Site Tip · Building trust

An About page that builds trust

Before someone hires a roofer, a stylist, or a dentist, they often want to know who they are dealing with. They click "About." What do they find: a real person with a real story, or a paragraph that could belong to anyone?

Why people read the About page

Hiring a local business takes some trust. You are letting someone into your home, your hair, or your health. Visitors want a sense of who you are before they pick up the phone.

That makes your About page one of the most-visited pages on a small business site. It is where a visitor decides whether you feel like the right fit.

What to leave out

Vague lines like "dedicated to excellence" could describe anyone. So could "we put customers first." They sound nice, but they prove nothing, so they do not build trust.

If a sentence would fit on a competitor's site without changing a word, replace it with something only you can say.

What to put in

Aim for facts and a human touch. Write the way you talk to a customer at their front door.

• A real photo of you or your team, not a stock image
• Your story: how you got started and why you do this work
• Years in business, if you can state them accurately
• Your license or certifications, with numbers if that is normal in your trade
• The towns and areas you serve
• A line or two about what you care about, in your own words
• A clear next step, like a button to call or request a quote

Tips for writing it

Write in the first person if you are a small shop. "I started this business after ten years working for someone else" is warmer than "The company was founded." Only say what is true and what you can back up.

Keep it short and scannable. A few short paragraphs, a photo, and a list of key facts is plenty. Put your phone number on the page so someone who is convinced can act right away.

Do not claim awards, numbers, or licenses you cannot show. If you list a license, make sure it is current.

If you would like help shaping this page, Modestius builds and fixes websites for small businesses.

Questions owners ask

Do I need a photo of myself?

A real photo helps a lot, because people like to know who is showing up. It does not need to be fancy, just clear and friendly.

How long should an About page be?

A few short paragraphs and a list of key facts is enough. Say what matters and stop.

Should I list my license number?

If that is normal in your trade and your license is current, it can build trust. Check your local rules for how to display it.