About Us Page: What to Put on It So Visitors Trust You Enough to Get in Touch

Your about us page is usually one of the most visited pages on a small business website, and one of the most neglected. People land on it with a specific question: can I trust this business with my money? A page that answers that well turns a browser into an enquiry. A page that talks only about “passion” and “excellence” gives them nothing to go on.

This guide covers what an about us page needs, what to leave out, and how to write it without sounding like everyone else.

What an About Us Page Is Really For

Visitors read it to decide whether you are a safe choice, and your life story matters less than that. The page has three jobs:

• Show there is a real person or team behind the business.
• Prove you have done this before, for people like them.
• Make the next step easy.

If a paragraph does not serve one of those jobs, cut it.

What to Include

Who you are, with a face

Put real photos of you and your team near the top. Stock images of handshakes tell a visitor nothing. A plain, well-lit photo taken in your own premises does far more. Add names and roles, and one line on what each person actually does.

Why the business exists

Two or three sentences on why you started and who you help. Be specific. “We help Edinburgh homeowners get a reliable electrician without chasing for quotes” is better than “we provide quality services”.

Proof

This is the part most pages skip. Add things a visitor can check:

• Years trading and the area you cover
• Accreditations, memberships and insurance
• A few short customer quotes with first names and, with permission, the business or town
• Links to your Google reviews

How you work

A short description of what happens after someone gets in touch. Who replies, how quickly, what the first conversation covers. This removes the fear of the unknown, which is often what stops people picking up the phone.

A clear next step

End with one button. “Get in touch” is enough. Do not make the visitor hunt for your contact details.

What to Leave Out

• A full company history in chronological order
• Vague claims like “market-leading” that you cannot back up
• Long lists of every service you offer (that is what your services pages are for)
• Anything written in the third person that you would never say aloud

How to Write It

Write the way you would explain the business to a new customer across the table. Use “we” and “you”. Short sentences. If you would not say it out loud, rewrite it.

Read it aloud once. Wherever you stumble or feel slightly embarrassed, the copy is probably padding.

Common Mistakes

Making it about you rather than them. Every paragraph should connect back to what the customer gets.

Hiding it. Link it from your main menu with the plain label “About”. Visitors who are close to deciding go looking for it.

Never updating it. Team changes, new accreditations and recent reviews should appear on the page. An out-of-date team photo undermines trust quickly.

Forgetting local context. If you serve Edinburgh and the Lothians, say so on the page. It helps visitors and it helps local search, because search engines can see where you operate.

Where the Page Fits in the Bigger Picture

An about us page supports the rest of your site. People arrive from Google, from your Google Business Profile or from a recommendation, and then check you out. If the page backs up what they have already heard, they get in touch. We build and look after sites with this in mind, which you can read about on our websites page.

FAQs

How long should an about us page be?

Between 300 and 600 words is plenty for most small businesses. Add photos and a few proof points, then stop. Visitors skim, so use short paragraphs and clear subheadings.

Should I include prices on my about us page?

No. Pricing belongs on your services or pricing pages. Your about us page should build trust and point people to the next step. If you have a clear starting price, a link to that page is fine.

Do I need photos of the team?

Yes, if you can. Real photos are one of the quickest ways to show there is a real business behind the site. If you work alone, one good photo of you is enough.

Does an about us page help with SEO?

Indirectly. It confirms who you are and where you work, which supports local search, and it keeps visitors on your site longer. It is not a place to stuff keywords, and it should read naturally.

How often should I update it?

Review it twice a year, and any time something material changes: a new team member, an accreditation, or a batch of fresh reviews.

Want a Second Pair of Eyes?

If your about us page is not pulling its weight, we can look at it with you. Get in touch and tell us what you have at the moment.