How to write an About Us page: 8 dos and don'ts

In short: A good About Us page explains why the business exists and who it helps, shows the real people behind the brand and backs up credibility with concrete results and references. It is concise, easy to scan, written from the customer's point of view and ends with a clear next step, such as getting in touch or placing an order.

Many small businesses treat the About Us page as a box to tick: the founding year, the word "quality" and done. Yet this is exactly where people land when they are close to a decision. They want to know who they will be working with and whether you can be trusted. Here are eight rules that turn this page into a tool that wins customers.

4 things to do on your About Us page

1. Explain why you exist

Start with your reason, not your founding date. What problem did you notice and why did you decide to solve it? A small bakery that opened because the town had no proper sourdough bread is far more memorable than "a traditional company with years of history".

2. Show the people behind the business

People buy from people. Add real team photos (not stock images), names and a short line about what each person does. For a small business, one good photo of the owner and a few personal words are enough.

3. Prove you are credible

Swap adjectives for facts: number of completed projects, client logos, review quotes, certifications or awards. "We have renovated 140 bathrooms around Bratislava in six years" says more than "we are a reliable partner".

4. Offer a clear next step

Anyone who reads this far is interested. Don't let them leave empty-handed: add a button to get in touch, book a call or see your case studies. One clear call to action works better than five different ones.

4 mistakes to avoid

5. Don't make it all about you

Customers don't care about your history for its own sake, only about what it means for them. Link every fact about your company to a benefit: experience means fewer mistakes, an in-house team means deadlines are met.

6. Skip the empty buzzwords

"Innovative solutions", "comprehensive services" and "a personal approach" are on every website, so they mean nothing. If you make a claim, back it up with a specific example.

7. Don't write a wall of text

Most visitors only skim. Break your copy into short paragraphs and use subheadings, lists and images. Put the most important information first.

8. Don't hide your contact details or let the page go stale

An outdated team, old numbers or missing contact details make it look as if the business has closed. List your phone, email and address, and review the page at least once a year.

Frequently asked questions

What should an About Us page include?

Why the business exists, who it helps, photos and names of the team, proof of credibility such as references or results, and a clear next step with contact details.

How long should an About Us page be?

For a small business, 300 to 600 words split into clear sections is usually enough. Being specific and well structured matters more than length.

Should I add team photos to my About Us page?

Yes. Real photos of people build far more trust than stock imagery. Even one good photo of the owner makes a difference.

Does an About Us page help with SEO?

Yes, indirectly. It helps search engines and AI assistants understand who you are, where you operate and what you do, and it strengthens your website's credibility.

How often should I update my About Us page?

At least once a year and whenever your team, contact details or services change, or when you have new results or references to share.

If you want a website where the About Us page actually persuades, see how we build PeknéWeby.