How to Write a Great 'About Us' Page for Your Small Business Website

The 'About Us' page is often the most-visited page on a small business website — and also the most neglected. Most businesses fill it with corporate-sounding waffle that tells visitors nothing useful.

A great About page builds trust, shows personality, and gives potential customers a reason to choose you over a faceless competitor.

Here's how to write one that actually works.

Why Your About Page Matters

When someone is deciding whether to hire you or buy from you, they want to know:

• Who is behind the business?
• Why should I trust them?
• What makes them different?

Your About page is where you answer all three.

What to Include

1. Your story — briefly

How did the business start? Why did you start it? A short, genuine origin story makes you relatable. You don't need to write a novel — two or three sentences is enough.

Example: "I started Norfolk Cleaning Co after struggling to find a reliable cleaner for my own home. I knew there had to be a better way — so I built it."

2. Who you are

If you're a solo business owner or a small team, say so. Use real names and ideally a photo. People buy from people.

3. Your values or approach

What do you care about? What's your standard of work? What do you promise customers?

Example: "We turn up on time, every time. We won't leave until you're happy."

4. Your qualifications or experience

How long have you been doing this? Any relevant qualifications, accreditations, or memberships? This builds credibility.

5. Where you're based

Always include your location. It helps with local SEO and tells customers you're nearby.

What NOT to Include

• Vague mission statements — "We strive to deliver excellence" means nothing. Be specific.
• Too much history — Customers care about now, not a blow-by-blow history of the company
• Stock photos of random people — Use real photos if you can
• Walls of text — Break it up with short paragraphs and maybe a photo

A Simple Template

Here's a structure that works for most small businesses:

1. Opening line: Who you are and what you do (one sentence)
2. Your story: Why you started (2–3 sentences)
3. What makes you different: Your values/approach (bullet points work well here)
4. Your experience/credentials: (1–2 sentences)
5. Call to action: "Get in touch today" or "Book your free consultation"

Keep It Human

The best About pages sound like a real person wrote them — because they did. Don't try to sound like a big corporation. Your personality and authenticity are your competitive advantage over the big players.

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