Most small business websites have an About Us page. But if we’re being honest, a lot of them feel like an afterthought. A couple of paragraphs. A photo from 10 years ago. Some vague mention of “quality service.”
Thing is, people read these pages. Not all of them, sure—but the ones who are deciding whether or not to call you? They want to know who you are.
In 2025, trust matters more than ever. That’s why your About Us page isn’t just filler—it’s a chance to stand out.
It’s One of the Most Visited Pages
Check your website stats. The About page is almost always in the top five. Why? Because people want to know who they’re buying from.
They’ve already seen your services. Maybe they liked a product. But before they commit, they want to see a face, a name, a story. Something real.
A well-written About page can be the nudge that turns a visitor into a customer.
What Makes a Good One?
You don’t need to be poetic. You just need to be real.
- Who are you?
- Why did you start the business?
- What do you believe in?
- What do your customers say about working with you?
Add a few pictures. A short timeline. A quick video, if you have one. These personal touches go a long way.
It Helps SEO, Too
This part gets overlooked a lot.
Google is paying attention to trust signals. That means your About page can actually help you rank better—especially if it includes the right local SEO keywords.
If you’re a family-owned bakery in Tampa, say that. If you’ve been serving Las Vegas homeowners for 15 years, include that.
Search engines are trying to figure out if you’re legit. Your About page helps make that case.
Customers Want to Work With People
That’s the bottom line. Especially in local communities. When someone hires a plumber, they’re not just buying a service. They’re letting someone into their home. Trust is a big deal.
An About page that shows who you are—your background, your values, even your team—makes people feel better about picking up the phone.
Don’t Overthink It
You don’t need a perfect brand story. Just tell the truth. People will identify with your story, and that drives business.
Even a few sentences about why you started, what you love about your work, and who you help can make a difference.
If you’re not sure what to say, ask a customer. What made them choose you? What stood out? That’s the kind of stuff you want on the page.
Need Help Writing It?
Not everyone loves writing about themselves. That’s okay.
At Social5, we help small businesses with website copy all the time—including About Us pages. We keep it simple, human, and focused on what matters to your customers.
If your site is missing that personal touch—or you’re just not sure how to describe what makes you different—we can help.
Your About page is more than just a formality. It’s part of how you win trust. And trust is what gets people to say yes.
Keep It Updated and On Brand
Your About Us page is also an opportunity to reinforce your branding. Are you a friendly neighborhood service provider? A sleek, modern agency? A family-run store that’s been around for generations? The tone you strike here should reflect how you want customers to see you. Think of it as a chance to introduce your brand personality, not just your business facts.
Sometimes, businesses are afraid to show too much personality online. But authenticity is exactly what builds loyalty. A small story about how you got started or why you chose this line of work can make you more memorable than any catchy slogan. People are drawn to real people.
Don’t be afraid to include a few personal touches—like a team photo, your company values, or a short timeline of milestones. These little things help people picture what it’s like to work with you. That emotional connection is what makes your business stick in their minds.
If you already have an About Us page, it’s worth reviewing it every year. Maybe your team has changed. Maybe you’ve expanded your services. Maybe the copy just feels stale. Refreshing your page doesn’t take much time, but it can make a big impact.
Finally, make sure your About Us page links to other key areas of your site—like your services, contact page, or testimonials. That way, people who are interested can keep exploring without hitting a dead end.
