About us pages that win trust: examples and a template

Someone finds your business through a search or a recommendation. Your services look right. Your work looks good. Before asking for a quote or paying a deposit, they want to know who they would actually be dealing with.

That is the question your about us page needs to answer.

An about us page tells website visitors who you are, who you help and how you work. For a UK service business or shop, include named people, your location or service area, relevant experience, genuine evidence of your work and a clear way to get in touch.

It does not need your entire company history. It needs enough substance to make the next step feel sensible.

Give the reader a reason to feel comfortable

Imagine you are choosing someone to fit a bathroom. Before inviting them into your home, what would you want to know?

Probably who runs the business, whether they handle your kind of job, where they work and what happens after you enquire.

Start there.

Treat an about page as the bridge between “this looks promising” and “let’s have a conversation”. Your service pages explain the work. Your about page explains the business behind it.

A short origin story can belong here. Include the parts that explain your approach today, rather than every office move and logo change.

What to put on your about us page

Show the people behind the business

Name the people customers will deal with and explain their roles. Use photographs of your actual team rather than anonymous stock models. Showing real people and making contact details clear are also recommendations in Stanford’s web credibility guidelines.

You do not need lengthy biographies. Tell the reader who handles enquiries, who plans the work and who carries it out.

If you work alone, an about me page is fine. Explain what you handle yourself and when you bring in other specialists. There is no need to manufacture a department structure for a business that fits in one van.

Make your location clear

Say where you are based and where you work. Show your shop, workshop or office if you have one, and explain whether customers can visit or need an appointment.

Keep visiting information separate from registered-office details.

For UK limited companies, GOV.UK’s website disclosure guidance says websites must show the registered number, registered office address, where the company is registered and its limited-company status. These details need not dominate your story, but they should not disappear behind it either.

You can also link to your Companies House entry. Visitors can check company information free of charge, including the registered address and current and resigned officers. Use that as a way to check identity, not as your evidence of good workmanship.

Explain how you take on work

For a quote-led business, give this more space than a paragraph about your values.

Explain what happens after an enquiry. Do you start with a call, ask for photographs or arrange a visit? What needs agreeing before you can quote? If you take a deposit, where can customers read the payment terms?

Describe your actual process. Do not promise a next-day response because it sounds reassuring if you cannot reliably deliver it.

Be clear about fit, too. If you only take on full refurbishments, say so. If you serve homeowners but not commercial premises, make that obvious. Help people decide whether contacting you makes sense.

Give claims something to stand on

Choose evidence a visitor can check: a link to the original review, a relevant project page or a professional-register entry where appropriate.

Add enough context to make it useful. For a project photograph, explain what the customer needed and what you did. Only publish customer details and images you have permission to use.

Keep the evidence close to the claim. If you describe a particular specialism, link to work that demonstrates it rather than making the reader hunt through an unrelated gallery.

Three example about us pages

The three businesses below are made up. They're illustrative examples rather than real companies, but each one shows an approach worth borrowing.

A family bathroom fitter: put names and roles behind the business

Picture a bathroom fitting firm started by a father and now run by his daughter. Its about page introduces both of them by name, says who handles enquiries and who manages each job, and explains that the fitters are employed directly rather than subcontracted. It also says plainly which towns it covers.

“Family-run” stops being an unsupported label. There are names, responsibilities and an explanation of who will actually be in the customer’s home.

You don’t need a long family history to use that approach. Introduce the people responsible for enquiries and delivery, then explain how the business operates.

A small online shop: make the personal detail relevant

Now picture a one-person online shop selling loose-leaf tea. The shop is named after the owner’s grandmother, and the about page says so in a couple of sentences. It then explains how the teas are chosen, how often new ones arrive and how customers can ask for a recommendation.

The name has a story, but the page also explains what buying from the shop involves. The personal detail supports the service rather than becoming a detour.

For a small shop, follow that lead: explain who chooses the products, what guides those choices and how customers can ask for help.

A local joinery workshop: explain the work and the fit

Finally, imagine a joinery workshop that makes fitted furniture to order. Its about page walks through how a job runs, from the first visit to fitting day, and says that the person who answers the phone also works at the bench. It admits there are quicker and cheaper options, and explains that its way of working limits how many projects it can take on.

You don’t have to sound suitable for everyone. A page like this gives new customers a basis for deciding whether the approach matches what they want, which is worth copying for any bespoke service.

Explain what your process involves and where you draw the line. If speed, scale or a particular way of working is not your selling point, do not pretend otherwise.

Common mistakes to remove

Start with the stock photograph of strangers presented as your team. Replace it with your own people or your own workplace. If you do not have a suitable photograph yet, leave it out rather than imply something untrue.

Next, look for claims that could belong to almost any business: “we are passionate”, “customer-focused solutions”, “excellence at every stage”.

Replace them with something specific you actually do. Explain how you agree the scope, communicate changes or prepare for a visit. Only include what reflects your normal working practice.

Cut the jargon, too. Read the page aloud as though you were explaining the business to a customer across the counter.

Finally, check for former staff, old locations, broken links and services you no longer offer.

Do not make readers work out which version of your business still exists.

A short about us page template

You do not need to start with a blank document and the instruction “tell our story”. Build a first draft in this order.

Open with the business as it is today. In two or three sentences, explain what you do, who you help and where you work. Be specific enough for someone to recognise whether they are in the right place. Leave the grand mission statement out of the first draft.

Introduce the people responsible. Add a short paragraph about the owner or team, supported by a real photograph where possible. Explain relevant experience and who customers will speak to. If the founding story explains your specialism or approach, include a few sentences here.

Describe what working with you involves. Walk through the journey from first enquiry to agreeing the work. Keep it brief, but answer the obvious questions: what information you need, whether a visit is involved and what the customer receives before committing. Link to fuller process or payment information where needed.

Support the important claims. Choose one or two relevant pieces of evidence, such as a project, a review with a source link or a register entry. Explain why they matter. Avoid decorating the page with badges that have no explanation or destination.

Finish with a clear invitation. Tell readers what to do next and what to send you. For a quote-led service, that might mean a description of the job, their location and photographs. Ask only for information you genuinely need at that stage.

Then read the draft as someone thinking of hiring you. Can you tell who is responsible, whether the business handles your needs and how to begin? Edit until those answers are easy to find.

The bottom line

An about us page does not need to make a small business sound enormous. It should make the real business easier to understand.

On our own about page, we explain that we write the code ourselves and communicate in plain English. Those are the practical details we choose to put in front of new customers.

Start with your people, your approach and evidence you can stand behind. Then give the reader a straightforward next step.

If your website makes that harder than it should be, get in touch with AAM Services. We’re happy to discuss what needs improving.