Think about the last time you checked out a business you'd never used. You probably landed on the home page, looked for a photo of an actual human, and clicked About. The page you built for that moment is worth an hour of your time.
The short version: a good About page answers one question: why should I trust you with my money? Open with who you help, tell your story in a few lines, show real photos, add a bit of proof, and end with a next step. Wix suggests a business description of 150 to 400 words.
What is an About page for?
It's for the visitor who's nearly sold and wants to know who's behind the business. They aren't reading for your life story. They want to know you're real, you do what you say, and someone will answer if they call.
Google cares about the same thing. Its guidance on helpful content asks whether it's "self-evident to your visitors who authored your content," and says trust is the most important part of what it calls E-E-A-T, with an About page named as one place readers can learn who's behind a site. A clear About page helps people and search engines in the same way.
What goes on it?
Salesforce and Wix, two companies that write about this for small businesses, agree on most of the pieces. Here they are in the order we'd put them.
| Part | How long | A made-up example for a bike repair shop |
|---|---|---|
| The hook | 1 to 2 sentences | We fix commuter bikes the same day, so you're not walking home. |
| Your story | A short paragraph | Why you started, in the shortest honest version |
| What you do now | A short paragraph | The jobs you take on, and who they're for |
| Real photos | One or two | You, at your bench, in your shop |
| Proof | One or two quotes | A customer, with their name |
| A next step | One button | Book a repair |
Wix says to open with your mission or core belief in just one or two sentences, and to keep personal anecdotes light: "Think of anecdotes like seasoning." The origin story matters, but it's the seasoning, not the meal.
Salesforce adds the point most owners skip: focus on what you do for customers, not only on yourself. "We've been around since 2015" tells a visitor little. "We fix most bikes in a day" tells them something they can use.
Which photos and proof should I use?
Real ones. Both guides say to show your actual people and workplace, and Wix notes that photos don't need professional polish to feel genuine. A phone photo of you at work beats a stock photo of strangers shaking hands.
For proof, Salesforce suggests one or two customer quotes with a name. Wix lists awards, press mentions and review ratings too. Keep it short enough to take in at a glance, and only use quotes you have permission to share.
What should I leave out?
Anything you can't back up. Google calls fake creator profiles, such as AI-generated headshots, made-up names or false credentials, "a form of deception." A small business can lose a lot by being caught inventing a team or a title.
Also skip vague values. Wix recommends replacing words like "quality" and "integrity" with specific examples of how you act on them. "We call you before we do any extra work" says more than "we value honesty."
What we'd tell a client: if a sentence could appear on any other business's page, cut it.
How to write it in an hour
- Write one sentence finishing "We help ___ do ___." That's your hook.
- Write three sentences on why you started. Cut the first one.
- List what you do and who for, in plain words, as if telling a friend.
- Take two phone photos in natural light: you at work, and your space.
- Ask one happy customer for a short quote and their okay to use their name.
- Finish with one button, like "Book a call," and read the page out loud. Fix anything that sounds like a brochure.
Next step
If you're comfortable with a draft and a phone camera, you can do this today. If the page needs to sit inside a site that looks and works properly, that's what we do at Loud Launch: custom websites with an About page that sounds like you. Book a free call, or start with our post on how to start marketing your business from zero.
Drafted with AI help from our notes and checked against the sources above.
This post is general information and our own take, not legal, financial or professional advice for your situation. Prices, features and survey results change, so check the linked sources before you act. Accurate as of November 10, 2026. See our terms.
