How do I write an about page for my business website?

Your about page is one of the most visited pages on your website, and most businesses waste it. Skip the corporate mission statement and instead tell your story in a way that builds trust with your specific customer. Start with why you started the business, then explain what you believe about your craft, and finish with what makes you different from competitors. Make it personal — people hire people, not companies.

Include the details that build credibility: how many years you have been in business, how many projects you have completed, your licenses and certifications, your insurance and bonding status, and any awards or recognitions. Include photos of yourself and your team — real photos, not stock images. Customers want to see the actual people who will show up at their door or handle their case. A professional headshot and a casual team photo go a long way.

End your about page with a call to action. After learning about you, many visitors are ready to reach out. Include a contact form or a clear link to your scheduling page directly on the about page. Do not make them navigate to a separate contact page when they are already warmed up and ready to take action.