When someone is about to contact you or buy from you, they often make one last check: they open your "About us" page to find out who is behind the business. And all too often they find a text that could belong to any company: "we are a young, dynamic team with a passion for excellence". That page can be your best sales argument, or a wasted opportunity.
The idea is simple: show that you are real, that you know what you are doing and that you are someone people enjoy working with.
What people are actually looking for there
They are not looking for your full biography. They want quick answers to three questions: who are you?, can I trust you? and are you right for what I need? Visitors are usually comparing several options, so every sentence should move them closer to a decision, not just tell your story for its own sake.
Think of a local small business: a dental clinic, an accountancy practice, a garage. A visitor wants to know whether these are approachable people, what experience they have, where they are and who will look after them. With that settled, they have already taken the first step.
What to include (and in what order)
A structure that works: - An opening line that says what you do and who for, with no detours. - Your story, kept short: why you started, what problem you wanted to solve. Two or three paragraphs are enough. - How you work: what a customer can expect when working with you, with concrete details instead of adjectives. - Your values, demonstrated: do not say you are "approachable"; say that you reply to messages the same day or that the client speaks directly to whoever does the work, as long as it is true. - Practical details: the company's registered name, location, opening hours and how to get in touch.
Real people and photos that do not look like stock
What builds the most trust is seeing faces. A photo of the team, the premises or you at work, taken with care but looking natural, works far better than a stock image of people smiling in a meeting room that does not exist. If you have no budget for a photographer, photos with good light and no forced poses beat any generic image.
Introduce people with their name and role, and add one human line about each: what they do, what they enjoy about their work. It does not need to be long. If you work for yourself, this section is you, and that is precisely what many customers value.
Honest social proof
Testimonials and client logos help, as long as they are genuine and can be verified. Publish only real opinions and, where possible, with a name, company or photo, and with the permission of whoever gave them. A review that links back to its source (your Google profile, for example) carries more weight than an anonymous quote.
If you are just starting out and have no clients to show yet, do not invent any. Talk about your previous career, your training, your certifications or the projects you have done, as long as they are real. A modest, truthful proof beats an inflated shop window that collapses with a single verification call.
What to avoid, and how to finish with a call to action
Avoid the classics: empty language ("industry leaders", "end-to-end solutions"), talking only about yourself without ever mentioning the customer, a thousand-word story nobody will read, and any claim you cannot back up. It is also wise to steer clear of generic photos and of text that has not been updated in years.
And do not leave the page without an ending. Anyone who has scrolled to the bottom is interested: offer a clear next step, such as "Tell us about your project", "Book a call" or "Message us on WhatsApp", with a visible button and a single main path. After reading about you, the person should know what to do next.
Frequently asked questions
How long should an "About us" page be?
Long enough to answer the three key questions without wearing the reader out. For most businesses a few paragraphs, along with photos and a call to action, are plenty. If there is more to tell, break it up with subheadings.
Should it be about me or about the customer?
Both, but with the customer as the protagonist. Say who you are so the customer understands what to expect, and always connect your experience to what it means for them.
What if I am self-employed and work alone?
That is an advantage, not a problem. Write in the first person, show your face, tell your story and make clear that the client deals directly with whoever does the work. That closeness is exactly what a large company cannot offer.