Most customers don't open an About page because they want a long company history. They want to know who's behind the business and whether they'd feel comfortable hiring that person or team.

Introduce the people, not just the mission

Start with the essentials. Who runs the company? What kind of work do you do? How do you approach a project or appointment? If you're a small owner-operated business, that can be a strength worth explaining plainly. Customers may appreciate knowing they'll talk to the person responsible for the work.

You can mention how the business started, especially if it helps explain your experience or specialty. But a founding story shouldn't crowd out details that matter today, such as where you work and how customers can reach you.

Let evidence do the talking

Real photos, relevant qualifications, and clear process details can help visitors evaluate a business. Use only credentials and affiliations you can verify. With appropriate permission, show a photo of a completed job or share a genuine customer review that describes the work. Explain what the example demonstrates rather than relying on an unexplained logo or badge.

Avoid generic declarations like “We put customers first” unless you can explain what that means in practice. Perhaps you provide written estimates, clarify scope before starting, or explain which jobs are outside your services. Those specifics are easier to believe.

Keep the page connected to the work

An About page shouldn't be a dead end. Link to your main services, show the service area where appropriate, and give visitors a clear way to ask a question.

You don't need to sound larger than you are. For many service businesses, the best About page feels like a useful introduction before the first call: direct, reassuring, and recognizably human.