Your About Us page is where a curious visitor decides whether you feel like a real, trustworthy local business or just another website. You don't need to be a writer to get it right. Here's what to include, what to skip, a short and a long version you can adapt, three copy-paste AI prompts, and a made-up example to show how it all fits together.
What an About Us page is for
People usually click "About" when they're close to deciding. They've seen your prices, photos, or reviews, and now they want to know: who's behind this, are they local, and will they treat me well? A good About Us page answers those questions quickly and points them to the next step.
Think of it as a friendly handshake in writing. If a stranger walked into your shop and asked, "So, what's your story?", what would you tell them in two minutes? That's your About Us page.
Tip: Write it for your customer, not for yourself. Every line should help them understand why you're a good fit for what they need.
What to include
You don't need every item below, but most strong About Us pages for small businesses cover these seven things.
- Who you are. Your name (or the owners' names), your business name, and what you do in one plain sentence. "We're Maria and Dev, and we run a two-person bookkeeping office in Fresno" beats "We are a full-service financial solutions provider."
- Who you serve. Be specific about your customers. Homeowners in the east side of town? Busy parents? Restaurants that need weekly deliveries? When visitors see themselves described, they're more likely to keep reading.
- Why you started. A short, honest reason. Maybe you got tired of waiting weeks for a repair, or your grandmother's recipes deserved a storefront. Two or three sentences is enough.
- What makes you different. Pick one to three real things you actually do: same-day callbacks, upfront written quotes, small-batch baking each morning, a family-run team. Avoid vague words like "quality" and "passion" unless you back them up with something concrete.
- Local details. Your town or neighborhood, the area you serve, how long you've been around (only if it's true and you're comfortable sharing), and any local ties like the farmers market you attend or the school team you sponsor. Local details build trust and help people searching nearby understand you're close.
- A real photo. A clear photo of you, your team, your shop, or your work. A friendly, real face usually does more than a polished stock photo. Add short alt text describing it.
- A call to action. End with one clear next step: book a visit, request a quote, see the menu, or call. Link it to the right page so the reader doesn't have to hunt.
What to avoid
- Buzzwords and filler. "Industry-leading," "world-class," "synergy," and "one-stop shop" tell the reader nothing. Replace them with what you actually do.
- Claims you can't back up. Don't say "best in town," "#1 rated," or "thousands of happy customers" unless you can prove it. If you mention a license, certification, or award, make sure it's current and accurate.
- Fake or borrowed testimonials. Only quote real customers who gave you permission. Never make up reviews or let an AI write them for you.
- Too much about you, not enough about them. "I started this because I hated surprise bills, so every job gets a written quote first" connects your story to their benefit.
- Private details. You don't need your home address, your kids' names, or anything you wouldn't say to a stranger. Share what you're comfortable with.
- A wall of text. Use short paragraphs, a heading or two, and plain words. Many people will read this on a phone.
Short version vs. long version
Short version (about 100 to 200 words) works well for a one-page website, a simple service business, or a section on your homepage. It covers who you are, who you serve, one thing that makes you different, where you are, and a call to action.
Long version (about 300 to 600 words) works well if your story is part of why people buy from you, like a family bakery, a craft business, or a trade where trust matters a lot. It has room for why you started, how you work, your team, your local ties, and a few real photos. Break it up with small headings like "Our story" and "How we work."
A good approach is to write the long version first, then trim it into the short version. That way you have both ready for different places.
Tip: If you have a Google Business Profile, keep its description consistent with your About Us page. See our guide on how to write Google Business Profile posts for ideas on keeping that profile fresh.
Prompt: write my About Us page
Copy this into ChatGPT, Claude, or any free AI chat tool, fill in the brackets, and press Enter.
I own a [TYPE OF BUSINESS] called [BUSINESS NAME] in [TOWN OR NEIGHBORHOOD]. Please write an About Us page for my website. Who runs it: [e.g., me and my brother, Luis and Tony] Who we serve: [e.g., homeowners and small landlords in the north side of town] Why I started: [1 to 3 honest sentences] What makes us different: [1 to 3 real things we do, e.g., written quotes before any work] Local details: [e.g., area we serve, years in business, local events we're part of] What I want visitors to do next: [e.g., request a quote / book / visit] Write it in a warm, plain-English, first-person voice, about 300 to 400 words, with short paragraphs and two or three small headings. Don't add any awards, numbers, reviews, years, or promises I didn't give you. End with one clear call to action.
Prompt: turn it into a short version
Once you like the long version, use this to make a short one for your homepage, Google profile, or social bios.
Here is the About Us page for my [TYPE OF BUSINESS]: [PASTE YOUR ABOUT US TEXT] Please write three shorter versions: 1) About 150 words for the top of my homepage. 2) Under 750 characters for my Google Business Profile description, with no links or phone numbers. 3) Under 150 characters for a social media bio. Keep my voice and only use facts from the text I pasted. Don't add anything new.
Prompt: check my About Us page
Already have a page? Use this to spot weak spots before you publish or update it.
Please review the About Us page for my small [TYPE OF BUSINESS] in [TOWN]: [PASTE YOUR TEXT] 1) Does it clearly say who we are, who we serve, why we started, what makes us different, where we are, and what to do next? List anything missing. 2) Point out buzzwords, vague phrases, or claims that sound unprovable, and suggest plainer wording. 3) Suggest one or two photo ideas I could take myself. 4) Give me a tightened version that keeps every real fact and adds nothing new. Use short bullet points.
Tip: Never paste customer names, phone numbers, or other private details into an AI chat. Read every word the AI writes, fix anything that isn't true, and make sure it sounds like you.
Example About Us page (made-up business)
This is a made-up example to show how the pieces fit together. Pine Hollow Plumbing, Rosa, Ben, and the town of Maple Creek are not real. Your page should use your own true details.
Made-up example (long version):
Hi, we're Pine Hollow Plumbing.
We're Rosa and Ben Alvarez, a husband-and-wife team fixing leaks, water heaters, and clogged drains for homeowners in Maple Creek and the nearby towns.
Why we started
Ben worked for a larger plumbing company for years, and the question he heard most from customers was, "How much is this going to cost?" We started Pine Hollow so people could get a straight answer before any work begins.
How we work
Every job starts with a written quote, so there are no surprise bills. We call you back the same business day, show up in the window we give you, and clean up before we leave. Rosa runs scheduling, so when you call, you'll talk to a real person who knows your appointment.
Proud to be local
We live in Maple Creek, our kids go to school here, and you'll find us at the spring street fair every year handing out free drain strainers.
Need a hand? Request a free written quote and we'll get back to you today.
Photo: Rosa and Ben standing next to their work van in front of the shop.
Made-up example (short version): Pine Hollow Plumbing is Rosa and Ben Alvarez, a husband-and-wife team serving homeowners in Maple Creek. We fix leaks, water heaters, and drains, and every job starts with a written quote so there are no surprise bills. Request your free quote today.
Notice what it skips: no "best plumber in the state," no made-up reviews, no invented numbers.
Tip: If you sell products, the same rules apply to each item page: real details, plain words, no made-up claims. See our guide on how to write product descriptions for a small business.
Quick checklist before you publish
- It says who we are and what we do in the first two sentences.
- It names who we serve, where we are, why we started, and what makes us different.
- There's at least one real photo with simple alt text.
- Every claim, license, and number is true and current.
- It ends with one clear call to action that links to the right page.
- I read every word the AI wrote and changed anything that doesn't sound like me.
Related reading: how to write Google Business Profile posts, how to ask customers for Google reviews, and how to ask customers for referrals.
FAQ
What should a small business About Us page include?
Cover who you are, who you serve, why you started, what makes you different, where you're located or the area you serve, a real photo of you or your team, and one clear next step, like requesting a quote or booking a visit. Keep it short, friendly, and specific.
How long should an About Us page be?
There's no set rule. A short version of about 100 to 200 words works for a simple website or a homepage section. A longer version of about 300 to 600 words works when your story is a big part of why people choose you. Short paragraphs and small headings make either length easy to read on a phone.
Should I write my About Us page in first person or third person?
Most small businesses sound warmer in first person, using "I" or "we," because it reads like a real person talking. Third person can work for a more formal business. Pick one and stick with it so the page reads smoothly.
Can ChatGPT write my About Us page?
Yes. Give it real details about who you are, who you serve, why you started, and what makes you different, and it can write a solid first draft. Tell it not to add awards, numbers, or reviews you didn't provide, then read every word and edit it so it's true and sounds like you.