Your Complete Guide to Creating a Trustworthy About Page for Small Businesses
Think about the last time you landed on a website and clicked over to the About page (it’s often one of the first things you want to know, right?). What were you hoping to find? For most people, it’s not generic company bios or buzzword-heavy mission statements—they want to know who’s behind the brand, what makes them trustworthy, and why they should care.
Your website About page isn’t just a “nice to have.” It’s your secret weapon for connecting with visitors and building the trust needed to convert them into customers. But writing an About page that actually earns trust can feel a bit intimidating—especially if you’re a small business writing your own website content.
At Simply Styled Sites, we know how crucial a great About page can be. This tutorial will walk you through exactly what to put on your website About page to build real trust, with practical examples, expert insights, and tips you can implement today.
Why Your Website About Page Matters More Than You Think
Most small businesses tend to underestimate the impact of their About page. It’s not just a bio—it’s a critical touchpoint where visitors make snap judgments about your reliability and professionalism.
The Role of an About Page
Your About page does more than just introduce your team or company values. It answers important visitor questions like:
- Who are you?
- Why should I trust you?
- What can you do for me?
- Are you authentic?
- Are we a good fit?
If visitors don’t find satisfying answers to these questions, they’re likely to move on. People buy from people. Even online, they want to see the human side of your business.
Building Relationships Start Here.
Research shows users form an opinion about a website in 0.05 seconds (LinkedIn Source). If your About page feels cold, generic, or missing, you may lose visitors before they even read your offer.
Key Elements to Build Trust on Your Website About Page
Let’s dive into the essential components your About page needs to actually build trust—plus real-world examples and simple, actionable advice you can follow.
1. Tell Your Story with Authenticity
People crave authenticity. Sharing your business story is the quickest way to humanize your brand and establish rapport.
How to do it:
- Share what inspired you to start your business.
- Highlight milestones or turning points.
- Acknowledge challenges you’ve overcome.
- Speak to the user. Don’t just talk about yourself.
Example:
“Simply Styled Sites began around my kitchen table with my cat, Sadie, on my lap. I was frustrated by pricey, confusing DIY web tools and wanted to help fellow small business owners look professional online getting the proper support they need.”
2. Show the Faces Behind the Business
Trust is built between people, not just logos. Real photos—of you, your team, or even behind-the-scenes shots—go a long way.
- Use professional but inviting headshots.
- Add short bios with a touch of personality.
- Consider fun facts or quirky details (“Meet Max, our Chief Barketing Officer!”).
- What fuels you (coffee, people, challenges, helping others, etc.)
Why it matters: Your ability to establish that credibility will depend on how your business is presented online. (Website Credibility for Building Trust).
3. Share Your Mission & Values (But Make It Personal)
Generic values like “integrity” or “quality service” don’t mean much without a personal angle. Be specific and connect your mission to your audience’s needs.
Questions to answer:
- What drives you every day?
- Which values shape your work?
- How do your values help your clients?
Example:
“We believe every small business deserves a website they’re proud of, no matter their budget. That’s why we offer transparent pricing and hands-on support – every step of the way.”
Learn how to create your mission & values statements –>
4. Highlight Experience, Credentials, and Expertise
Why should visitors trust you? Show them. Display relevant experience, certifications, media features, awards, or other trust signals.
- Brief company history or timeline.
- Industry credentials.
- “As seen on” logos.
- Notable client or project highlights
- Detailed Case Studies
- Statistics showing impact or growth
Tip: Even a short description of your progress (“over 50 small business clients launched in the last year”) boosts credibility and manages user expectations.
5. Include Customer Testimonials and Social Proof
Let your happy clients speak for you. Genuine testimonials and reviews make your claims more believable.
- Ask clients for one-sentence testimonials or videos
- Embed review snippets from Google, Facebook, or Yelp.
- Add a first name, company, and (if possible) a photo next to each review.
Bonus: Link directly to your reviews or social media profiles for added transparency.
How to Structure Your About Page for Maximum Impact
Even with great content, layout matters. A well-organized, scannable About page keeps readers engaged and builds trust faster.
Lead with a Compelling Introduction
Start with a simple, engaging summary. Make readers feel welcome and reassure them they’re in the right place. Don’t be afraid to convey personality. Speak directly to your ideal client’s challenges and goals.
Example: “Hey there! We know that building your own website can feel overwhelming. Our mission is to make it easy and stress-free for small business owners like you.”
Use Clear Sections and Headings
Clear headings help users find what they care about most.
- Our Story
- Meet the Team
- Our Values & Mission
- What We Do Best
- Who We Work With
- Client Testimonials
- Next Steps (Call to Action)
Add Visual Elements
Photos, graphics, and even short videos increase connection. A big block of text feels cold—visuals invite people in. Some ideas include:
- Candid team photos
- Office snapshots
- Visual timeline of your company’s milestones
Use Simple, Human Language
Write the way you’d speak to a customer in person: conversational and straightforward. Ditch technical jargon and stiff business formalities.
End with a Trust-Building Call to Action
Encourage visitors to connect. Invite them to reach out, download a resource, book an appointment, or learn more about your services.
Example CTA:
“Ready to see how we can help your business shine online? Get in touch today or explore our website design services!”
Common About Page Mistakes to Avoid
Even well-intentioned businesses can accidentally send the wrong signals on their About pages. Here’s what NOT to do:
Being Too Generic
Saying “We offer quality service and have a passion for customers” won’t impress anyone. Be specific. Share stories, challenges faced, and how you make customers’ lives better.
Using Stock Photos
Audiences spot stock imagery a mile away. Use real people and places whenever possible—it’s worth the extra effort or hire a professional photographer.
See our blog post on Choosing Images for your Website –>
Keeping It All About You
Yes, it’s called “About,” but your visitor’s priorities come first. Instead of endless “we” statements, connect every point to your client’s experience and their benefits.
Tip: For every claim, ask yourself, “Why does this matter to my audience?”
Forgetting the Call to Action
Don’t leave visitors at a dead end. After you’ve built the trust, tell them what to do next—book a consult, explore your services, or read your latest blog post.
Real-World About Page Examples (and What Makes Them Great)
Let’s look at a few small business About pages that nail the trust-building formula.
Example 1: The Welcoming Service Provider
- Shares founding story with a relatable challenge
- Features friendly headshots of the team
- Clearly states values like “honest pricing”
- Includes direct customer quotes (“Sarah was so patient with my endless questions – highly recommend!”)
- Ends with a bold but friendly CTA inviting visitors to learn more
Example 2: The Creative Studio
- Showcases a timeline of growth and milestones
- Candid photos of the workspace (not just faces)
- Transparent “What Drives Us” section, highlighting unique approach
- “Press & Praise” section with local news mentions and awards
- Ends with a View Portfolio action
What these have in common:
- Authenticity: Everything feels real and relatable, not canned.
- Visuals: Team and workspace photos.
- Social Proof: External awards, client testimonials, reviews.
- Engaging Layout: Well-organized, easy to scan, and human in tone.
For inspiration, check out some real world About page examples –>
Crafting Your About Page: A Step-by-Step Action Plan
Ready to roll up your sleeves? Here’s a practical, step-by-step approach to creating a trust-building About page.
Step 1: Write Your “Why” Story
- In a few sentences, answer: Why did you start your business, and what problem are you solving?
- What makes you stand out or differentiate from others?
- Use conversational language; imagine telling a friend.
Step 2: Feature Real People
- Add headshots and short bios for you and your core team.
- Share something fun or unexpected to give a sense of personality.
- Use professional, and action-oriented photos in your natural environment
Step 3: Define Your Values
- Pick 2–3 core values you live by.
- Explain how those values benefit your customers.
Step 4: Add Social Proof
- Gather 2–3 customer testimonials, or share summarized reviews.
- Display awards, certifications, or “as seen on” logos if available.
- Display statistics or quick scanning data for greater impact.
Step 5: Invite Engagement
- End with a call to action inviting visitors to contact you, schedule a consult, or explore your services.
Need more in-depth guidance? Check out our full library of small business website tips.
Frequently Asked Questions
How long should my About page be?
Your About page should cover your story, team, values, and include social proof, but it doesn’t need to be a novel. Aim for 300–800 words—enough to provide meaningful detail but concise enough to keep readers engaged.
What if I’m a solo business owner—do I still need an About page?
Absolutely. In fact, a solo About page can be a huge trust builder. Showcase your story, expertise, and let your personality shine. Use a warm, direct tone to build a personal connection.
Are testimonials necessary on the About page, or can they live elsewhere?
Testimonials work well on several pages supporting services or projects where applicable, but placing one or two on your About page adds authentic proof as visitors are getting to know you. You can always add more ways for visitors to dive into additional reviews elsewhere.
Should I mention my location if I work remotely or serve a national market?
Yes, but keep it relevant. Even if your business is virtual, a brief mention of your base (“Proudly serving clients nationwide from Portland, Oregon”) can add authenticity without limiting your reach.
How often should I update my About page?
Review your About page at least twice a year, or after major business milestones, new team members, or awards. Keeping it fresh maintains your credibility and shows you’re active.
Key Takeaways
- Your website About page is crucial for building trust with visitors.
- Share your authentic story—be specific and relatable.
- Show real people with photos, bios, and team information.
- Highlight your mission, values, and unique qualities.
- Add credible social proof: testimonials, awards, or client logos.
- Structure your About page with clear sections and engaging visuals.
- Write simply and conversationally—real people buy from real people.
- Always end with a call to action, guiding the visitor to the next step.
- Update your About page periodically to keep information current and relevant.
Conclusion: Ready to Build Trust on Your Website About Page?
Your About page shouldn’t be an afterthought—it’s where trust begins, relationships start, and future customers decide if they want to work with you. By sharing your story honestly, featuring your team, and sprinkling in some social proof, you’ll stand out in a sea of “me-too” businesses.
Not sure where to start, or want an expert review of your About page?
Let the team at Simply Styled Sites help! Reach out for a friendly chat, or explore our website content writing product—so you can focus on what you do best.
