About Us Page Template for Small Businesses (With Examples)
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A good About Us page answers three questions fast: who you are, why customers can trust you, and what to do next. For a small business or tradie, that means a real photo, a short story, your area, licences and experience, a few genuine reviews, and a clear call or quote button. Use the template below and fill in the blanks in your own words.
Why does the About page matter?
Customers checking out a local business want to know there's a real, qualified person behind it. The About page is often where they decide whether to call. It also gives you a place to show your licence, local area and experience. That's our general guidance from building small business sites.
What should you include?
| Section | What to put in it |
|---|---|
| Headline | Who you are and who you help, in one line |
| Photo | A real photo of you or your team, not stock |
| Your story | Three to five sentences: how you started and why customers pick you |
| Area | Suburbs or regions you serve |
| Credentials | Licence or registration numbers, insurance, memberships. See licence numbers online in Victoria |
| Proof | Two or three genuine reviews, used with permission. See testimonials and the Australian Consumer Law |
| Next step | Call button and quote form |
Fill-in-the-blanks template
Headline: "[Business name]: [service] for [type of customer] in [area]."
Intro: "Hi, I'm [name]. I started [business] in [year] after [number] years working as a [trade or role]. We help [customers] in [suburbs] with [main services]."
Why us: "[Reason 1, e.g. we turn up when we say we will]. [Reason 2, e.g. fixed quotes before we start]. [Reason 3, e.g. licensed and insured: licence number]."
Local: "We're based in [suburb] and work across [area list]."
Call to action: "Call [number] or request a quote and we'll get back to you within [time]."
What should you leave out?
- Long histories nobody reads; keep it short
- Claims you can't back up, such as "Melbourne's best"; the ACCC says advertising claims must not be misleading (ACCC)
- Stock photos of people who don't work for you
- Jargon customers don't use
Tips for tradies and professional services
- Tradies: show your van, tools or team on a job, with your licence number nearby
- Professional services: list qualifications and memberships, and follow your profession's advertising rules
- Health practitioners: check Ahpra's advertising rules before adding testimonials. See Ahpra advertising on your website
- Everyone: link to your Google reviews so people can see the full picture
A filled-in example
Here's how the template reads once it's filled in. This is a made-up business, not a real one:
Headline: "Sparkline Electrical: safe, tidy electrical work for homes in Melbourne's west."
Intro: "Hi, I'm Sam. I started Sparkline Electrical after twelve years working for larger contractors. We help homeowners in Deer Park, Caroline Springs and St Albans with switchboard upgrades, lighting and safety checks."
Why us: "We give you a fixed quote before we start. We tidy up before we leave. We're licensed and insured: REC [number]."
Local: "We're based in Deer Park and work across Brimbank and Melton."
Call to action: "Call [number] or request a quote and we'll get back to you the same business day."
Notice what's missing: no slogans about passion or excellence, no history lesson. Just enough to make a stranger comfortable picking up the phone.
How long should an About page be?
Long enough to answer the questions customers actually have, and no longer. For most small businesses that's 200 to 400 words, plus a photo, a few reviews and a call button. That's our general guidance, not a rule.
| Business type | What customers most want to know |
|---|---|
| Tradie | Are you licensed, insured, local and reliable? |
| Clinic or allied health | Who will I see, what are their qualifications, how do I book? |
| Cafe or shop | Where are you, when are you open, what makes you different? |
| Professional service | Who's behind the business, what's their experience, who do they usually help? |
Answer those first. Everything else is optional.
Why does Google care who's behind a business?
Google's guidance on creating helpful content encourages publishers to make it clear who created content, for example through bylines and background about the people behind a site (Google Search Central). For a small business, the About page is the natural place to do that.
- Use real names and real photos
- Mention relevant experience and qualifications
- Link to your Google Business Profile and any professional registrations
- Keep your business name, address or area and phone the same as everywhere else online. See how to check NAP consistency
None of this guarantees rankings. It does help customers, and that's the point of the page.
What photos work best?
- A clear, friendly photo of you or your team, ideally outdoors or at work
- Your van, shopfront or workspace, so people recognise you when you arrive
- A few photos of real jobs, with permission if a customer's home is visible
- Avoid stock photos of people who don't work for you; customers notice
Phone photos are fine if they're sharp and well lit. For more, see tradie photos for your website.
Should your About page have structured data?
Your website can describe your business to search engines with structured data. Google's LocalBusiness guidance explains how to mark up details like your name, address, phone and opening hours (Google Search Central). Many small business sites put this on the home page or site-wide; the About page is a sensible place to make sure the visible details match.
Ask your web developer to check the markup matches what's on the page. Structured data that disagrees with your visible content does more harm than good.
Checklist before you publish
- Does the headline say who you help and where?
- Is there a real photo of you or your team?
- Are your licence, insurance or registration details shown where relevant?
- Are the reviews genuine and used with permission?
- Is every claim something you could back up?
- Is there a clear call button and quote form?
- Does it read well on a phone?
- Have you asked someone outside the business to read it and tell you what they remember?
That last question is the best test. If they can't remember what you do and where, rewrite the first two lines.
Related reading. the first-month website checklist.
Writing tips that make it sound like you
- Write the way you'd explain your business to a new customer on the phone
- Use "we" if you have a team, "I" if it's just you. Don't pretend to be bigger than you are
- Keep sentences short; most people read on a phone
- Swap vague words for specifics: not "quality service", but "we send a photo of the finished job before we leave"
- Read it aloud. If it sounds like a brochure, rewrite it
If writing isn't your thing, record yourself answering "why should someone hire you?" on your phone, then type up the best bits. It'll sound more like you than anything you'd sit down and write.
Your About page isn't the main place for prices, but it's a good place to explain how you price and what customers can expect:
- How quotes work: free, fixed, or hourly plus materials
- Any call-out fee, stated clearly
- What your own workmanship guarantee covers, described as extra to customers' rights under the Australian Consumer Law, not instead of them
- How customers can raise a problem with your work
Keep any guarantee simple and true to what you actually do. For what else your site should show, see what an Australian business website must show.
An About page goes stale quietly. Check it whenever something changes, and at least once a year:
- New staff, new van or new premises: update the photos
- New licence class, registration or membership: add it
- New suburbs or services: update the area and intro
- Fresh reviews: swap in recent ones so the page doesn't look abandoned
A page that mentions last year's team or an old phone number makes customers wonder what else is out of date.
Morphic writes and designs About pages that sound like you, for Melbourne small businesses and tradies. Get a free quote, or book a 30-minute call.
Related service. web design.
Related reading: Tradie website copy and Tradie photos for your website.
Related reading. Website for Consultants.
Key Takeaways
Answer who you are, why trust you, and what to do next.
Use a real photo and a short, honest story.
Show your area, licence numbers and genuine reviews.
Leave out unprovable claims and stock photos.
Finish with a clear call and quote button.
Emon Datta
Founder, Morphic Agency
Morphic Agency is a Melbourne-based UX design agency. We've shipped 50+ products across 15+ countries.
