Review growth guide
How to Write an Effective About Us Page
A practical UK guide to creating an About Us page that explains who you are, builds trust and gives prospective customers a clear reason to get in touch.
Make the page people visit when they want reassurance do its job
Learning how to write an effective About Us page is not about producing a polished autobiography. It is about helping a potential customer understand who is behind the business, why they should feel confident choosing you and what makes your approach relevant to their situation.
For a local business, that reassurance is often practical: real people, a recognisable place, useful experience, clear standards and proof that you do what you say. A good page turns those details into a straightforward reason to take the next step.
What an effective About Us page is really for
People commonly reach an About Us page after looking at a service, checking reviews or comparing two similar businesses. They are not necessarily looking for your full history. They are asking a quieter set of questions: Are these people genuine? Do they understand what I need? Can I trust them in my home, with my car, with my pet or with my money?
Your page should answer those questions quickly, then give the reader enough detail to feel comfortable moving to a service page, making an enquiry or booking an appointment. Google’s guidance on helpful, people-first content also notes that clear information about who creates a site and their background can help readers understand its expertise and trustworthiness. That does not make an About Us page a shortcut to rankings; it makes it a useful part of a credible website. Read Google’s guidance on helpful, reliable content.
1. Establish identity
Say who runs the business, where you work and what you actually do. Specifics are more reassuring than broad labels such as “industry leaders”.
2. Explain your customer value
Connect your experience and working methods to the outcome the customer wants: less disruption, clear advice, dependable workmanship or an easier booking process.
3. Offer evidence
Use relevant credentials, process details, real customer feedback and genuine local knowledge to support the story rather than asking people to take it on faith.
Decide what the page needs to say before you start writing
Start with the customer, not the company timeline. Write one clear sentence for each of the six prompts below. These become the raw material for the page.
- Who are we? Name the owner, team or family behind the business where that is appropriate.
- What do we help with? Describe the main services in plain language.
- Who do we serve? Be clear about the types of customers, properties, vehicles or locations you specialise in.
- Why did we choose this work? Share the useful motivation or gap you set out to solve, not a dramatic origin story for its own sake.
- How do we work? Explain the standards, processes or values that affect the customer’s experience.
- Why should someone believe us? List proof: qualifications, years in the trade, memberships, case examples, reviews or established local relationships.
If you cannot answer one of these honestly, do not fill the space with a slogan. For example, a newer business may not have decades of history, but it can credibly explain the founder’s prior experience, how quotes are produced, which areas are covered and what customers can expect from the first call onwards.
What to include on an About Us page
The right length depends on the business and the decision being made. A one-person mobile mechanic may only need 500 well-chosen words. A dental practice, care provider or building firm with several services and team members may need more. What matters is that every section earns its place.
| Section | What it should tell the reader | Useful proof to include |
|---|---|---|
| Clear opening | Who you are, what you do and who you help. | Location, service focus or founder name. |
| Your approach | How customers are treated and what the process is like. | Transparent pricing approach, tidy working, convenient appointments or aftercare. |
| Relevant experience | Why you understand this type of work or customer. | Training, trade experience, specialism or professional memberships. |
| Local connection | Where you are based and the places you genuinely serve. | Real service areas, local team knowledge or community involvement. |
| People and premises | Who customers will meet or deal with. | Named team members, natural photographs and role-specific credentials. |
| Next step | What the reader can do now. | A relevant link to services, booking, contact or recent work. |
Use a customer-centred story, not a corporate chronology
A short history can make a business feel established, especially when it explains a practical benefit. The key is to translate milestones into something meaningful for the reader.
Less useful: “We were founded in 2011 and have grown steadily over the years.”
More useful: “Founded in 2011 by a former heating engineer, we built the business around clear appointments, written explanations of the work and repairs designed to last.”
The second version still gives history, but it also tells a homeowner what working with the business may feel like.
How to write an effective About Us page: a seven-step method
Choose one primary action
Decide what a reassured visitor should do after reading: view services, request a quote, call the practice or book a table. The page can link to other useful information, but it should not send people in five directions at once. Put the main action near the end and, on a longer page, once after the opening proof section.
Write the opening in plain English
Open with a concise statement of identity, service and location. A useful formula is: [Business name] is a [type of business] helping [type of customer] with [core service] in [place or area]. Add one differentiator only if you can explain or prove it.
Make values visible through behaviour
Words such as “honest”, “friendly” and “professional” are familiar but vague. Show what they mean in practice. “We explain repair options before work begins” is more useful than “We believe in honesty”. “You will see the same clinician where possible” says more than “We put patients first”.
Add proof next to the promise it supports
Do not place every credential in a badge strip at the bottom. If you say your team is experienced, name the relevant experience. If you say you work carefully in period homes, explain the process or show a suitable project. If you mention awards, memberships or accreditations, use the exact title and make sure they are current.
Show the people customers will deal with
For many local services, a natural photograph of the owner or team is stronger than a generic stock image. Include names, roles and a short human detail that helps the customer understand expertise or responsibility. Do not publish personal information, photographs or staff stories without permission.
Use reviews and customer stories responsibly
A short, relevant customer quote can reinforce your message, particularly when it refers to communication, reliability or the experience of using your service. Keep it genuine, obtain permission where needed and avoid altering its meaning. Learn more about how reviews and customer stories build trust before calls.
Finish with a calm, relevant invitation
Close by restating who you help and linking to the logical next page. For example: “If you need planned boiler servicing or help with a heating fault in York, explore our heating services or get in touch to discuss the problem.” Avoid ending with a generic “Contact us today!” when a more useful instruction is available.
A useful rule: every important claim should either be explained, evidenced or softened. “Specialists in listed-building repairs” needs relevant experience or examples. “We aim to keep disruption to a minimum” is more credible when paired with the practical steps you take.
Write for your type of local business
The same structure works across sectors, but the proof that matters changes. Think about the risk or concern that a customer feels before contacting you.
Example: a plumbing and heating business
Customer concern: Will they turn up, explain the problem and treat my home properly?
Strong angle: Explain the founder’s trade background, the areas served, emergency versus planned work, how diagnosis and quotes are handled, and the standards for leaving a property tidy.
Opening example: “Northside Heating is a Sheffield-based plumbing and heating business run by Gas Safe-registered engineer Sam Patel. We help homeowners and landlords with planned servicing, repairs and straightforward advice on keeping heating systems running reliably.”
Example: an independent salon
Customer concern: Will I be listened to, feel comfortable and leave with a result that suits me?
Strong angle: Describe the consultation process, the team’s areas of expertise, accessibility, atmosphere and the types of appointments offered. Use real team photos and link to clear service information.
Opening example: “Willow Hair Studio is an independent salon in Shrewsbury, created for clients who want thoughtful consultations and realistic advice before they commit to a new colour or cut.”
Example: a family-run café
Customer concern: Is it the sort of place I will enjoy, and what is it known for?
Strong angle: Share the people behind the counter, the food philosophy, sourcing where it is meaningful, dietary approach and the neighbourhood role of the café. Avoid unsupported claims such as “the best coffee in town”.
Opening example: “Harbour Kitchen is a family-run café near the seafront in Whitby, serving all-day breakfasts, homemade bakes and relaxed lunches for local regulars and visitors alike.”
Be careful with claims, testimonials and trust badges
An About Us page is marketing content, even when it is conversational. Claims that an ordinary customer would understand as factual need support. The Advertising Standards Authority’s CAP guidance says businesses should hold evidence for objective claims, and genuine customer testimonials do not by themselves prove a measurable claim. See CAP’s guidance on substantiating advertising claims.
Do not let a testimonial make a claim you cannot support
A customer can say they found your service reassuring, quick to respond or pleasant to deal with. However, a quote claiming that a treatment cured a condition, a product produced a particular saving or your firm is objectively “the best” may create a claim that needs independent evidence. Keep original records, obtain permission to use the quote and check the context before publishing it. CAP explains the rules for testimonials and endorsements.
Use badges, logos and memberships with the same care. Do not display an accreditation, trade-body logo or award that has expired, does not apply to the business entity shown or suggests an official endorsement you do not have. For regulated sectors such as healthcare, financial services, legal services, childcare or food, obtain sector-specific advice before making claims about outcomes, qualifications or eligibility.
Keep legal information and privacy details easy to find
Your About Us page can make your identity clearer, but it is not a replacement for the legal information your site may need. For example, a UK limited company must show its registered name, registered number, registered office address, place of registration and limited status on its website. This information is commonly placed in the footer or a legal notice rather than interrupting the main business story. Check GOV.UK’s guidance on company website disclosures.
If your website collects names, email addresses, booking details or enquiry information, make a separate, accessible privacy notice available. The Information Commissioner’s Office says organisations that process personal data need to provide privacy information, including why they use it, how long they keep it and who they share it with where relevant. Read the ICO’s guidance for small organisations on privacy notices and cookies.
This is general information, not legal advice. Your requirements can differ according to your business structure, sector, location and the information you collect.
A practical About Us page template
Use this as a working framework, then replace every bracketed section with specific, truthful details. Read it aloud afterwards. If it sounds like it could describe ten competitors, add more real-world detail.
[Business name] is a [type of business] based in [location], helping [type of customer] with [core services].
We started the business because [customer problem, professional motivation or local gap]. Today, [founder/team name] brings [relevant experience, training or approach] to every [job, appointment, project or order].
Customers choose us when they value [two or three genuine differentiators]. In practice, that means [specific behaviour or process], [specific behaviour or process] and [specific behaviour or process].
We work across [real locations] and are particularly experienced with [relevant customer need, property type, service or specialism].
Our promise: [a careful, supportable statement about the experience you aim to provide].
If you are looking for help with [core need], [link to the most relevant service, booking or contact page].
Help search engines and people understand the page
Good About Us page SEO is mostly good communication. Use a descriptive page title such as “About [Business Name] | [Service] in [Town]” where that reflects the page accurately. Mention your real location, services and business name naturally, and link to relevant service pages. Avoid repeating town names or service phrases simply to chase search queries.
Google’s SEO guidance is clear that there are no tricks that automatically place a site first, and that useful, compelling content is more important than trying to anticipate every keyword variation. Read Google’s SEO Starter Guide.
Photographs can reinforce credibility too. Use descriptive image filenames and alt text that explains the image for someone who cannot see it, such as “Maya Jones, owner of Willow Hair Studio, consulting with a client”. Do not use alt text as a place to repeat a long list of services or locations.
Common mistakes to avoid
Do
- Lead with who you help and what you do.
- Use concrete, verifiable details.
- Show how your values affect the customer experience.
- Include genuine, relevant proof close to key claims.
- Link to the next page a ready-to-buy visitor needs.
- Review the page when services, staff, locations or credentials change.
Don’t
- Start with a long timeline before explaining the service.
- Use vague phrases such as “quality assured” without explaining them.
- Claim to be the leading, best or most trusted business without evidence.
- Use stock photos as though they show your team, premises or work.
- Copy a competitor’s story or fill the page with keyword-heavy place names.
- Leave old awards, team profiles or service areas in place after they are no longer accurate.
Publish and improve the page in one week
You do not need to wait for a complete redesign. Use this short plan to get a credible first version live, then improve it with real evidence.
Gather the facts
Write answers to the six planning prompts, choose the primary next step and collect current qualifications, membership details, photos and customer permissions.
Draft for clarity
Write the opening, approach, experience and local connection sections. Remove any statement that is vague, unprovable or more about the business than the customer.
Add trust signals
Place real images, concise team profiles and carefully selected testimonials where they support a decision. Check all logos, credentials and claims are accurate.
Test the route onwards
Read the page on a phone, check the contact or service links and ask someone unfamiliar with the business what they now understand. If they cannot say who you help and why they might choose you, sharpen the opening.
Turn the page into a useful trust asset
An effective About Us page makes a local business easier to understand and safer to choose. It combines a clear identity, a customer-relevant story, evidence that supports the story and an obvious next step. Keep it current as your business evolves, rather than treating it as a page to write once and forget.
Fresh customer feedback can give you stronger, more specific proof to use across the site when it is collected and used properly. If you need a repeatable process for requesting and managing genuine feedback, explore the DIY Review Flywheel Software; if keeping that process consistent is becoming another job on the list, the Fully Managed Review Flywheel can support the ongoing work.
Frequently asked questions
What should an About Us page include?
Include a clear description of who you are, what you do, who you help, where you work, why the business exists, relevant experience, proof of key claims and a sensible next step such as viewing services or making an enquiry.
How long should an About Us page be?
There is no fixed ideal length. Use enough copy to answer a potential customer’s practical questions. Many small local businesses can do this in 500 to 1,000 useful words; more complex or regulated businesses may need more detail.
Should I put the owner’s name on an About Us page?
Usually, yes, if the owner is involved in delivering or overseeing the service. A name and natural photograph can make a small business feel more accountable. Only share personal information that the person is comfortable making public.
Does an About Us page help SEO?
It can help people and search engines understand the business, its expertise and its location, but it is not a guaranteed ranking lever. Write it primarily to be accurate, useful and credible rather than to repeat keywords.
Can I use customer reviews on my About Us page?
Yes, provided they are genuine, relevant, used with appropriate permission and not misleading. Do not rely on a testimonial alone to prove a measurable claim, particularly in regulated or health-related sectors.
Should my About Us page include my company number and registered office address?
A UK limited company must show certain company details on its website. These are often placed in the site footer or legal notice rather than the main About Us copy. Check the requirements that apply to your business structure.
What is the best call to action for an About Us page?
Choose the action that suits a visitor who has just gained confidence in the business: view relevant services, request a quote, call to discuss a job, make a booking or visit the contact page. Keep it specific and low-friction.
How often should I update an About Us page?
Review it at least annually and whenever key facts change, including staff, qualifications, service areas, ownership, contact details, memberships, awards or the way you work.
Sources and further reading
The guidance in this article was checked against the following current sources. Platforms, laws and interfaces can change, so confirm important details before acting.
- Creating Helpful, Reliable, People-First Content — Google Search Central
- SEO Starter Guide: The Basics — Google Search Central
- Signs, Stationery and Promotional Material — GOV.UK
- Substantiation — Advertising Standards Authority / CAP
- Testimonials and Endorsements — Advertising Standards Authority / CAP
- Cookies and Privacy Notices in Detail — Information Commissioner’s Office
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