What to Put on a Local Business About Page: A Practical Trust-Building Checklist

Your About page should answer customer questions, not just tell your history

A local business About page is often treated as a place for a long company biography. That can leave prospective customers with the same unanswered questions they had when they arrived: What does this business actually do? Who does it help? Do they work in my area? What will it be like to contact them?

A useful About page gives visitors a clear, honest introduction to the people and business behind the website. It can help some visitors evaluate whether your business feels relevant and credible before they call, request a quote, or book.

The goal is not to repeat every detail from your homepage or service pages. It is to give customers enough context to understand who you are, what you do, where you work, and what they can expect next.

Table of contents

• What an About page is for
• The local business About page checklist
• A practical About page structure
• Weak versus useful About-page copy
• Claims to verify before publishing
• Common About page mistakes
• How an About page fits with the rest of your website
• Make the next step obvious

What an About page is for

Your About page should help a prospective local customer answer a few basic questions:

1. Who is behind this business?
2. What does the business offer?
3. Who does it serve?
4. Where does it work?
5. Why should a customer consider contacting it?
6. What happens after they reach out?

That is different from a complete service explanation. A plumber’s About page, for example, can briefly introduce the company’s work and service area, but individual plumbing services still need their own clear pages. See what to include on a local business service page before customers request a quote for the details that belong there.

Likewise, an About page does not replace reviews, a contact page, proof of licensing where applicable, or clear policies. It supports those pages by making the business feel understandable and real.

The local business About page checklist

Use this checklist to build or review your page. Every item does not need equal space, but customers should be able to find the important answers quickly.

1. A plain-language description of what you do

Start with a direct explanation of your business. Avoid making visitors decode broad phrases such as “quality solutions” or “exceptional service.”

Include:

• Your primary service or business type
• The kinds of customers you serve
• The broad problem you help with
• A link to your service pages for specifics

For example:

We provide residential and commercial landscaping services for property owners who need ongoing lawn care, seasonal cleanup, and outdoor maintenance.

This is more useful than:

We are committed to delivering beautiful results and outstanding service.

The second statement may be true, but it does not tell a visitor what the business actually offers.

2. Who you serve

A visitor should be able to tell whether your business is likely a fit. Be specific without trying to list every possible customer.

Depending on your business, this could mean naming:

• Homeowners, renters, landlords, or property managers
• Families, patients, diners, or vehicle owners
• Small businesses, offices, retail locations, or commercial properties
• Specific project types you take on
• Customer situations you do or do not handle

For instance, a law firm might say it represents people seeking help with a defined practice area. A salon may explain the types of appointments it offers. A contractor can clarify whether it works on residential projects, commercial work, or both.

This is useful context, not a substitute for detailed service information.

3. Your real service area

Local customers want to know whether you work where they are. State your service area clearly and accurately.

You might include:

• The city or neighborhood where you are based
• Nearby cities or areas you routinely serve
• Whether customers visit your location, you travel to them, or both
• Any travel boundaries that affect availability

Keep this honest. Do not claim to serve locations you do not actually serve just to make the page sound broader.

If you genuinely serve distinct locations and need dedicated pages, learn what belongs on those pages in local landing pages for service businesses. Your About page can link to those pages, but it should not become a long list of city names.

4. Relevant experience, credentials, or business background

Give visitors the background that helps them understand why your business is equipped for the work. The right details depend on your industry.

Potentially useful details include:

• How and why the business began
• Relevant work experience
• Professional training
• Licenses, certifications, or memberships that are current and applicable
• A specialty, approach, or type of work your business focuses on

Only include details you can verify. If you mention a license or credential, use the correct name and make sure it is current. Do not write “fully licensed,” “certified,” or “insured” as a vague trust phrase if you cannot support the claim.

You do not need an elaborate founder story. A short, specific explanation can be enough:

After working in residential remodeling, our owner started the business to focus on smaller home repair projects that are often difficult for homeowners to schedule.

That tells visitors something concrete about the business and its focus.

5. A brief explanation of your process

Customers may hesitate to contact a business because they do not know what will happen next. A simple process section can reduce uncertainty.

Use the process you actually follow. It may be as simple as:

1. Contact us by phone or form.
2. We discuss your needs and availability.
3. We schedule a visit, consultation, or appointment if appropriate.
4. We provide the next steps for your specific request.

Do not promise response times, estimates, scheduling availability, or outcomes unless those commitments are real and you can meet them consistently.

A process section works best when it matches your business model. A restaurant may direct visitors to view menus, hours, and reservations. A service contractor may explain how estimate requests are handled. A healthcare practice may link to appointment information and patient forms.

6. Authentic photos of your business or team

Real photos can help visitors see that there is a genuine local business behind the site. Good options include:

• The owner or team members
• Your storefront, office, shop, or work vehicle
• Your team at work, where appropriate
• A clean view of your work environment
• A professional headshot for a service provider customers will meet directly

Use photos that accurately represent your current business. A team photo from years ago that includes people who no longer work there can create confusion. Avoid using stock photos as a stand-in for your own team, location, or completed work.

For more guidance on choosing images, read why real photos sell your local business better than stock.

7. A clear next step

An About page should not end with a vague “learn more” button. Give visitors a practical way to continue.

Choose the action that matches how your business handles inquiries:

• Call your business
• Request a quote
• Book an appointment
• Schedule a consultation
• Visit your contact page
• View your services

Make the call to action specific. “Request a landscaping estimate” is clearer than “Contact us.” If someone needs more information before reaching out, link to a relevant service or FAQ page as well.

A practical About page structure

A simple structure is usually enough. Here is a layout many local businesses can adapt.

Opening: one clear introduction

State what your business does, who it serves, and where it works.

[Business Name] provides [service] for [customer type] in [service area]. We help customers with [brief list of relevant needs].

Your story or background: keep it relevant

Explain the business background in a few short paragraphs. Focus on information that helps customers understand your experience, values in practice, or business focus.

We started [Business Name] because [specific, truthful reason]. Our work focuses on [service focus], and we aim to make it easier for [customer type] to get clear information about their next steps.

What customers can expect

Add a short process section, including the real path from inquiry to service.

When you contact us, we will first learn about your needs. From there, we can discuss the appropriate next step, such as an appointment, consultation, site visit, or quote request.

Proof and practical details

Include relevant credentials, service area details, authentic photos, or links to customer reviews. Keep each item factual and easy to scan.

Closing call to action

Finish with one primary action and a secondary path.

Ready to discuss your project? [Request a quote] or [view our services].

Weak versus useful About-page copy

The difference is usually specificity. You do not need polished marketing language; you need accurate information a customer can use.

Weak: generic mission statement

We are passionate about quality and dedicated to customer satisfaction.

More useful: business-specific introduction

We provide weekly lawn maintenance, seasonal cleanup, and landscape upkeep for homeowners and property managers in [service area].

The useful version gives a visitor a reason to keep reading. If “quality” or “customer satisfaction” matters to your business, show what it means through your actual process, service standards, reviews, or policies rather than relying on a broad claim alone.

Weak: unclear service area

Proudly serving the community.

More useful: clear local coverage

Based in [city], we work with homeowners and small businesses in [city] and the surrounding areas. Contact us to confirm availability for your address.

The second version sets a clearer expectation without overstating coverage.

Weak: unsupported expertise claim

Our expert team is the best in the business.

More useful: verifiable background

Our team brings experience in [specific type of work]. You can view our current credentials and service details before requesting an appointment.

Use the exact credential, training, or qualification only when you can confirm it. “Best” is subjective and difficult to support; specific facts are more helpful.

Weak: no next step

Thank you for visiting our website.

More useful: action-oriented close

Have a question about [service]? Call us or send a request through our contact page, and we will help you determine the appropriate next step.

Claims to verify before publishing

An About page should build credibility through accuracy, not inflated language. Before publishing, review every factual statement that could affect a customer’s decision.

Verify:

• Years in business or years of experience
• Owner and team names, roles, and photos
• Licenses, certifications, registrations, or professional memberships
• Insurance claims
• Service areas and physical address
• Services you currently offer
• Customer counts, project counts, awards, and ratings
• “Family-owned,” “veteran-owned,” or similar descriptions
• Guarantees, response-time promises, and availability claims
• Business history and dates

If a detail is outdated, remove it or update it. If you are not certain it is correct, do not publish it until you verify it.

This matters especially in regulated or high-consideration industries. Customers may need to independently confirm licensing, professional qualifications, medical information, legal information, or insurance coverage. Your About page can provide context, but it should not be treated as proof where formal verification is needed.

Common About page mistakes

Turning the page into a full autobiography

Your personal story may matter, but visitors generally need practical context first. Lead with what the business does, who it serves, and where it works. Keep the origin story focused and readable.

Repeating the homepage word for word

The About page should support the homepage, not duplicate it. Add useful details about the people, process, background, and local connection behind the business.

Listing services without explaining the business

A long service list belongs on service pages or a service overview. On the About page, summarize your core work and link visitors to the details.

Using only stock imagery

Stock images may fill space, but they do not show visitors your actual business. Use genuine, current photos whenever possible.

Making broad trust claims without support

Phrases such as “the most trusted,” “the best,” “unmatched,” or “guaranteed” can sound like marketing filler if the page provides no evidence. Prefer specific, checkable details.

Leaving out a contact path

A visitor who has finished reading should know exactly what to do next. Review your page on a phone as well as a desktop, and make sure the call, booking, or quote option is easy to find. Mobile usability matters because many local customers will visit from a phone; see why your local business website has to work on a phone first.

How an About page fits with the rest of your website

A strong About page works alongside other pages, each with a different job:

• Homepage: Quickly explains what you offer and directs visitors to key actions.
• Service pages: Explain individual services, who they are for, and how to request help.
• Testimonials or reviews: Provide customer perspectives and social proof. Read how to use customer testimonials on a local business website.
• FAQ page: Answers recurring questions before a customer calls. See local business website FAQ: questions to answer before customers call.
• Contact page: Gives customers clear ways to reach you. Avoid the problems covered in 7 contact page mistakes that cost local businesses leads.

Do not ask one page to do every job. An About page can introduce the business and build context, while other pages handle detailed service decisions, policies, proof, and contact logistics.

Make the next step obvious

Before publishing, read your About page as a first-time visitor. Can you answer these questions in under a minute?

• What does this business do?
• Who is it for?
• Where does it work?
• Who is behind it?
• What relevant background or credentials are presented?
• What can I expect if I contact the business?
• How do I take the next step?

If the answer is no, simplify the copy and fill the gaps with accurate details.

A clear About page may help visitors feel better prepared to evaluate your business, but it works best as part of a complete local website with useful service pages, real proof, and an easy contact path.

StoopCraft builds websites for local businesses and includes on-page SEO as part of its website service. If you want help creating a website that presents your business clearly, visit StoopCraft.