What Should You Include on Your About Page? (A Friendly Guide for Small Business Owners)

Let’s be honest, the About page is one of the most awkward pages to write on your website.

It’s the one where you sit there thinking:

“How much do I say about myself?”
“Do people even care?”
“Am I supposed to sound professional… or like a real human?”

If you’ve ever felt like that, you’re very much not alone.

As a Squarespace website designer UK, I can tell you this with confidence:

👉 Your About page is one of the most visited pages on your entire website.

And more importantly?

👉 It’s often the page that turns a casual browser into an actual enquiry.

Because people don’t just buy services.They buy into people.

So let’s break down exactly what to include on your About page; in a way that feels natural, not cringey, and actually helps your business grow.

First: What Your About Page Is Really For

Before we get into what to include, let’s clear something up.

Your About page isn’t just:

• your life story

• a list of qualifications

• or a formal biography

It’s your chance to:

✔ Build trust
✔ Show your personality
✔ Help people feel like they “get” you
✔ Gently guide them towards working with you

Think of it as the page where someone goes:

“Oh I like them… I think they’re the one.”

1. Show That You’re a Real Human (Not Just a Business)

This is the part a lot of people skip, but it’s so important.

People want to know who they’re working with.

That doesn’t mean sharing your deepest, most personal life details… but it does mean letting people see a bit of the human behind the business.

You could include things like:

• What your day-to-day life looks like

• Your favourite way to spend a weekend

• Whether you’ve got kids, pets, or a slight coffee obsession

• Little quirks or habits

This helps people feel like they know you, and that familiarity builds trust fast.

Especially if your audience feels a bit nervous about investing, this can make a huge difference.

2. Use a Mix of Brand Photos and Real-Life Photos

Professional brand photos are brilliant, and I always recommend them.

They instantly elevate your website and make you look polished and credible.

But here’s the thing…

If your About page only includes perfectly posed, polished images, it can sometimes feel a bit… distant.

That’s where UGC-style (user-generated content) photos come in.

Think:

• A casual photo at your desk

• A snap from a coffee shop work session

• A behind-the-scenes moment

• A slightly imperfect but very you kind of picture

This combination works so well because:

• Brand photos build trust and professionalism

• UGC photos build connection and relatability

And when you bring both together? That’s the sweet spot.

3. Tell the Story of How You Got Here

This is one of the most powerful parts of your About page.

People love a story.

And more importantly - they connect with it.

You might have:

• Been made redundant and decided to try something new

• Built up years of experience in your industry

• Slowly transitioned into your business as a side hustle

• Or just kind of… fallen into it

Whatever your story is, tell it.

Not in a long, overwhelming way, but in a way that helps people understand:

👉 Why you do what you do
👉 What led you here
👉 Why it matters to you

Because that’s what people really connect with.

4. Share Your Personality (and Link It to Your Work)

This is where your About page really starts to stand out.

Instead of just saying what you do, show how you do it, and why that’s different.

Ask yourself:

• Are you calm and reassuring?

• Are you organised and detail-focused?

• Are you creative and big-picture?

• Are you straight-talking and no-nonsense?

Then link that back to your work.

For example:

• If you’re very organised → your projects run smoothly

• If you’re empathetic → clients feel supported

• If you’re creative → your designs feel fresh and unique

This helps potential clients see:

“Ah… this is what it would actually feel like to work with them.”

And that’s what makes you memorable.

5. Guide People Towards Your Services (Don’t Just Leave Them Hanging)

This is a big one, and it’s often missed.

Your About page isn’t just about connection.

It’s also part of your customer journey.

Once someone feels like they like and trust you, you need to gently guide them to the next step.

That usually means linking to your:

• Services page

• Packages

• Ways to work with you

You can do this naturally with little prompts like:

• “If you’re thinking about working together, you can explore my services here…”

• “Take a look at how I can support you…”

Because while the About page builds the relationship…

👉 Your service pages are where the decision happens.

6. Include a Testimonial (Back It All Up)

You’ve told them who you are.

Now let someone else say how great you are.

Adding a testimonial to your About page is such a simple but powerful touch.

It reinforces:

• Your credibility

• Your results

• The experience of working with you

Even just one short testimonial can make a big difference.

It turns your About page from:

“Here’s who I am”

into:

“Here’s proof that I’m good at what I do.”

Why This Matters So Much

As a Squarespace website designer UK, I see this all the time:

Two websites can offer very similar services…

But the one with the stronger About page?

👉 Gets more enquiries
👉 Builds trust faster
👉 Converts better

Because when someone lands on your site, they’re not just thinking:

“Is this service good?”

They’re thinking:

“Do I feel comfortable choosing this person?”

Your About page answers that question.

A Quick Checklist for Your About Page

If you’re not sure where to start, here’s a simple checklist you can follow:

✔ A friendly introduction
✔ A glimpse into your personal life
✔ A mix of brand photos and real-life images
✔ Your story (how you got here)
✔ Your personality and approach
✔ Links to your services
✔ At least one testimonial

Keep it simple, keep it human, and don’t overthink it.

Final Thoughts

If writing about yourself feels uncomfortable, that’s completely normal.

But your About page isn’t about bragging.

It’s about connecting.

It’s about showing the person behind the business.

And it’s about helping your future clients feel like:

“Yes — this is the person I want to work with.”

If you can do that, you’re already ahead of most websites out there.