How to write an About us page

This guide is mostly our view from writing About pages for service businesses. Two points come from Google Search Central: its guide to creating helpful, reliable, people-first content and its Organization structured data documentation, both checked on 13 November 2026.

What visitors look for

People rarely read an About page for fun. They open it when they are close to a decision and want to check something. In our experience they are looking for three things:

• Who is behind it. Real names, real faces and where you are based. A business with no people on its site feels risky.
• Why they should trust you. How long you have done this work, what you specialise in, who you have done it for and what those clients say.
• How you work. What happens after they get in touch: the first call, the steps, who they will deal with and how you communicate.

Google makes a similar point for search. Among the questions its helpful content guide asks is whether content shows "background about the author or the site that publishes it, such as through links to an author page or a site's About page". An About page that answers these questions helps visitors and the rest of your site at the same time.

Sections that work

Most good About pages use some version of these parts, in roughly this order:

• A one-line summary. What you do and for whom, in the words your customers use. If you have a value proposition, this is where it belongs.
• The short story. Why the business exists and what it cares about, in a few sentences. A one-sentence mission statement can open it. Skip the full history; keep only what explains how you work today.
• The people. Owners and the team members a client will actually deal with (see below).
• How you work. Three to five steps from first contact to finished job.
• Proof. A few client names or logos you have permission to show, a testimonial or two and links to case studies.
• Business details and a next step. Where you are, how to reach you and a clear link to the contact page or a service.

Write in plain words and avoid lines any business could use, such as "passionate about excellence". Our website copywriting basics guide covers headlines, tone and calls to action, and our guide to brand voice guidelines helps you keep the voice the same across the site.

Team photos and bios

Real photos of real people do more for trust than any sentence. Use recent photos taken in similar light and framing so the team looks consistent, and make sure you have the right to use them; our guide to website photos and image licensing explains what to check. Ask each person before you publish their photo and name.

Keep each bio short: name, role, what they do for clients, relevant experience or qualifications, and one human detail if they want it. Two to four sentences is usually enough.

Do not invent people, titles or credentials. Google's helpful content guide is direct about this: "Fabricating creator profiles (such as by using AI-generated headshots, made-up names, or false credentials to make content appear as if it was written by human experts) is a form of deception." If you are a one-person business, say so; it is a strength for many clients, not something to hide.

Real proof, linked

Claims such as "trusted by hundreds of businesses" mean little on their own. Show proof the reader can check instead, and link to the full version:

• One or two client quotes, used with permission. The rules for using customer words honestly are in our guide to reviews and testimonials on websites.
• Links to one or two customer case studies that match the work most visitors want.
• Memberships, certifications or awards that are real and current, linked to the body that issued them where possible.
• Press coverage, linked to the article. The same short "about" paragraph also works as the boilerplate at the end of a press release.

Every number on the page should be one you can back up. If you cannot, leave it out.

Business details

The About page is a natural home for your full business name, address, phone, email and opening hours, and for any legal details your business type has to show, such as a company registration number. What is required depends on your country and business type; our website content checklist lists the details to collect and where the rules come from, so we will not repeat them here. Make sure the details match your contact page, footer and Google Business Profile exactly.

Organization structured data

Organization structured data tells Google your official name, logo, address and contact details in a machine-readable form. Google's documentation says: "We recommend placing this information on your home page, or a single page that describes your organization, for example the about us page. You don't need to include it on every page of your site." Our Organization schema guide covers the properties Google recognises, logo rules and testing, with an example.

A short example

This is a made-up example for an imaginary business, to show the shape. Replace every detail with your own.

• Summary: Harbour Lane Plumbing fixes and installs heating and plumbing for homes in one town and the villages around it.
• Story: Sam started the business after ten years with a larger firm, to offer fixed quotes and turn up when promised.
• People: Sam (owner, qualified heating engineer) and Alex (office manager, answers calls and books visits), each with a photo and two lines.
• How we work: You call or fill in the form; we visit and give a written quote; we agree a date; we finish and tidy up; you pay after the job.
• Proof: Two customer quotes with first names and areas, and a link to one case study.
• Details and next step: Address, phone, hours and a "Get a quote" button.

Frequently asked questions

How long should an About us page be?

Long enough to answer who you are, why to trust you and how you work. For most small businesses that is 300 to 700 words plus photos. Cut anything that does not help a visitor decide.

Should the About page be written in the first person?

Either works. "We" suits a team and reads warmer than the third person. A sole trader can write "I"; it is honest and makes the business feel personal.

What if we have no team photos yet?

Get them taken before launch if you can, even with a good phone in natural light. Do not use stock photos of people presented as your team.

Where should the About page link to?

To your main services, one or two case studies and the contact page, so a visitor who is ready can act straight away.

Want an About page and a site built around who you really are? See our website development service.