Why Your About Page Matters More Than You Think (And How It Builds Trust Before You Sell)

Hi, this is Stories Build Businesses, the show that proves your story isn't just something to tell, it's the strategy that builds a business that's uncopiable, unforgettable, and unmistakably you. I'm your host, Megan Wright, Story-Led Strategy Coach, and today we're talking about the stories that make up the cornerstone of your business, the core repeatable stories that you can come back to again and again and again. Because one of the things I've noticed both in my own business and in conversations with other business owners is how often we feel like we need to come up with something new every time we communicate about our business, a new insight, lesson, idea. And when you frame visibility and communication that way, it's exhausting because creativity doesn't always arrive on demand. So some weeks you'll have lots to say, other weeks your focus is going to be somewhere else. Life's busy, clients need your attention, things are happening behind the scenes, and yet the pressure to always create something new still stays there. But I started noting something different. The businesses that stayed consistently visible and had a consistent message weren't necessarily the ones creating brand new content time after time. They were the ones that were returning to the same core stories again and again. Not repeating themselves word for word, but revisiting the same themes, the same ideas, the same experiences. The things that really make them who they are and shape their work. Because those stories didn't run out the first time they used them. Instead, they were able to repurpose them, evolve them, deepen them, express them in a different way. Because being visible and communicating about your business doesn't need constant new innovation. It needs something reliable that you can return to. I see it all the time. People feel that because they've shared something once, they can't share it again. But realistically, that's not how communication actually works. The ideas that shape your business, the experiences that influence how you think, the beliefs and perspective that guides your work— those things don't change every week, and they don't need to. In fact, the more consistently those stories, those ideas appear in your content, the more clearly people are going to be able to understand what you're about, what you stand for, what working with you would actually be like. So often people see the different aspects of their business as needing different strategies. So they'll have a social media strategy, an email strategy, a networking strategy, but by separating them into different strategies, what they've actually created is disconnection. Whereas if every form of communication you do in your business, from social media all the way to the webinars and masterclasses that you deliver, come from the same core messages the same core stories, the consistency across what you're saying becomes so much clearer, so much easier for your ideal clients to understand and be drawn towards you because they actually get what you do. So instead of thinking about all these different strategies, just think of it as communication. No matter where you are, whether you're on stage or on social media, You're communicating with your audience, you're building trust, you're creating pathways between what you're saying and the offers that you create so that they can easily see how they can get from where they are to where they want to go. I talk a lot about the importance of having a core message, something that sits at the heart of everything you do and roots all of your messaging and communication. But there's something that you can also have that supports that, which is your core repeatable stories. They're the stories you can rely on time and time again, reuse, repost, reshare, because they will always be relevant to your business. There are so many ways you can use these core stories. The obvious one is in social media, reposting them, repurposing them as many times as you need to for those weeks when your mind's gone blank or your energy levels aren't there. You can use them as part of your nurture sequence if someone signs up to your newsletter, allowing them to get to know you and how you work and what's different about your viewpoint. You can use them to build an about page that draws people into your world and lets them see the connection between who you are and what you do. These stories can be used in so many different ways, so I wanted to talk you through what they are so that you can start to notice them. In your own business. The first story is the human story. This is about letting people know who you are outside of being a business owner. What energizes you? What brings you joy and comfort? What are the small everyday moments that are going to help them to relate to you and get to know you? The second story is the why story. This is why your business exists. What led you here? What was the moment of frustration or the belief that you held that made this matter enough to you that you built a business around it? The next is the opinion story. It's about showing how you see things differently, your perspective, the things in your industry that you don't agree with. The fourth story is all about explaining how you actually help, the patterns you notice, the problems that you've helped people face. And the fifth is all about building trust, showing what's become possible with your support. Each of these stories does something slightly different, but they all build on each other. Together, they paint the picture of who you are, what you do, and why you do it. They show people what's different about your approach and why they should trust it, why they should work with you. This isn't just about being visible. It's about differentiating yourself from all of the other people offering similar services so that your right-fit clients genuinely understand what you do and are drawn into your world and towards working with you. If you want your messaging and your communications to feel more connected, or you just want a simpler way to stay visible, I'd love you to have a think. What are the stories that already exist inside your business? The moments that shaped your thinking, the experiences that influence how you help people, because those stories will already be there. You don't need to invent them, you just need to find them and share them. Once you've found them, you'll have a core set of stories you can return to again and again that you can use in your social media, that you can use in your emails, that you can use on your website. Stories that will shape your positioning. That will share the meaning behind your work and that will attract the right people towards you. If this episode resonated, I'd love you to share it with somebody else, or come and tell me over on Instagram @storiesbuildbusinesses. See you next time, bye!