About Us Page Examples: 17 Small Business About Pages, Plus a Template

What a good About Us page does

Visitors open the About page after they understand the offer and before they call, book or buy. They want to know the business is real and that someone will answer. For a local business that comes down to two questions: who picks up the phone, and who shows up.

Most About page galleries online show national brands and design templates, cropped to the first screen. The pages here are for trades, practices, agencies, a restaurant, a church and a nonprofit, the kind of business an owner runs with a small team. Each comes with the order of its sections, because the order is most of the lesson.

The five parts every About Us page example shares

Strip any good About page down and the same five parts appear, in this order. The first answers the visitor's main question, the middle three earn trust, and the last sends the visitor somewhere useful. Added up, they come to about 250 to 450 words, and most of the pages below say it in 200 to 350. History beyond that belongs in a blog post.

Find the About Us page example closest to your business

Start with the shape of your business, not your trade. A one-person bookkeeper has more in common with the one-person house cleaner below than with a ten-person accounting firm. Find your row and open the examples it names.

What each About Us page example shows

The picture under each example is the first screen on a laptop, and the numbered list walks the rest of the page in order. The live link opens the whole page. Try it on your phone too, since that is where most local customers will read yours.

1. Plumber: a family shop in its third generation

Brauntigam Plumbing is a family shop in Fredericksburg, Texas. The reader has water on the floor and one question: is this a real local shop, and will somebody pick up? Top to bottom:

1. A one-line founding story, with all three generations in the intro.
2. A three-row timeline (1979, 2008, 2021) in place of a history essay.
3. “The people who answer”: four people and what each handles, from who takes the after-hours phone to who runs the Kerrville route on Tuesdays and Thursdays.
4. The Texas license under each Brauntigam who holds one: Master Plumber for Curtis, Journeyman Plumber for Jace.
5. Both licenses again, the state board that regulates plumbers and “Insured,” then “Call the shop.”

• Borrow this: the license line under the person who holds it, so a customer can see who holds which license. Add your license number so they can look it up.
• Leave off: the service list. The menu and footer already link to it and to each town.
• Built by Theo. See the live site, then compare the other plumbing website examples.

2. Electrician: the owner who answers is the one who comes

Wendroth Electric is a Colorado shop where the owner does every job. The reader wants to know who will actually walk into the house. Top to bottom:

1. The headline is the promise: “The person who answers the phone does the work.”
2. Ted's story in his own voice: an apprentice, 14 years on other contractors' crews, then his own shop in 2017 “so I could finish what I started.”
3. “No subcontractors. No salespeople.” and a call button with his number, halfway down the page.
4. A visit in three steps: he calls when he is on his way, protects the house, and leaves it clean.
5. The two helpers and what each does, one customer quote, and his master electrician license in the footer.

• Borrow this: when the owner is the one who comes, describe the visit.
• Leave off: “we” when it is one person. Ted tells his story as “I.”
• Built by Theo. See the live site, then compare the other electrician website examples.

3. HVAC: a heat pump company that does one thing

Vellacott Heat Pumps is an installer in Bangor, Maine that fits cold-climate heat pumps and nothing else. The reader wants proof the crew understands a Maine January. Top to bottom:

1. The headline gives the reason the company exists: one expensive oil winter.
2. “It started in Hampden”: the owner put a heat pump in his own house after a $4,000 oil winter and has installed nothing else since.
3. Four people, each with one credential or one job, down to who handles the rebate paperwork.
4. “Credentials that stay close to the work”: the license number, EPA 608 certification, insurance, the parts warranty and the company's own labor warranty.
5. One button: book a free estimate.

• Borrow this: warranties in the same block as the licenses. Customers read them as the same kind of promise.
• Leave off: model numbers and efficiency charts, which belong on the service pages.
• Built by Theo. See the live site, then compare the other HVAC website examples.

4. Roofer: a metal roofing crew with its warranties in writing

Tolverud Metal Roofing is a metal-only roofer in Rapid City, South Dakota. The reader is buying a roof meant to be their last and dreads a sales pitch. Top to bottom:

1. “A roof is no place for a sales pitch,” then one line from the owner.
2. Why metal, in their own weather: storms every summer, snow every winter.
3. The crew, each with years on roofs and a job, including the person who calls you back.
4. “Clear from measure to clean-up”: a drone measure, a written estimate within three business days, borrowed sample panels, build day, and a magnet sweep with photos of every edge.
5. “Warranties in writing” (20 years on standing seam, 10 on exposed fastener), the licenses and the insurance, then “Book a free measure.”

• Borrow this: the warranty and its years, printed on the About page instead of saved for the estimate.
• Leave off: long paragraphs. This page holds a lot and still scans, because no block runs past three lines.
• Built by Theo. See the live site, then compare the other roofing website examples.

5. Contractor: a remodeler that only finishes basements

Kjelstad Basements is a remodeler in Rochester, Minnesota that only finishes basements. The reader fears what hides behind new drywall: water, wiring, a failed inspection. Top to bottom:

1. “Basements are all we do,” with a walk-through button and a second button to the process page.
2. Why the focus matters: moisture, permits, egress and the order of work behind the walls.
3. A paperwork promise: a permit for every basement, the team at every inspection, and the signed-off permit handed over at the end with the drawings and paint colors.
4. Four people and their jobs, shown with initials instead of headshots.
5. “Start with a free walk-through,” then the contractor license and “Insured” in the footer.

• Borrow this: say what paperwork the customer keeps at the end. It is proof they can hold.
• Leave off: the project gallery, which has its own page.
• Built by Theo. See the live site, then compare the other contractor website examples.

6. Landscaper: a mowing route with a named crew for each day

Brinkhorst Lawn Care is a weekly mowing route in Ankeny, Iowa. The reader has chased a lawn service before and wants to know who comes, and when. Top to bottom:

1. “Six neighbors became a full route”: the owner started mowing for neighbors in high school.
2. “Built for people who do not want to chase their lawn service,” with the days spelled out: Kyle mows Monday and Tuesday, Jenna runs billing and the text line.
3. Licensed, insured, no contracts and billed only for the mows done, in one sentence.
4. The crew of four, each with a role, including who leads Wednesday to Friday.
5. “Get on the route”: share your street and town, and they confirm your day.

• Borrow this: say who comes on which day. For a route business, the schedule is the proof.
• Leave off: the prices, which sit one tap away under Mowing Prices.
• Built by Theo. See the live site, then compare the other landscaping website examples.

7. House cleaner: one person who cleans every home herself

Haverlund House Cleaning is a one-woman business in Lexington, Kentucky, and its About page is About Greta. The reader is deciding whether to hand a stranger a house key. Top to bottom:

1. “A familiar face, every time,” and the line that matters: Greta is the only person who cleans your home.
2. Her story in first person: summers cleaning with her mother, eight years as a nursing assistant at a care home, and a list kept to 18 households.
3. Dale keeps the calendar, sends the invoices and “never comes to your house.”
4. “If I am sick I call and reschedule. I do not send a substitute.”
5. Insured, bonded, a background check shared on request, and the city occupational license.

• Borrow this: answer the substitute question before anyone asks it.
• Leave off: a team section padded to look bigger. One named person is the reason to book.
• Built by Theo. See the live site, then compare the other cleaning website examples.

8. Dentist: a pediatric practice that introduces the front desk

Pebblefin Pediatric Dentistry is a children's practice in Lafayette, Louisiana, and its About page is Meet the Team. The reader is a parent whose child had one bad visit somewhere else. Top to bottom:

1. “A team that knows kids are not small adults,” then the owner's quote: the first visit is about making the second one easy.
2. Four people with a credential and a job each: the owner's pediatric residency, an associate who speaks Spanish, the hygienist who does the knee-to-knee exams, and the front desk, who helps families find a time that works.
3. Credentials: the state board license line, board certification and a membership.
4. “Request a visit,” with a nudge to say what will help your child feel comfortable.

• Borrow this: name the front desk. Parents talk to that person before they meet the dentist.
• Leave off: treatment and insurance detail. The footer links to both.
• Built by Theo. See the live site, then compare the other dental website examples.

9. Veterinarian: exotic animal vets, each with the species they see

Lorikin Bird & Exotic Animal Clinic is a clinic in West Hartford, Connecticut, and its About page is Our Vets. The reader has a bird, a rabbit or a lizard, and has met vets who did not know the species. Top to bottom:

1. “Specialists who notice the details,” with the details named: feathers, teeth, UVB light and temperature.
2. Each vet with the animals they focus on (birds; rabbits, guinea pigs and ferrets; reptiles and amphibians) and one human detail, like the vet who keeps eleven reptiles at home.
3. The lead technician, who can hold a macaw for an exam “without a feather out of place.”
4. A footer with the side entrance, the ramp, the parking, the license line and the board certification.

• Borrow this: say who sees what, so a reader can pick a person before calling.
• Leave off: the full species list, which has its own page.
• Built by Theo. See the live site, then compare the other veterinary website examples.

10. Therapist: a trauma practice that says what the first call will ask

Kelderwick Trauma Therapy is a small practice in Santa Rosa, California. The reader fears being rushed, or having to tell the whole story to a stranger. Top to bottom:

1. “Care that makes room for your pace,” who leads the team, and when she opened it: 2018, after nine years in county victim services.
2. Each therapist with license type and number, years, and who they see, including first responders and clients who want sessions in Spanish.
3. The associate's supervision, stated plainly, with her lower-fee option.
4. The office manager, who reads every inquiry and “never asks what happened.”
5. A side door, so you can leave without crossing the waiting room, then “You do not need to tell us your story in the inquiry.”

• Borrow this: say what the first contact will ask, and what it will not.
• Leave off: method detail. EMDR and the intensives have their own pages.
• Built by Theo. See the live site, then compare the other therapist website examples.

11. Lawyer: an estate planning attorney who drafts every document

Wexcombe Estate Planning is a one-attorney practice in San Luis Obispo, California, and its About page is About Claire. The reader wants to know who they will deal with, and what it costs. Top to bottom:

1. “One attorney, from first question to final signature”: Claire meets every client and drafts every document.
2. Why she opened it: too many families stuck in probate for a year over problems a few hours of planning would have avoided.
3. Her State Bar of California license and specialist certification, on a line of their own.
4. The paralegal, and the office manager, a Spanish-speaking notary who attends every home signing.
5. A free first meeting of about an hour, at the office, at home or by video, and a one-line notice that the site is not legal advice.

• Borrow this: one sentence on who drafts the documents. It answers “will I be handed off?”
• Leave off: practice areas and fees. The menu links to both.
• Built by Theo. See the live site, then compare the other law firm website examples.

12. Tax professional: an enrolled agent who explains the credential

Tullberry Tax Resolution is a Tulsa, Oklahoma office whose About page is named after the owner's credential. The reader holds an IRS letter and wants to know if this person may deal with the IRS for them. Top to bottom:

1. “Licensed to stand between you and the IRS,” and who issues that license.
2. The credential in plain words: a three-part IRS exam, continuing education, and the right to represent taxpayers in all 50 states.
3. Three people with years and roles, including a former IRS revenue officer and “the person who calls you back.”
4. “Know the limits, too”: they are not CPAs or attorneys, and Tax Court or criminal cases go to a tax attorney.
5. The enrollment in the wording the IRS allows, and a “Check it yourself” link to the IRS directory, with the name and state to search.

• Borrow this: the link to where the credential can be checked, and what to type in.
• Leave off: case results. The footer says flat fees and no promises about outcomes instead.
• Built by Theo. See the live site, then compare the other accounting website examples.

13. Financial advisor: advisors with a lookup link under each name

Fairhollow Financial Group is an advisory office in Springfield, Missouri, and its About page is Our Advisors. The reader is deciding whether to trust a stranger with retirement savings, so this is the longest page here. Top to bottom:

1. “People who know the work, and know the Ozarks.”
2. Each advisor with a photo, years, the clients they serve and why: a third-generation local who works with farm families, and a teacher's daughter who helps teachers with their pensions.
3. Registrations, then a “Check background on FINRA's BrokerCheck” link under each advisor's name.
4. The client service associate, “the first voice you hear when you call.”
5. Registration numbers and the firm's disclosures at the bottom.

• Borrow this: the lookup link under each person, not only in the footer.
• Leave off: market commentary. This page sells people, not returns.
• Built by Theo. See the live site, then compare the other financial advisor website examples.

14. Insurance agency: a family agency in its second generation

Kettlehaus Insurance is an independent agency in Wausau, Wisconsin, now run by the founder's daughter. The reader wonders whether the agency will still be there at claim time. Top to bottom:

1. “Started at a desk in a front room,” and the handover in one line: founded by Walt in 1991, led by his daughter Megan since 2018.
2. What independent means, in one sentence: they compare several companies, recommend one, and tell you why.
3. Four people with their roles, licenses and designations, shown with initials rather than photos. The founder “remains in the office Tuesday mornings.”
4. One button, get a quote, then the agency license, the producers' licenses and the evening hours in the footer.

• Borrow this: say what the founder does now. Customers who knew him want to know where he went.
• Leave off: the list of companies the agency quotes. That belongs on a coverage page.
• Built by Theo. See the live site, then compare the other insurance agency website examples.

15. Restaurant: a family counter that explains how ordering works

Trujeque's Counter is a family restaurant in Albuquerque, New Mexico, where you order at the counter. The reader wants to know what kind of place it is before driving over. Top to bottom:

1. “The counter is family-run,” both cooks in two short lines, and a call-to-order button.
2. The owner's own words on how it works: order at the counter, take a number, sit anywhere, no reservations, call ahead to skip the line.
3. The owner and cook, on the line since he was fifteen, who makes the red and green chile every morning.
4. Rosalinda's 40 years of tamales, posole and biscochitos, with one customer quote about the biscochitos.
5. The weekend counter manager, then the hours and address in the footer.

• Borrow this: explain how the place works in the owner's voice. First-timers want the routine before they walk in.
• Leave off: the menu, which has its own page, written as text.
• Built by Theo. See the live site, then compare the other restaurant website examples.

16. Church: a pastor's page with her direct line

Tamsworth Union Church is a congregation in St. Johnsbury, Vermont. Its About link opens About our pastor, because a visitor's first questions are who leads and whether they will be welcome. Top to bottom:

1. “About our pastor,” with a subhead that also names the organist and the neighbors who keep the doors open.
2. The pastor: ordained in 2004, here since 2015, making time for hospital and home visits, with her direct number for urgent care, “day or night.”
3. Three more people and their roles, down to the organist since 1988.
4. “Independent, rooted, and local”: the church's roots and its 501(c)(3) status.
5. “There is a place for you here,” and one button to get in touch.

• Borrow this: a direct line to the pastor, said plainly.
• Leave off: the building's history. A companion page pairs old photos of the church with new ones taken from the same spots.
• Built by Theo. See the live site, then compare the other church website examples.

17. Nonprofit: an after-school program with its license on the page

Satchelbrook After-School Program is a nonprofit in Cedar Rapids, Iowa. The reader is a working parent asking who is with their child between the last bell and pickup. Top to bottom:

1. “About Satchelbrook”: founded in 2012 by a second-grade teacher who could not find the care she wanted for her own children.
2. Today, in plain numbers: about 120 children a day.
3. The license line: a state-licensed child care center, with the number, insured, vans included.
4. Four staff and their backgrounds, down to the van driver who teaches CPR and first aid.
5. The license and 501(c)(3) status in the footer, plus a Staff and safety page in the menu: screening, ratios, two adults in every van.

• Borrow this: the license and the safety details one tap away, in the menu, where a parent finds them before touring.
• Leave off: tuition, which has its own page and changes more often than the staff.
• Built by Theo. See the live site, then compare the other nonprofit website examples.

About me page examples for one-person businesses

When one person does the work, the About page is an About me page and should read like one. Four of the sites Theo built are written that way: two appear above, and the other two are a counselor and a new insurance agent.

The rules they share are short. Write in first person. Give the direct line: Renata Solvanez, a former claims adjuster who opened her agency this spring, has “Call Renata” and “Text Renata” buttons on her page. Say what happens when you are out, as Greta does. Do not write “we” to look bigger. Nora Penhallow's page, shown below, opens with the line most one-person pages miss: she would rather tell you up front what she charges, whether she has room, and who she is.

Built by Theo. See Nora's page or Renata's page live.

Meet the team page examples: when the team gets its own page

Give the team its own page when customers meet more than about four people, or when they get to choose one. Below that, the team fits on the About page, as in most of the examples above.

The page shown below is the clearest case. Aukamp Heating & Cooling's Meet the Techs page gives each technician a photo, a first name, a truck number, the year they joined and what they are best at. Then it prints the text customers get on the morning of a visit, with the tech's name and truck, so nobody has to guess who is at the door.

Built by Theo. Each name in the table opens the live site.

Proof to show on an About page, by trade

Proof only helps if a customer can check it. Put the number under the name of the person who holds it, repeat it in the footer, and say where to look it up. Rules differ by state and city, so check what your own board requires; the table names the kind of proof and the kind of place to check it.

About Us page template you can fill in

Fill in the parentheses, delete any line that does not apply, and keep the order. Where you reach for an adjective, put a fact; the copy table below shows the swap. The last line goes where the rest of the site sends people, usually the contact page, and the contact page examples show what that page needs.

• Filled in for a plumbing company, kept generic so the shape shows: We repair leaks, drains and water heaters for homeowners in three towns east of the city. We started when the owner, a master plumber, kept hearing that nobody called back; today a person answers during business hours. Two technicians work with the owner and are named here with their years on the crew. We are licensed and insured, the license number and the board that issues it are printed below, and every repair is photographed before the crew leaves.
• Read it aloud once and cut any line you would not say to a customer on the phone. On a Theo site you paste the lines into the chat and Theo updates the page.

About Us page copy: weak lines and what to write instead

The same seven lines appear on most small business About pages, and each can be swapped for a fact the visitor can use. The guide on how to write website copy makes the same swap across every page.

Does an About Us page help SEO

Rarely on its own. The About page seldom ranks for anything but the business name, because few people search for a company's history. Its visitors come from the homepage and the service pages, so its job is to close the visit, not to start one.

Google's own guidelines show why it still matters. In the Search Quality Rater Guidelines (the version dated September 11, 2025), section 3.4 tells raters judging trust to start with what a site says about itself, and to look at the “About us” page as a starting point. The first small-business example of a High quality page in section 7.4 is the “about us” page of a local fish and chips restaurant, which says when the restaurant opened and what visitors can expect. Raters do not set rankings; the guidelines say no single rating moves a page up or down. They are still the plainest statement of what Google means by a page it can trust.

It says who is behind the site. The page also gives search engines and AI answer tools a plain statement of who is behind the site, where it is and what the credentials are, and it is the natural home for the name, address and phone number, written exactly as on the Google Business Profile. Put it in the menu as About, link it from the footer, and link each service page to the person who does that work.

The visits come from the rest of the site. In Theo's audit of 6,861 small business websites, 47 percent of the 4,633 sites with search data got an estimated zero visitors a month from Google search. Publishing pages that answer real searches is the usual way out of that group, and it takes months. Buy My Lunch, a customer site named with permission, went from 131 clicks from Google search in one 90-day period to 929 in the 90 days to September 27, 2026, by its own Search Console data, as new pages went live. The guide on how to get your website on Google explains which pages earn the visits.

About Us page mistakes to avoid

Most weak About pages share the same faults, and each one is a quick fix. For the trust signals the rest of the site needs, see how to build trust on a website.

• Starting with the founding year. The fix: lead with the customer and the work. History goes third, and only if it explains how you work today.
• Photos of people who do not work there, stock or generated. The fix: a phone photo of the real owner at work, in daylight. Until you have one, use initials and roles, as the Kettlehaus and Kjelstad pages do.
• A placeholder left on the live page. The fix: before publishing, search the page for template leftovers: sample phone or license numbers that are not yours, example.com addresses and square brackets.
• Leaving out who answers the phone. The fix: name the person a caller reaches, and when, the way Brauntigam names who takes the after-hours line.
• Values with no example. The fix: “We care about quality” says nothing; “We photograph every job before we leave” says something. Cut the value or attach the practice.
• Invented proof. The fix: use only awards, bios and quotes a customer could check, and link reviews to where they live.
• No next step. The fix: end on the same button the service pages use, so the visitor lands in one place instead of going back to the search results.
• A page that never changes. The fix: add new staff, licenses and services the week they happen. A three-year-old team photo tells visitors nobody looks after the page.
• A story that runs a thousand words. The fix: keep the page to about 250 to 450 words and move the long version to a post or a companion page, like the church's building history.
• No address, hours or phone. The fix: repeat the contact block at the bottom, even though the contact page has it. This is the page people forward to a friend.

About Us page checklist before it goes live

Run this once before the page is published, then again as often as the last column says. On a Theo site you, or anyone you invite to edit, make each change by typing it into the chat.

Frequently asked questions