People rarely buy from a business they know nothing about. When a visitor lands on your services page and is still unsure, the About page is where they go to decide whether you seem real, capable and friendly. A strong one answers their quiet questions before they ask them.

Why your About page matters

Visitors check it to answer three questions: who is behind this business, are they experienced, and will they treat me well? For a small business, the people are often the main selling point. A page that sounds human and specific does more than any slogan.

What to include

• Who you are: your name, a real photo and your role.
• What you do and who for: in one clear sentence.
• Your story: why you started and what you care about, kept short and genuine.
• Your experience: years in the trade, relevant training and accreditations you truly hold.
• How you work: your process and what customers can expect.
• Proof: a couple of real reviews or examples of your work.
• A next step: a call button, enquiry form or booking link.

A simple About page template

1. Headline: say what you do and where, for example local plumbing and heating you can rely on.
2. Opening paragraph: who you help and what problem you solve.
3. Your story: two or three sentences on why you do this work.
4. What makes you different: three honest points, such as clear quotes or tidy work.
5. Meet the team: photos and one line each.
6. Credentials and proof: accreditations, insurance and a short review.
7. Call to action: invite them to get in touch.

Mistakes to avoid

• Writing only about yourself instead of how you help customers
• Vague claims such as we are passionate about quality, with nothing to back them up
• Using stock photos of people who do not work for you
• Listing accreditations you do not hold
• Ending without a next step

See how it fits with your other pages in the pages a small business website needs.

Frequently asked questions