An about us page is where visitors decide whether to trust you. Many small business sites waste it on a history lesson. The best ones are about the customer as much as the business.
Who reads it, and why
People open your about page when they are interested but not yet sure. They want to know: are these real people, do they understand my problem, and can I trust them with my money?
Write for that person. Every part of the page should answer one of those questions.
What to include
- Who you help and what you do, in the first lines.
- Why you started. A short, true story.
- Who is behind it, with real names and photos.
- Proof: reviews, results, numbers you can stand behind.
- How you work, and what makes it different.
- A clear next step: book, call or write.
An outline you can follow
- Open with the customer. One or two sentences on who you help and the result you give them. Your value proposition fits here.
- Tell the story. Why you started. Keep it short and specific. A moment, not a biography.
- Show the people. Names, roles, photos and one human detail each.
- Add proof. Two or three short testimonials or results.
- Say how you work. What a customer can expect.
- End with a next step. A button or a contact line.
An example
Real bread, on a weekday.
We bake slow-rise bread with local flour for people in Eastside who are tired of supermarket loaves.
Mira started the bakery in 2023, after years of baking at home and giving loaves away to neighbours who kept asking where to buy them. Today she runs it with Joe, who opens the shop at 6am, so the first loaves are still warm when you arrive.
"The best bread I have found outside a holiday." Sara, a customer since our first week.
We bake every morning and sell out most afternoons. Order before 8pm and we will keep a loaf for you.
Order for tomorrow
Mistakes to avoid
- Starting with the founding year. Nobody chooses a bakery because it was founded in 2023.
- Stock photos. They make you look like everyone else.
- Big claims with no proof. "The best in town" means nothing without a quote or a number.
- No next step. An interested reader with nowhere to go leaves.
Keep it true and current
Update the page when the team, the offer or the prices change. An about page that mentions people who left two years ago costs trust.
If you have written a mission statement, this page is where it can live, in a sentence. Write the page in the same voice as the rest of your site. A one-page voice guide helps with that.