How to write an about page for your business
An about page should answer one question in the customer's head: "can I trust this person in my home or with my money?" Write four short parts — who you are, what you do, proof you can do it, and how to start — and stop.
Do not make it a life story
The most common mistake is opening with where you grew up, the year you qualified, and a childhood interest in plumbing. The customer is scanning for a reason to trust you now. Leave the history for the part where it earns trust: "18 years on the tools, Gas Safe registered, based in Stroud."
Part 1 — Who you are
One or two sentences. Your name, your trade, where you are based, and how long you have done it if that is a selling point. If you are a one-person business, say so proudly. Many customers prefer dealing with the person who does the work.
Part 2 — What you do
List the jobs you want more of, in plain words. Not "comprehensive property maintenance solutions" — "boiler repairs, new boiler fitting, and annual services". Say the jobs a customer would ask for, because those are the words they search and the words that reassure them you handle their problem.
Part 3 — Proof you can be trusted
This is why the page exists. Pick the strongest of:
- Your registration or qualification, with its number.
- Insurance, if you carry it.
- A review or two, quoted in the customer's own words.
- Photos of you, your van, or your work. Real photos beat stock images.
If you work in people's homes, add one line about how you treat the place: "shoes off, dust sheets down, cleared up every day". It answers a fear nobody says out loud.
Part 4 — How to start
End with one action. Your phone number that taps to call, or a quote form. Do not list five ways to get in touch and leave the customer to choose. One step gets done; four get abandoned.
Two short examples
For a mobile hairdresser:
> I'm Priya, a mobile hairdresser covering Bristol. I come to you for cuts, > colour, and wedding hair, with 12 years in salons before I went mobile. I'm > insured and bring everything I need. Two recent customers said: "Priya was > brilliant with my colour — I've already booked again." Text or call me to book.
For a landscaper:
> I'm Dan. I build and maintain gardens across Cheltenham: patios, fencing, > turfing, and regular upkeep. Fully insured, and I quote for free. I tidy up as > I go and I turn up when I say I will. Send a photo of your garden and I will > give you a price.
Keep it current
Update the page when your qualifications change, when you add a service, or when you have a better review. An about page dated three years ago on a business that clearly moved on costs trust rather than building it.
If you would rather not write it, Sorted Online drafts and publishes your whole website, including the about page, with your own domain and email forwarding from £15 a month by UK Direct Debit. See what to put on a small business website for the full list of sections.