How to Write an About Us Page for Your Small Business

Start with who you help and how

In the first few lines, explain the type of customer you serve, your service, and the problem you solve. Then briefly describe when and why the business started if that context matters. Avoid generic paragraphs that could describe any company.

Use this draft framework: “We help [type of customer] with [service] in [real area]. Our process focuses on [specific way of working].” Replace every bracket with facts you can support.

Introduce real people and experience

Add short team profiles, roles, and relevant training or licenses. Verify dates and credentials before publishing; mention certifications only if they are current and verifiable. An authorized photo of your team is more trustworthy than stock photography that appears to show your employees.

Explain how you handle estimates, appointments, communication, or cleanup after a job—only if that process is consistent. You may include testimonials with permission and in line with applicable rules.

Show values through actions

Instead of saying “we are the best,” describe what good service looks like in your business: confirming appointments, explaining options, or notifying customers when a schedule changes. Support each statement with something customers can verify. Do not invent years in business, team size, awards, or results.

Finish with a clear next step

Invite visitors to explore a service, call, or request an estimate. Link to related pages so they do not need to return to the menu. Keep your phone, supported languages, and service areas consistent across the site. Review the page on a phone and ask someone unfamiliar with your business what they understood.

• Say who you serve and what you do.
• Include verifiable details and authorized photos.
• Explain your process with specific examples.
• Avoid unverified superlatives and credentials.
• Add a simple call to action.

Frequently asked questions