Your about page is almost always one of the most visited pages on your whole website, and yet it is the one most small businesses rush or forget. People click it when they are on the fence, quietly asking themselves whether they can trust you with their money, their project or their time. A warm, well-written about page answers that question with a confident yes, while a dull or missing one leaves the doubt hanging. We say this to clients all the time: your about page is not really about you, it is about whether the reader feels safe choosing you.

The good news is that a brilliant about page is well within reach for any small business, no fancy budget required. In this guide we will walk through what an about page is really for, why it matters so much, and how to write one that turns curious visitors into confident customers.

What an about page really is and why it matters

An about page is the part of your website where you explain who you are, what you do and why anyone should care. On paper that sounds simple, but the best about pages do something cleverer than list facts; they build a bridge between what the visitor needs and what you offer. They mix a little story, a little proof and a lot of reassurance, all pointing towards the moment the reader decides you are the right choice.

It matters because buying from a small business is an act of trust. Unlike a faceless giant, you are asking people to believe in the humans behind the logo, and the about page is where those humans finally show up. When someone can see the faces, understand the mission and sense the care behind your work, the whole relationship shifts from cautious to comfortable. That shift is exactly what turns a browser into a buyer.

Why a strong about page is quietly one of your best sales tools

Most people think of the about page as a formality, a box to tick. In our experience it is one of the hardest-working pages you have, and here is what a good one does for your business:

• Builds instant trust: real faces, a clear story and honest words tell visitors there are dependable people behind the brand.
• Sets you apart: your competitors may sell the same thing, but nobody else has your story, your values or your way of doing it.
• Answers silent objections: a good about page quietly reassures people about the doubts they would never email you to ask.
• Guides the next step: it does not just inform, it gently points the reader towards getting in touch or buying.
• Supports your SEO: a rich, genuine about page gives search engines helpful context about who you are and where you work.

How to write an about page step by step

You do not need to be a writer to do this well; you just need to be honest and a little bit organised. Here is the process we walk our own clients through.

Open with the reader, not yourself

Start with the visitor’s problem or hope, not your founding date. A line that shows you understand what they are looking for pulls them in far more than “We were established in 2011”. Earn the right to talk about yourself by first showing you get them.

Tell your story simply

Share why you started, what you believe and what makes you tick, in plain, warm language. You are not writing a corporate timeline; you are letting a stranger feel like they know you a little. Keep it human and keep it short.

Make your values visible

Spell out what you stand for and how you treat people, because values are often the real reason someone picks one small business over another. Show them in action rather than just listing adjectives.

Add proof

Back up your words with gentle evidence: a testimonial, a well-known client, a number of years, an award or a photo of the real team. Proof turns nice claims into believable ones.

Show the humans

Include real photos of real people wherever you can. Stock images of strangers in suits do the opposite of building trust; a genuine snap of your actual team makes you instantly more relatable.

Finish with a clear next step

End with a warm, obvious call to action, whether that is booking a chat, seeing your services or dropping you a line. Do not leave the reader admiring you with nowhere to go.

Comparing a weak about page with a strong one

The contrast is easiest to feel side by side. Same business, very different impression.

• Opening: the weak one starts with its founding date; the strong one starts with the reader’s problem.
• Tone: the weak one is stiff and corporate; the strong one sounds like a real, friendly human.
• Proof: the weak one makes bold claims; the strong one backs them with testimonials and faces.
• Photos: the weak one uses generic stock people; the strong one shows the actual team.
• Ending: the weak one just stops; the strong one invites the reader to take the next step.

Same facts, wildly different feeling. That difference is what wins the enquiry.

Best practices that keep your about page working hard

Once your about page is live, a few simple habits keep it earning its place.

• Keep it current: update photos, team members and milestones so nothing feels frozen in time.
• Write like you speak: read it aloud and cut anything that sounds like a press release.
• Break up the text: use short paragraphs, sub-headings and images so it is easy to skim.
• Link onwards: point people to your services, portfolio or contact page so the journey continues.
• Show personality: a little warmth, humour or honesty makes you memorable in a sea of samey pages.

Common about page mistakes that quietly lose you customers

Most about page problems are easy fixes once you spot them. Here are the ones we see most often.

• Making it all about you: pages that never mention the reader feel cold and self-absorbed.
• Hiding behind jargon: buzzwords and corporate speak build distance, not trust.
• Using faceless stock photos: fake-looking imagery undermines the honesty you are trying to convey.
• Forgetting the call to action: a page that inspires interest but offers no next step wastes the moment.
• Leaving it out of date: old team members and stale claims make the whole business feel neglected.

How to gather the proof your about page needs

Trust is built on evidence, and the best about pages quietly stack up little pieces of proof so the reader never has to take your word for anything. The trouble is that most small businesses have this proof scattered everywhere, sitting in old emails, forgotten reviews and photos on someone’s phone, rather than gathered in one useful place. A little effort here pays off handsomely, because proof is often the single thing that tips a hesitant visitor into a paying customer.

Start by collecting your happiest customer comments, wherever they live: replies to emails, Google reviews, messages on social media, even kind words said in passing that you jotted down. A short, specific testimonial that names a real result is worth far more than a vague “great service”, so where you can, gently ask customers to describe what actually changed for them. We say this to clients all the time; one honest sentence from a real person outshines a paragraph of your own marketing.

Next, dig out the numbers and names you are proud of, such as years in business, projects completed, well-known clients or any awards and press mentions. You do not need to boast; a simple, factual line does the reassuring for you. Finally, book half an hour to get a few genuine photos of your team and your work, because real faces turn an anonymous website into a business people feel they already know. Gather these three things, proof, numbers and photos, and your about page more or less writes itself.

Where about pages are heading next

The heart of a great about page will never change, because people will always buy from people they trust. That said, a few shifts are worth noting. Short, genuine video introductions are becoming a lovely way to let visitors meet you in seconds, and they build warmth far faster than text alone. Transparency is rising too, so being open about how you work, who is on the team and what you believe is turning into a real advantage. And as more content across the web starts to feel generic and machine-made, the pages that sound unmistakably human, with real stories and real faces, will stand out more than ever. In short, the future rewards honesty, warmth and a bit of genuine personality.

What should an about page include?

At a minimum, a good about page should include who you are, what you do, why you do it, some proof that you are good at it, real photos of your team and a clear next step for the reader. Think of it as answering the visitor’s quiet questions in order: can I trust you, do you understand me, and what should I do next. If your page covers those, you are most of the way there.

How long should an about page be?

There is no magic word count, but most strong about pages land somewhere between a few short paragraphs and a page or so of content. Long enough to tell your story and build trust, short enough that a busy reader will not lose interest halfway down. When in doubt, keep every sentence earning its place and cut anything that does not add warmth or proof.

Should an about page be written in first or third person?

For most small businesses, first person feels warmer and more honest, because it sounds like the actual people talking rather than a distant corporate narrator. Saying “we love helping local businesses grow” connects far better than “the company was founded to help businesses grow”. Third person can suit larger or more formal organisations, but for a friendly small business, first person almost always wins.

Your quick about page checklist

Before you publish, run your page through this short list; tick every box and you are in great shape.

• Reader-first opening: it starts with their problem or hope, not your history.
• A human story: it explains why you do what you do, in plain language.
• Clear values: it shows what you stand for and how you treat people.
• Real proof: it includes testimonials, numbers or recognisable clients.
• Genuine photos: it shows the actual team, not faceless stock.
• An obvious next step: it ends by inviting the reader to get in touch.

Let us help you write an about page that builds trust

A warm, honest about page is one of the simplest ways to win more of the customers already visiting your site, and it costs nothing but a little care and clarity. At Delivered Social we help small businesses tell their story in a way that feels human, builds trust and gently guides visitors towards getting in touch. If you would like a hand making your about page work harder, contact us today for a friendly, jargon-free chat.