How to write an about page for your small business
Your about page is often the second-most visited page on your website, right after the homepage. It is where visitors decide whether to trust you enough to get in touch. Writing one that works does not need to be hard, but it does need a structure.
Start with your customer, not your history. The best about pages answer one question first: who do you help and what problem do you solve for them? A recruitment agency might open with "We help south-west businesses find senior hires in under 30 days" rather than "We were founded in 2015." Save your origin story for a few lines later, once the visitor knows you are relevant to them.
Cover these four elements in order.
Your offer in one sentence. State what you do and who it is for. This is the hook that keeps someone reading.
Your story and your values. Why did you start the business? What matters to you that bigger competitors do not care about? Keep it specific. "We answer every support email within 90 minutes, even on weekends" is better than "We value customer service."
Social proof. Add a testimonial, a case study result, or a client logo. One real number beats three vague promises. Victory Digital's own stats include a client who saw +251% organic traffic and another who grew enquiries by +400% through content and SEO.
Your team and your face. Photos of real people build trust faster than any paragraph. Even if you are a sole trader, a photo of you at your desk or with a client makes the page feel human.
What to leave out. Do not list every qualification you have ever earned. Do not use jargon like "synergy" or "holistic approach." Do not write a wall of text. Keep paragraphs to three or four sentences, use bullet points for lists, and end with a clear next step.
A simple structure that works: welcome paragraph (who you help), one sentence on your story, two or three bullet points showing what you believe or what makes you different, one testimonial or stat, a photo, and a link to your services or a contact page.
The about page is not about you in isolation. It is about the gap between where your customer is now and where they want to be, and why you are the right person to bridge it. If the page makes a visitor think "these people get it," you have done your job.
We write and design about pages as part of our web design and content marketing work. See the full range of services at https://victory.digital/services, or start with a free SEO report at https://victory.digital/run-a-seo-report.
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