How to Write an About Us Page That Builds Trust

For many service businesses, the About Us page is one of the most visited pages on the site, and one of the least considered. It is often written once, at launch, as a short company history: founded in a certain year, passionate about quality, committed to customer service. Then it is left alone.

That is a missed opportunity, because people rarely visit an About page out of curiosity. They visit it when they are deciding whether to trust you. A good About page is written for that moment.

Why people visit your About page

Look at the path visitors take through your site and you will usually see the About page appear between a service page and the contact page. The visitor has seen what you offer. Now they want to know who they would be dealing with, whether you are credible, and whether you are the kind of business that suits them.

The questions behind that visit are fairly consistent:

• Are these real people, and who would I actually work with?
• Do they have relevant experience for someone like me?
• How do they work, and what would the experience be like?
• Do they share my priorities or values in ways that matter for this decision?
• Is there evidence that others have trusted them and been glad they did?

Most About pages answer none of these directly. They answer a different question: what does the business want to say about itself?

Lead with the customer’s situation, not your founding date

An opening that begins “Founded in 2012, we…” puts your history ahead of the visitor’s problem. A stronger opening briefly states who you work with and why you exist in relation to them. “We look after the IT for small accounting and law firms, who need things to work and do not have time to manage a tech provider.” A visitor from one of those firms immediately knows they are in the right place. A visitor from elsewhere learns that too, which is also useful.

The founding story can still appear, but it earns its place when it explains something the customer cares about. “We started after seeing how many small firms were stuck with providers who never picked up the phone” tells the reader something about how you work. “Our founder has always been passionate about technology” does not.

Show the people

For service businesses, the people are the product. Real photos of the team, names, roles and a sentence or two about what each person actually does for clients make a large difference to trust. Stock photos of smiling strangers in a meeting room do the opposite.

Write team bios for the customer, not the CV. Relevant experience, the kind of work each person handles and perhaps one human detail are enough. A list of qualifications only helps where those qualifications are what the customer is checking, such as in legal, financial or medical services.

For a solo consultant or a very small team, this section is even more important. Being clear that the client works directly with the founder is often the main reason someone chooses a small business over a large one.

Explain how you work

A short description of your process reduces uncertainty, and uncertainty is one of the main reasons people delay getting in touch. What happens after someone enquires? Who do they speak to? How long do things usually take? How do you communicate during a project?

This also differentiates you more than adjectives can. Two firms can both claim to be “responsive”. Only one might say that every client has a named contact and a reply within one working day.

Use values carefully

Values sections often fill an About page with words like integrity, excellence and innovation. These are claimed by nearly every business, so they carry almost no information.

Values become useful when they describe a choice you make that costs you something or that another business would make differently. “We do not lock clients into long contracts.” “We will tell you if you do not need us.” “We only take on a certain number of projects a month.” These are specific, checkable and relevant to the decision.

Put proof on the page

Because visitors arrive on the About page to assess credibility, it is a natural place for evidence: a few reviews that speak to trust and working relationship, recognisable client types or logos, accreditations that matter in your field, a short example of work. Place proof alongside the claims it supports rather than in a block at the bottom.

End with a next step

Many About pages simply stop. Since the visitor is often one step away from enquiring, end with a clear and low-pressure route forward: a link to the relevant service, a way to book a call, or a short explanation of what the first conversation involves.

How it fits with the rest of your site

The About page should carry the same core message as your homepage, expressed through people and approach rather than offer. If your homepage explains what you do and for whom, the About page shows who is behind it and why that matters. Our guides to writing a homepage that explains what you do and writing a value proposition help keep them consistent.

AI tools can help draft structure and tidy bios, but this is the page where generic writing does the most damage, because its whole purpose is to show what is particular about you. Use real details and real photos, and edit any draft hard against how you actually speak.

Turning your About page into a reason to choose you

If your About page is a short history and a stock photo, it is probably the weakest page on the path to an enquiry. Our conversion copywriting service rewrites About pages and the pages around them using what your customers actually value, so visitors who come to check you out leave with a reason to get in touch.