How to Write an About Page for Your Farm or Food Business
If your farm's about page reads like a CV, you're not alone.
Almost every farm website I look at has the same problem. The about page starts with "We are a small family farm in [region]…" and then lists certifications, acreage, the year the farm was founded, and maybe a line about being passionate about the land.
It's true. It's accurate. And it's doing almost no work for your business.
Here's why: your about page isn't actually about you. It's about whether the person reading it can trust you with their money, their dinner table, their weekend, or their wedding. They want to know who's behind the work — but only as a lens for figuring out whether you're the kind of business they want to support.
Most farm about pages skip that part entirely and just list facts.
What an about page actually needs to do
Before you write a single word, get clear on what this page has to accomplish. For most farm or food businesses, an about page has three jobs:
Help the right people feel they're in the right place. Within five seconds, a visitor should know whether your business is for them.
Build trust. Not by listing credentials — by showing the person behind the work, what they care about, and why they do it the way they do it.
Set up the next step. What do you want them to do after reading? Buy something? Book a stay? Apply for a CSA share? The page should naturally lead there.
If your current about page doesn't do all three, that's the problem to solve. Not the word count, not the photos, not the page layout. The job.
A practical structure
This works for almost any farm, food, or land-based business. Adapt to fit, don't follow rigidly.
Opening line: who you serve and what you do (one or two sentences). Not "we are a farm" — but something like "We grow heritage grains for home bakers and small bakeries across the Pacific Northwest." Specific. Scannable. Immediately useful.
A bit of story (one to three short paragraphs). How did this come to be? What were you doing before? What made you start? Don't write a memoir — write the part that helps the reader understand why this business exists and what kind of person is running it.
How you do the work (one or two paragraphs). Not a list of certifications — a sense of your approach. If you're regenerative, what does that mean in practice on your farm specifically? If you raise pasture-fed animals, what does a day look like? People connect with verbs and specifics far more than with adjectives.
What you believe (optional, but powerful for values-led businesses). One or two sentences on what you're trying to change, or what bigger picture this fits into. Use sparingly — overdone, this reads preachy. Done well, it filters in your ideal customer and filters out the wrong ones.
Where to go next. A clear, friendly next step. Visit the shop. See what's in season. Book a tour. Get the CSA waitlist link. Whatever it is, make it obvious.
What to leave off
You don't need: the full history of the farm going back five generations (unless it's directly relevant). A list of every certification logo. Every photo you've ever taken. The exact acreage. Your university degrees. Your soil type. A breakdown of your crop rotation schedule.
These can live on a separate page if they matter to your buyer (a wholesale buyer might genuinely need to see certifications, for example). But the about page is for emotional connection and trust, not a data dump.
One last principle: write it like you talk
The biggest mistake on farm about pages is that they sound nothing like the farmer who wrote them. Stiff, third-person, like a press release.
Read your draft out loud. If it sounds nothing like how you'd describe your farm to a curious customer at the market, rewrite it until it does. The page that converts is the one that sounds like a real person.
If you're working on rewriting your about page — or your whole brand story — and you want a structured way to figure out what actually belongs on it, Seed to Seen is our free 5-day brand clarity guide. It walks you through the exact questions to answer before you write a single line.
