What Should an About Page Include to Build Customer Trust?
Write an About page that explains the real people, relevant experience and working approach behind your business, with evidence customers can check.
Part of our guide: How to Make Customers Trust Your Business Website
An About page should help a potential customer understand who is behind the business and why that team is suitable for their needs. Explain the experience that matters to customers and give them information they cannot find on the homepage.
Focus on the people, experience and working practices that matter to the customer. Include enough history to make the story understandable, but let relevance guide the detail.
Start with who you help
Open with a clear description of the business and the customers it serves. Someone may arrive directly on this page from search or a shared link.
Explain the kind of work you undertake, where you operate and what customers can expect from the relationship. Avoid unqualified claims such as “the leading provider” unless you can substantiate them.
The website trust guide explains how this introduction fits the wider customer journey.
Thinking about your own rebuild?
Tell us about your business, your current website and what you would like to improve. We will help you work out the next step.
Introduce the people involved
Use real names, roles and authorised photographs where appropriate. Explain who delivers the work and who handles enquiries or support.
A small business does not need to imitate a large corporate team. Being clear that the owner handles the project can be a strength when that is how the service operates.
If specialists or subcontractors are involved, describe the arrangement honestly. Do not imply that a stock photograph represents your employees.
See real business imagery for practical photography and permission checks.
Explain relevant experience
Choose experience that helps someone judge your suitability. Years in business can be useful context, but they do not answer every question.
Describe the types of problem you regularly solve, the sectors you understand or the constraints you are accustomed to working within. Link to a real service page or case study instead of stretching a vague claim.
If a qualification is important, explain its scope and provide a way to verify it.
Describe how the business works
Customers often want to know how a project begins, who makes decisions and what happens when something changes.
A short explanation of consultation, quotation, delivery and aftercare can be more reassuring than a long values statement. Only promise processes that the business actually follows.
For example, if customers receive a written scope before work starts, say so. Do not promise a named project manager if responsibility is shared informally.
Use history where it explains the present
A founding story is useful when it explains expertise, a service focus or a distinctive way of working. It is less useful when it becomes a list of milestones with no customer relevance.
Keep dates accurate and avoid implying continuous experience that the team does not have. Update the page after changes in ownership, staffing or service direction.
First-impression testing can reveal whether the important message is buried beneath the story.
Add evidence and a next step
Use a relevant customer testimonial or project link to support the account. Let visitors check the evidence rather than asking them to accept a sequence of adjectives.
Make contact details easy to reach and explain what the first conversation involves. An About page should not leave an interested reader at a dead end.
The checklist of essential business information helps identify details that may belong elsewhere but should remain discoverable.
Review it with an unfamiliar reader
Ask someone to tell you who would do the work, what the company is experienced in and how to start a conversation. If they cannot answer, revise the structure before adding more biography.
For help turning your company story into useful customer information, contact AfterWorks.
