A good about page for a small business says who runs it, what they do, for whom, where and since when, and why a customer can trust them. Use real names and photos, plain facts such as qualifications, years in business and areas served, and a short account of how you work. Skip the mission statement unless it says something specific.
People searching "how to write an about page for your website" are often staring at a blank page. The fix is to stop trying to sound impressive and start answering the questions a careful customer would ask before paying you.
What should an about page include?
| Section | What to write |
|---|
| Who | Names of the owner and key people, with photos |
| What | What you do, in one plain sentence |
| For whom | The kind of customer you serve best |
| Where | Your town, area served or "remote, worldwide" |
| Since when | The year you started, if it helps |
| Credentials | Qualifications, memberships, registrations, with links where possible |
| How you work | Your process or approach, in a few steps |
| Proof | A few real results, reviews or clients, with permission |
| Next step | A link to book, enquire or see prices |
You do not need every row. Use the ones a customer in your trade would check.
Why does the about page matter for search and AI?
When someone asks an AI assistant about your business, it looks for consistent facts: what you are, where you are, who runs it. An about page that states those facts plainly, matching your Google Business Profile and other listings, gives it a reliable source. One small business owner on X summed up getting cited by AI tools as "mostly the same work. A clear page for each service, a correct Google profile, real reviews." The about page is where the "who and where" facts live.
You can also add Organization or LocalBusiness structured data to the page. See schema markup in Framer.
How do you write an about page step by step?
- Write one sentence: "[Name] is a [what] in [where] for [whom]."
- List facts: year started, qualifications, number of people, areas covered.
- Name the people customers will deal with, with a photo and one or two lines each.
- Describe how you work in three to five steps.
- Add proof: a short review, a result or a client name, all real and with permission.
- End with an action: book, enquire or see prices.
- Read it aloud. Cut any sentence that could appear on a competitor's site unchanged.
Should you write in the first or third person?
Either works. First person ("I started the practice in...") suits sole traders, tutors and creatives. Third person ("Priya founded the practice in...") suits firms with several people and is easier for others to quote. Be consistent on the page.
What should you avoid?
- Vague claims such as "passionate", "dedicated" or "world-class"
- Mission statements that could belong to any company
- Stock photos of people who do not work for you
- Invented numbers, such as rounded client counts you cannot back up
- Long life stories that do not connect to the work
- No names at all, which leaves customers guessing who they will deal with
How long should an about page be?
Long enough to answer the questions above, which for most small businesses is a few hundred words plus photos. A firm with several partners may need a short profile page for each person.
What do good about pages look like in different trades?
- Accountant: the named accountant, qualifications, the kinds of clients served, how fees work.
- Tutor: subjects, years teaching, qualifications, how lessons run, real results with permission.
- Consultant: the founding partner, past work, the kind of problem you take on.
- Creative agency: the team, the kind of work, a few clients. See creative agency websites.
For consultants specifically, see consultant websites that lead with outcomes.
How often should you update it?
Whenever a fact changes: a new person joins, someone leaves, you move, gain a qualification or change what you offer. Check it at least once a year. An about page that names a partner who left two years ago undermines trust more than a short page would.
Where does the about page fit in the site?
It is one of the core pages most small business sites need. See small business website pages. Link to it from the main navigation and from the home page, and link from it to your services and contact page.
Which templates put people first?
- Halden (free) names the founding partner in the hero of a consultancy site.
- Counsel (free), for strategy and advisory firms, gives every partner a page on the CMS alongside past engagements and essays.
- Calder Hale ($49) is built around one named accountant per client, with a people section.
- Clara Tutor ($49) has an about section with years teaching and results.
Replace demo names, photos and facts with your own before launch.
Related guides: one-page small business websites and getting your local business recommended by ChatGPT.
Frequently asked questions
What should I write on my about page?
Who runs the business, what you do, for whom, where, since when, your credentials, how you work, real proof and a clear next step.
How long should an about page be?
For most small businesses, a few hundred words plus photos. Long enough to answer what a careful customer would want to know.
Should my about page be in the first or third person?
First person suits sole traders and creatives. Third person suits firms and is easier for others to quote. Pick one and stay consistent.
Do I need photos on my about page?
Real photos of the people customers will deal with help build trust. Avoid stock photos of people who do not work for you.
Does an about page help SEO?
It gives search engines and AI assistants clear facts about who you are and where you operate. Keep those facts consistent with your Google Business Profile and other listings.