How to write an About page that builds trust (with a simple template)
A practical structure for writing a small business About page that feels human, builds trust and gently leads visitors to get in touch.
Read article1. A headline that doesn’t say what you do
“Welcome to our website” or “Excellence in everything” tells visitors nothing. Fix: say what you do, for whom and where, in one plain sentence.
2. Hard to contact on a phone
Tiny text links, no call or WhatsApp button, or a contact page hidden in the footer. Fix: add clear, tap-friendly buttons near the top of key pages and a simple contact page.
3. Outdated information
Old prices, last year’s offers, wrong opening hours or a copyright year from years ago make people wonder if you’re still in business. Fix: review your site every few months, and keep details consistent with your Google Business Profile.
4. Slow, heavy pages
Huge images, autoplaying videos and piles of plugins make pages crawl on mobile data. Fix: compress images, remove what you don’t need, and test your site on a real phone.
5. Generic stock photos everywhere
Smiling models in suits don’t build trust for a local bakery or a freelance consultant. Fix: use real photos of you, your team, your space and your work — even good phone photos are better than generic stock.
6. No proof you do good work
No examples, no reviews, no explanation of your experience. Fix: add real project examples, genuine reviews (with permission) and a short, honest about section. Never invent testimonials or numbers.
7. Broken forms, links and buttons
A contact form that silently fails is one of the most expensive mistakes a website can make. Fix: test every form, button and link regularly — and check the spam folder when you test.
Bonus: too much, all at once
Pop-ups, sliders, flashing banners and ten different fonts make a site feel chaotic. A calm, consistent design with clear spacing looks more trustworthy.
A 10-minute review you can do today
- Open your site on your phone using mobile data.
- Read your homepage headline as if you were a stranger.
- Try to contact yourself using every option.
- Check hours, prices, phone numbers and the copyright year.
- Click every menu item and button.
Want a fresh start? I design clean, fast small business websites and I’ll show you a free demo of yours first. For more fixes, read how to get more enquiries from your website.
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About the author
Brijaditya Sharma is the founder of Digital Help Studio. After nine years in-house handling content distribution for an Indian brand, he now builds websites and runs digital marketing for small businesses worldwide. Connect on LinkedIn.
