Your About Page Matters More Than You Think
Most small business owners treat their about page like an afterthought. They slap up a couple sentences, maybe grab a stock photo of people laughing in an office, and call it done.
Big mistake. Studies show your about page is typically the second most visited page on your website, right after your homepage. People land there because they're already interested in what you do. Now they want to know if they should trust you.
That's your moment. You get to convince them you're the right choice.
Lead With Your Story, Not Your Credentials
Here's what doesn't work: "We are a full-service marketing agency dedicated to innovative solutions and customer success." Nobody cares. That sentence could describe literally any business.
What does work: the reason you started. The actual problem you were sick of seeing.
Maybe you opened a dog grooming business because every groomer in town kept rushing through your own dog's appointment. Maybe you started a bookkeeping service because you watched your best friend almost lose her salon due to unpaid invoices piling up. Maybe you went into HVAC because your family nearly froze during a winter when the only available technician was booked for three weeks.
Real frustration. Real motivation. People remember that.
Write two or three sentences about what bugged you so much that you decided to build a business around fixing it. Not some polished mission statement. Your actual story.
Show What Makes You Different (Specifically)
"We pride ourselves on quality and customer service" means nothing. Every business says that.
Instead, name the specific thing you do differently. The actual edge.
If you run a cleaning service, maybe you're the only one in your area that uses pet-safe products because you have three cats of your own. If you're a personal trainer, maybe you specialize in people over 60 who think they're too out of shape to start. If you're a plumber, maybe you charge flat rates instead of hourly so customers aren't watching the clock tick.
These differences matter. They're why some customers choose you over someone cheaper. Name them.
You should also include any credentials or certifications that are relevant. But keep it short. A sentence or two. "EPA certified," "10 years in electrical work," "licensed and insured in all 50 states." Don't list every single credential or course you've taken. Stick to what actually proves you can do the job.
Add Real Photos and Build Human Connection
This is where most small businesses mess up. They use stock photos because real photos feel awkward.
But awkward beats fake every time. People can spot a stock photo in two seconds, and it immediately makes your business feel less real.
Use actual photos of yourself. You at your desk. You with your team. You working on a project. Phone photos are fine. They look real.
If you have a team, include them. A sentence or two about each person. Not their entire work history. Just enough to make them human. "Sarah has been organizing closets since 2018 and has three kids, which taught her everything about maximizing small spaces." "Mike handles all our installations and talks people through the process so nobody's surprised when we show up."
This matters more than you'd think. When a customer sees your actual face and knows the actual names of the people helping them, trust goes way up.
Keep the whole about page to around 300-400 words. Two or three short paragraphs about you, one section on what makes you different, and photos. Anything longer and people stop reading. They came to see if they should hire you, not to read your entire origin story.
If your current about page feels generic, rewrite it this week. Tell your real story, name what makes you different, and add real photos. People will notice. A tool like OutsourceIQ can help you get a professional-looking about page up without the design headache, so you can focus on actually writing the thing that matters.