How to Write an About Page That Wins Local Customers

After your homepage, the About page is the most visited page on most local business websites. Potential customers read it to answer a single question: 'Can I trust this person with my home, my car, my family, my money?' A weak About page fails to answer that question. A strong one turns a curious visitor into a booked customer.

What Your About Page Is Really For

Many business owners write their About page as a corporate resume — 'We were founded in 2015 and offer comprehensive solutions...' This misses the point entirely. Your About page isn't about you. It's about giving your potential customer the specific reassurance they need to trust you with their problem.

The question your About page must answer isn't 'who are you?' — it's 'why should I hire you specifically?' The more personally and specifically you answer that question, the more trust you build.

Elements of a Strong Local Business About Page

• Your origin story: why you started your business and what problem you set out to solve — authenticity builds connection
• Your team: real names and faces humanize your business; customers hire people, not companies
• Years in business and experience: tenure signals stability and expertise
• Credentials, licenses, and certifications: verifiable proof that you're qualified to do the work
• Your service area: where you operate, in plain language
• What makes you different: a specific, believable reason why customers should choose you over competitors
• A photo of you or your team at work: the most underused trust-builder on About pages

The Origin Story: Your Most Powerful Trust Signal

People hire local businesses they feel they know. A brief, authentic story about why you started your business — a problem you experienced, a skill passed down from a parent, a gap in service you noticed in your community — creates a human connection that no amount of marketing copy can replicate.

It doesn't have to be long. Two or three sentences that explain your 'why' are more persuasive than two paragraphs of buzzword-filled brand positioning.

What to Avoid on Your About Page

• Vague claims without evidence: 'We are the best in the business' — why? Says who?
• Corporate jargon: 'synergistic solutions' and 'comprehensive offerings' mean nothing to a homeowner who needs their gutters cleaned
• Stock photos: a real photo of you or your team is dramatically more trustworthy than a generic handshake image
• Ignoring the local angle: mention your city and community — it reinforces your local roots and helps with local SEO
• No call to action: end the page with a clear next step (contact form, phone number, or link to services)

How AI Helps With Your About Page

Avvio's AI generates your website content from your Google Business Profile data — including a business description that reflects your actual category, location, and customer reviews. It gives you a solid starting point that you can personalize with your origin story and team details. The hardest part of an About page is starting; Avvio eliminates the blank page problem.