A homeowner with a leaking water heater doesn't read your About page for entertainment. They open it because they're about to let someone into their house, or pay a deposit, and they want a sign that you're a real business run by real people. The page that answers that worry quickly tends to do more work than one that tells a long origin story.
A good about page for a small business website is a trust page. It explains who you are, what you do, how you work, where you operate, and how to reach you, using details a customer could check. This guide walks through each element, how to write it without exaggeration, and where it fits alongside the rest of your site.
What the About page is actually for
Visitors usually land on it after seeing a service page or a Google Business Profile listing. They're partway through a decision. The page has three jobs:
- Confirm you're a legitimate, reachable local business.
- Show what working with you will be like.
- Make the next step (a call, a form, a booking) easy.
Notice what's missing: a mission statement full of adjectives. "Passionate about excellence" is something every competitor can also say, so it proves nothing. Specifics do the persuading.
The elements worth including
1. A plain statement of what you do and for whom
Open with one or two sentences that name your services and the kind of customer you help. Something like: "We repair and install residential garage doors and openers." If your homepage already does this well, the About page can echo it with a little more detail. Our guide on writing a homepage that explains what you do quickly covers that wording in depth.
2. The people behind the business
Customers are more comfortable when they can picture who shows up. Use real names and real photos of the owner and team, ideally taken on the job or at your workplace rather than stock images. If you're a one-person operation, say so. It's not a weakness; many customers prefer it.
Keep the bio relevant. Your trade background, the types of work you handle, and how long you've been doing it are useful. Only state years in business or experience you can substantiate.
3. How you work
This is the most underused section. Anxiety about hiring a local business is mostly anxiety about the unknown: Will they show up? Will the price change? Who do I call afterward? A short description of your process answers those questions before they're asked.
- How customers request service (phone, form, online booking).
- How quickly you typically respond, if you have a standard you actually keep.
- How estimates or quotes are handled.
- What happens on the day of the job.
- How you follow up after the work is done.
Only describe steps you really follow. If you promise a same-day callback and don't deliver, the page works against you. A simple lead response routine makes those promises realistic.
4. Licenses, insurance, and certifications (only if true)
Many trades require licensing, and requirements vary by state and sometimes by city. If you hold a license, list the type and number where appropriate. If you carry liability insurance or a manufacturer certification, say so plainly. If you're unsure what applies to your trade, check with your state or local licensing authority rather than guessing. Never imply a credential you don't hold, and avoid badges or "award-winning" language you can't back up.
5. Where you work
State the areas you actually serve, using the same wording as your Google Business Profile. Don't list dozens of towns you rarely visit. If you need pages for specific areas, build them properly rather than stuffing place names into the About page; see how to build a service area page without thin, duplicate content.
6. Consistent contact details
Put your business name, phone number, email or form, and hours (or address, if customers visit you) on the page. They should match your Google Business Profile and other listings exactly. Mismatches confuse customers and muddy local search signals. This walkthrough on checking your name, address, and phone number across the web shows how to audit them.
7. Real customer feedback, handled carefully
If you quote reviews, use real ones, attributed the way the reviewer posted them, and don't edit the meaning. Linking to your Google reviews is often better than copying them. Don't offer rewards in exchange for reviews; Google's policies restrict incentivized reviews. For a compliant approach, read how to get more Google reviews without being pushy.
8. A clear next step
End the page with one obvious action: call, request an estimate, or book. Match it to how your business takes work. If your contact form asks for too much or too little, these contact form tips can help.
Weak claims versus verifiable ones
The difference is usually whether a customer could check it or picture it.
| Vague or risky | Specific and verifiable |
|---|---|
| "The best plumbers around" | "Licensed residential plumbing: repairs, water heaters, and fixture installation" (if true) |
| "Fast, reliable service" | "We answer calls during business hours and return voicemails the same business day" (if true) |
| "Trusted by thousands" | "Family-owned and operating since [year]" (if true) |
| "100% satisfaction guaranteed" | A written warranty with its actual terms, if you offer one |
If you can't verify a line, cut it or rewrite it as something you can.
A simple structure you can adapt
You don't need a rigid template, but this order works for most local service businesses:
- Short intro: what you do and who you help
- Who you are: owner or team, with real photos
- How working with you goes, step by step
- Credentials, licenses, and insurance, where applicable
- Areas served
- Contact details and a single call to action
For businesses with a small site, the About page typically sits alongside the homepage, services, and contact pages. The five-page website planning guide shows how those pages fit together, and good service pages give the About page something to point to.
Writing tips that keep it human
Write in first person plural ("we") or singular ("I") consistently, the way you'd talk to a customer at their door. Use short paragraphs. Skip filler like "we pride ourselves on" and say what you actually do. A sentence such as "We text before we arrive so you know when to expect us" is more convincing than any adjective, provided it's true.
Add a short personal detail only if it's real and relevant, such as how you got into the trade. Don't invent a founding story to sound warmer.
Check the page after it's live
Read it on a phone first, since many local searches happen there. Make sure the phone number is tappable, photos load quickly, and nothing is cut off. If it feels slow, the page speed and mobile fixes guide is a good place to start. Then look at whether visitors who view the page go on to contact you; a few basic analytics numbers will show you. Revisit the page whenever your services, team, hours, or licenses change, and add it to your regular website maintenance checklist.
If you'd like a second opinion on your current page or a broader site refresh, you can get in touch with Digital Infinite.
Frequently asked questions
What should an About page for a small business include?
Include what your business does, who customers will deal with, how your process works, the areas you serve, and clear ways to get in touch. Use only details you can verify, such as licenses you hold or years you've operated, and skip vague claims.
How long should a small business About page be?
There's no required length. Many small business About pages work well at a few hundred words, as long as they answer who you are, what you do, where you work, and how to contact you. Add detail only when it helps a customer decide.
Should I list licenses and insurance on my About page?
Only if you actually hold them and can document them. Requirements vary by trade and state, so confirm what applies to you. Stating a license number or coverage accurately helps customers; implying credentials you don't have can create legal and reputation problems.