For a service business, the about page is where visitors decide whether they trust you. They’ve seen what you offer. Now they want to know who they’ll actually work with.
The best about pages don’t just tell a company history. They answer a visitor’s quiet questions: Who are these people? Do they understand someone like me? Can I trust them with my project?
Here are 15 real about pages from service businesses, from a family plumbing company to a global design studio. Four of them are sites I built. For each one, you’ll see what it does well and what you can borrow for your own.
Key Takeaways
- People buy from people. The strongest about pages show real faces, names and roles.
- A short origin story works when it explains why the business exists, not just when it started.
- Proof belongs on the about page: numbers, awards, memberships, reviews or named clients.
- Explain how you work. A few steps make getting in touch feel safe.
- End with a next step. An about page without a call to action wastes the visitor’s trust.
What Makes a Good About Page
Across all 15 examples, the same building blocks come up again and again:
| Element | Why it matters |
|---|---|
| Real people | Photos, names and roles show who the visitor will work with |
| Why you started | A short story makes the business memorable and human |
| Proof | Numbers, awards, memberships and reviews back up your words |
| How you work | Clear steps lower the risk of getting in touch |
| Who it’s for | The right clients recognize themselves |
| A call to action | Turns trust into an inquiry |
You don’t need all six. Most of the examples below do two or three of them very well.
Lead With the People
1. Pentagram (Design Studio)
Pentagram is an independent design studio owned by its partners. The heart of its about page is a grid of partner portraits, with each partner’s name and city. The page explains that the owners create the work themselves and are the main contact for every client.
Borrow this: if clients work with you directly, say so and show your face. For a small business, “you’ll work with me” is a selling point.
2. LDN Physio (Physiotherapy Clinic)
LDN Physio is a London physiotherapy clinic. Its team page tells how it started in one room behind a yoga studio in Hackney. Today it runs several London clinics. Every clinician gets a photo, a short bio and a personal “Book with” button. The page also states that all its physiotherapists are registered with the Health and Care Professions Council (HCPC).
Borrow this: let visitors choose a person, not just a business. A booking button next to each bio turns trust into an appointment.
3. Animalz (Content Marketing Agency)
Animalz shows 17 team members with their roles and countries. It also lists six named values, each with a short explanation. Playful animal illustrations run throughout the page.
Borrow this: if you state values, explain what each one means in practice. A value with a sentence behind it is more believable than a list of words.
Tell Why You Started
4. Studio McGee (Interior Design)
Studio McGee is an interior design studio founded by Syd and Shea McGee. Its about page mentions that the business began with a $70 desk bought on Craigslist. It explains each founder’s role and ends with a clear “Work With Us” button.
Borrow this: one small, specific detail from your beginning says more than a paragraph of history.
5. Grow & Convert (Marketing Agency)
Grow & Convert explains how its two founders met. It also says why they started the agency: to turn content into leads, not just traffic. It describes each founder’s background. It also says clients work directly with strategists, without account managers in between.
Borrow this: connect your story to the problem you solve. The “why” behind the business is often your positioning.
6. Marie Forleo (Business Coach)
Marie Forleo’s about page is personal and candid. It covers odd jobs and false starts on the way to building her business. It also shows credentials: a bestselling book and logos of the media that featured her.
Borrow this: for a coach or consultant, an honest story about what didn’t work builds more trust than a polished one.
7. Reeves Family Plumbing (Plumbing)
Reeves Family Plumbing in Dallas tells the story of a family business that has been working since 1960. The founder started it from his home. Today it’s run by two sisters. The page pairs that history with concrete promises, such as a live person answering the phone around the clock and no upselling.
Borrow this: turn your history into promises. “Family-owned” means more when it comes with specific commitments.
8. Mrs. Kitty’s Pasta Cottage (Pasta Workshops)
Mrs. Kitty’s Pasta Cottage, a site I wrote, designed and built, has its about section on the homepage. Kitty introduces herself in the first person. She explains why she started. As a mother with a food allergy, she cares about healthy, homemade food and wants to share the joy of making it.
Borrow this: a personal reason is enough. For a one-person business, the founder’s motivation is the story.
Prove It
9. Kruze Consulting (Accounting)
Kruze Consulting is an accounting firm that works only with venture-backed startups. Its about page shows the founder’s background, the leadership team and client testimonials. It also lists hard numbers, like 800+ startups served and a 90% retention rate. Even its license number is on the page.
Borrow this: a narrow focus plus numbers is a powerful combination. Name the clients you serve best and show what you’ve done for them.
10. Olson Kundig (Architecture)
Olson Kundig traces its roots to a small bunk house its founder built in 1959. Today it has more than 300 people. The page explains the firm’s design philosophy, from large ideas down to small details. It also lists its awards year by year.
Borrow this: if you’ve won awards or been featured, list them. Proof that others have recognized your work does the bragging for you.
11. SB STANG (Sheet Metal and Roofing)
SB STANG, a site I wrote, designed and built, uses a milestone timeline on its about page. It starts with a one-person business in 1999 and moves through industry awards and a world championship title in metal roofing. It ends with the company’s own production workshop in 2021. The page also shows the owner’s photo and the company’s industry memberships. Here’s the full case study.
Borrow this: a timeline turns 25 years of history into something a visitor can scan in five seconds.
12. IDEO (Design and Innovation)
IDEO tells its history since its founding in 1991 through a few landmark projects, such as early work on Apple’s first usable mouse. It names its values (empathy, humility and open-mindedness) and introduces people with very different backgrounds.
Borrow this: let two or three of your best projects tell your story. Specific work is more convincing than general claims.
Explain How You Work
13. Hello Water (Filtered Water Systems)
Hello Water, a site I built, calls its about page “The people behind clean water”. It explains how the business started as restaurants and hotels moved toward sustainable, locally filtered water. It states the mission and then shows a five-step process, from the first conversation to ongoing maintenance. The page ends with a quote request.
Borrow this: put your process on the about page. It answers “what happens if I get in touch?” before the visitor has to ask.
14. The Hoxton (Hotels)
The Hoxton uses a timeline of its openings, from its first hotel in Shoreditch in 2006 to cities across Europe and the US. A “What makes a Hoxton?” section explains what guests can expect anywhere. A neighborhood charity program shows what the brand cares about.
Borrow this: explain what clients can always count on with you. Consistency is a reason to choose you again.
15. Miamor (Leisure and Events Venue)
Miamor, a site I built, keeps its about section short: a few sentences about what the venue is and what you can do there. Right below it, hundreds of Google reviews do the convincing, followed by an FAQ.
Borrow this: your about section doesn’t have to be long. A clear description plus real reviews can be enough.
How to Write Your Own About Page
Use this order as a starting point:
- A headline about the people, not the company. For example: “The team behind your new kitchen”.
- Who you help and how, in one or two sentences.
- Why you started. One short paragraph with one specific detail.
- The people. Real photos, names and roles. For a one-person business, that’s you.
- Proof. Years, numbers, awards, memberships or reviews.
- How you work. Three to five steps.
- A call to action. One clear next step.
Before you write, it helps to know exactly who you’re writing for. Here’s my ideal client profile template. For the rest of your site, here’s my guide on how to write website copy for a service business.
Common About Page Mistakes
- Only company history. Dates and facts with no reason to care.
- No faces. Stock photos or no photos at all.
- “We’re passionate about quality.” Every business says it. Show it with proof instead.
- Writing about yourself, never the client. Connect your story to what it means for them.
- No call to action. The visitor trusts you now. Tell them what to do next.
Frequently Asked Questions
What should an about us page include?
Real people with photos, why you started, proof such as numbers, awards or reviews, how you work and a clear call to action. You don’t need all of them. Two or three done well is enough.
How long should an about us page be?
Long enough to answer who you are, why you’re trustworthy and what to do next. For many small businesses that’s a few hundred words. Some, like Miamor, work with a short section plus reviews.
Should a small business about page say “I” or “we”?
If you work alone, say “I”. Clients will find out anyway and being the person they’ll work with is a strength. Use “we” when there’s really a team.
Do I need photos on my about page?
Yes, if you can. Real photos of you, your team and your work build trust faster than any sentence. Avoid stock photos of strangers.
Should the about page be a separate page?
Not always. Some businesses, like Mrs. Kitty’s Pasta Cottage, keep a strong about section on the homepage. A separate page makes sense when you have a team, a longer history or more proof to show.
Your Next Step
Want an about page that shows clients who they’ll work with, as part of a whole new website? Tell me about your business and what you want your website to do. I’ll reply within 1 business day.
Tamas Pocs is a freelance web designer and WordPress developer based in Hungary. For 5+ years he has written, designed and built websites for service businesses (more than 50 so far) and looked after them once they’re live. See his work or connect on LinkedIn.
