How to Write an About Page for Your Small Business Website

Your about page is often the second most visited page on your small business website, right after your home page. Visitors land here when they want to know who is behind the business before they buy.

Despite its importance, many business owners treat the about page as an afterthought. They either paste a dry corporate biography or ramble about their personal history. A good about page does not focus entirely on you. It focuses on your customer and how you help them.

Here is a practical, step-by-step approach to writing an about page that builds trust and supports your business.

Step 1: Define your primary reader Before you write a single sentence, decide who you are talking to. Are you selling to other businesses, local consumers, or specialized hobbyists? Your tone, vocabulary, and the details you share should match your audience.

Step 2: Start with the customer, not yourself Open with a clear statement of the problem your business solves. A visitor should know within five seconds that they are in the right place.

For example, if you run an independent bookkeeping service for contractors, your opening should acknowledge the specific tax and cash flow headaches contractors face. Mention your business name and location early so local clients know you serve their area.

Step 3: Explain your approach and values Once you have established that you understand the customer's world, explain how you work. What makes your service different from competitors? Keep it grounded in reality. Instead of claiming you provide "world-class excellence," explain your actual process. Do you offer evening appointments? Do you source materials from local suppliers? Specific details build more trust than broad claims.

Step 4: Share your background concisely Now is the time to share your story. Keep it relevant to the business. Include how long you have been operating [your years in business] and what prompted you to start. If you hold relevant certifications, list them plainly.

Step 5: Include a clear next step Every page on your website should guide the visitor toward a logical action. Do not leave them at the bottom of your story with nowhere to go. Tell them what to do next. Invite them to view your products, contact you for a quote, or sign up for your newsletter.

Keep your sentences clear and your paragraphs short. Read your draft out loud to catch awkward phrasing.

If you want professional help shaping your story and clarifying your message, our About Page Copywriting Service is available to write this page for you.