An About page is often written late, once the services, prices and contact details are already online. That is a missed opportunity. For a small business, this page can answer the quiet question behind many first visits: who is behind this business, and does it feel like the right fit?
It does not need a dramatic origin story or a long list of achievements. It needs enough honest, relevant detail to help a prospective customer understand the people, purpose and practical approach behind the offer. A strong page supports trust while directing visitors towards the next useful page.
Start with the visitor’s question
Before drafting, imagine a customer who has just found the website through a search result or recommendation. They may know little beyond a service name. What would help them decide whether to enquire? Usually it is a straightforward explanation of what the business does, who it helps, where it works and what it values in day-to-day service.
Write the answer in ordinary language. A visitor should not have to decode a mission statement to learn whether the business serves their area or understands their type of problem. If the business has a specialist focus, say what that means in practical terms rather than relying on broad claims.
Choose a simple structure
A useful structure gives readers landmarks. Begin with a short introduction, then explain the service approach, the people or experience relevant to customers, and a clear next step. A solo operator may write in the first person. A larger small team can introduce roles without turning the page into a staff directory.
Keep the most important information near the top. A visitor scanning on a phone should be able to understand the business before they reach a long timeline or background section. Short paragraphs, specific headings and well-spaced pages make the information easier to absorb.
Describe the work, not just the ambition
Words such as quality, friendly and reliable can be true, but they do little on their own. Explain the actions that show those values. A trades business might describe how it keeps customers informed before an appointment. A consultant might explain how discovery conversations shape a recommendation. A retailer might explain how it helps customers compare options.
Specific, supportable descriptions are more useful than superlatives. Avoid promising outcomes that depend on circumstances outside the business’s control. The aim is not to sound grand; it is to reduce uncertainty and set realistic expectations.
Make local relevance clear
New Zealand customers often want to know whether a business understands the places and conditions in which it works. If service areas, delivery regions, languages, accessibility arrangements or appointment options matter, include them. Do not imply a nationwide service if the business is only equipped for selected locations.
Local detail can also make the page more practical for searchers. Name the relevant regions naturally where it genuinely helps a visitor. Then make sure the contact page, service pages and map information agree. Conflicting location details quickly erode confidence.
Use people carefully and honestly
People buy from people, especially for services that require access, trust or ongoing communication. A clear photo and brief role description can make a small business feel approachable. Use current, accurate information and get consent from anyone shown or named. If someone leaves the business, update the page promptly.
Do not invent credentials, years of experience, client stories or awards. If qualifications or memberships are relevant, state only what can be checked and explain why it matters to the customer. Simple accuracy is more persuasive than an inflated biography.
Connect the page to the rest of the site
An About page should not be a dead end. Link naturally to the services a visitor may need, examples of the work where appropriate, and a contact or booking route. The next action should match the visitor’s stage: a low-commitment enquiry can suit someone who is still comparing options, while a booking route can suit a ready customer.
Check the page on a mobile phone. Are the links easy to tap? Is the next step clear without being pushy? A clear route lets the page support the wider customer journey rather than merely telling a story.
Review it as the business changes
Set a recurring reminder to review the page when services, people, locations or processes change. Customer questions can reveal gaps too. If callers regularly ask whether the business works in a particular area or handles a particular job, the answer may belong on the website.
A useful About page is not a trophy shelf. It is a clear introduction that helps the right customer decide whether to start a conversation.
Frequently asked questions
What should a small business About page include?
Include a clear explanation of what the business does, who it helps, relevant local information, an honest service approach and a useful next step.
How long should an About page be?
It should be as long as needed to answer a customer’s likely questions clearly. Short, focused sections are often easier to read than a long biography.
Should an About page use first person?
First person can work well for a sole operator. A team may prefer we language. The important thing is that the wording is accurate and consistent.
Can I include my business history?
Yes, when it helps a customer understand the business. Keep it connected to the service rather than listing every milestone.
Do I need staff photographs?
No, but current, consented photos can make a service business feel more approachable. Use them only if they genuinely help visitors.
What claims should I avoid?
Avoid unsupported rankings, guaranteed results, invented testimonials and credentials that cannot be substantiated.
Should I mention service areas?
Yes, where location affects availability. Make sure the information matches the contact and service pages.
How often should I review the page?
Review it whenever services, people, locations or customer processes change, and at least periodically for accuracy.
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