How to Write an About Us Page (With a Filled Worksheet) | How-to Guide

How to write an about us page for a small business: what to include, what to leave out, a filled worksheet and finished draft for a labelled example business, and a blank worksheet you can copy.

An about us page answers one question for a customer who is nearly ready to buy: "can I trust these people with this job?" Write it in this order: who you are and who you help, why you do the work the way you do, the proof that you can be trusted (licences, real reviews, real photos), and what to do next. Keep it specific and short; a few hundred words with real photos beats a long company history.

What to include, and what to leave out

IncludeLeave out
The people customers will deal with, with real photosStock photos of people who do not work there
Who you serve and where"We serve everyone"
How you work (what happens after they contact you)Mission statements with no detail
Verifiable proof: licence number with register link, memberships, links to published reviewsUnverifiable claims ("best in town", invented numbers)
A next step: call, book, request a quoteA dead end with no button

Decision criteria and trade-offs

  • "We" or "I": a sole trader writing "we" can sound evasive. Use "I" if it is you; customers often prefer knowing who turns up.
  • Story length: the founding story matters when it explains how you work (for example, why you only take a few projects a month). Otherwise, one or two sentences.
  • Team section: useful when customers meet different people. Skip it if it would list one person three times.
  • Separate page or homepage section: a short "about" block on the homepage plus a full page works for most businesses. See how to create an about page for layout, and about us page examples for designs.

Worked example (a labelled demonstration)

A fictional landscaping business, "Green Row Landscaping". Not a real company; no reviews, years or results are claimed.

WORKSHEET
Who we are:          Maya and Tom, two-person landscaping team
Who we help:         homeowners in [town] with small and medium gardens
Why we work this way: we design and build ourselves, no subcontractors
How it works:        free site visit -> written quote -> build -> 1 follow-up visit
Proof:               insurance certificate (on request), photos of own work,
                     link to Google reviews
Next step:           "Book a site visit" button + phone number
DRAFT
About Green Row Landscaping

We're Maya and Tom. We design and build gardens for homeowners in [town],
and we do every job ourselves - the people who quote are the people
who dig.

How it works: we visit your garden, send a written quote within the
week, build it, and come back once after the first season to check
the planting.

See our recent gardens in the gallery, or read what customers said
on Google.

[Book a site visit]  or call [phone]
Editing text directly on the page in the We.Inc builder
Pasting the draft into the about page and editing it in place in the We.Inc builder.

Blank worksheet to copy

Who we are (names, roles):
Who we help (type of customer, where):
Why we work this way (one or two sentences):
How it works (steps after first contact):
Proof (licence + register link, memberships, review link, own photos):
Photos we have permission to use:
Next step (button text + phone):

Checklist before publishing

[ ] Every claim can be checked (links, numbers, names)
[ ] Real photos of real people and work, with permission
[ ] Written for the customer ("you"), not about "our passion"
[ ] Under about 400 words, with headings
[ ] One clear next step, repeated at the end
[ ] Same name, phone and area as the Google Business Profile

Known limitations

  • An about page supports a decision; it rarely makes one. Your services, prices and contact pages still do most of the work.
  • Do not write reviews or quotes you do not have. Link to where real reviews are published.

Next step

Build the page in the We.Inc website builder from a business template. Free gives up to 3 template sites on a we.inc address (no AI credits, no custom domain). Starter at $20/month adds AI building and custom domains; Pro $49, Max $99 (pricing). Then check the page with the website grader, or budget the whole site with the website cost calculator.

Start building your business website

Frequently asked questions

What should I write on my about us page?

Who you are and who you help, how you work, verifiable proof such as licences and links to real reviews, real photos, and a clear next step like booking or calling.

How long should an about us page be?

For most small businesses a few hundred words is enough, with headings, real photos and a button to the next step.

Should I use 'we' or 'I' on my about page?

Use 'I' if you are a sole trader. Customers usually prefer knowing exactly who they will deal with.

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