How to Write an About Page for Your Small Business
A visitor reading an about page for a small business is usually asking two things: who will actually do the work, and what will working together feel like? A long company timeline rarely answers either. This worksheet helps you write one page that does.
Start with who, what and where
Write one to three sentences covering who you help, what you do and where you work. Name a real specialty. "Best quality and service" could describe any business in town. A hypothetical repair company that writes "We help homeowners maintain older homes in Omaha and Elkhorn" tells a visitor right away whether they are in the right place.
Say who they will meet and how it works
Explain who answers questions, who comes to the job or joins the call, and who follows up. Use only real names and roles. A solo owner should say so plainly, because presenting yourself as a larger team creates a mismatch the first time a customer expects one.
A short process example often helps more than a mission statement. If it matches your business, it might be: an initial conversation, a scope review, then agreed next steps. Describe the steps as you actually do them, not as another company's site does.
Choose a few details and support your claims
You do not need your whole history. Pick two or three details that explain how you work now. As a hypothetical example, a past career in a trade belongs on this page only if it shapes how you approach jobs today.
Pair each claim with something you can support: a real process detail, experience described accurately, or a link to a genuine project. If you cannot point to support for a sentence, soften it or cut it. Get permission before using anyone's personal photo or quotation.
A fill-in outline
Copy this and complete each line with facts only you can supply:
We help [who] with [what] in [where].
Our specialty is [specific work].
When you contact us, [name and role] will [what actually happens first].
How it works: [step one], [step two], [step three].
Two details about how we work now: [detail], [detail].
Something you can check: [project link, credential or experience, described accurately].
Next step: [see our services / ask about your project].
Finish with a photo, a next step and a read-aloud
Place a current photo of the real owner or team near the introduction, with a descriptive caption if it adds something. Do not use stock photos of people as your own staff. Close with one clear next action rather than a list of options.
Then read the page aloud. Remove adjectives that could describe any competitor, and cut details that do not help a customer decide. Update names, roles and credentials whenever they change.
If you are gathering material for this page and others, the website content checklist lists what to collect. And if you would rather talk it through, SPB Website Designs is happy to help.
