Your About page. It’s probably the one you set up early on, haven’t touched since and don’t spend much time thinking about. But what if it’s quietly one of the most important conversion tools on your entire website?
In this solo episode, Sarah makes the case for why your About page deserves a serious rethink — and it starts with a fascinating piece of consumer psychology. Research by neuroscientist Paul Zak found that stories trigger oxytocin in the brain (the trust hormone), making people significantly more likely to take action. In hospitality, where guests are booking experiences and imagining celebrations, reconnections and escapes before they’ve even hit ‘confirm’, that science has very direct implications for how you write about yourself.
Sarah walks through why trust signals matter more than ever in an internet full of scams and AI-generated content — and why the corporate-sounding About pages most hosts default to (“Established in 2019. We pride ourselves on excellent customer service.”) are doing them real harm. Guests landing on your website are subconsciously asking whether they can trust you. Your About page either answers that question or it doesn’t.
Then there’s the bigger idea: people buy people. Especially in independent accommodation, where guests are entering a space someone actually created and cared about. Sarah talks about why the hosts who build loyal audiences and strong repeat booking rates are usually the ones willing to be visible — not in an influencer way, but in a warm, reassuring “we’re real humans who genuinely care about your stay” kind of way. If someone books through Airbnb, they borrow Airbnb’s trust. If they book directly, you are the trust factor.
And the most important question of all: why are you a host? Not “because it seemed like a good investment.” The real reason. The story behind the leap, the renovation, the vision for what you wanted guests to feel. Because in a market where there are now a lot of nice cabins with hot tubs, your story is often the thing that tips someone from “this looks nice” to “this feels right.”
Sarah wraps up with five practical About page quick wins you can act on this week — from the photos you’re probably not using, to the emotional language that converts far better than informational copy.
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Key Takeaways:
- Your About page is a conversion tool, not a box-ticking exercise — it’s where guests decide whether they trust you enough to book direct, making it one of the highest-value pages on your website.
- Storytelling is scientifically proven to build trust. Research shows stories trigger the brain’s trust hormone (oxytocin), which is why sharing your genuine story converts better than any corporate-sounding bio ever will.
- If someone books through Airbnb, they borrow Airbnb’s trust. If they book direct, you are the trust factor — and your About page has to carry that weight.
- Overly polished often feels less trustworthy now. Authenticity, real faces and genuine human detail reassure guests far more effectively than professional-sounding language and stock imagery.
- Your WHY — the real reason you became a host — is one of your most powerful marketing assets. Guests remember stories, and in a crowded market, your story is often what differentiates you from every other beautiful property with a hot tub.
- Think emotional, not informational. Don’t just tell people what the property is — help them understand what it feels like to be there, and why you built it for them.
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Does your website need fresh eyes?
If this episode has made you look at your website differently and you know it needs some work, my Website Audit service gives you expert eyes on your site and clear, actionable feedback on what’s holding your bookings back. Find out more here.
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Do you have a marketing roadmap for your business?
No more winging it and feeling like you are in constant marketing chaos! Create your easy-to-follow marketing roadmap for the year ahead. My Direct Bookings Bootcamp is now available ON DEMAND! Let’s make this the best year yet for direct bookings! Head to my website for more info.
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What would you do with an extra £20k+ in your holiday business?
I've saved £100k in commission in 5 years by taking 100% direct bookings and now I show Airbnb hosts, holiday cottage and glampsite owners how to do the same.
It is easier than you think to move to 70%+ direct bookings.
If you currently rely on Airbnb or another online agent (OTA), take Sarah's FREE quiz here - it's time to give them the boot!
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