How to write an About page that builds trust and wins clients
Most About pages either too long, too vague, or focus entirely on the business owner rather than what matters to the client. Here's how to write one that actually works.
Quick answer
A good small business About page includes: who you are and your relevant background, why you do this work, your qualifications or credentials, a real photo of you, and the implicit answer to 'why should I trust you'. It ends with a clear call to action. Keep it under 300 words. Write in first person. Make it about the client's confidence, not your ego.
Step-by-step
- 1
Lead with what matters to the client, not your history
The mistake most people make is starting with their personal history: 'I grew up loving animals...' The client has one question: 'Can I trust this person with my home / dog / children / money?' Answer that question first. Lead with your most relevant credential or experience. Then tell the story.
- 2
Include specific credentials and experience
Qualifications, years of experience, number of clients served, and specific training all build trust. Be specific and verifiable: 'City & Guilds qualified electrician with 12 years' experience' lands differently than 'experienced and qualified'. If you have no formal credentials yet, lean on your motivation and the standards you hold yourself to.
- 3
Use a real photo of yourself
An About page without a photo is an opportunity wasted. For a local service business, you are the service — the client is trusting a person, not a brand. A clear, friendly photo does more to reduce hesitation than any copy. A phone photo in good natural light is perfectly fine.
- 4
Answer the unspoken concern
Every service business has an unspoken concern clients have before booking. Dog groomers: 'Will my dog be safe?' Cleaners: 'Can I trust them in my home?' Electricians: 'Will they leave a mess?' Address this directly — not defensively, but reassuringly. This is often the sentence that converts hesitant visitors.
- 5
End with a specific call to action
Your About page should end with an invitation to take the next step. Not 'feel free to get in touch' — something specific: 'Ready to book? Message me on WhatsApp and I'll get back to you the same day.' The About page builds trust; the CTA converts it into action.
Tips & best practices
- ▸Read your About page out loud. If it sounds like it was written by a marketing department rather than a real person, rewrite it.
- ▸Keep it under 300 words. Longer is rarely better on an About page.
- ▸If you have a team, include brief bios with photos for each person who will work directly with clients.
Common questions
Should an About page be written in first or third person?
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First person for sole traders and owner-led businesses. 'I have 8 years experience' is warmer and more credible than 'Jane has 8 years experience'. Third person works for larger companies wanting to appear bigger.
What should I not put on my About page?
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Avoid: generic phrases like 'passionate about quality' or 'committed to excellence', your entire life history unrelated to the business, and anything that's about you rather than why the client can trust you.
Does every small business website need an About page?
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Not necessarily — a well-written About section on the homepage is often enough. A dedicated About page is most valuable for high-trust professions (therapist, childminder, personal trainer) or when you have a compelling personal story that differentiates you.