When small business owners think about their website, the homepage often gets all the glory. It’s the digital storefront, the virtual handshake, the first thing visitors see. But in many ways, the real work of conversion and trust-building happens on a page most people underestimate: the About page. The About page can transform casual browsers into loyal clients by bridging the gap between what you do and who you are. It’s where your business stops being just another digital entity and starts becoming human. That’s why understanding the importance of a well-crafted About page for small business success is critical. This isn’t just a page about you—it’s the emotional core of your digital presence.
It might seem odd to give this much weight to a single page, but your About page is quietly one of the most influential elements on your site. According to research from Nielsen Norman Group, visitors often head to an About page to validate a company’s legitimacy before taking any action. It’s the digital version of checking credentials or asking, “Who’s behind all this?” When people are deciding whether to work with you, they don’t just want to know what you offer—they want to know if they can trust you. In an age full of automation and AI-generated content, authenticity is currency.
I’ve seen this firsthand in my work with small businesses around Franklin, TN. One local coffee shop owner, frustrated with stagnant online orders, revamped their About page to tell a heartfelt story about how the shop supported local farmers and mentored young baristas. Within months, engagement metrics improved significantly, and their social media following grew. It wasn’t magic—it was clarity. They made their values visible.
Humans are hardwired to look for connection. Think about how you feel when you walk into a store and the owner greets you by name—that immediate recognition builds trust. The same principle applies online. When users read an About page that feels personal and real, they begin to imagine working with you. They feel like they already know you. This emotional buy-in often influences their purchasing decision more than a technical list of services ever could.
For example, a small landscaping business I consulted for initially had an About page that read like a résumé—dry and impersonal. After interviewing the owner, we rewrote it to include his story of starting the company after helping his father maintain their family garden. The narrative struck a chord with visitors, and soon they began receiving messages from customers saying they chose the company because “it felt like you care.”
If your homepage invites visitors in, your About page makes them stay. The key is storytelling. But storytelling isn’t just spinning a pretty narrative—it’s communicating your purpose and credibility in a way that resonates emotionally. According to Stanford Business professor Jennifer Aaker’s research, stories are remembered up to 22 times more than facts alone. People forget statistics, but they remember stories that made them feel something.
Your story doesn’t have to be long or dramatic to work. It just needs to be intentional. A simple structure you can follow looks like this:
A real-world example comes from a client who runs a boutique marketing agency. Their original About page led with credentials and accolades. We reframed it to focus on how the founder started the agency after noticing small businesses were being underserved by larger firms. This narrative connected deeply with local small business owners who now felt represented and understood.
There’s a delicate line between being relatable and losing credibility. Oversharing can turn visitors off, while being overly polished can come across as insincere. The sweet spot lies in speaking with transparency and humility while reinforcing competence. Think of your About page like a conversation over coffee—not a press release. You’re human, not a brochure.
One effective approach is to tell one specific moment that represents what your business stands for. For example, when I describe how I approach web design, I don’t just say “I build websites”—I talk about that moment when a business owner sees their new site for the first time and says, “That feels like us.” That reaction is exactly what I aim to create. Moments like that communicate values more effectively than generic mission statements ever could.
Design choices play a major role in how your story is perceived. Just like a well-decorated office communicates professionalism, your page design speaks volumes before a single line of text is read. A cluttered layout or overwhelming text block can make even the best story fall flat. The goal is to make your About page inviting, readable, and memorable.
Keep paragraphs short and leave white space. Use visuals to break up content—photos of your team, your workspace, even candid behind-the-scenes shots. People connect better when they see real faces. A study by CXL Institute showed that websites featuring human faces increase conversion rates compared to those that don’t. It’s a subtle cue that reminds visitors someone real is on the other end of the website.
Typography and color also help tell your story. A modern, clean typographic style projects confidence and sophistication. Choosing brand colors intentionally can communicate emotion—blue often communicates dependability, while green suggests growth or sustainability. Every detail should echo your brand’s personality.
Many About pages miss a simple opportunity: guiding visitors toward a next step. After reading your story, what do you want them to do? Schedule a consultation? View your work? Visit your store? Thinking of your About page as part of a user journey helps integrate it smoothly into your site’s ecosystem. The call to action should feel organic—as if it arose naturally from understanding your story.
For example, a client of mine, a yoga instructor, ended her About page with an invitation to join her free introductory class, framed as a way to “experience what balance means to you.” That small, empathetic shift converted curiosity into real engagement.
Your About page isn’t just for storytelling—it’s also an underrated SEO asset. Search engines like Google are increasingly focused on helpful, authentic content. A strong About page helps reinforce your site’s authority and expertise, contributing to the E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness) factors that influence rankings.
Including relevant keywords on your About page doesn’t mean stuffing it with buzzwords. Instead, focus on integrating natural phrases your ideal clients might use when searching for businesses like yours. For example, phrases such as “Webflow website designer in Franklin TN” or “local SEO consultant for small businesses” can fit seamlessly within your narrative if placed intentionally. Readers hardly notice, but search engines do.
One of my clients, a custom furniture maker, rewrote their About page to describe their process in detail, using terms like “handcrafted wood furniture in Nashville.” Within weeks, local search visibility improved, and their inquiries increased. People weren’t just discovering them—they were discovering them for the right reasons.
Your About page should act as a bridge to the rest of your site. Integrate links to other pages that support your story: your portfolio, blog, or service offerings. This not only improves navigation but also signals relevance to search engines. Every link tells Google, “this content is related,” increasing your chances of retaining visitors longer.
For example, if your About page mentions your philosophy on web design, link to a case study that demonstrates it in action. This reinforces your credibility while guiding readers naturally toward proof of your expertise.
People trust other people more than they trust brands. Showcasing authentic testimonials, media features, or partnerships can strengthen your About page narrative. It transforms your words into evidence. But authenticity is key here—avoid overused corporate phrasing or too-polished reviews that don’t sound like real humans wrote them.
Consider including a brief “In Their Words” section with short client quotes. Even two or three lines of genuine client feedback can dramatically increase perceived trustworthiness. For example, adding a testimonial like “Zach took time to really understand our business before designing our site” communicates both process and personality, reinforcing brand values.
If your business has any certifications, local awards, or community partnerships, list them here in a modest way. They act like credentials but also tell a story about your engagement with the community. A small business in Franklin that proudly highlights its “Best of Franklin 2025” award subtly communicates reliability and community connection without seeming boastful. These details can shift a visitor’s perception from cautious to confident.
Even with the best intentions, many small businesses miss critical opportunities on their About page. The biggest mistake? Making it all about themselves in the wrong way. It’s easy to slip into bragging mode or listing credentials that don’t connect with the reader’s needs. Instead, write with empathy. Ask yourself: what does my story mean for the person reading it?
Phrases like “We’re passionate about our customers” or “We go above and beyond” are empty noise. They sound good, but they don’t differentiate you. Replace them with specific examples that demonstrate your values in action. For instance, “When a client’s site went down at 2 a.m., we fixed it before sunrise because we know how crucial every sale is to a small business.” Concrete stories carry more weight than abstract claims.
Your story evolves, and your About page should too. It’s not a “set and forget” section. I recommend reviewing it every six to twelve months, especially after big milestones or changes in direction. As your business matures, so should the way you tell your story.
You don’t have to overhaul everything overnight. Start small and focus on clarity. Here’s a practical roadmap:
As you go through this process, think about what makes you unique in your field beyond your technical skills. In my own case, being called a “marketing therapist” by clients guided me to lean into that empathetic, big-picture approach. Sometimes your differentiator isn’t what you do—it’s how you think.
The About page may not be as flashy as a homepage or as functional as a contact form, but it carries a heavier responsibility: to define trust. It’s where potential clients stop seeing you as a service provider and start seeing you as a person. In the chaos of algorithms, it’s the one space where you can fully control the story being told about you.
When crafted intentionally, your About page becomes your silent salesperson, your credibility builder, and your emotional anchor. It communicates your expertise while revealing your humanity. For small businesses especially, this balance is everything. People don’t buy from faceless companies—they buy from people they believe in. And that belief often begins when they click “About.”
So take time to shape that page thoughtfully. Think of it as your digital handshake—a chance to say, “Here’s who we are, what we stand for, and why it matters.” Because behind every small business success story, there’s always a human one, waiting to be told.
Copyright © Zach Sean Web Design
