The About page that sells without selling

Welcome back to Found. Issue seven.

Here's a fact most breeders don't know about their own site.

When you check Google Analytics, the About page is usually the second-most-visited page after the homepage. On some breeder sites it beats the homepage. Why? Because a buyer who is actually considering a purchase always goes to About before filling out a form. They want to know who they're about to trust with $3,000.

Most breeder About pages waste that moment. Here's what to put there instead.

The four-section About page

Every effective breeder About page has four sections, in this order.

Section 1: The hook

One paragraph that tells the buyer exactly what you do and for whom. Written in your voice, not in generic breeder-website language.

Bad: "Welcome to our kennel! We have been breeding dogs for many years and we love them very much."

Better: "I'm Jan. I've been raising Pomeranians out of my living room in Lone Rock, Wisconsin since 2012. My puppies go home at eight weeks to families who understand that a small dog is a big commitment."

The second version works because it has a name, a location, a start date, a specific animal, a specific environment, and a specific buyer profile. The first version says nothing.

Section 2: The program

What makes your breeding program different from the next kennel on Google.

This is where you get specific about testing, philosophy, and choices:

• What health tests you do on parents
• What registration you use
• What food, training, socialization protocol your puppies get
• What you screen FOR in your breeding dogs (temperament, structure, rare color, whatever matters in your breed)
• What you screen OUT (aggression, health issues, fad traits)

Buyers don't know these questions until they read your answers. Answering them without being asked is how you demonstrate expertise.

Section 3: The proof

Stories, not claims.

A breeder who writes "We have happy puppy families all over the country" sounds like every other site. A breeder who writes "Jenny drove 14 hours from Nashville to pick up Biscuit last spring, and Biscuit is now three years old and competing in agility" sounds like a real breeder with real buyers.

Three stories beats 20 generic testimonials. Specifics beat adjectives.

Section 4: The path

What does the buyer do next?

Not "contact us for more info." That's passive. Tell them explicitly what the process looks like:

1. Fill out our short application.
2. We'll reply within 48 hours.
3. If we're a fit, you join the waitlist with a non-refundable deposit.
4. When a litter arrives that matches you, we reach out.

This removes ambiguity. Ambiguity kills sales.

The things to cut

While we're at it, remove these from your About page:

• "Since 1987" dates if that's not actually when YOU started breeding (buyers can tell)
• Stock photos of dogs that aren't yours
• The phrase "small family kennel" (everyone writes it, it signals nothing)
• Generic mission statements about loving dogs (all breeders love dogs, this does not differentiate you)

What the platform does for you

The platform I'm building comes with an About page template that has the four sections pre-laid-out. You fill in the content. The structure, the schema, the photo slots, and the CTA path are done for you.

What to do this week

Pick one:

1. Read your current About page out loud. If you hear yourself using the phrases "small family kennel," "love for dogs," or "many years," rewrite those paragraphs.

1. Rewrite section 3 (proof) using three specific stories with real first names and specific details. Ask past buyers for permission to quote them.

1. Grab a free visibility audit. About page teardown is part of it.

Talk next week, Lesli Rose Founder, Puppy Sales Success

PS. If a friend sent you this, get your own at puppysalessuccess.com/breeder-marketing.