about page examples small business
What to Put on Your About Page So Customers Trust You
Your About page is often the second page people visit before they contact you. Here is what it needs to answer, in what order, to turn doubt into trust.
Authority & TrustUpdated 2 min readBy Kanchana Delgoda, Search and AI visibility
Short answer: a good About page answers the questions a careful buyer has before trusting you: who is behind the business, what you do and for whom, how long you have done it, why you do it differently, where you are, and what others say about you. Use real names, real photos and real proof, then end with an easy way to get in touch.
Watch how people use a service website. Many visit a service page, then the About page, then contact. The About page is where they decide whether you are real, experienced and the kind of people they want to work with.
Who is behind the business?
Show the founders and key team members with real photos, names and roles. A short line on each person's background is enough. People buy from people, and AI tools also look for named experts behind a business.
What do you do, and for whom?
One or two clear sentences: "We are a family-run catering company in Negombo, serving weddings and corporate events of 50 to 500 guests since 2012." Specific beats grand.
Why should someone choose you?
Not "quality and customer satisfaction", which everyone claims. Give concrete reasons: your own kitchen, same team at every event, fixed prices, a guarantee, a particular specialty.
How long have you been doing this?
Years in business, number of projects, notable clients if you have permission, qualifications and memberships. These are facts people can check.
What do others say?
Two or three short reviews with names, a link to your Google reviews, press mentions and awards. Proof from others is stronger than anything you say about yourself.
Where are you, and how do people reach you?
Address, a map, opening hours, phone and WhatsApp. Photos of your premises help people feel safe visiting or paying a deposit.
What should you avoid?
A long company history that starts with your grandfather, vague mission statements, stock photos of smiling strangers, and no call to action at the end.
How does this help with AI search?
AI tools prefer businesses they can verify: named people, a clear location, consistent details and outside mentions. A strong About page, backed by matching profiles elsewhere, gives them that.
See how we present our own team on our About page. Want help writing yours? Our photography team can shoot the photos too. Start with a free growth audit.
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