An About page that builds trust

01

Answer the visitor's real question

Visitors to an About page are usually asking: can I trust these people with my money, my home, my wedding, my health or my business? Everything on the page should help answer that. Your history is relevant only where it builds that trust.

Think about the doubts a cautious customer might have: are you established, are you qualified, will you still be around next year, will you treat them fairly? Each part of the page can address one of those quietly.

02

Start with who you help

Open with what you do and for whom, in one or two sentences. "I edit wedding films and business videos for families and companies across Chennai" is a better opening than "Founded in 2018 with a passion for excellence." It tells visitors immediately whether they are in the right place.

03

Then who you are

Introduce the founder or team with real names, real photos and a little real background: relevant experience, training, what led you to start. Write it in first person if you are a sole proprietor or small team; it feels more honest than writing about yourself in the third person.

A personal detail or two is fine, such as where you grew up or why this work matters to you, as long as it connects to the customer's interests.

04

Why you work the way you do

Explain your approach and what makes working with you different, in specific terms. "Every website is built in your name, with logins handed over at launch" or "We send a written quote within 24 hours" are concrete. "Customer-centric solutions" and "quality service" are not. Specific promises are believable because they can be checked.

05

Real photos

A real photo of you, your team, your workshop or your shop does more than any stock image. It does not need to be a studio portrait; a well-lit, natural photo at work is often better. Visitors want to recognise you when they meet you or walk in.

Avoid stock photos of handshakes and smiling teams. They signal the opposite of what an About page should say.

06

Proof, briefly

Add a few trust signals: years in business, number of projects or customers if accurate, qualifications or memberships, notable clients with permission, a testimonial or two, a Google rating. Keep it short and factual. A wall of badges and awards looks like overcompensating.

07

End with a next step

An About page is often read just before someone decides to make contact. End with a clear invitation: "Tell me about your project on WhatsApp" or "Book a free consultation", with a button. Many About pages end with nothing, and the interested visitor drifts away.

08

Keep it current

About pages go stale quietly. A team member who left two years ago, a photo from a different office, a count of projects that has not been updated, a founder's biography that stops before the business grew. Review the page every year, update the photos and numbers, and make sure every person mentioned still works with you. An out-of-date About page undermines exactly the trust it is meant to build.

Write it like you would say it

Imagine a potential customer sitting across the table asking, "So, tell me about yourself and how you work." Write down what you would say. That is your About page, tidied up. It will sound more trustworthy than any polished paragraph of marketing language.

People buy from people. Show them who they are buying from.

Read the finished page aloud. If any sentence sounds like it came from a brochure, rewrite it the way you would actually say it.

What should a small business About page include?

What you do and for whom, who is behind the business with real photos, how you work in specific terms, a few trust signals and a clear next step to get in touch.

Should an About page be written in first person?

For sole proprietors and small teams, first person usually feels more honest and personal. Larger businesses may use "we".

How long should an About page be?

Long enough to build trust and answer visitors' questions, usually four or five short sections. Avoid long company histories that do not help the visitor decide.