What Should My About Page Say?

Your About page should help customers understand who is behind the business and why they can trust you.

It does not need to be a long life story.

It should make the business feel real, clear, and human.

For a local business, the About page can help answer:

• Who are you?
• What do you do?
• Who do you help?
• Where do you work?
• Why should someone trust you?
• What makes your business different?

Say Who You Are

People like to know who they are contacting.

Your About page can include a short introduction to the owner, team, or business.

This may include:

• Owner name
• Team background
• Years of experience, if accurate
• Why the business exists
• What kind of customers you help
• What the business cares about

Keep it simple.

You do not need to sound corporate.

Explain What You Do

Your About page should still be clear about the service.

Some About pages talk about values but never explain what the business actually does.

That can confuse visitors.

A clear About page should connect the person or team to the work.

For example:

• We help homeowners with repair and improvement projects.
• We run a family-owned restaurant in the area.
• We provide appointment-based wellness services.
• We help local businesses improve outdated websites.

Plain language works best.

Show Where You Work

If you serve a local area, say it.

Your About page can mention your city, county, region, or service area naturally.

This helps visitors know whether the business is local and relevant.

It also helps keep your website information consistent.

Build Trust Without Bragging

The About page can show trust without sounding exaggerated.

Helpful trust details may include:

• Experience
• Local connection
• Process
• Real photos
• Reviews or proof
• Values
• Service standards
• Professional background
• What customers can expect

Do not make claims you cannot support.

Simple honesty is better than hype.

Use Real Photos If Possible

A real photo can make the About page feel more human.

Depending on the business, that might be:

• Owner photo
• Team photo
• Location photo
• Work photo
• Office photo
• Vehicle or project photo

The photo should feel real and current.

A generic stock photo may not build the same trust.

Give a Clear Next Step

Even the About page should help visitors take action.

At the end, include a clear next step.

That might be:

• Call Now
• Request an Estimate
• Book Appointment
• Schedule a Consultation
• View Services
• Request a Website Review

If someone reads your About page and feels comfortable, make it easy for them to continue.

The Practical Answer

Your About page should explain who you are, what you do, who you help, where you work, and why customers can trust you.

It should feel human, but still useful.

A good About page helps people feel more comfortable contacting the business.

Need Help Improving Your About Page?

Local Site Refresh helps local businesses review whether their About page builds trust and explains the business clearly.

Sometimes a better introduction, real photo, clearer service message, and stronger next step can make the page more useful.