How to write an About page that actually builds trust
Quick answerA good About page answers three questions for a stranger: who are you, why should I believe you can do this, and what happens if I reach out. Use a real photo, a short honest story, specifics about how you work, and a clear next step. Write it about the customer's problem, not just your history.
When a stranger is deciding whether to hire you, they rarely start by reading your services list. They check who you are.
That is why the About page is quietly one of the most-visited pages on many small business websites. Visitors click it right before they call, right before they fill out a form, and right before they decide to go with someone else. It deserves more care than most owners give it.
Why people click it
Hiring a local business involves a small risk. Will they show up? Will they do what they said? Will they treat me fairly? A homepage tells people what you do. The About page is where they look for evidence that you are a real person who can be trusted with the job.
If that page is blank, vague, or reads like a brochure, the question stays unanswered. A visitor who is unsure usually doesn't ask. They just click back to the search results and call the next business.
Start with the person, not the logo
The most useful thing you can put on the page is a real face. A clear photo of you, or you and your crew, at work or on the job site. It doesn't need to be professional-studio polished. It needs to be real and recent.
Add names. "Meet Dana and Marcus" does more than "our team of dedicated professionals." People trust people, and a name makes you a person.
Tell the short version of your story
You don't need a life history. A few honest sentences about how you got into this work and why you still do it will be more memorable than anything polished.
Maybe you spent fifteen years working for someone else and finally opened your own shop in Edmond. Maybe you grew up in Broken Arrow and started mowing lawns at fourteen. Whatever it is, say it the way you would to a new neighbor. Skip the phrases every business uses, like "passionate about excellence" or "committed to quality." They tell the reader nothing.
Show how you work
Trust is built on specifics. Instead of saying you care about customers, describe what that looks like:
- You return calls the same day.
- You give a written price before starting.
- You clean up when the job is done.
- You explain what you are doing in plain language.
A short list of how you actually work gives a nervous visitor something concrete to hold on to. It also sets expectations, which means fewer awkward surprises later for everyone.
Include real proof you already have
If you have actual reviews, quote one or two with the customer's permission and link to the rest. If you have licenses, certifications, or years in business, state them plainly. If you belong to a local chamber or business group, mention it.
Only use what is true and what you have. Never make up a testimonial or a number to fill space. A page with two real details beats a page with ten invented ones, and visitors can usually tell which is which. If you are just starting out and have little proof yet, that is fine. Your story, your photo, and your way of working carry the page for now.
Write it for the customer
Here is the common mistake: an About page that is entirely about the business. Founded in this year, our mission is this, we pride ourselves on that.
The better version keeps the customer in view. Your story matters because of what it means for them. "I started this business because I was tired of watching homeowners get surprised by the final bill" tells a visitor something about how they will be treated. More ideas for this kind of writing are in our website content writing tips.
End with a clear next step
An About page that earns trust and then leaves the visitor stranded wastes the moment. Finish with a simple invitation: your phone number, a short form, or a button to ask for a quote. Make it easy to act while the good impression is fresh.
The honest part
An About page will not transform your business by itself. It does one specific job: it helps the person already considering you feel safe going ahead. That job matters, and it compounds with everything else you do, like good reviews, a clear site, and quick replies.
The first draft will probably feel awkward to write. That's normal. Write it as if you were talking to a customer, read it out loud, and cut anything you would not actually say.
If you would like help shaping it, or want your whole site to carry the same warmth, tell us what you need. We are happy to look at what you have and help you get a clear quote for improving it.
Frequently asked questions
How long should an About page be?
Most are strong at 300 to 500 words. Long enough to tell a real story and show how you work, short enough that a visitor on a phone reaches the call to action.
Should I use a photo of myself or my team?
Yes, a real one. Customers are hiring people, and a genuine photo of you or your crew builds more trust than any stock image. It does not need to be formal.
What if I don't have much to say about my business?
Start with why you do this work and how you treat customers. Plain answers to those two questions, written the way you would say them across a counter, are more than enough.
