Why Nobody Cares About Your Business Story (Yet)

Sorry to burst your bubble, but new website visitors don’t care about your company history. Not yet, anyway.

They care about solving their problems.

Many small business websites lead with their founding story, mission statement, or company values. This is exactly backward. People don’t care about your “why” until they understand your “what” and “how.”

Think about it: when you visit a new business website, are you thinking, “I wonder when they were founded and what their mission statement is”? Of course not. You’re thinking, “Can they help me solve my problem?”

The sequence matters:

1. First, clearly state what problem you solve
2. Next, explain how you solve it
3. Then show proof that your solution works
4. Only then should you share your story and values

Your business story is important—it builds connection and trust. But it’s not the hook. It’s what people care about after they already believe you can help them.

The most effective About pages don’t start with “Our company was founded in…” They start with “We help customers like you to…” and then transition into the story behind the solution.

Remember: earn the right to tell your story by first proving you understand your customer’s story.