic pain


A class at the School of Breads

The long drive home after a French skiing holiday was the inspiration for GP Rachael Watson to change her life – and set up a school teaching people to bake bread.

Having worked as a GP in surgeries since 2001, including practices in Abergavenny, Eywas Harold, and Blaenavon, and now in Ebbw Vale, Rachael became inspired by the couple she met in the bed and breakfast where she and her husband stayed.

They had given up hectic lives as a singer and singing teacher in Paris to follow their dream and buy and run the B&B.


Rachael Watson (left) teaching a student

“I thought how happy they were because they had made that decision and I knew I wanted to do something as well as being a GP,” Rachael, who lives in Abergavenny, said.

She and her husband joked about opening a health spa.

Then, she said: “I thought how wonderful it would be to teach people how to bake bread.

“I had 830 miles on the drive home to think it through. I thought about what I would need to do to run it from home – organise the kitchen, for example.

“Then, I took a course in Cardiff.”

The rest, as they say, is history.

How the School of Breads was born

Rachael held her first class on October 9, 2015, and the word soon spread on Facebook and among local groups in Abergavenny to make her artisan bread baking school a success.

People who visited the town for the food festival began booking in for classes at the Abergavenny Baker School of Artisan Breads, including visitors from as far afield as Australia.

She has now taught hundreds of people the art of making breads from around the world, from sourdough to ciabatta or focaccia.

Rachael shares her knowledge of the chemistry of breadmaking, tips on kneading, shaping, and baking fresh bread.

Her students can choose from classes in the popular Italian breads, Middle Eastern, Continental, and Great British breads. There are also seasonal classes baking breads for Christmas and Easter.

Teaching people with chronic pain to bake bread


Now, the GP is combining her medical background with classes aimed at helping people in chronic pain.

She said: “The aim is to help people talk about managing their pain in a far more relaxed way than at a GP surgery. There, the doctor will have only 10 minutes for an appointment.

“The process of making bread is something which helps people take in information. It is something physical and there are smells of the ingredients and the breads which are associated with the information. It also takes place on a non-threatening environment.

“There is a primeval safety message about making and sharing food which helps our nervous system to relax.

“I use my knowledge and experience to explain the nerve pathways and risk factors for developing chronic pain. I also explain the skills and practices people can use to feel less pain and enjoy life more.”

The sessions will help people with conditions such as fibromyalgia or arthritis.

The first open session for people living with chronic pain is on May 24. Read more about the baking school here.

Find out more about us.

Business Awards

TV presenter to host the Zokit Business Awards

Business Awards

TV presenter Ruth Wignall

ITV Wales presenter Ruth Wignall will be presenting the Zokit Business Awards this week at the organisation’s Springconf.

The weather presenter and presenter of ITV’s Coast & Country is also an ambassador for Cancer Research Wales, this year’s charity partner.

There will also be Q&A sessions with Wales rugby international star turned entrepreneur, Alix Popham, and inspirational speaker and Paralympic cycling champion, Mark Colbourne MBE

Springconf will take place on Thursday (May 16) at Cardiff City Stadium. There is a packed programme of business talks and networking sessions. They include specialist sessions for business people in property and Forces veterans in business.

There will be expo stands featuring businesses from across South Wales.

Free tickets to network with businesses, meet exhibitors and attend business development talks and Google Garage workshops can be booked here :

Anyone who would like to contribute by making a raffle prize donation to help raise funds for the charity is aksed to email

Zokit is a community of business owners which stretches across South Wales, from Swansea to Chepstow.

It has more than 300 members and associate members in a range of sectors, including health and wellbeing and business services to digital marketing and training.

Zokit stages South Wales-wide events such as the Zokit BizFest Expo in October and Beaujolais Day networking in November.

It also hosts local networking sessions in Cardiff, Bridgend, and the Vale of Glamorgan, and provides training and development services to businesses of all sizes.

The Business Awards Finalists

Finalists in the Zokit Business Awards include HR businesses, cleaning companies, charities, financial services businesses, business support companies, and a brewery.

Business Evolution

Sponsored by Mitchell Meredith


Castle Gallois Properties

DKnine Fitness

CWL Media

Maid to Help Cleaning Specialists

Amber Energy

The Welsh Air Ambulance Charitable Trust

HR Dept

Jessica Draws Media Ltd (Abergavenny)

Beton Bauen (Caerphilly)

Wasser Work

Challenge Wales (Penarth)


Customer Focus

Sponsored by Insight6



CWL Media

Penguin Wealth

Maid to Help Cleaning Specialists (Hengoed)

Tech-Wales ltd

Team Metalogic (Caerphilly)

Cwtchy House

Save Money With Us

Charles Derby Financial Services Ltd


Breakthrough Brand

Sponsored by Marketing without the BS


Traffic Jam Media

Crafty Devil Brewing Company (Penarth)

Dreams and Wishes Charity (Newport)

Treen Coward Associates

Treefrog Design (Newport)

Maverick Communication

Tropic By Rosie

Skyhawk Global (Barry)



Sponosored by Forte Web Solutions


Cloves Dental Care

Hub XV (established by Newport and Wales rugby star Alix Popham)

Family Crosspoint Ltd

Insurgo Media Services (Abertillery)

Ripple Living

Castle Gallois Properties


Startup Spark

Sponsored by Assurance Accountancy


Unpretentious Café (Haverfordwest)

The Kitchen Bureau

Castle Gallois Properties

Proactive First Aid Solutions Ltd

Twale Cuisine

Adventure Digital Ltd (Newport)

LCVA Services (Penarth)

Starrd Solutions Ltd


Inspiring Leader

Sponsored by Leading Confidently


Angela Hughes – The Welsh Air Ambulance Charitable Trust

Wendy Hobbs – Dreams and Wishes Charity (Newport)

Joy Ogeh-Hutfield – Joy Transformation


Young Entrepreneur

Sponsored by Ajuda


Abz Tahar                   Assurance Accountancy Ltd

Peter Marezana          Unpretentious Café (Haverfordwest)

Samantha Howells      Maid to Help Cleaning Specialists (Hengoed)

Cara Moss                  Maid to Help Cleaning Specialists (Hengoed)

Alix Charles                 Alix Digital

Katie Hughes              Sure Safety Consultancy

Trystan Davies            Proactive First Aid Solutions Ltd

Jon Wright                   Adventure Digital Ltd

Neil Challenger           Challenger Design


Environmental Excellence

Sponsored by Penarth Management


Ripple Living

Archer & Brooks Ltd (Ebbw Vale)

Insurgo Media Services (Abertillery)

Skyhawk Global (Barry)

Challenge Wales (Penarth)

UMT Upcycling & MobilityTraining (Caerphilly)


Business Author

Sponsored by Wordcatcher Publishing



Morgan Online Marketing

Up Write

Starrd Solutions Ltd


Engaging Speaker

Sponsored by Maverick Communication


Alix Charles – Alix Digital

Marina Hauer – Apricity Studio (Newport)

David Davies – The Core Asset

Joy Ogeh-Hutfield – Joy Transformation


Lifetime Achievement

Sponsored by Robertsons Solicitors

  • This will be announced on the day


Personal Development

Sponsored by Dr Bridget


Campanile Hotel Cardiff

Challenge Wales (Penarth)

Joy Transformation


Wellness at Work

Sponsored by Workwell Therapy


Effective HRM

Cloves Dental Care

DKnine Fitness


Winning Legacy

Sponsored by Cobalt HR


The Autism Directory

Effective HRM

Office Om


Purple Shoots Business Lending


All the finalists will be entered into a Business of the Year category. They will also be considered for the Judges’ Picks Notable Business awards which are sponsored by us, Words You Can Use.

More about the event can be found at, by phoning 02921 111 232, or emailing


small business

Want a Star Wars wedding? Former registrar’s business will help you celebrate

small business

Fancy a Star Wars wedding? You’ll need the right celebrant…

Would you like a hand-fasting, a zombie-themed wedding, or a non-religious funeral?

Then you need a celebrant who will help make your day reflect your personality.

Former registrar Jane Grayer set up her small business Create Ceremonies because of the desire to give people the individual ceremonies they need.

Monmouthshire-based Jane, 52, carries out weddings and commitment ceremonies, funerals, and naming and family ceremonies.

Recently, she created a special ceremony to mark the adoption of a child.

“It was a lovely day,” says the former stage manager and charity worker.

“I haven’t heard of anyone else creating ceremonies like that for when adoption becomes legal and the process in the courts has ended.

“The ceremony marked a welcoming of the child into the family.”

Supportive adults, a non-religious version of god-parents, were chosen. They help and support a child throughout their life.

“I thoroughly enjoyed my four years as a registrar, but registrars are bound by the law. They can only carry out a ceremony in a permanent structure with walls and a roof,” Jane says.

“I can offer ceremonies outdoors, or in places which haven’t been licensed for marriage such as a number of castles in Wales.

“The couple would have to legally have a Register Office ceremony too, but some people like to have their own ceremonies afterwards in places which are special to them. They can write their own vows, and make their commitment in their own way.”

Non-traditional ceremonies can also create special roles for people such as step-parents and step-siblings.

People feel increasingly confident to ask for something different for their family ceremonies, Jane says. Her clients come from all faiths and no faith.

Some of the commitment ceremonies she offers are perfect for those who want to show their commitment without having a legal marriage. They include hand-fasting and broom jumping.

What’s behind the business?


Jane Grayer

Jane is a member of the UK Society of Celebrants. She gets to know her clients and their personalities and offers them a bespoke and personalised service.

More people are asking for non-religious funerals so Jane works with the families to create ceremonies which reflect the life of the person they have lost.

She also creates non-religious baby naming ceremonies for parents who prefer to welcome their child into their family without a traditional christening ceremony.

Jane, who lives with her husband and two teenage sons in Monmouthshire, carries out ceremonies across South Wales.

To find out more about Jane’s work, go to Or you can call 07733 201158.

Do you have an unusual business you’d like us to feature on this blog? Email