An About page is often treated as the place where a business tells its story.

That is part of its job, but potential customers are usually looking for something more practical.

They want to know who is behind the company. They want to understand your experience, get a sense of how you work, and decide whether the business feels genuine enough to contact.

A strong small business About page should therefore do more than explain when the company started or list a set of values. It should reassure people who are already interested but still need a few more reasons to feel comfortable choosing you.

That makes the About page an important part of the wider mix of website trust signals that help visitors move from curiosity towards an enquiry.

So, what should you actually include?

What Is a Small Business About Page Supposed to Do?

A small business About page should help answer several questions that may be sitting in the visitor’s mind:

• Who runs this business?
• Is it a genuine company?
• Do these people understand what I need?
• What experience do they have?
• What type of customers do they work with?
• What can I expect if I contact them?
• Is there anything here that makes them different from the other businesses I am comparing?

That is a very different goal from simply writing a company biography.

Someone considering your services probably does not need a detailed timeline covering every year since the business began.

They need enough useful information to make a judgement.

Research from Nielsen Norman Group on company information recommends giving visitors a clear, scannable summary of an organisation before providing deeper information for people who want it. For smaller businesses, much of that information can often live effectively on one well-structured About page.

The key word is relevant.

1. Start With the Customer, Not Your Company History

Many About pages begin like this:

Founded in 2007, our company has grown from humble beginnings…

There may be a place for that story, but it does not need to be the first thing a potential customer reads.

Start by helping the visitor understand who you are in relation to them.

For example:

We are a small team helping independent businesses improve their websites and SEO without turning digital marketing into something unnecessarily complicated.

That tells the visitor:

• What the company does
• Who it works with
• Something about its approach

You can then introduce the history later if it helps explain the business.

A useful opening for a small business About page might cover:

Who you are + who you help + what you are known for.

Keep it clear enough that somebody can understand the company within a few sentences.

2. Introduce the Real People Behind the Business

For small businesses, the people behind the company can be one of the strongest trust signals available.

Large organisations sometimes feel anonymous by necessity.

Small businesses do not have to.

If customers are likely to speak directly with the owner, founder, consultant, tradesperson, adviser, or small team, introduce them.

Include information such as:

• Name
• Role
• Relevant experience
• Area of expertise
• What they actually do for customers
• Professional qualifications where relevant
• A genuine photograph

Avoid turning each profile into a formal CV.

A customer does not necessarily need every previous job title or qualification. Focus on the experience that helps them understand why this person is suitable to help.

For example:

Sarah has worked with independent retailers for more than ten years and leads our ecommerce projects, from initial planning through to launch.

That provides more reassurance than:

Sarah is passionate about innovation and committed to delivering excellence.

Specific information feels more credible because visitors can understand what it means.

3. Use Real Photographs Where You Can

Stock photography has its uses, but your About page is one place where real images are particularly valuable.

If someone clicks through specifically to find out more about the company, photographs of people they will never meet do little to answer that question.

Consider showing:

• The owner
• Your team
• Your premises
• People at work
• A workshop or office
• The type of environment customers may visit

The photographs do not have to look like a corporate campaign.

They need to be clear, appropriate, and genuine.

For many small businesses, authenticity is more reassuring than perfection.

If customers will meet one particular person after enquiring, showing that person can also make the next step feel less unfamiliar.

4. Explain Your Experience Without Making Unsupported Claims

Your About page is a natural place to establish credibility.

But avoid relying on broad statements such as:

We are industry leaders.

We provide unrivalled expertise.

We are one of the UK’s most trusted businesses.

Those claims immediately create another question:

According to whom?

A stronger small business About page gives visitors something concrete.

You might mention:

• Years working in the industry
• Number or types of customers supported
• Industries you regularly work with
• Relevant professional qualifications
• Accreditations
• Specialist areas
• Significant projects
• Professional memberships

The principle is similar to the approach covered in our guide to proof-led SEO content. Claims become more convincing when visitors can see the evidence behind them.

Instead of saying:

We have extensive experience in professional services.

you could say:

Our work includes websites and SEO campaigns for accountants, legal firms, consultants, and other service-based businesses.

Now the visitor has something they can evaluate.

5. Tell Your Business Story When It Adds Something Useful

There is nothing wrong with telling your story.

The problem comes when the story dominates the page without helping the visitor understand the business today.

A useful story might explain:

• Why the business was started
• A problem you wanted to solve
• How your services developed
• Why you chose a particular type of customer
• How your experience shaped your approach

Keep the connection to the customer visible.

For example, perhaps you started the company after repeatedly seeing small businesses struggle with an overly complicated service.

That background tells visitors something about the way you now work.

A ten-paragraph history of every office move probably does not.

Ask yourself:

Does this detail help a potential customer understand us better?

If the answer is no, it may not need to be on the page.

6. Show What Working With You Feels Like

Experience matters, but customers are also trying to judge the relationship.

Will communication be formal or relaxed?

Will they deal with the same person throughout?

Is the process collaborative?

Do you explain technical topics clearly?

Does the business normally work remotely or face to face?

A small business About page can answer some of these questions without turning into a service page.

You might explain:

Because we are a small team, clients usually deal directly with the person working on their project. We keep communication straightforward and explain recommendations in plain language.

That tells the customer something meaningful about the experience.

Your service pages can then provide deeper information about individual offers. Our guide to service page authority explains how those pages can build on trust with clear service details, proof, FAQs, and next steps.

The About page introduces the people and approach. The service pages explain the work.

7. Use Values Carefully

Many About pages contain a section headed Our Values.

There is nothing wrong with that.

The problem is that the same words appear repeatedly across different businesses:

• Integrity
• Quality
• Innovation
• Excellence
• Customer focus
• Transparency

On their own, these words provide very little evidence.

If a value genuinely matters to how the business operates, explain what it looks like in practice.

Instead of:

Transparency

try:

We explain costs and project scope before work begins, and if we think a service is unnecessary, we will say so.

Instead of:

Communication

try:

Clients know who is responsible for their project and how to reach them.

Actions make values believable.

You may even find that you do not need a formal values section at all. The way the rest of your About page is written can demonstrate those principles more naturally.

8. Add Customer Proof Without Turning the Page Into a Reviews Page

The About page is about your business, but that does not mean every statement has to come from you.

One or two well-chosen testimonials can add an external perspective.

They work particularly well when customers describe:

• What your team was like to work with
• Communication
• Responsiveness
• Professionalism
• Understanding of their situation
• Long-term relationships

For example, if you have just described your business as approachable, a customer quote about how comfortable they felt asking questions gives that claim more weight.

You do not need to fill the entire page with testimonials.

Your dedicated service pages, case studies, and other areas of the website can provide deeper proof.

The About page simply needs enough to reinforce the impression created by your own copy.

9. Link to Evidence Instead of Trying to Fit Everything on One Page

A small business About page should give visitors useful reassurance, but it does not have to contain every piece of evidence the company has.

Internal links can help visitors explore the areas most relevant to them.

For example:

• Link experience claims to relevant case studies
• Link service descriptions to service pages
• Link customer comments to fuller success stories
• Link sector experience to related content
• Link the final CTA to your contact page

This keeps the About page readable while allowing interested visitors to investigate further.

Strong internal links also help connect the information across your website. Our article on search visibility vs search authority explores how clear content, customer proof, service information, and other trust signals can help a business become more credible after it has been found online.

10. Give Visitors a Sensible Next Step

An About page should not simply finish after the final team biography.

A visitor who has reached the bottom may now feel more confident about the company.

What should they do next?

Your CTA could invite them to:

• Explore your services
• View case studies
• Read customer reviews
• Ask a question
• Book a conversation
• Contact the team

Choose the action that naturally follows the page.

Avoid suddenly switching from friendly, reassuring copy to an aggressive sales message.

Something simple may work better:

If you would like to discuss what you need and see whether we are a good fit, get in touch with our team.

The contact page can then continue that reassurance by explaining how to get in touch and what visitors can expect afterwards.

What Should You Leave Off a Small Business About Page?

Knowing what to remove can make the page stronger.

Long Corporate Introductions

Avoid several paragraphs of vague company language before saying anything useful.

Every Detail of Your History

Keep the parts that explain the business you are today.

Generic Mission Statements

If the same sentence could appear on hundreds of other websites, it probably needs more specificity.

Irrelevant Personal Information

A little personality can help, but customers do not need a full autobiography.

Unsupported Superlatives

Words such as best, leading, number one, or unmatched need evidence.

Team Members Who Are No Longer There

An outdated About page can undermine the trust it is supposed to create.

Review names, roles, photographs, qualifications, awards, and other time-sensitive information periodically.

Can a Small Business About Page Help SEO?

An About page should primarily help customers understand and trust the business, but clear company information can also support the wider context of a website.

Google’s guidance on helpful, reliable, people-first content specifically encourages publishers to make it clear who created content and to provide background about the author or the site, including through an About page where appropriate.

That does not mean adding keywords to every team biography.

A better approach is to provide genuine information about:

• Who runs the business
• What expertise exists
• What services the company provides
• Who it serves
• Relevant experience
• Where the business operates when location matters

Write for the customer first.

The search context comes from being clear and specific about the business itself.

A Simple Small Business About Page Structure

If you are staring at a blank page, try this structure:

Opening

Explain who you are, what you do, and who you help.

Your Story

Give the relevant background behind the business.

Meet the People

Introduce the owner or team with real photographs and useful experience.

How You Work

Explain what customers can expect from dealing with you.

Experience and Proof

Include qualifications, customer types, sectors, accreditations, achievements, or examples where relevant.

Customer Perspective

Add one or two testimonials that support the way you have described the business.

Next Step

Link visitors to services, examples, or the contact page.

You can adjust the order depending on the business.

The page should feel like a natural introduction, not a rigid template.

FAQs About Small Business About Pages