How to Write an About Us Page That Builds Trust and Wins Clients

Your About Us page is often the second or third page a potential client visits — and it can make or break whether they pick up the phone. Yet most businesses either ignore it entirely or fill it with corporate waffle that tells the visitor nothing useful.

A great About page is not really about you at all. It’s about how your experience, values, and approach benefit the person reading it. This guide walks you through exactly what to include and how to say it.

Lead with why you do what you do

The most compelling About pages open not with a list of qualifications, but with a reason. Why did you start this business? What problem were you trying to solve? Visitors connect with motivation far more than with credentials, so give them something to believe in before you list your accolades.

Keep this section concise — two or three short paragraphs at most. Then move into the practical details: how long you’ve been operating, the kinds of clients you serve, and the geographic area you cover. If you’re a local business in Norwich or the East of England, say so clearly. People searching for local providers want to know you understand their area.

Avoid vague claims like "passionate team" or "industry-leading service." Instead, use specifics: "We’ve been designing websites for Norfolk tradespeople since 2011" is far more credible than "We have years of experience in the industry."

Show the people behind the business

One of the biggest conversion lifts you can make to an About page is adding real photographs of the team. Stock images of smiling strangers in suits do more harm than good — visitors can spot them instantly, and they signal inauthenticity. A candid shot of you at your desk or on a job site does far more to build trust.

Include short bios for key team members. These don’t need to be lengthy — four or five sentences covering background, specialism, and perhaps a personal detail (a hobby, a hometown) makes the person feel human and approachable.

If you have accreditations, memberships, or awards, this is a sensible place to show them — but keep them visual. Logos and badges carry more weight than a list of acronyms most visitors won’t recognise.

End with a clear next step

Many About pages simply stop, leaving a visitor with no idea what to do next. End with a sentence or two that bridges from your story to taking action. Something like: "If you’d like to talk through how we could help your business, get in touch — we offer a free initial conversation with no obligation."

Link to your Contact page or embed a simple enquiry form. The About page has done its job building trust; now make it easy to act on that trust. A well-placed call to action here can meaningfully increase the number of enquiries you receive.