How Do I Write an About Page for My Small Business Website?

11 minutes ago

2 min read

A strong About page isn't your autobiography — it's a clear, trustworthy answer to the customer's real question: “Can I trust these people to help me?” Write it for them, not for you. Lead with who you help and the problem you solve, show why you're credible, add a human touch that makes you real, and point them to a next step. Your About page is often one of the most-visited pages on your site, so a few focused paragraphs there can do a lot of quiet selling.

Here's how to write an About page that actually earns trust.

Small business owner writing website content on a laptop

Lead with the customer, not your history

Visitors care about themselves first. Open with who you serve and the problem you solve for them, then bring in your story as proof you're the right choice. “We help busy homeowners keep their yards beautiful without the hassle” beats “Founded in 2012, we are a company that…” every time.

Your history matters — but as evidence of why you can help, not as the headline.

Build trust and be findable

Add the things that make you credible: experience, credentials, real photos, and specifics about your service area. Being genuine and specific also helps you get found — Google's SEO starter guide emphasizes clear, helpful, people-first content, and an honest About page written in plain language fits that perfectly.

A real name, a real face, and real details do more for trust than any amount of polished marketing-speak.

Keep every claim honest

It's tempting to puff up an About page, but claims still have to be true. The FTC's online advertising and marketing guidance applies to your website copy just like your ads — “award-winning,” “#1,” or “certified” should be accurate and backed up.

End with a clear next step — contact us, book a call, get a quote — so trust turns into action.

Where the how comes in

Writing website pages that build trust and move visitors to act is a skill that pays off every day your site is live. The Business Starter Program helps you build an online presence that turns visitors into customers.

Frequently asked questions

What should an About page include?

Who you help and the problem you solve, why you're credible (experience, credentials, real photos), a human touch, and a clear next step for the visitor.

How long should an About page be?

Long enough to build trust, short enough to stay read — usually a few focused paragraphs. Lead with the customer and cut anything that's only about you.

Does my About page affect SEO?

Indirectly, yes. Clear, helpful, honest content supports your overall search visibility, and a trustworthy About page helps convert the visitors who find you.

Want a website that builds trust while you sleep?

This article covered the what and the why. The Quicke Business Collective's Business Starter Program walks you through the how — building the pages and online presence that turn website visitors into paying customers.

👉 Join the Business Starter Program