How To Write About Us Page For Small Business For More Leads

Quick heads-up: what you’re about to read has helped real small business owners turn browsers into buyers…

If you are trying to figure out how to write About Us page for small business without sounding boring or fake, you are already ahead of most owners. Your About page is usually one of the most visited pages on your site, and it quietly decides whether visitors trust you enough to call, click, or buy. With most shoppers checking businesses online before they spend money, your story really matters.

Want a website that makes you money? Book a strategy call with Digital Dream Homes now.

In this guide, you will learn a simple, step-by-step way to write an About page that feels human, builds trust, and fits perfectly with a high performing small business website.

How To Write About Us Page For Small Business That Builds Trust

Before you write a single sentence, remember this: your About page is not really about you. It is about your customer and the problems you solve for them.

Studies show that around 73 percent of U.S. small businesses now have a website and more than 80 percent of shoppers research online before making a purchase. That means your future client is judging you by what they read on this page long before they ever talk to you.

On top of that, marketers have found that visitors spend noticeably more time on sites with compelling About pages and that traffic to About or Meet The Team pages has grown significantly in recent years. In plain English, people really do click this page to decide if they like and trust you.

If your overall website needs an upgrade too, pair this guide with the Digital Dream Homes article How To Create A Professional Website For Your Small Business so your About page fits inside a modern, high converting site, not a dated template.

Step 1: Start With Your Customer, Not Your Resume

Most About pages open with “We were founded in…” and lose people in the first line. Instead, open with who you help and what you help them avoid or achieve.

You can use this simple formula:

“At [Business Name], we help [specific audience] get [specific result] without [big frustration].”

Examples:

Local realtor:
“At Sunstone Realty, we help busy families find the right home in Tampa Bay without wasting weekends on listings that never fit their budget.”
Auto detailer:
“At ShineRight Detailing, we help car lovers keep their vehicles looking brand new without spending hours in a waiting room.”

This instantly tells visitors they are in the right place.

Step 2: Tell A Short Origin Story That Feels Human

Once you have a customer focused opening, you can tell a brief origin story that explains why you care about this work.

Keep it to 2–3 short paragraphs that answer:

What problem did you notice in your market?
What made you decide to fix it?
How is your approach different from the “big companies” or cheap competitors?

For example, a small HVAC company might write:

“After 10 years working for big chains, I kept seeing homeowners pushed into overpriced systems they did not need.
I started BlueSky Heating to give people honest options, straight answers, and service that treats your home like our own.
Today, our team focuses on transparent pricing, same day communication, and long term relationships instead of quick sales.”

If you are a realtor or service provider, this is where you can highlight how you guide clients personally instead of leaving them to figure things out online.

Use A Simple Before And After Story

To keep your story focused, use a quick before and after structure:

“Before we started, clients were dealing with [problem].”
“We created [your approach] so they can now enjoy [better result].”

This mirrors the way you might write case studies or service pages and keeps your About page from turning into a long biography.

Step 3: Add Proof So People Believe You

A memorable About page needs evidence. People believe what you show them, not just what you tell them.

Here are easy proof elements you can add:

Short testimonials with names, locations, and specific results
Simple numbers like “200+ homes sold,” “15 years serving Orlando,” or “4.9 star rating on Google”
Logos or icons of associations, local chambers, or certifications
Photos of you and your team that look friendly and real, not stiff and corporate

If you already use tools from the Digital Dream Homes guide Top Lead Capture Tools For Small Business That Really Work In 2026, you can pull quotes or stats from leads you have captured through those tools as proof that your system works.

You can also support your story with content. When your About page links to helpful blog posts, it shows that you are serious about educating customers. Articles like Benefits Of Blogging For Small Business and SEO Blogging Tips For Small Business: Write Posts That Rank are perfect to link from your About page so visitors can keep learning.

Step 4: Show Your Personality And Values

People do not hire small businesses just for speed or price. They hire you because of who you are.

Use your About page to highlight:

Values such as honesty, responsiveness, or community support
Personality such as playful, detail obsessed, or calm and reassuring
Local roots like “serving Jacksonville since 2015” or “proudly based in a small Minneapolis neighborhood”

If your brand shows up on social a lot, make sure the voice on your About page matches the tone you use on Instagram, Facebook, or TikTok. For help with that, the post Social Media Engagement Tips For Small Business That Build Superfans can guide you on how to keep your tone consistent across your About page and your social content.

Think of your ideal reader. For many small business owners, that might be a homeowner looking for a trustworthy contractor, or a seller trying to choose the right realtor. Ask yourself: “What would make them say, ‘Wow, I feel like I know this person’ in 30 seconds?”

Step 5: Guide Visitors To Take The Next Step

A lot of About pages forget the most important element: a clear call to action.

Once someone has read your story and decided they like you, do not leave them stuck. Add simple, specific next steps such as:

“Schedule a free consultation”
“Request a quote in 60 seconds”
“View our recent projects”
“Search homes now” for realtors using IDX

You can even embed a form or scheduling link right on the page.

If you drive traffic with online ads, your About page should support those campaigns. For example, readers who first discovered you from a campaign like the ones described in 9 Reasons Small Business Should Hire A Google Ads Agency will often click your About page to see if you are real before they convert.

A Simple Checklist For Your Small Business About Page

Use this quick checklist to review or rewrite your About page in under an hour.

Your About Page Should:

Open with who you serve and what result you help them get.
Share a short origin story that explains why you do what you do.
Include proof such as testimonials, numbers, and photos.
Highlight your values and personality so you feel human, not corporate.
Link to helpful content, such as blog posts and guides, to show your expertise.
End with a clear call to action, not a dead end paragraph.

Conclusion: Turn Your About Page Into A Silent Salesperson

When you understand how to write About Us page for small business, your website becomes more than an online brochure. It turns into a quiet salesperson that builds trust, shares your story, and nudges the right people to take action.

If you want help creating an About page and full website that looks luxurious, loads fast, and is built to attract real clients, Digital Dream Homes can handle it for you.

So knowing the benefits of writing a compelling about page and having your own website is one thing, but actually making the switch and reaping those rewards is another. But don’t worry, we’re here to help…

Hey, I'm Matt!

I know the struggles of trying to find the right solution and actually get clients online. You can spend months posting on social media, paying for ads that don’t convert, or relying on referrals that eventually dry up. I’ve been there with countless small business owners who just want something that works.

That’s why I founded Digital Dream Homes and created a system that does. My websites are built to bring in real leads using the perfect mix of design, SEO, and Google Ads. They’re built to rank, convert, and make you look like the go-to expert in your area.

If you’re ready to finally have a website that works for you instead of just sitting there, this is where it starts. In the next few sections, I’ll show you exactly how I help business owners like you attract more clients, close more sales, and scale faster online.

Benefits to expect...

Instant Rankings

Appear above your competition
for local clients searching

Guaranteed Leads

Bring in local leads with
SEO and Google Ads

Local Authority

Instant local brand recognition
to grow your business

Testimonials

Carol Lance Designation

Matthew was such a pleasure to work with on website. I look forward to learning more and using this website to generate more leads!

John Granier Designation

I am very pleased with my Digital Dream Homes website. Within one week of being live I got three leads from the website and all three turned out to be profitable!

Shannon Green Designation

Matt and his team continue to go above and beyond for me and my business. My business is growing and they always get the work done quickly! Highly recommend!

How it Works...

Step 1: Book Your Strategy Call

Click the button below to schedule a strategy call with me. This is your chance to ask any questions and share your needs, so I can ensure our solution is a perfect fit for you.

Step 2: We Handle The Details

Once you’re ready to move forward, we take it from there. From design and copywriting to setup and integrations, our team builds your new website and handles every technical detail for you. You simply provide a few basics, and we handle the rest…fast, easy, and stress-free.

Step 3: Launch & Start Getting Leads

Your new website goes live looking professional, optimized, and ready to convert. We make sure everything works perfectly on mobile, shows up on Google, and is built to capture real leads so you can focus on running your business while the site brings customers to you.

Here's What You Get...

Custom Website Design - Tailored to your brand so your business stands out
Google Optimization - Built to rank higher on Google and attract real local leads.
Mobile Friendly - Looks perfect and loads fast on every device.
Lead Capture Forms - Turn visitors into leads with simple, high-converting forms.
Fast Hosting & SSL Security - Your site runs smoothly, loads fast, and stays protected.

Done-For-You Setup - We handle every detail...you just approve and go live.
Ongoing Support - Need updates or help? We’re always one message away.
Conversion-Optimized Layouts - Designed using proven layouts that get visitors to take action.
Optional Google Ads Management - Accelerate growth with expert ad campaigns that drive traffic and calls.
Ongoing SEO & Blog Performance - Track how your posts rank and bring in leads over time.

How To Write About Us Page For Small Business For More Leads

How To Write About Us Page For Small Business That Builds Trust

Step 1: Start With Your Customer, Not Your Resume