Nobody browses an About page for fun. They arrive there at a specific moment: they’re about to hand money to a business they’ve never used, and something made them hesitate. Maybe it’s a large catering order. Maybe it’s the first standing wholesale delivery. Maybe the site just looks a little too new.
That’s the page’s real job: answering are these people real, and will they show up? For a business that delivers its own orders, “will they show up” is the whole question, and your About page is where it gets settled.
The examples below show what that looks like in practice, followed by a structure you can copy. If you’re building the rest of the site alongside it, custom website design for businesses that deliver covers the full build decision, and the homepage design rules that turn visitors into delivery orders cover the page they arrived from.
The Bottom Line
- 67% of consumers name clear contact information as the most trust-building element on a business website, 51% cite a secure site, 47% want real photos of the team or location, and 40% value online booking or a contact form (DreamHost 2026 Local Business Trust Index, 1,201 U.S. consumers, November 2025).
- Utility beats storytelling for local service businesses. Hours, address, service area and how to order belong above the founding story.
- Real photographs of real people do more for the page than anything else on it. Stock photos of strangers in aprons actively hurt.
- 60% of consumers say an outdated-looking website worsens their perception of a business, and About pages are the most-neglected page on most local sites.
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What an About Us page has to do for a local business
There’s a split in how About pages work, and it’s the most useful thing to understand before you write one.
For a consumer brand, the About page is a story page. It sells identity, provenance, values and craft, and the story is part of the product.
For a local business that delivers, the About page is a verification page. Someone is checking whether you exist in the physical world. Website Builder Expert makes this point directly in its guidance for local businesses: for businesses focused on service delivery, hours and address take priority over founder stories, because the visit or the order is the conversion goal (Website Builder Expert).
Most small businesses get this backwards. They open with three paragraphs about a grandmother’s recipe and put the address in the footer. The grandmother is fine. She just goes second.
About Us page examples worth learning from
These are drawn from published roundups by the teams who analyzed them. Each illustrates a different move you can copy.
The utility-first page: Red Bamboo
Website Builder Expert highlights Red Bamboo’s About page as one that behaves like a utility page, with hours, address, and ordering first and the story following (Website Builder Expert). For any business where the conversion is a visit or an order, this is the template to start from.
Copy this if: you take delivery or pickup orders and people need logistics before narrative.
The founder’s story done properly: Five Marys Farms
Recharge’s roundup of About pages that drive conversions points to Five Marys Farms, whose page shares the founder’s story directly (Recharge). What makes it work for a food business is that the story doubles as sourcing information: who raises the product, where, and how.
Copy this if: provenance is a real reason people buy from you rather than from a supermarket.
The credibility-detail page: Confused.com
Digitaloft’s analysis of About pages that demonstrate E-E-A-T signals cites Confused.com for going into real detail about who the business is, how it operates, and why it’s trusted (Digitaloft). Specificity is the mechanism: years in business, team size, how the operation actually runs.
Copy this if: you’re selling to other businesses, where buyers do more due diligence.
The personality page: Tushy
Page Flows highlights Tushy’s About page for telling the story of how the product came about and using humor to put visitors at ease (Page Flows). The lesson isn’t “be funny.” It’s that a distinct voice makes a small company feel like people rather than a storefront.
Copy this if: your brand voice is already distinct everywhere else and the page currently reads like a legal disclaimer.
The data page: Just Eat
Roundups of About pages note Just Eat’s use of striking data and infographics to show why customers choose it. For a delivering business the local version is much simpler: deliveries completed, years operating, neighborhoods served, number of restaurant or retail accounts supplied.
Copy this if: you have operating numbers you’re proud of. Don’t invent them.
The scale-appropriate page: the one-photo version
The most underrated example isn’t in any roundup: a single well-lit photograph of the actual team, standing in the actual kitchen or shop, with four sentences of plain text underneath. For a two-person operation, this outperforms anything more elaborate, because it answers the question that brought them to the page, in one image.
Copy this if: you’re small and honest about it. That’s an advantage here.
The structure of an About page that converts
Six blocks, in this order:
1. One sentence saying exactly what you do and who for. “We’re a family bakery in Somerville delivering bread and pastries to cafés and homes across the north side.” Not a mission statement.
2. The verification block. Address, hours, phone, delivery area, years in business. This is the part people came for, and putting it high signals you have nothing to hide.
3. Real photos of real people. The team, the premises, the van. 47% of consumers named these as a trust-building element, and there’s no substitute. A stock photo of a smiling stranger reads as exactly what it is.
4. The story, kept short. How you started, why you do it this way, what makes your product different. Three or four paragraphs. Specificity carries the weight: the year, the place, the first customer.
5. Proof. Reviews with names, press mentions, certifications, food safety credentials, the accounts you supply. For wholesale buyers this section matters more than everything above it.
6. A clear next step. Order, request a quote, book a call. An About page that dead-ends is a wasted page. People arrive there mid-decision, and it should hand them back to the decision.
If your entire site is a single scroll, these compress into one block near the bottom. Our guide to one-page websites that take orders and show delivery zones shows where it sits in that layout.
What to write when you don’t have a founding story
Plenty of good businesses started because someone needed a job and was good at baking. That’s fine. Write about the work instead:
- What you do differently in the process. The overnight ferment, the cold chain you keep, the fact that you cut flowers the morning of delivery.
- What you refuse to do. Constraints are more convincing than claims. “We don’t take orders we can’t deliver the next morning” tells a customer more than “quality is our passion.”
- Who you serve. Naming your customers (cafés, offices, wedding planners, restaurant accounts) helps a visitor place themselves.
- How the delivery works. Who drives, what time, what happens when something goes wrong. For a business whose product arrives in a van, the delivery process is the story, and describing it honestly does more for trust than adjectives do.
- The boring credentials. Licenses, insurance, food safety certification, years operating. Dull and load-bearing.
Trust signals to put on the page
Ranked roughly by the DreamHost survey’s findings and what local buyers actually check:
- Contact information in text — phone, email, address. Highest-rated element at 67%. Not in an image, not only in a form.
- A secure site (HTTPS) — 51%. If your site still shows “Not secure,” fix that before writing anything.
- Real photos of the team and the premises — 47%.
- An online booking or contact form — 40%.
- Reviews with full names, ideally recent.
- Service area stated explicitly. For a delivering business this is a trust signal as much as a logistics one, because it shows you know your limits.
- A visible last-updated signal. Current-year hours, current team. Stale pages are read as abandoned businesses.
About page mistakes
- Opening with a mission statement. “Our mission is to provide exceptional quality and service” appears on ten thousand identical pages and persuades nobody.
- Stock photos of people who don’t work for you. Worse than no photos.
- Writing in third person about a two-person company. “Smith Bakery has been committed to excellence since 2019” is stranger than “We started in 2019.”
- No address. For a local business, the single most suspicious omission.
- Never updating it. The About page is where a closed location, a departed partner, or a 2023 phone number sits undisturbed for years.
- No next step. People land here mid-decision. Give them the button. If you’re not sure your platform makes that easy, our comparison of website builders for local businesses covers how editable each one is.
Frequently asked questions
What should a small business About Us page include?
One sentence on what you do and for whom, then your address, hours, phone and delivery area, then real photos of your team and premises, a short story, proof such as reviews or certifications, and a clear next step. Logistics first, story second, because for local service businesses the visit or order is the conversion goal.
How long should an About Us page be?
Roughly 300 to 600 words for most local businesses. Long enough to be specific, short enough that the contact details and the next step stay visible. Wholesale suppliers can justify more, because business buyers check credentials harder.
Should I write my About page in first person?
Yes, for a small business. “We started in 2019” reads as a real company; “Smith Bakery has been committed to excellence” reads as a template. First person also makes it much easier to be specific, which is what actually builds trust.
Do About Us pages matter for SEO?
They matter mainly for trust and for the entity signals that help search engines understand who you are: name, address, service area, team. Don’t expect an About page to drive search traffic; expect it to help convert the traffic other pages bring.
Write the version you’d want to read
Before you publish, run one check. Imagine you’re about to spend $400 with a business you found ten minutes ago. Read your About page as that person. Can you tell where they are, how long they’ve been doing this, who’s actually going to show up, and what to do next?
If yes, the page works, however plainly it’s written. If no, no amount of storytelling will fix it. Start with the address, the photo, and the phone number, and build outward from there.
