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How to Write an About Us Page That Builds Trust

By BudgetByte Editorial Team • Published on 04/10/2026

Why the About Page Matters More Than You Think

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For many small businesses, the About page is one of the most visited pages on the site after the home page and the main service pages. People go there to answer one question: can I trust these people? That's especially true for tradies, cleaners, consultants and anyone who works in a customer's home or handles their money.

Yet About pages are often an afterthought: a few lines about "passion" and "quality", a stock photo, and nothing a customer can actually check. This guide explains how to write an About Us page that builds trust, with a simple structure you can follow, what to include, and the mistakes to avoid.

What Visitors Want From an About Page

Before writing, think about who reads this page and what they're trying to decide.

  • Homeowners want to know who will turn up, whether you're licensed and insured, and whether you're local.
  • Business buyers want to know you're established, reliable and easy to deal with.
  • Comparison shoppers want a reason to pick you over the next result in Google.

So the page isn't really about you. It's about showing the customer why they can rely on you.

A Simple Structure That Works

1. Open with who you help and what you do

Start with one or two sentences that say what you do, for whom and where. For example: "We're a family-owned electrical business servicing homes and small businesses across the northern suburbs." It's plain, specific and useful.

2. Tell your story briefly

Explain how the business started and why. Keep it short and real: an apprentice who went out on their own, a couple who started cleaning homes and grew a team, a designer who left an agency to work directly with small businesses. Real details are more memorable than adjectives.

3. Introduce the people

Show the owner and key team members with real photos, names, roles and a line or two about each. If you're a sole trader, that's a strength: the customer deals with you directly. Say so.

4. Show your credentials

List the things a customer can check:

  • licence numbers for licensed trades
  • relevant qualifications and memberships
  • insurance held, such as public liability
  • your ABN
  • years in business, if it's accurate and meaningful.

In several states, licensed trades must show their licence number in advertising, and your website may count. Check your regulator's rules. Our guide to website legal requirements in Australia covers ABN display, privacy policies and other basics.

5. Explain how you work

Describe what working with you looks like: how quotes work, how you communicate, what happens on the day, how you handle problems. Process is reassuring, especially for first-time customers.

6. Add proof

Include a few genuine reviews or a link to your Google reviews, photos of real jobs, and any notable clients or projects you have permission to mention. Our guide on how to get Google reviews explains how to build them up.

7. Finish with a clear next step

End with a call to action: get a quote, call, or book a time. Don't make people hunt for the contact page.

Writing Tips

Write like you talk

Use plain, conversational Australian English. Read it out loud. If it sounds like a brochure, rewrite it.

Be specific

"High-quality workmanship" means nothing on its own. "We clean up every day before we leave and walk you through the job when it's finished" tells the customer something.

Use "you" more than "we"

Every paragraph should connect back to what the customer gets.

Keep it scannable

Use short paragraphs, subheadings and a few bullet lists. Most visitors skim on a phone.

Be honest

Don't claim awards, years or numbers you can't back up. Customers and competitors notice, and Australian Consumer Law prohibits misleading claims.

Photos: Real Beats Polished

Stock photos of smiling people in hard hats undermine trust, because everyone has seen them before. Use:

  • a clear, friendly photo of the owner and team
  • your vehicle, uniforms or workshop
  • real jobs, with the customer's permission.

They don't need to be professional, just well lit and in focus. If you're a tradie, our websites for tradies page explains how photos fit into the wider site.

Common About Page Mistakes

  • All history, no help: three paragraphs about founding dates and nothing about the customer.
  • Vague values: "integrity, passion, excellence" with no examples.
  • No faces: a business with no visible people feels anonymous.
  • No credentials: missing licence, insurance or ABN details for trades.
  • No call to action: the reader is convinced but has nowhere to go.
  • Out-of-date details: old team members, old service areas, or "established 20 years" that hasn't been updated.

How the About Page Supports SEO

An About page rarely ranks for high-value searches itself, but it helps in other ways:

  • It gives search engines clear information about your business, people and location.
  • It's a natural place for your business name, address (if you have a public one), phone number and service areas.
  • It can link to your main service pages, helping visitors and search engines find them.
  • It supports the experience and trustworthiness signals Google describes in its guidance for people-first content.

Make sure your business details match your Google Business Profile and other listings. Then link from the About page to your key service pages. Our guide on how to write service pages covers those in detail.

A Quick About Page Template

Here's a simple outline you can adapt:

  • Headline: who you help, what you do and where.
  • Intro: two or three sentences on why customers choose you.
  • Our story: a short paragraph about how the business started.
  • Meet the team: photos, names, roles and a sentence each.
  • Credentials: licence numbers, insurance, ABN, memberships.
  • How we work: three to five steps from enquiry to finished job.
  • What customers say: two or three genuine reviews.
  • Call to action: a button to get a quote or call.

Frequently Asked Questions

How long should an About Us page be?

Long enough to answer the trust questions, often a few hundred words plus photos. Many effective About pages are 400 to 800 words. Clarity matters more than length.

Should a sole trader have an About page?

Yes. For a sole trader, the About page is a chance to show the customer exactly who they'll be dealing with, which is a real advantage over larger businesses.

Should I put my ABN on my website?

It's a simple trust signal and many customers look for it. Licensed trades should also check whether their licence number must appear in advertising.

Can I use stock photos on my About page?

You can, but real photos of you and your team build much more trust. Use stock images sparingly, if at all.

Related guide: Website Photos for Tradies: What to Shoot

B
About BudgetByte Editorial Team

The BudgetByte Editorial Team specializes in local SEO and high-performance web development strategies tailored for Australian trades and agencies.

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