What should a small business put on its About page?
A small business About page should say who is behind the business, with real names and photos, how long you have done this work, where you work, how a job runs from first call to finish, what you will not do, and how to get in touch. Every line should be true and easy to check. Visitors often read an About page to decide whether a real, reachable person is behind the website.
What visitors look for
Nielsen Norman Group, a user-experience research firm, studied About sections over three rounds of research with more than 70 users. Its 2019 article by Anna Kaley and Jakob Nielsen says users expect About Us sections to be "clear, authentic, and transparent" and that users in the latest round were more skeptical than in the past.
Among the things that lowered users' satisfaction, it lists stock photography and critical information that is hard to find, such as what the company does and whom to contact. Among the things that raised it, it lists authentic, realistic imagery and contact information that is easy to find. The research covered companies of several sizes, government agencies and nonprofits, not local service businesses, but the same instincts usually apply.
What to include
- Who you are: the owner's name, who will actually do the work, and a few lines on why you started.
- Real photos and how long you have done the work; the related answers on website photos and on trustworthy websites cover these.
- Where you work: the towns or area you cover, and where you do not go.
- How you work: what happens after someone gets in touch, how quotes work and how soon you reply.
- What you will not do: jobs you turn down and corners you will not cut, so a poor fit can rule themselves out.
Real facts only
Do not round up the years, invent awards or claim a number of jobs you cannot show. Mention licenses or insurance only if they are current and you can produce them when asked. If the business is new, say so plainly and describe the experience you really have. A modest, true page usually earns more trust than an impressive one that a customer can catch out.
How long it should be
The same article suggests a summary of one to two short, scannable paragraphs at the top of the main About page, with more detail further down or on other pages for those who want it. For most small businesses, one page with a clear opening and the list above is enough. Broader trust signals, such as contact details on every page and reviews, are covered in the related answer on making a website trustworthy.
Sources
Related answers
- How do you make a website trustworthy to a new visitor?
- What photos should a service business use on its website?
- What should a service business homepage say?
Websites, upgraded or built
Most businesses do not need a new website. They need the one they have to load fast, say clearly what they do and ask the visitor to take one step.