The About page is often one of the most visited pages on a small business website. People go there to decide whether they trust you. Yet many About pages are vague, outdated, or focused only on the business instead of the customer. Know Why People Visit Visitors to your About page usually want to know: …
The About page is often one of the most visited pages on a small business website. People go there to decide whether they trust you. Yet many About pages are vague, outdated, or focused only on the business instead of the customer.
Know Why People Visit
Visitors to your About page usually want to know:
- Who is behind the business
- How long you have been operating
- Whether you are qualified and reliable
- What makes you different
- Whether you understand their needs
Lead With the Customer
Start by describing the people you serve and the problems you solve. Then share how your business came to focus on that work. This keeps the page relevant to the reader.
Share a Genuine Story
Explain why the business started, what you care about, and how you work. Real details are more memorable than generic statements about quality and service.
Introduce Your Team
Include names, roles, and photos of owners and key staff. Brief backgrounds and qualifications help build trust. Ask permission before sharing personal details.
Show Credentials and Proof
- Licenses and certifications
- Years of experience
- Professional memberships
- Community involvement
- Awards or recognition
- Selected testimonials
Mention Where You Work
State your location and service area clearly. This helps local customers and supports local visibility.
Keep It Readable
Use short paragraphs, clear headings, and a friendly tone. Avoid long blocks of text that bury important information.
Include a Next Step
End with a clear invitation, such as contacting you, requesting a quote, or viewing your services.
Update It Regularly
Teams, services, and milestones change. Review your About page at least once a year.
Common Mistakes
- Using only buzzwords
- Leaving out real people
- Forgetting location information
- Having no call to action
Get Help Telling Your Story
We help businesses write About pages that build trust and lead to action. Learn more on our services page or contact us through our contact page.
