What Should an About Page Say on a Small Business Website?

Short answer: a small business About page should tell visitors who you help, who is behind the business, how you work and where you are based or serve, then point them to one next step such as an enquiry form. Use real names and photos, plain facts you can back up, and a clear link to contact you.

What is an About page actually for?

An About page isn't your life story. It answers one question a visitor is quietly asking: can I trust these people with my problem?

It's often one of the last pages someone reads before getting in touch. They've seen your services, maybe your prices or your work, and now they want to know who they'd actually be dealing with. A good About page settles that doubt and makes the next step feel easy.

What should the first paragraph say?

Start with the visitor, not the founding date. In one or two sentences, say who you help and with what. For example: "We help family-run shops set up simple websites that bring in enquiries." Or: "We're a small team of electricians serving homes and offices across the city."

That opening tells the right visitors they're in the right place. Everything else on the page supports it.

Should you show the people behind the business?

Yes. People trust people, not logos. Show:

• Real names and roles. Who runs the business, and who the customer will speak to.
• Real photos. A simple, friendly photo of you or the team at work is far more convincing than a polished stock image of strangers.
• A line or two about each person. What they do and what they care about in the work, kept short.

If you're a one-person business, say so plainly. Many customers like knowing they'll deal with the owner directly.

How do you explain how you work?

Visitors want to picture what happens after they get in touch. Describe your process in a few simple steps, for example:

1. First conversation. A short call or message to understand what you need.
2. A clear proposal. What you'll do, when and what it costs.
3. The work. How you keep the client updated along the way.
4. What the client gets at the end, and any support afterwards.

Mention where you're based and the areas or countries you serve, so people know straight away whether you can help them.

What proof belongs on it, and what doesn't?

Only include proof you can show:

• Real client work, shared with the client's permission, such as a short case study or examples.
• Genuine reviews or testimonials, with the person's name where they've agreed to it.
• Years trading, qualifications or memberships, if they're true and you can back them up.

Leave out invented numbers, vague claims and badges you haven't earned. Visitors notice when something doesn't ring true, and one doubtful claim can undo the trust the rest of the page has built.

What should the page end with?

One clear call to action. After reading your About page, a visitor who trusts you should know exactly what to do next. A single button or link to your contact or enquiry form works best, for example "Tell us what you need".

Avoid ending with a list of five different options. One obvious next step gets more people to take it. When they do, make sure the page they land on works well too; our guide on what a thank-you page should do after an enquiry explains why.

What should you leave out?

• A long history. A sentence on how you started is enough unless the story genuinely matters to customers.
• Jargon. Write the way you'd explain your work to a new customer face to face.
• Vague lines such as "passionate about excellence" or "committed to quality". Every business says them, so they tell the visitor nothing.
• Anything you'd repeat on other pages. Detailed service descriptions belong on your service pages, and your main message belongs on your home page.

Need a website that turns visitors into enquiries?

We build websites with clear About, service and contact pages that help visitors trust you and get in touch. See our website and lead capture service, or message us on WhatsApp.