Start with the customer, then you
Open with a sentence that connects your work to the reader's problem, then introduce yourself. 'Homeowners call us when a project has stalled or a previous contractor disappeared. I started this company to be the one who answers the phone' tells a story and sets expectations in two sentences.
Avoid beginning with 'Founded in' and a date unless the length of time in business is a real selling point.
Show real people
Include a photo of the owner and any staff who meet customers. A clear, friendly, well-lit photo beats a stock image every time, and visitors can tell the difference. Add names and roles. If you run a one-person business, say so plainly. That can be a strength: clients know exactly who will do the work.
For larger teams, short bios of two or three sentences are enough. Mention what each person does for the client rather than listing every credential.
Explain your approach
Say how you work and what makes it different in practical terms: you return calls the same day, you give written quotes, you explain options before starting. These are facts a visitor can check against their experience later.
Skip general claims such as 'excellent service' or 'passion for quality.' Everyone writes them, so readers pass over them.
Include credentials that matter
List licenses, insurance, memberships and training that a customer would care about, with the issuing body named where it is possible to verify. If your trade requires a license number to be published, put it where it can be seen. Do not claim certifications you do not hold, and keep them current.
A line about the community, such as local groups you support, can help if it is true and recent, but keep it short.
End with the next step
Close with a clear way to get in touch, so a convinced reader does not have to hunt for the contact page. Repeat your phone number and a button. If you have a personal story that explains why you do the work, a short version near the end often lands better than a long one at the start.
Read the page aloud. If it sounds like a brochure, rewrite those sentences the way you would speak to a customer at your counter.
Mistakes that weaken the page
Four problems appear again and again. The page is all about the company's achievements and never mentions what the customer gets. It uses a stock photo of a smiling team that is not yours. It contains claims that cannot be checked, such as 'the leading provider.' Or it is a wall of text with no headings.
Fix them by adding one real photo, one concrete example of how you helped a client, and short paragraphs. Keep the page current: if a team member leaves, remove them the same week.
Common questions
How long should an About page be?
Three to six short paragraphs plus photos is enough for most small businesses. Visitors who want more can follow links to reviews, projects or credentials.
Should I write it in first person or third person?
First person ('I' or 'we') feels warmer and is easier to read for a small business. Third person can suit a larger firm, but avoid stiff phrasing.
This guide is general information. Search engines change how they work and their guidelines; check Google's current documentation for your situation. Nobody can guarantee a ranking.