How long should an About Us page be?

For most small businesses 300 to 600 words is plenty. Long enough to show who you are and why people should trust you, short enough that a visitor on a phone reads to the end.

What should I put on an About Us page?

Who you help and where, why you started, proof such as years trading, reviews or accreditations, the people behind the business with a real photo, how working with you goes, and one clear next step such as a phone number or quote form.

Should an About Us page be written in first person?

For a one-person or family business, first person (I or we) usually reads warmer and more trustworthy. Larger firms often use we. Pick one and keep it the same all the way through.

Does an About Us page help SEO?

It can. Mention your town or area, the services you offer and the words customers use, give the page a clear title and meta description, and link to it from your home page and footer. It also helps visitors trust you, which matters more.

What is the biggest mistake on About Us pages?

Talking only about yourself. The best pages are about the customer: the problem you solve for them and why you are the safe choice, with your story there to back that up.

Guide · Website copy

How to write an About Us page for a small business (UK examples)

Your About Us page is often the second page people open, right after the home page. It is where a would-be customer decides whether you are real, local and safe to call. Here is a simple layout that works for trades, shops, cafés and professional firms, with short UK examples you can adapt.

Want it written for you? Website copy from £35 a page

The six-part layout

Who you help, and where. One or two sentences a stranger understands straight away. "We fix leaking taps, boilers and bathrooms for homes across Harlow and Epping."
Why you started. A short, true story. Two or three sentences, not your life history.
Proof. Years trading, jobs done, review score, accreditations (Gas Safe, NICEIC, FSB, Food Hygiene 5), a named client or two.
The people. Names, a real photo and one human detail each. People buy from people.
How it works. Three steps from first contact to job done, so the next move feels easy.
One clear next step. Phone, WhatsApp or a quote form, placed where the reader finishes.

Example 1: a local plumber

We are Dan and Sophie Clarke, a family plumbing firm covering Harlow, Epping and Bishop’s Stortford since 2014. Dan trained with British Gas before going it alone because he wanted to give people a straight price and turn up when he said he would.
We are Gas Safe registered (number on request), rated 4.9 from 212 Google reviews, and every job comes with a 12-month workmanship guarantee.
Call or WhatsApp us with a photo of the problem, we give you a fixed price, and we book you in, usually within the week.

Example 2: an independent café

Bean There opened on the high street in 2019 with one coffee machine and a lot of homemade cake. Six years on we are still the same two sisters, still baking every morning, and now roasting our beans five miles away in Ware.
We have a 5 food hygiene rating, a dog bowl by the door and room for buggies. Pop in, or book the back room for parties of up to 20.

Example 3: a small accountancy practice

We help sole traders and small limited companies in Essex stay on top of their books without the jargon. Our founder, Priya Shah, spent ten years in a large firm and set up on her own to give small businesses the same care at a fair fixed monthly fee.
We are ICAEW chartered accountants, Xero and QuickBooks certified, and look after over 150 local businesses. Book a free 20-minute call and we will tell you honestly whether we are a good fit.

These businesses are made-up examples, written to show the structure.

Quick checklist before you publish

Can a stranger tell what you do and where in the first two lines?
Is there at least one piece of proof with a number in it?
Is there a real photo of a real person?
Have you cut every sentence that only talks about yourself without helping the reader decide?
Is the call to action visible on a phone without scrolling back up?
Have you set a page title like "About us | Clarke Plumbing, Harlow" and a meta description of about 150 characters?

Frequently asked questions

How long should an About Us page be?: For most small businesses 300 to 600 words is plenty. Long enough to show who you are and why people should trust you, short enough that a visitor on a phone reads to the end.
What should I put on an About Us page?: Who you help and where, why you started, proof such as years trading, reviews or accreditations, the people behind the business with a real photo, how working with you goes, and one clear next step such as a phone number or quote form.
Should an About Us page be written in first person?: For a one-person or family business, first person (I or we) usually reads warmer and more trustworthy. Larger firms often use we. Pick one and keep it the same all the way through.
Does an About Us page help SEO?: It can. Mention your town or area, the services you offer and the words customers use, give the page a clear title and meta description, and link to it from your home page and footer. It also helps visitors trust you, which matters more.
What is the biggest mistake on About Us pages?: Talking only about yourself. The best pages are about the customer: the problem you solve for them and why you are the safe choice, with your story there to back that up.

Rather someone else wrote it?

Send us your current page (or a few notes about the business) and we write a clear About Us page with a page title and meta description, sent back by email. One page is £35 in 2 working days, or up to 4 pages is £95 in 4, paid by a one-off card payment, with a round of changes included.

Get your About Us page written · from £35

Written by TCH Works, Harlow, Essex, October 2026.