How to Write an About Us Page That Builds Trust
What to include on your about page so visitors, search engines and AI tools trust your business.
The about page is often one of the most visited pages on a business website. People go there to decide whether you are real, credible and right for them. Search engines and AI tools also look for clear information about who is behind a website.
What to include
1. Who you are, in one clear sentence
"We are a family-run bike shop in Portland repairing and selling city bikes since 2009." Readers should understand your business instantly.
2. Your story
Why you started, what problem you solve, and what drives you. Keep it short and genuine โ specific details beat grand mission statements.
3. The people
Names, photos and short bios of founders and key team members, with relevant qualifications and experience. Real faces build trust faster than anything else.
4. Proof
- Years in business, customers served, projects completed โ only real numbers.
- Certifications, memberships and awards.
- Press mentions and reviews.
5. How you work
Your values, guarantees, policies on sourcing, privacy or sustainability โ whatever matters to your customers.
6. Contact details
Address (if public), phone, email and a link to your contact page. Hidden contact details make visitors suspicious.
7. A next step
Link to your main products or services, or invite visitors to get in touch.
About pages and SEO
An about page rarely ranks for big keywords, but it supports trust across the whole site. It helps visitors and quality raters understand who creates your content, which connects to E-E-A-T. Link author bios to it, and link it from your footer.
Add structured data
Add Organization (or LocalBusiness) schema with your name, logo, contact details and official profiles. Build it with the schema generator and read Organization schema markup.
Mistakes to avoid
- Generic text that could describe any company.
- Stock photos of people who do not work for you.
- Invented statistics or awards.
- No way to contact a real person.
A worked example
A small Australian online plant shop had an about page that said only "We love plants". It rewrote it with the founders' story of starting from a backyard nursery, photos of the team and greenhouse, its horticulture qualifications, delivery and plant-health guarantee, and a phone number. Customer emails began mentioning the about page, and the shop's conversion rate improved.
A simple about page outline
- One-sentence description of who you are and whom you help.
- Your story in two or three short paragraphs.
- Team photos and short bios.
- Numbers, certifications and press mentions.
- Your values or guarantees.
- Contact details and a call to action.
Review the page once a year so team members, numbers and achievements stay current.
Related guides
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Frequently asked questions
How long should an about page be?
Long enough to tell your story and show proof โ usually a few hundred words plus photos.
Does an about page help SEO?
Indirectly, by building trust and showing who is behind the site.
Should I include team photos?
Yes, real photos are among the strongest trust signals.
Can a one-person business have an about page?
Absolutely โ a personal story and credentials are very effective.