People visit your about page for one reason: they are about to trust you with their home, their health, their money or their evening, and they want to know who is on the other end. Most about pages answer with a mission statement. Here is what to write instead.
What the visitor is checking
- Are these real people, and will I recognise them when they arrive?
- How long have they been doing this?
- Are they qualified and insured?
- Are they local?
- Do they seem like people I want to deal with?
Every sentence on the page should answer one of those.
A structure that works
Who you are. Names, photos, roles. "Dave and Priya started the practice in 2014 after ten years at a larger clinic in the city." One paragraph.
What you do and for whom. In plain words, with the area you serve.
Why you can be trusted. Licences, registrations, memberships, insurance, years trading, number of jobs, awards if genuine. Specific numbers beat adjectives.
How you work. The two or three things you actually do differently: fixed quotes, same-day replies, the same person every visit. Only claim what is true and checkable.
Where to next. A clear button to the primary action, because this page is often the last stop before a call.
Photos matter more here than anywhere
A real photo of the owner and team in the workplace does more than any paragraph. Stock photos on an about page are actively harmful; they suggest there is nobody to show.
What to cut
- "Passionate", "dedicated", "committed to excellence".
- The history of the industry.
- Mission and vision statements.
- Anything about "solutions".
Length
Three hundred to five hundred words, plus photos. Longer than that and nobody reads it; shorter and it feels evasive. Copy edits like this are part of YINO's website refresh work and the $999 package.
Website Conversion & Enquiry Impact Comparison
The table below compares how specific page elements affect visitor trust and enquiry conversion rates for about page small business:
| Website Element | Low-Converting Pattern | High-Converting 2026 Standard | Typical Impact on Enquiries |
|---|---|---|---|
| Above-the-Fold Hero | Vague slogan with generic stock photography | Clear service scope, suburbs covered, and one-tap call/enquiry button | Reduces mobile bounce within the first 5 seconds |
| Pricing & Packages | Hidden costs requiring a phone call just to get a ballpark figure | Transparent starting prices or clear package tiers with inclusions | Filters in ready-to-book customers and saves admin time |
| Trust & Local Proof | Unattributed quotes or outdated badges | Recent customer reviews mentioning specific suburbs, licences & real team photos | Significantly lifts form completion and phone calls |
| Mobile Booking / Contact Flow | 10-field desktop form that breaks on mobile screens | 3-to-4 essential fields plus click-to-call and fast SMS/email confirmation | Captures after-hours and on-the-go mobile leads |
Common Questions (FAQ)
How quickly do structured service pages improve local search and AI visibility?
Google Business Profile updates and clearer pricing or booking flows often lift enquiry conversion within two to four weeks, while new suburb and service pages typically build compounding organic and AI search visibility over 60 to 90 days.
What is the single highest-impact fix for a low-converting service website?
Make your core service, covered suburbs, starting price range, and primary contact action immediately visible above the fold on mobile without forcing visitors to hunt through menus.
