Write an About page that helps someone choose you
A practical guide to writing an About page that shows real expertise, service area, and process so local customers feel confident choosing you.
Your About page is not filler. For many local customers, it is the page they read after they already think you might be a fit. They want to know three things fast: who you are, what you actually do, and whether working with you will feel organized and trustworthy.
If the page is too vague, too glossy, or full of slogans, people leave with the same question they arrived with. A stronger About page gives them enough real information to move forward.
Start with the decision your customer is trying to make
Most visitors are not looking for your life story. They are trying to decide whether to call, book, or keep searching. Write with that decision in mind.
A useful opening usually answers:
- What kind of business you are
- Who you serve
- Where you work
- What makes your process dependable
For a local service business, that might mean saying you help homeowners in a specific metro area with a clear set of services. For a retail shop, it might mean explaining what you stock, what customers can expect when they visit, and how your team helps them choose.
Keep the first paragraph concrete. If you use phrases like “we care about quality” or “we put customers first,” follow them quickly with something observable, such as how estimates are handled, what happens on the first call, or how appointments are scheduled.
Show real expertise without overselling it
The strongest About pages do not try to sound impressive. They show competence through specifics.
Include a short section on experience, but avoid invented founding stories or big round numbers if you cannot verify them. If you have licenses, certifications, specialized equipment, industry memberships, or training that matters to customers, say so plainly. If your team has a standard process, explain it. If you focus on a certain neighborhood, type of property, or type of customer, name that too.
A good rule: if a detail would help someone understand how you work, it belongs on the page. If it is only there to make you sound bigger, leave it out.
One helpful structure is:
- What you do
- How you do it
- What customers can expect next
That sequence makes the page feel practical instead of promotional.
Make the service area and team visible
Local customers want to know whether you actually serve them. That can be as simple as a clear service area sentence near the top and a fuller list later on the page.
Be specific without sounding like a directory listing. For example, you can mention the city, nearby suburbs, and the kinds of jobs or visits you handle in each place. If you travel to customers, say so. If you only work from a storefront or office, say that too.
People also want to know who they will deal with. You do not need a polished company origin story to make this personal. You can describe the team in practical terms:
- Who answers calls
- Who performs the work
- Who handles scheduling or follow-up
- How customer questions get routed
If you have staff photos, use real ones. If you have one owner/operator or a small team, that can be an advantage because it makes the page feel direct and accountable.
Explain your process like a customer will use it
A lot of About pages skip the part people care about most: what happens after they reach out.
Spell it out in plain English. For example:
- Initial contact: customer calls, submits a form, or walks in
- Review: you confirm the need and ask a few questions
- Estimate or consultation: you explain options and timing
- Next step: the customer approves and work is scheduled
- Follow-up: you confirm completion and answer questions
That kind of detail reduces hesitation. It also helps you avoid promising the wrong thing. If your process is different for different services, note that on the page instead of trying to compress everything into one vague paragraph.
If you want help turning that process into a page that fits your site, contact us or compare support options on pricing.
Use one hypothetical example to make the page feel real
Imagine a neighborhood HVAC company. A useful About page would not start with “family owned since day one” unless that fact is verified and relevant. Instead, it might say: this company serves homeowners across North Dallas, offers repair and replacement for common residential systems, explains options before any work begins, and keeps the same person assigned to the job from estimate through completion.
That is the kind of detail a homeowner can evaluate. It is believable, useful, and specific.
Watch out for the common mistakes
The biggest About page problems are easy to spot:
- Too much history, not enough usefulness
- Too many adjectives, not enough facts
- No service area
- No explanation of process
- Stock photos that do not match the real business
- Claims that sound bigger than what customers can verify
Another common mistake is making the page all about the owner. Customers do care about the people behind the business, but only when that information helps them feel confident. Keep the focus on service, clarity, and fit.
A short checklist before you publish
- Does the opening say what you do and where you work?
- Does it explain your process in plain language?
- Does it name real qualifications or service details?
- Does it show the team or the person customers will work with?
- Does it help a visitor decide what to do next?
A good About page does not try to close the sale by force. It removes doubt. That is usually what helps a local customer choose you.
