How to write a great 'About' page

People buy from people. A clear, personal 'About' page helps customers connect with your values and feel good about supporting your business. It helps build trust and connection with new customers - use it to tell your story and show the heart behind your meals.

Why your 'About' page matters

Every Cook has a story. Sharing yours helps customers feel a personal connection, and that connection can drive sales. In fact, people are more likely to buy from local businesses when they feel emotionally invested.

The 'About' page on your menu page is your chance to tell that story. It’s also where you can explain how your service works, so customers know exactly what to expect when ordering from you.

Top 5 tips for writing a great 'About' page

1. Tell your story

People connect with stories. Share how your business began and why you love what you do. Was it a family tradition, a career change, or a passion project turned into something more? Why do you love what you do? What inspires your cooking? Let your values and personality come through in your words. Keep it conversational and concise - just a heartfelt paragraph is all it takes to make a lasting impression.

2. Describe what you offer

What makes your meals special? Describe the type of food you make, diets you cater for, and what customers love about your cooking.

3. Explain how your service works

New customers need clarity. Include practical details like:

• Order cut-off times

• Delivery or pick-up windows

• Areas you service

• Menu open/close days

4. Offer a way to get in touch

Add a short line like “Got a question? We’re happy to help - just reach out via [email/socials/contact link].” It adds a layer of approachability and trust.

5. Add a photo of you and your team

Including a friendly photo of you and/or your team - ideally shot in your kitchen or shopfront - adds a personal touch. It helps customers feel connected to the people behind the meals.