About Us Page for a Local Business — What to Write So Customers Trust You (Template and Examples)

Quick answer: A good About page tells customers who is behind the business, how long you've been serving the area, what makes your work reliable and why you do it. Include a short founder story, the year you started, team members with roles and credentials, real photos, registrations and certifications, community involvement, press mentions and a few reviews, then end with clear contact options. It's one of the strongest trust pages on a local website and helps Google understand your business as a real entity.

People buy from people. Before calling a new dentist, electrician or caterer, many customers click "About" to see whether a real, experienced person is behind the business.

What to include

1. Opening line: "Since 2009, Sharma Electricals has wired 3,000+ homes across west Ahmedabad."
2. Founder story: why you started, in 4–6 sentences.
3. Years and numbers: founding year, customers served, projects — only real figures.
4. Team: names, roles, experience, qualifications, photos.
5. What makes you different: 3–4 concrete promises (same-day visits, written warranty, licensed staff).
6. Credentials: licences, registrations (GST, FSSAI, medical council), certifications, association memberships (E-E-A-T).
7. Community: camps, sponsorships, local events (community events).
8. Press and awards: real ones, linked (local PR).
9. Reviews: 2–3 quotes or embedded Google reviews.
10. Photos: shopfront, team at work, early days.
11. Contact: address, hours, phone/WhatsApp, map link.

Fill-in template

[Business name] has been serving [area/city] since [year].
It started when [founder name] [short origin story].
Today, our team of [number] [roles] helps [customers] with [main services].

What you can expect from us:
• [Promise 1]
• [Promise 2]
• [Promise 3]

Meet the team: [Name — role — experience/qualification]
Registrations: [GSTIN / licence / certification]
In the community: [activity]
As featured in: [publication]

Visit us at [address, landmark] — open [hours].
Call or WhatsApp [number].

Examples of strong openings

• Sweet shop: "Three generations of the Agarwal family have made kaju katli in this same Chandni Chowk lane since 1962."
• Clinic: "Dr. Neha Shah (MDS, Endodontics) founded Smile Dental in 2014 to offer painless, explained dentistry to families in Kothrud."
• Home services: "CoolTech began with one technician and a scooter in 2016; today eight trained technicians service 5,000+ ACs a year in Ahmedabad."

SEO and entity signals

• Use your exact business name and address (NAP) (NAP).
• Add Organization/LocalBusiness schema with foundingDate, founder, sameAs links (entity SEO).
• Link to your Google Business Profile and social accounts.
• Add your opening date on Google too (opening date).

Mistakes

• Generic text ("We are a customer-focused company committed to excellence").
• Stock photos of "the team".
• Claims you can't support ("No.1 in India").
• No contact details.
• Outdated team members.

Example: a catering business in Lucknow

The caterer's About page said only "We provide quality catering." She rewrote it with her story of starting from home kitchen orders in 2011, a photo of her team, FSSAI licence number, numbers of weddings catered (real), three family testimonials and a link to the Google profile. Enquiries began mentioning "we read your story", and families felt confident booking for large events.

Checklist

• Real founder story
• Founding year and real numbers
• Team with names, roles, photos
• Credentials and registrations
• Community and press
• Reviews
• Contact and map
• Schema and NAP

Sources and further reading

• Google Search Central — "Creating helpful, reliable, people-first content" (who, how, why): developers.google.com/search
• Trust signals for local websites

Writing your founder story in five sentences

A simple structure makes stories easy to write:

1. Where it started: "In 2011, I started baking cakes in my mother's kitchen in Aliganj."
2. Why: "I wanted families to get fresh, eggless cakes that tasted homemade."
3. The turning point: "Our first shop opened in 2016 after neighbours kept ordering for every birthday."
4. Today: "Our team of six now bakes 400 cakes a month for Lucknow families and offices."
5. Promise: "Every cake is still baked the morning it's delivered."

Short, specific and honest stories outperform long corporate paragraphs.

Showing your team

Customers like knowing who will serve them. For each key team member, add a photo, first name, role and one human detail ("Ravi has been fixing ACs for 12 years and trains all our new technicians"). Ask permission before publishing staff photos and update the page when people leave.

Linking About to everything else

• Link to your top service pages.
• Link to your Google reviews ("Read 300+ reviews on Google").
• Link to press mentions and community activities.
• Add your About page link in your Google profile's description area indirectly via your website, and in social bios.

Internal links help visitors move from trust-building to action (internal linking).

Key takeaways

• Tell a short, specific founder story with real numbers.
• Show the real team, credentials and community work.
• End with clear contact options and links to reviews.

Frequently asked questions

How long should an About page be?

300–800 words is enough for most local businesses.

Should I write in first person?

Either works; first person ("I started…") feels personal for owner-led businesses.

Do About pages help SEO?

They support trust and help Google understand who runs the business.

Can I include my personal story?

Yes, if it explains why you serve customers the way you do.

Should staff photos be professional?

Clear, well-lit phone photos are fine; real beats stock.

Should I mention family history if the business is new?

Only if it's genuinely connected to this business.

Can I include customer testimonials on the About page?

Yes, a few short quotes with first names (with permission).

Should the About page include prices?

Usually no — link to service pages for prices.

How often should I update it?

Whenever team, numbers or achievements change, or at least yearly.