How to Write an About Page for a Local Business (With Examples)

Why the About page matters more than you think

For a local service business, buying is personal — the customer is choosing people, not just a service. The About page is where a stranger decides whether you’re real, competent, and trustworthy enough to hire. Visitors go there specifically to answer “who are these people?” Answer it well and you convert; fill it with clichés and you lose them (trust signals).

What to include

Real people. Names, faces, the owner and team. Photos of actual humans, not stock — this is the single biggest trust lever.
Your story. Why the business exists, how it started, what you care about. A genuine story is memorable and relatable.
Your credentials. Years in business, licensing, certifications, experience — proof you know your trade.
Your values / promise. How you treat customers and stand behind your work (guarantees).
Local roots. Your ties to the community and area you serve (service area).
Social proof. A few reviews or a rating, even here (testimonials).
A call to action. Once they trust you, make the next step obvious.

What to avoid

Empty clichés — “quality service, competitive prices” says nothing.
Faceless corporate tone — you’re a local business; sound like one.
Stock photos of models — instantly kills authenticity.
Making it all about you — connect your story to how it benefits the customer.

A simple structure that works

“[Business] was started by [name] in [year] because [genuine reason]. Today our team of [X] serves [area] with [what you do]. We’re [licensed/certified], we [your promise/guarantee], and we treat every home like our own. Here’s what our neighbors say — [reviews]. Ready to work with us? [CTA].”

Swap in the real specifics and you have an About page that earns trust.

Let customers vouch for you on your own About page

Your story tells customers who you are; your reviews prove it’s true. A few real reviews on the About page turn your claims into confirmed facts. Tailwind keeps fresh reviews flowing so you always have authentic proof to feature — see how it works.

Tell your story, earn the trust. See how Tailwind works.