How to Write an About Us Page That Builds Trust

The About Us page is consistently one of the most-visited pages on a small business website, yet it's often the most neglected - a single generic paragraph, or skipped entirely. Done well, it does real work building trust.

Tell People Why You Started

A short, honest explanation of why your business exists - a gap you saw, a skill you wanted to offer, a problem you wanted to solve - is far more memorable than a list of corporate-sounding claims.

Include Real Experience and Credentials

Years in business, relevant qualifications, past projects, or notable clients all help a visitor judge whether you're established and capable, especially for service-based businesses where trust matters more than price alone.

Put a Face to the Business

A real photo of you or your team - not a stock image - makes a noticeable difference. People trust people, and a page with an actual face feels more accountable than an anonymous one.

Keep It Focused on the Customer, Not Just Yourself

Balance your own story with what it means for the customer - not just "we've been in business 15 years" but "so you get experience you can rely on." Connect your background to the benefit it gives them.

Don't Make It Too Long

A few well-written paragraphs beat a long, unfocused history. Say what matters, then point visitors toward your services or contact page.

Conclusion

A good About Us page turns "who is this business" into "I trust this business" in under a minute of reading. For the rest of what a strong page needs, see our business website checklist.

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