What do you do before visiting a new doctor, lawyer or tradesperson? You look up the name, open the website and somewhere along the way you wonder, "Who is this?" Your customers do exactly the same about you. A visitor who has read your service page and feels convinced will often make one last stop on your About Us page before calling.
On most sites this is the page that gets the least care. A few phrases that could fit any company, such as "in the industry since 1998, focused on customer satisfaction, committed to quality", and the job is considered done. Yet what the visitor wants there is very simple: who will I be dealing with, and can I trust them? This article explains how to answer that question on the page.
What is a visitor looking for on an About Us page?
A visitor does not want to read a company timeline. They are looking for a sign that real people stand behind the business. Three questions are in their mind:
- Who does this work, and do they have a face and a name?
- Is their experience genuine?
- If something goes wrong, is there someone I can reach?
A visitor who does not get these answers leaves quietly. They will not tell you, fill in a form or call. That is why the About Us page is a place where many businesses lose customers without noticing.
Five sections your page should have
It does not need to be long. These five sections make a trustworthy page for most businesses:
- Who you are. A human face, a name and a title. If you run a one-person business, your photo and a few sentences are enough. If you have a team, list everyone's name and role.
- What you do and who you do it for. Instead of "we provide quality service", write something concrete like "we build websites for small businesses in Manchester".
- Why you do it. A short story: how you started, what you care about. This section adds warmth. It does not have to be long or flowery; three or four sentences will do.
- Details that reassure. Your training, certificates, professional body memberships, how many years you have done this, the kinds of clients you work with. Write only facts you can show.
- What you want them to do. A clear next step at the end: "Write to us", "Book an appointment" or "Call now".
Common mistakes on About Us pages
The same mistakes show up on many sites:
| Mistake | Why it hurts |
|---|---|
| Generic sentences that fit any company | The visitor cannot tell you apart from a competitor. |
| Only saying "we" and never showing a person | An unclear identity lowers trust. |
| Stock photos, meaning ready-made images of crowded offices downloaded from the internet | They feel fake and people notice quickly. |
| Exaggerated claims ("the best in the country") | A claim you cannot prove reduces credibility. |
| No contact details on the page | A convinced visitor cannot reach you. |
| A page not updated for years | Even a former team member or an old address shakes trust. |
Be especially careful with stock photos. A real photo of your office, even if slightly imperfect, builds more trust than the shiniest ready-made image. A phone photo taken in good light while you work is often enough.
What to emphasize in your industry
The same page does not work the same way for every business.
- Health businesses (dental clinic, psychologist, physiotherapist): the specialist's training, areas of work and a calm, non-judgemental tone should stand out.
- Legal and accounting: experience, area of expertise and availability. Do not promise results; just describe how you work.
- Hotels and restaurants: the story of the place, its owner and its team. Guests want to feel the people of a place before they go.
- Tradespeople and technical services: years of experience, the areas you cover, and how you handle aftercare and support. Avoid promising exact timings or outcomes here too.
How to judge your own page
Try this test: show your About Us page to someone who does not know your business and ask, "Looking at this page, would you contact this person or company?" Then check three things:
- Is there a human face and a name on the page?
- Does a reader understand what you do and who you do it for in the first paragraph?
- If you pasted the same sentences into a competitor's site, would they fit? If yes, the page is not specific enough to you.
Also check: does the page show up when someone searches your name on Google, and is it comfortable to read on a phone?
Who do you ask to write and design it?
This page is a two-person job. The heart of the text must come from you, because you know the story. A designer or writer makes it readable, tidy and smooth. During the process, ask for:
- An interview in which they ask about your work and customers, rather than inventing the text from scratch.
- Guidance on real photos, and if needed a simple photo plan.
- A layout that reads comfortably on a phone.
- A clear contact button at the end of the page.
- The ability to update the page yourself later.
Frequently asked questions
How long should an About Us page be?
A few short paragraphs and some photos are usually enough. For one-person businesses even half a page will do. What matters is not length but that it is clear who you are.
I don't want to share personal details. Can I just use the company name?
You can, but a face and a name are always stronger for trust. Share as much as you feel comfortable with; even naming one team member or the manager makes a difference.
I haven't written anything in years. Where do I start?
Talk as if you were explaining your work to a friend and record your voice. Then tidy it up. This is much easier than staring at a blank page.
Does the About Us page affect Google rankings?
It has no large direct effect, but it helps Google recognize you as a real business. Its main value is winning the trust of the visitors who arrive.
Conclusion
An About Us page is like your sales conversation written down. A human face, concrete language and a clear next step are the three things that turn a visitor into a customer. If you want your site to get this page and the others right, take a look at my website design service.