When someone visits your About page, they're not looking for a history of your company. They're looking for one thing: can I trust this person? They want to know who they're dealing with — whether you seem like the kind of business that does what it says, doesn't mess people around, and will show up when they need you.
The mistake most small businesses make is treating the About page as a formality — something to fill in because the template requires it. The better approach is to treat it as your most direct opportunity to connect with a potential customer as a human being.
Why People Visit Your About Page
Usually, it's one of these reasons:
- They're comparing you to a competitor and want to understand the difference
- They want to know if you're a sole trader, a small team, or a large company (which affects expectations)
- They're about to let you into their home and want to know who's coming
- They want to confirm you're local, experienced, or have relevant credentials
None of these needs are met by a corporate mission statement about "delivering excellence in customer satisfaction."
The Biggest Mistake: Writing About Yourself Instead of for the Reader
Most About pages open with something like: "We were founded in 2015 with a mission to provide..." This framing puts the focus on you, not on them. A much more effective approach is to open with the problem you solve and immediately make the reader feel understood.
Compare these two openers:
Version A: "Smith's Plumbing was established in 2015 by John Smith, who has over 15 years' experience in the plumbing industry..."
Version B: "When something goes wrong with your heating or plumbing, you need someone reliable who'll show up when they say they will, do the job properly, and not charge you over the odds for it. That's what we're here for."
Version B is speaking directly to what the customer cares about. It builds connection and trust before a single credential is mentioned.
About page opener formula: Start with the problem your customers face → say you understand it → say what you do about it → introduce yourself briefly → mention your credentials. This order works because it puts the customer first and earns the right to talk about yourself.
What Your About Page Should Contain
- Your name — people want to know who they're talking to, even on a small business site
- Your story in two or three sentences — why you started, what drove you to it, what makes you different
- Who you help — be specific about the types of customers or jobs you focus on
- A real photo of you — this is non-negotiable. One genuine photo does more than 500 words
- Relevant qualifications or experience — Gas Safe, 20 years' experience, NICEIC registered — whatever is relevant to your trade or profession
- A call to action at the end — don't leave people reading and then wondering what to do next
The Power of Being Personal
For a sole trader or small team, being personal is a massive strength — not something to be embarrassed about. Customers often prefer dealing with a real person over a faceless company. The fact that you're a one-person operation means they'll be talking to the person who actually does the work, not a call centre.
Lean into this. Mention it. Say why it matters. Many customers actively prefer a trusted individual over a large impersonal company, and your About page is where that preference can be captured.
One photo beats 500 words: If you do nothing else to improve your About page, add a clear photo of yourself. Face visible, natural light, not a badly-lit selfie. Ask a family member to take it on your phone if needed. This single addition will meaningfully improve how much people trust the page.
What NOT to Include
- Corporate mission statements ("We are committed to delivering excellence...")
- Vague values that could apply to any business ("integrity, reliability, professionalism")
- Long histories that read like a CV
- Buzzwords ("synergy," "holistic approach," "bespoke solutions")
- No call to action — every page should end with somewhere to go next
Frequently asked questions
What should a small business 'About' page include?
Who you are, why you started, who you help, and proof you're genuine — photos, location, credentials and a clear next step. It should build trust, not just list your history.
Does the About page actually win customers?
Yes. It's one of the most-visited pages on a small business site. People read it to decide whether to trust you before they call, so a weak About page quietly costs you enquiries.
What's the most common About page mistake?
Writing it like a CV — all dates and milestones, no benefit to the reader. It should quickly answer 'can I trust these people to do the job?'
The FREE Websites builds fast, locally-optimised websites for small businesses across the UK — from Kent and London to towns across the UK.
From £20/month, £0 setup fee, live in 48 hours. We build fast, SEO-ready websites for UK small businesses — no long-term contract — cancel any time.