Your about page is probably one of the most visited pages on your website. People click it when they’re already interested — they’ve seen your work or your offer, and now they want to know if you’re the right person to help them. So why do so many small business owners treat it as an afterthought?
Most about pages are written entirely about the business owner. Where they trained, how many years they’ve been in business, what their mission statement is. The reader finishes and thinks: “Okay, but what does this mean for me?” That’s the wrong reaction. A great about page makes the reader feel understood before they’ve even spoken to you.
Here’s how to write an about page for your small business that actually converts visitors into enquiries.
Start with the Reader, Not Yourself
The biggest mistake on small business about pages is leading with “I” or “We.” Your reader landed on this page because they have a problem or a goal — they want to know if you can help with it. So the first thing your about page should do is show them you understand their world.
Try opening with a line that speaks directly to the person you serve: “If you’re running a small business and your website feels like a missed opportunity, you’re not imagining it — and you’re not alone.” That kind of opener makes someone stop and think: this is for me. It’s far more effective than: “Welcome to Aesthetic Web Studio, where we’ve been designing websites since 2018.”
Tell a Story, Not a Timeline
Nobody really cares what year you started your business or how many clients you’ve worked with. What they care about is whether your background makes you the right person to solve their specific problem. So instead of listing your experience chronologically, tell a story that connects your journey to the value you deliver today.
If you started your business because you saw small business owners getting ripped off by agencies that over-promised and under-delivered — say that. If you used to struggle with the same thing your clients struggle with now — say that too. Vulnerability and honesty in an about page build trust faster than any credential.
Get Specific About Who You Help
A vague about page tries to appeal to everyone and ends up resonating with no one. The more specific you are about who your ideal client is, the more strongly that person will connect with your page. When someone reads your about page and thinks “that’s exactly me” — that’s when they send an enquiry.
Instead of “I work with small businesses,” try: “I work with service-based small businesses — accountants, coaches, therapists, trades businesses — who want a professional website that brings in clients, not just sits there looking pretty.” That level of specificity filters out the wrong clients and pulls in the right ones.
Add a Human Element
Your about page needs a real photo of you. Not a stock photo. Not an illustration. You — ideally in a natural, professional setting rather than a stiff corporate headshot. People hire people they like and trust, and it’s very hard to like and trust someone you’ve never seen.
Beyond the photo, add one or two personal details that make you real. Where you’re based. What you do when you’re not working. A strong opinion you hold about your industry. These small touches turn an about page from a business brochure into a conversation starter.
Include Social Proof
Your about page is a great place for a short testimonial or two — especially ones that speak to your personality, your process, or how you made someone feel, rather than just the end result. “Working with [name] was the easiest business decision I made this year” tells a different story to “they built a great website.” Both are useful, but the first one reinforces the trust-building work the rest of your about page is doing.
End with a Clear Next Step
Most about pages just… stop. The reader finishes, feels good about you, and then has no idea what to do next. Don’t waste that momentum. End your about page with a clear, low-pressure CTA that moves them forward.
Something like: “If that sounds like the kind of partnership you’ve been looking for, I’d love to hear about your project. Get in touch here — no obligation, no hard sell.”
That one sentence has done more work for more small businesses than any amount of clever copy elsewhere on their site.
What to Avoid on Your About Page
- Jargon and buzzwords — “passionate,” “driven,” “results-oriented” — they’re meaningless
- Your entire career history — stick to what’s relevant to your current clients
- Talking only about yourself — every paragraph should connect back to the reader
- No photo — anonymity kills trust
- No CTA — don’t let the page be a dead end
A Simple Structure That Works
If you’re starting from scratch, here’s a structure that works for most small business about pages:
- Opening line that speaks to your ideal client’s situation
- Brief story of why you do what you do
- Who you specifically help and what outcome you deliver
- Your background — briefly, framed around the value it gives your clients
- A human touch — photo, personal detail, strong opinion
- One or two testimonials
- Clear CTA
That’s it. No word count requirement — just enough to make the reader feel like they know you, trust you, and want to work with you.
If you’re not sure your current about page is doing that job, get in touch — we review about pages as part of every website project we take on at Aesthetic Web Studio.
Frequently Asked Questions
How long should a small business about page be?
Long enough to build trust, short enough to keep attention. For most small businesses, 300–600 words hits the right balance. Quality matters far more than length — a focused 300-word page will outperform a bloated 1,000-word one every time.
Should I write my about page in first person or third person?
First person (I, we) almost always feels more human and approachable for small businesses. Third person (“John is a web designer who…”) can feel cold and distancing unless you have a specific reason for it, like being frequently featured in press.
Do I need a professional photo on my about page?
Yes. A professional photo (or even a high-quality smartphone photo in good light) makes an enormous difference to trust. Visitors are far more likely to contact a business when they can see the person behind it.
