About Us Page Examples: 6 Annotated Designs for Small Businesses | How-to Guide
Six annotated about us page examples for small businesses, showing founder proof, service area, how you work and the next step. Includes a comparison table, a copyable brief and what not to copy.
A good about us page answers four questions a cautious customer has: who is behind this business, can I check that, do you work where I am, and what happens if I get in touch. The six examples below are designs We.Inc produced from a one-sentence prompt. They are labelled example designs, not real businesses, and every name, credential and year in them is a placeholder you would replace with your own facts.
How we picked these examples
We chose six trades where trust is earned differently: a plumber (licensing and area), a law firm (credentials), a consultant (method), a career coach (the person), a photographer (style) and a dentist (team and reassurance). Each is judged on four things: verifiable proof (can a visitor check the claim), service area, work process and next action. We do not report conversion rates or rankings for any of them, because we have not measured any.
Real versus illustrative: all six are from the We.Inc example library. Any licence number, award, founding year or team photo you see in a template is illustrative. On your live page, use only facts a customer could verify.
Annotated examples
1. Plumber (example design: "Reliable Plumbing Vancouver")
- Proof to add: licence or registration number with a link to the public register, insurance statement, the owner's name.
- Service area: list suburbs or postcodes, not "the greater area".
- Next action: a tappable phone number on mobile, plus an emergency line if you offer one.
2. Law firm (example design: "Atlanta Legal Partners")
- Proof to add: each lawyer's bar admission and year, linkable to the bar's lawyer search. Leave out awards you cannot link to.
- Work process: what the first consultation covers, whether it is paid, and how fees are usually structured.
3. Consultant (example design: "Catalyst Consulting")
- Work process: the three or four steps of an engagement, and what the client gets at each.
- Proof to add: named past roles or published work with links. Client logos only with written permission.
4. Career coach (example design: "Ascent Career Coaching")
- Works: a one-person business should lead with the person: a real photo and first-person story.
- Proof to add: certification body and a link to its directory, plus a LinkedIn profile.
5. Photographer (example design: "Brooklyn Light Studio")
- Works: the about page doubles as a style statement, which is what clients are buying.
- Add: where you travel to, how booking and deposits work, and turnaround for edited photos.
6. Dentist (example design: "Smile Austin Dental")
- Proof to add: each clinician's name, qualification and registration, linkable to the licensing board.
- Next action: booking link, insurance accepted, and what a first visit involves for nervous patients.
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Comparison: what each about page must prove
| Business | Verifiable proof | Service area | Work process | Next action |
|---|---|---|---|---|
| Plumber | Licence number + register link | Suburb list | Call-out, quote, job | Tap to call |
| Law firm | Bar admissions | Jurisdictions | Consultation, fees | Book consultation |
| Consultant | Named roles, published work | Remote or regions | Engagement steps | Discovery call |
| Career coach | Certification directory | Online | Session format | Free intro call |
| Photographer | Portfolio, named venues | Travel radius | Booking, deposit | Check date |
| Dentist | Board registration | Practice address | First visit | Book online |
A copyable about page brief
Fill this in with facts only. It is also a good starting prompt if you build with AI.
Business name and owner(s):
What we do, in one sentence:
Where we work (towns/postcodes or "online"):
Founded (year) - only if true:
Checkable proof (licence no. + register URL, certifications + directory URL):
Team: name, role, one line each, real photo? yes/no
How a job works (3-4 steps):
What a customer should do next (call / book / form):
Things we will NOT claim (awards, "best", invented years):What to adapt and what not to copy
- Adapt: structure (story, proof, area, process, action), photo placement, the order of sections.
- Do not copy: placeholder founding years, "award-winning" badges, stock team photos or review counts from any template. Unverifiable claims cost trust when a customer checks.
- Do not write "we are passionate about quality". Show a process step or a guarantee instead.
For writing help, see how to create an about page. When you are done, run the website grader to catch missing headings and image text.
Start from a suitable template
Pick a design from the business templates and edit it in the We.Inc website builder. The Free plan gives you up to 3 template sites on a we.inc address, with no AI credits and no custom domain. AI building and custom domains start on Starter at $20/month (pricing). Weighing up costs? Try the website cost calculator.
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Frequently asked questions
What should an about us page include?
Who runs the business, proof a customer can check (licences, registrations, certifications), where you work, how a job or engagement works, and one clear next step such as call, book or enquire.
Are the examples on this page real businesses?
No. They are example designs We.Inc produced from a one-sentence prompt. Names and details in them are placeholders.
How long should an about page be?
Long enough to answer who, proof, where, how and what next. For most small businesses that is a few short sections, not a long essay.
Can I build an about page for free on We.Inc?
Yes. The Free plan includes up to 3 template sites on a we.inc address. It has no AI credits and no custom domain; those start on Starter at $20/month.
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