Introduction
An About Us page is often treated as a place to add a short company history and a photograph before moving on to the more important service pages.
That is a missed opportunity.
For many potential customers, the About page is where they decide whether the business feels credible, experienced and approachable enough to contact.
It answers questions that a service page often cannot answer fully:
- Who is behind this business?
- How long have they been doing this?
- Why did they start?
- What experience do they have?
- Are they actually local?
- What kind of clients do they work with?
- Can I trust them?
For businesses investing in website design Currambine, a strong About Us page can support credibility, local relevance, search visibility and the wider story of the organisation.
The best About pages do not read like corporate biographies. They help visitors understand the people, experience and values behind the business in a way that supports a genuine buying decision.
Why an About Us Page Matters
People do not always choose a business purely because of price, features or location.
They also make decisions based on trust.
A prospective customer may compare several businesses offering similar services. If one website clearly explains who is behind the company, shows real people, demonstrates relevant experience and communicates honestly, it can feel significantly more credible than a website that remains anonymous.
The Australian Government’s business website guidance specifically lists an About Us page as a useful part of a business website and describes it as a place to tell the business’s story.
You can read the official guidance here: Set up a business website.
The About page can therefore play an important role in helping customers understand both the business and the people responsible for delivering the service.
Start With What the Business Actually Does
Do not assume every visitor reaches the About page after reading your home page or service pages.
Someone may land directly on it through:
- Google Search
- an internal link
- a social media profile
- a staff biography
- a directory listing
- an AI-generated recommendation
The opening paragraphs should therefore explain the business clearly.
A useful introduction might cover:
- the business name
- what it does
- who it serves
- where it operates
- what makes its approach distinctive
Avoid opening with vague language such as:
“We are passionate about delivering innovative solutions that exceed expectations.”
That type of statement could describe almost any business.
A stronger introduction is specific.
For example:
“PrimeSites Digital is a Perth-based WordPress website design and hosting business supporting small businesses, community organisations and established companies with website development, managed hosting and ongoing technical support.”
The reader immediately understands what the business does and who it works with.
Tell the Real Business Story
A business story can make an About page memorable, but it should be genuine.
You might explain:
- when the business started
- why it was created
- how the business has changed
- the problems it originally set out to solve
- important milestones
- how the current team came together
The story does not need to be dramatic.
A practical origin can be just as meaningful as an unusual one.
For example, a family business may have grown from one person providing a specialist service to a long-term operation supporting hundreds of clients.
A trades business may have begun after its founder identified a gap in the quality of service available locally.
A professional practice may have developed around a particular area of expertise.
The objective is not to manufacture an inspirational story. It is to help visitors understand how the business became what it is today.
Introduce the People Behind the Business
People generally prefer to know who they are dealing with.
This is particularly important for service businesses where the relationship may continue for months or years.
An About page can introduce:
- founders
- directors
- key staff
- customer-facing team members
- specialist roles
Where appropriate, include:
- full name
- role
- relevant experience
- qualifications
- specialist knowledge
- a short personal introduction
Real photographs can make the page significantly more personal than anonymous stock photography.
For businesses offering professional services, trades, consulting or web design Currambine, this can help visitors connect the online business with real people.
Avoid Overly Polished Corporate Language
The tone of the About page should sound like the business.
Small businesses sometimes try to appear larger or more corporate than they really are.
This can result in copy filled with phrases such as:
- industry-leading solutions
- unparalleled excellence
- innovative outcomes
- world-class service
- customer-centric strategies
These phrases rarely tell the visitor anything useful.
Simple language is often more credible.
If the business is a small family team, saying so can be a strength.
If clients speak directly with the owner, mention it.
If the company has worked in the same area for 20 years, explain that.
Specific facts usually communicate more trust than exaggerated adjectives.
Explain Your Experience
A visitor wants to know whether the business has relevant experience.
This does not necessarily mean publishing a long list of achievements.
Useful evidence may include:
- years in business
- years of industry experience
- number of projects completed
- industries served
- specialist qualifications
- certifications
- professional memberships
- major project types
Only include claims that can be supported.
If you say the business has been operating for 15 years, make sure that is accurate.
If you describe the team as specialists in a field, the rest of the website should demonstrate that expertise through services, projects, articles or qualifications.
This kind of evidence helps turn the About page from a marketing statement into a credibility page.
Show the Business Rather Than Only Describing It
Visual evidence can strengthen an About page.
Depending on the business, useful images may include:
- team photographs
- office or workshop images
- completed projects
- equipment
- vehicles
- staff working with customers
- historical business photographs
- community involvement
Original images can also help differentiate the business from competitors using the same stock photography.
The image should still have a purpose.
A photograph of the team can help visitors recognise who they will speak with. A project photograph can demonstrate actual work. An office photo can confirm local presence.
Images should support the story rather than simply fill space.
Explain What Makes Your Approach Different
An About page is a good place to explain how the business works.
This is different from making unsupported claims about being “the best”.
Examples might include:
- clients deal directly with the business owner
- the company does not outsource certain work
- ongoing support is included
- the business specialises in a particular industry
- projects are managed by the same person from beginning to end
- the business has a specific service philosophy
This helps potential customers understand what the working relationship may actually feel like.
For a business offering web development Currambine, for example, the difference may be ongoing technical support rather than simply building a website and disappearing after launch.
Values Should Be Demonstrated, Not Just Listed
Many About pages contain a row of values such as:
- integrity
- quality
- innovation
- customer service
There is nothing wrong with stating values, but they become more meaningful when the website demonstrates them.
If community involvement matters, show examples.
If the business believes in giving back, explain the programmes it supports.
If transparency is important, explain how pricing or communication works.
If long-term relationships matter, include evidence from clients who have stayed with the business for many years.
Evidence turns a value from a slogan into something believable.
Include Genuine Testimonials or Client Evidence
Testimonials can strengthen an About page when they support the broader story of the business.
A useful testimonial may demonstrate:
- responsiveness
- technical skill
- long-term support
- professionalism
- reliability
- communication
Where possible, identify the reviewer clearly.
A testimonial attributed to a real person and business generally provides more context than an anonymous quote.
Portfolio and case-study pages can provide even stronger evidence because they show what the business actually delivered.
Our article How Website Portfolio Pages and Case Studies Build Trust explains how real project content can support credibility.
Link to Relevant Portfolio Projects
An About page does not need to describe every project in detail.
Instead, it can link to relevant examples.
For example:
“Over the years we have worked with businesses and organisations across hospitality, education, ecommerce, not-for-profit, tourism and professional services. Explore some of our recent website projects.”
This creates a natural path from:
who you are → what you have done → how the visitor can work with you.
Internal links like these also help search systems understand the relationship between your business, services and real-world work.
Include Geographic Context Where It Is Genuine
An About page can help establish where the business is based and the areas it serves.
You might mention:
- the suburb where the business is based
- the wider Perth region
- service areas
- local clients
- community connections
Do not force a long list of suburb names into the page simply for SEO.
If the business genuinely supports customers in Currambine, Joondalup, Wanneroo, Wangara and surrounding areas, that can be stated naturally.
A business targeting website design Currambine should still rely on genuine local relationships, service-area information and project evidence rather than repeating the phrase throughout the page.
Include Accurate Contact and Business Information
The About page should make it easy for a visitor to move from learning about the business to contacting it.
Depending on the type of business, useful information may include:
- business location
- telephone number
- email or contact form
- opening hours
- service area
- booking link
Do not make visitors search through several pages to work out how to speak with someone.
If the About page successfully builds trust, the next step should be obvious.
Use Clear Calls to Action
The About page should have a clear next step.
Possible calls to action include:
- Contact our team
- Request a quote
- Book a consultation
- View our services
- Explore our portfolio
- Meet the team
The right call to action depends on where the visitor is likely to be in the decision process.
A person reading the About page may not yet be ready for a formal quotation but may be comfortable booking an introductory conversation.
Our article Why Every Small Business Needs a Clear Website Call to Action explains why visitors should always have an obvious next step.
Make the Page Easy to Scan
An About page does not need to be one continuous block of text.
Use:
- clear headings
- short paragraphs
- team photographs
- project imagery
- testimonials
- milestones
- selected statistics
- calls to action
A visitor should be able to scan the page quickly and still understand the business.
The Australian Government’s business website guidance recommends putting important information first, using simple language, short paragraphs and clear subheadings.
That is good advice for About pages as well as the rest of the website.
Do Not Hide the People Behind Generic Branding
Some businesses have beautifully designed websites but provide almost no information about who actually runs them.
This can be particularly noticeable for:
- consultants
- professional services
- builders
- designers
- health providers
- technical service businesses
If customers will eventually deal directly with a person, introducing that person online can reduce uncertainty.
This is especially important for businesses where trust is part of the service.
A potential customer may feel more comfortable making contact after seeing a genuine photograph and understanding the person’s role and experience.
About Pages Can Support SEO
An About page should not be written primarily as a keyword landing page.
Its strongest SEO value often comes from helping search systems understand the entity behind the website.
The page can reinforce:
- organisation name
- people
- business history
- industry expertise
- services
- location
- relationships
This becomes particularly useful when those same entities appear consistently across:
- service pages
- author profiles
- portfolio projects
- structured data
- social profiles
- external business references
Google’s guidance on creating helpful content encourages publishers to make it clear who created content and to provide background about authors where readers would reasonably expect it.
You can read Google’s official guidance here: Creating helpful, reliable, people-first content.
The About Page Can Help AI Systems Understand Your Business
AI-driven search systems try to understand organisations, people, services and relationships across the web.
A well-written About page can provide explicit information such as:
- who the business is
- who founded it
- where it operates
- what services it provides
- what experience it has
- which industries it works with
That information should be supported elsewhere on the website.
For example, if the About page states that the business has extensive experience with not-for-profit organisations, the portfolio can demonstrate that with real projects.
If it says the business specialises in WordPress development, service pages and technical articles can reinforce that expertise.
This connected body of content is more useful than placing a long list of keywords on the About page.
Use Structured Data to Support the Visible Information
Organisation and Person structured data can help identify the business and the people associated with it.
Depending on the website, structured data may include:
- organisation name
- logo
- website URL
- social profiles
- founders
- employees
- areas of expertise
- location
The schema should match what the website actually says.
Do not add a long list of expertise or locations to structured data that are not supported by visible content.
Our guide What Is Website Schema Markup and Why Does It Matter? explains how structured data can help clarify website entities and relationships.
Keep the About Page Current
About pages are often written when a website launches and then forgotten.
Over time, they can become inaccurate.
Review the page when:
- staff change
- the business moves
- new services are introduced
- the company rebrands
- new qualifications are gained
- significant milestones are reached
- the target market changes
An outdated team photograph or biography can undermine the trust the page is supposed to create.
The Australian Government also recommends keeping website information current and ensuring branding remains consistent as a business evolves.
Avoid Turning the About Page Into a Resume
Experience and qualifications are useful, but the page should still be written for customers.
The visitor is not necessarily interested in every job held by the founder since leaving school.
Choose information that helps explain:
- why the business is qualified to help
- what knowledge is relevant
- what kind of work the team has completed
- why customers can trust the business
A detailed professional history may belong on a separate team or author profile when appropriate.
Common About Us Page Mistakes
Some common problems include:
- generic corporate language
- no names or photographs
- outdated staff information
- unsupported claims
- too much focus on the business and not enough on the customer
- no proof of experience
- no location context
- no internal links
- no clear next step
A good About page does not need to be complicated.
It simply needs to be specific, accurate and useful.
Your About Page Should Help People Decide Whether They Trust You
The best About Us pages answer a very human question:
“Do these look like the right people to help me?”
That means combining:
- a clear business explanation
- a genuine story
- real people
- relevant experience
- evidence
- local context
- an obvious next step
For businesses looking for web design Currambine, website design Currambine or web development Currambine support, a well-developed About page can become an important part of the wider website rather than an afterthought.
PrimeSites Digital helps small businesses plan and build clear, credible WordPress websites with strong content, thoughtful design, local relevance and ongoing support.
If your About page no longer reflects the business you are today, get in touch with PrimeSites Digital or book a free chat.
