Guide · Updated October 2026

How to Write an About Us Page That Makes Customers Trust You

How to write an About Us page for a small business website: what to include, a simple structure, examples of good lines, and the common mistakes that put people off.

How to Write an About Us Page That Makes Customers Trust You

Short answer: An About Us page should answer one question for the visitor: 'Can I trust these people with my money?' Show who is behind the business, why you do it, who you help, and some proof, then finish with a clear next step.

Why the About page matters more than you think

For many small businesses, the About page is one of the most visited pages after the homepage. People go there when they are close to deciding and want reassurance. A vague page full of corporate phrases wastes that moment.

A simple structure that works

1. Open with the customer, not your history

Start with who you help and what you do for them. 'We help busy families in Bristol keep their gardens tidy all year' is more useful than 'Founded in 2014'.

2. Introduce the real people

Name the owner and key staff. Add a real photo. Customers choosing between similar businesses often pick the one where they can see a face.

3. Tell a short origin story

Two or three sentences on why you started. Keep it relevant to the customer: experience you bring, a problem you saw, a standard you set.

4. Explain how you work

What makes working with you different? Fixed prices, tidy workers, same-day replies, local suppliers. Pick things that are true and specific.

5. Add proof

Qualifications, memberships, years trading, review highlights, insurance. Proof turns claims into facts.

6. Finish with a next step

Do not leave visitors at a dead end. Link to your contact page, booking form or services.

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Lines that work and lines that do not

Compare these:

  • Weak: 'We are passionate about delivering high quality solutions.'
  • Strong: 'Every quote is fixed, in writing, before we start. No surprises on the final bill.'
  • Weak: 'Customer satisfaction is our top priority.'
  • Strong: 'We answer every message the same working day, usually within an hour.'

The strong versions are specific, checkable and about the customer.

Tone: be yourself

A sole trader writing 'we' to sound bigger often comes across as odd. If it is just you, say 'I'. Customers who hire small businesses usually like knowing who they will deal with.

How long should it be?

Long enough to answer the trust question, usually 250 to 600 words. Break it up with headings and photos. Most visitors skim.

Common mistakes

  • Stock photos of people who do not work there
  • A wall of text with no headings
  • Mission statements nobody would ever say out loud
  • No contact link at the end
  • Out-of-date team members or years

The bottom line

A good About Us page is short, honest and specific. Show real people, explain how you work, back it up with proof, and point visitors to the next step. You can see examples of clear, personal pages on our sample sites.

Frequently asked questions

What should an About Us page include?

Who you help, the people behind the business, a short origin story, how you work, proof such as reviews or qualifications, and a clear next step.

Should I write 'I' or 'we'?

Use 'I' if you are a sole trader. Being honest about your size builds more trust than pretending to be bigger.

How long should an About page be?

Usually 250 to 600 words, broken up with headings and photos.

Do I need photos on my About page?

Yes, real photos of you and your team make a noticeable difference to trust. Avoid stock photos of people.

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Related guides

How to Write a Service Page That Converts Visitors Into EnquiriesRead guide →Call to Action Examples for Small Business Websites (Plus What Makes Them Work)Read guide →How to Get Testimonials From Customers (Without Feeling Awkward)Read guide →Blog Post Ideas for Small Businesses: 40 Topics That Bring CustomersRead guide →

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