Why the about page is underrated
The about page is often one of the most visited pages on a small business site, and one of the worst written. People go there to answer a single question before they buy or call: can I trust these people? A good about page sells because it answers that, and it ranks because the same things that build trust, real names, real detail, real proof, are exactly the E-E-A-T signals Google and AI reward.
What to actually put on it
| Block | Why it earns trust |
|---|---|
| The people, with photos and names | Faces and names turn a faceless company into someone you can call |
| A short, honest story | Why you started, who you help; specifics beat mission-statement filler |
| Proof | Years active, numbers, credentials, a couple of real results or reviews |
| Your place | Where you are and who you serve, which doubles as a local signal |
| A clear next step | One obvious action: call, book, request a quote |
The mistakes that make it fall flat
- Corporate fog. "We are a passionate team committed to excellence" says nothing. Say what you do, for whom, and since when.
- No people. An about page with no names or faces is the fastest way to look like a shell.
- All history, no reader. Your story matters only where it answers "why should I choose you". Tie every line back to the customer.
- No next step. You earned the trust on this page; do not make the visitor go hunting for how to act on it.
Make it legible to machines too
Add Organization and Person schema so the business, the owner and their profiles are machine-readable, and keep your name, address and details identical to everywhere else. An about page that a person trusts and a machine can parse is one of the best-value pages you can improve.
Frequently asked questions
How long should an about page be?
Long enough to answer 'can I trust you' and no longer. For most small businesses that is a few short blocks: people, story, proof, place, next step.
Should I use my real photo?
Yes. Real photos of real people are among the strongest trust signals you have, far better than stock images that visitors recognise instantly.
Does the about page help SEO or just conversion?
Both. It converts by building trust, and the trust signals it carries (named people, proof, local detail, schema) are exactly what Google and AI weigh.
What is the single most important element?
A clear, human 'who we are' with names and faces, followed by one obvious next step. Everything else supports those two.