In an age of AI, your greatest competitive advantage is something technology can't replicate – you.
Summer often brings a slight slowdown for many businesses.
While some business owners see August as a quieter month, I like to think of it as an opportunity. It's the perfect time to step back, review your website and make improvements that often get pushed aside during busier periods.
One idea that's becoming increasingly important in the age of AI is creating a page that's not just about your business but about you.
Your Website Says What You Do... But Does It Say Who You Are?
Most business websites include an About Us page.
Typically, it explains:
When the business was established.
The products or services you offer.
Your company values.
Your experience and qualifications.
All of that is important.
But here's a question worth asking...
Does your website introduce the person behind the business?
For many small and medium-sized businesses, the answer is no.
Yet for countless customers, especially when choosing local suppliers, they aren't just buying a product or service, they're buying the person they'll be working with.
AI Is Making Authenticity More Valuable
Artificial Intelligence has transformed how businesses create content.
Today, AI can write website copy, generate blog articles, suggest marketing campaigns and even build complete websites in minutes.
That's incredible technology.
But it also means many websites are beginning to sound remarkably similar.
As AI-generated content becomes more common, the businesses that stand out will often be those that feel the most human.
People still want to know:
Who are you?
Why did you start your business?
What motivates you?
What are your values?
Can they trust you?
These are questions AI can't answer for your business.
Only you can.
Why an "About You" Page Builds Trust
An About You page isn't about promoting yourself.
It's about helping potential customers feel comfortable before they pick up the phone or complete your enquiry form.
Think about it...
If two businesses offer similar services at similar prices, who are you more likely to contact?
The faceless company...
Or the business where you've already got a feel for the person you'll be working with?
Trust is one of the biggest factors in generating enquiries online, and showing the human side of your business can make all the difference.
Include More Than Just Your Business Experience
One idea I've recently added to my own website is a section called:
A Few Things You Might Not Know About Me
Instead of focusing purely on business, it shares a little about the person behind the company.
For example:
Hobbies and interests.
Community involvement.
Charity work.
Sports and outdoor activities.
Why you enjoy what you do.
What inspires you outside work.
These aren't there to impress anyone.
They're there to help people connect with you as a real person.
Customers often enjoy discovering that they have something in common with the people they choose to work with.
Why This Matters for SEO and AI Search
Google and AI-powered search engines are becoming increasingly focused on trust, expertise and authenticity.
While adding an About You page won't suddenly move your website to the top of Google, it does strengthen the overall quality of your website by demonstrating the experience, expertise and personality behind your business.
It also gives AI search tools more context about who you are, your background, your qualifications and your involvement in your industry and local community.
In short, it's another signal that there's a genuine person behind the business.
A Great Summer Project
If August gives you a little breathing space, why not spend a couple of hours creating an About You page?
It doesn't need to be perfect.
Simply tell your story.
Explain why you love what you do.
Share a few interests outside work.
Introduce yourself in the same way you would if someone walked into your office for the first time.
It won't transform your business overnight.
But it might just help your website feel a little more personal—and in a world where AI is creating more and more content every day, that human connection is becoming increasingly valuable.
I've Taken My Own Advice
As someone who spends a lot of time helping local businesses improve their websites and marketing, I realised I should follow my own advice.
So I've recently created my own About Oliver Brock page, including a section called "A Few Things You Might Not Know About Me."
It's not there to sell.
It's there to introduce the person behind the business.
If you'd like a little inspiration for creating your own page, feel free to take a look.
Because while AI can write words...
Only you can tell your story.
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