A family-run bakery’s About page says: “We are passionate about quality and committed to excellence in everything we do.” A customer reads it, learns nothing and leaves to check reviews instead. The bakery has a real story: a grandmother’s sourdough starter, flour from three local farms, 14 staff. None of it is on the page.
An About page is often the second-most visited page on a small business site, after the homepage, because it answers the question every new customer has: who are these people, and can I trust them? This guide covers what research and Google’s own guidelines say about trust signals, then rewrites a weak page into a credible one.
What the Research Says About Trust
Stanford’s Web Credibility Guidelines
Stanford’s Persuasive Technology Lab, led by B.J. Fogg, studied how people judge whether a website is credible. Its published guidelines include a short list of advice that still holds:
- Show that a real organization stands behind the site, such as a physical address and photos of the office or team.
- Highlight the expertise of the people behind the content.
- Show that honest and trustworthy people stand behind the site, with names and real biographies.
- Make it easy to contact you, with a phone number, address and email.
- Avoid errors of all kinds, including typos and broken links.
Google’s Search Quality Rater Guidelines
Google’s human quality raters, who assess search results to help Google check its systems, are told to look for information about who is responsible for a website and who created its content. Pages that clearly explain who runs the site, with contact details and evidence of experience and expertise, support the trust part of what Google calls E-E-A-T: experience, expertise, authoritativeness and trust. For businesses that handle money or health, raters expect this information to be especially clear.
An About page does not directly raise rankings, but it gives customers, reviewers, journalists and raters the facts they look for.
Two Real Pages Worth Studying
- Mailchimp: Its About page tells a specific founding story. Ben Chestnut and Dan Kurzius started the company in 2001 as a side project of a web design agency, and Intuit later bought it. The page uses facts and dates, not adjectives.
- Patagonia: It leads with its mission, “We’re in business to save our home planet,” and backs it with specific actions, such as its environmental grants program and repair service. The mission is believable because the proof sits right next to it.
The common thread: both pages say things only that company could say.
What a Credible About Page Includes
| Element | Why it matters | Example |
|---|---|---|
| Who you are, in one sentence | Visitors decide in seconds whether to keep reading | “A family sourdough bakery in Columbus, Ohio, since 2021.” |
| Real people with names and photos | Faces and names make a business accountable | Owner photo and two-line bios for key staff |
| The founding story, briefly | Explains why you exist and what you care about | Three or four sentences with a specific detail |
| Proof | Turns claims into facts | Years in business, customers served, certifications, awards, press |
| What makes you different | Gives a reason to choose you | Local flour, same-day baking, a specific guarantee |
| Location and contact details | A physical presence builds trust | Address, phone, hours, map |
| A next step | Turns interest into action | “Order for pickup” or “Visit the shop” button |
A Full Before-and-After
Before
“Welcome to Rise and Grind Bakery! We are passionate about quality and committed to excellence in everything we do. Our team of dedicated professionals strives to provide the best baked goods and exceptional customer service. We believe in using only the finest ingredients to create delicious products that our customers love. Thank you for choosing us!”
What is wrong: No names, no place, no date, no facts. Every sentence could describe any bakery in the country.
After
Rise and Grind Bakery: Sourdough Baked in Columbus Since 2021
Maria Lopez started Rise and Grind with a sourdough starter her grandmother kept alive for 40 years and a borrowed oven in a church kitchen. Five years later, the bakery has two shops, in the Short North and Clintonville, and a team of 14.
What we do differently:
- Every loaf is baked on site the same morning. What does not sell goes to a local food bank by 4 p.m.
- All our flour comes from three family farms within 90 miles of Columbus.
- Our sourdough rises for 36 hours. That is why it tastes different, and why we sell out by early afternoon.
The people:
- Maria Lopez, owner and head baker: Trained as a baker in San Francisco and worked in two Chicago bakeries before coming home to Ohio.
- Sam Patel, shop manager: Runs both shops and will happily tell you which loaf goes best with soup.
Find us: 1100 N. High St. and 2840 N. High St., Columbus, Ohio. Open Tuesday to Sunday, 7 a.m. to 3 p.m. Call 614-555-0142.
[Order for pickup]
Why it works: Names, dates, places and numbers replace every vague phrase. The “what we do differently” list explains real choices customers can taste. The contact block answers the practical questions without a separate click.
Note: Rise and Grind is an invented example. On your own page, use only facts you can stand behind.
A Checklist Before You Publish
- Can a stranger say what you do and where after reading the first sentence?
- Does the page name at least one real person, with a photo?
- Is there at least one specific fact, such as a date, number, place or credential, in every section?
- Are address, phone and email visible without scrolling far?
- Is there a clear next step, such as booking, ordering or calling?
- Would the page still make sense if you swapped in a competitor’s name? If yes, it needs more specifics.
- Are all links working and the text free of typos?
Mistakes to Avoid
- Writing about values instead of actions: “We value honesty” means little. “We publish our prices on every service page” shows it.
- Stock photos of strangers: Visitors spot them quickly, and they undo the trust a real team photo builds.
- A history that is too long: Three or four sentences of story are plenty for most small businesses. Link to a longer history if you have one.
- Hiding the owner: In small businesses, the owner is often the main reason customers choose you. Show them.
- Letting it go stale: Update staff, numbers and photos at least once a year.
Frequently Asked Questions
How long should an About Us page be?
For most small businesses, 300 to 600 words is enough to cover who you are, your story, your team, your proof and how to reach you. Larger companies may link out to separate pages for leadership, history and careers.
Should an About page be written in first person?
Either works. “We” sounds natural for teams and small businesses. Solo professionals often use “I.” Keep the voice consistent with the rest of the site.
Does an About page help SEO?
Indirectly. It helps visitors and Google’s quality raters understand who is behind the site, which supports trust. It can also rank for searches about your business name, owners and location.
What should a new business with no history put on its About page?
Lead with the people and why they started the business, any relevant experience, what customers can expect and how to get in touch. Add reviews, press and milestones as they come.
