What Should a Small Business Add to Its About Page
What should a small business add to its About page? Explain who you help, why the business exists, who is behind the work, and what customers can expect next.
What should a small business add to its About page?
A small business About page should explain who the business helps, why the work matters, who is behind it, and what customers can expect. It should give people enough context to decide whether the business feels trustworthy and relevant to their needs.
Start with the customer rather than a long company history. Name the people or situations you understand, then connect that experience to the reason the business exists. A short founder or team introduction can make the page personal without turning it into a résumé.
Add a real photo when possible, along with your location or service area if it matters. Relevant credentials, years of experience, values, or customer proof can support trust when they are specific and accurate.
Once the basic story is clear, explain what makes the business different in practical terms. Google’s people-first content guidance also encourages original information that demonstrates real experience and helps readers.
Short answer
Include your audience, purpose, people, relevant experience, location or service area, a trustworthy photo, and one clear next step. Keep the story focused on what those details mean for the customer.
Want a plan that feels easier to carry
For context, we can help shape the message, schedule, and supporting pages around the work your team is already doing.
A useful About page outline
A simple structure can keep the page warm and easy to scan:
- Open with who you help and the reason the business exists.
- Share a short origin story that connects to the customer’s need.
- Introduce the founder or team and their relevant experience.
- Explain the values or working approach customers will actually notice.
- Add proof that supports trust, such as testimonials, case studies, or credentials.
- End with one clear link to services, pricing, contact, or the next appropriate step.
Not every business needs every item. Choose details that help a prospective customer understand fit rather than adding information simply to make the page longer.
What should stay off the page?
An About page becomes harder to trust when it relies on broad claims or shares personal history without explaining why it matters. Avoid these common problems:
- Opening with “We are passionate” without showing what that means.
- Using stock photos when a genuine team photo is available.
- Listing every milestone, award, or credential without context.
- Writing only about the company and never returning to the customer.
Use details instead of adjectives
Rather than saying the team is responsive, explain when customers can expect a reply. Instead of calling the service personal, describe who the customer works with and how decisions are reviewed.
Keep it current and credible
Review the About page when the team, service area, leadership, credentials, or business focus changes. Check that names, photos, links, and next steps remain accurate.
Customer questions can reveal what the page is missing. If people regularly ask who they will work with or whether the business serves their area, those answers may belong on the page.
Quick questions
How long should a small-business About page be? Long enough to answer the important trust and fit questions. A focused page with clear sections is usually more useful than a long autobiography.
Should the page use first person or third person? Either can work. First person often feels warmer for a founder-led business, while third person can fit a larger team. Consistency matters most.
Does an About page need a call to action? Yes. Offer one natural next step after the reader understands the business, such as viewing services, seeing pricing, or starting a conversation.
Ready for steady support without a complicated process
From there, choose support that fits what your small business team is carrying now.
Helpful reminder
Your About page is not only about you. It helps the right customer understand why the business exists, who they will work with, and whether the experience feels like a good fit.