How to Write the Perfect About Page for Your Local Business Website

As a local business owner, you know how hard it is to stand out from the competition. You've got a great product or service, but you need to convince potential customers to choose you over the big chains. That's where your website's About page comes in. A well-written About page can make all the difference in building trust and driving sales. You spend around $500 to $1,000 on website design, but a poorly written About page can cost you much more in lost sales.

Your About page is often the second-most visited page on your website, after the homepage. It's where you tell your story, showcase your team, and highlight your unique selling proposition (USP). When writing your About page, keep in mind that you're not just writing for your customers, but also for search engines. Including relevant keywords, such as "website about page local business", can help improve your website's visibility in search results. For example, a coffee shop in New York City could include keywords like "coffee shop NYC" or "best coffee in New York City" to attract local customers.

To write a compelling About page, you need to craft a story that resonates with your target audience. This means highlighting your business's mission, values, and history. Be honest and authentic, and don't be afraid to show your personality. Use language that's conversational and engaging, and include visuals like photos or videos to break up the text. For instance, a hair salon in Los Angeles could include a photo of their team and a brief description of their experience and qualifications.

Your USP is what sets you apart from the competition, and it's essential to highlight it on your About page. This could be your unique products or services, your commitment to sustainability, or your exceptional customer service. Use specific examples and data to demonstrate your USP, and make sure it's clear and concise. For example, a pet groomer in Chicago could highlight their use of eco-friendly products and their commitment to reducing their carbon footprint.

When it comes to optimizing your About page for SEO, there are a few key things to keep in mind. First, make sure you're using relevant keywords throughout the page, including in your headings and subheadings. You should also include internal links to other pages on your website, such as your local SEO services page, to help improve your website's overall structure and authority. Finally, make sure your page is mobile-friendly and loads quickly, as this can impact your search engine rankings.

To measure the success of your About page, you'll want to track metrics like page views, bounce rate, and conversion rate. You can use tools like Google Analytics to track these metrics and see how your page is performing. You can also use analytics & reporting tools to track your website's overall performance and identify areas for improvement.

Depends on where your traffic comes from. If you're only driving people to your homepage and services page, your About page won't get visits. But I've seen About pages generate 15–25% of total site traffic when properly linked from the homepage, included in email signatures, and mentioned in local directory listings. If nobody's seeing it, fix your navigation and internal linking first. Then fix the content.

Credentials. Always. A potential customer who's never met you does not care that you "fell in love with baking as a child." They care that you've been open for six years, that your head baker trained at a specific pastry school, that you use a specific supplier. Lead with proof. Weave the personal story in after you've answered "Why should I trust you?"

No. Google Business Profile should link to the page that helps a visitor make a decision quickly — typically your homepage or a services page. But you should add a link to your About page in your GBP description or in the posts section. Something like: "Read about our team and how we got started here." Drive people there after they already know what you offer.

Yes, but keep it short. Three paragraphs max. One: what you do and where. Two: how long you've been operating and a specific number of jobs completed (e.g., "over 1,200 plumbing repairs in South Austin since 2019"). Three: your guarantee or policy. Add a photo of your actual truck with your actual team. That's it. I've seen a plumbing company in San Antonio add a single team photo and an "over 800 repeat customers" stat to their About page and see a 22% increase in form submissions within a month.

If your current About page sounds like you wrote it while distracted and with low confidence, yes. A decent local copywriter will charge $300–$600 for a single page. That's less than one month of a bad Google Ads campaign. But do not hire someone who doesn't ask to see your analytics, your customer reviews, and your competitor's pages first. If they just ask "what do you want to say?" they're not going to write anything useful.

Only if pricing is a key part of your story. A bakery that charges premium prices should explain why. A salon that offers $35 haircuts should say so. But if your pricing changes often or depends on the service, don't put specific numbers on the About page — it'll go out of date and cause confusion. Instead, link to your services page with the pricing there.

A quick observation from running campaigns for clients in 12 different cities across the US and Europe: the About pages that actually drive revenue all do the same thing — they make the business feel smaller, more specific, and more local, not bigger and more corporate. The ones that fail try to sound like a chain. You're not a chain. You're the coffee shop where the barista knows your regular order. Put that on the page.

If you want me to look at your current About page and tell you what's costing you sales, Book a free consultation.