About Page Tips for Small Businesses: 12 Proven Ways to Build Trust and Boost Conversions

If your home page is the front door, your About page is the handshake. It’s where people decide, “Do I trust this company enough to call?” Let’s make that answer a confident yes.

Quick story: Maria runs a small plumbing company. Her old About page said, “We’re the best.” After a refresh that showed her face, years in business, service area, licenses, and a simple promise (“We show up on time or you get $50 off”), her calls went up the same month. Nothing fancy—just trust.

Below are 12 simple, proven moves you can use today. “Conversions” just means turning website visitors into real calls and booked jobs — see how to measure ROI.

12 trust-builders that turn visitors into calls

1. Show a friendly, real photo

   • A clear photo of you and your crew beats stock images every time.
   • Smile, wear your branded shirts, stand by your truck or in your shop.

2. Say exactly who you serve (and where)

   • “Electrical repairs for homes and small offices in Fort Collins, Loveland, and Windsor.”
   • List the towns you actually cover to get more local calls.

3. Tell your 60‑second story

   • Keep it tight: why you started, what you believe, and how you treat customers.
   • People remember stories far more than facts alone. For a deeper dive on why stories stick, see The Irresistible Power of Storytelling.

4. Put your promise in plain English

   • “We respect your time, your home, and your budget.”
   • Add a simple guarantee: “If we’re late, we knock $50 off.” Only promise what you’ll actually honor.

5. Prove you’re legitimate

   • List licenses, insurance, certifications, and associations.
   • Snap a photo of the license on the wall or your team with the service truck.

6. Show real numbers

   • “Serving Ottawa since 2008.” “4,200+ jobs completed.” “Average response time: 2 hours.”
   • Specifics feel more believable than “best in town.”

7. Share short customer quotes (with names and towns)

   • “They fixed it same day—no mess.” — Carla M., Greeley
   • Keep quotes under 2 lines. Add a first name and city for trust.

8. Introduce the humans

   • 1–2 lines per person: name, role, what they’re great at, and one personal detail.
   • Example: “Andre, Lead Tech—specializes in panel upgrades; weekend fisherman.”

9. Make contacting you effortless

   • Place a big “Call Now” button and a “Get a Free Estimate” form right on the About page.
   • Show hours, same-day availability, and how fast you typically respond.

10. Keep it scannable

• Use short paragraphs, bullet points, and subheadings.
• Ditch the wall of text. Most visitors skim on their phones.

11. Add safety and professionalism notes

• Mention background checks, shoe covers, clean-up after the job, and clear pricing.
• These little things calm nerves and preempt objections.

12. Keep it fresh

• Update photos, licenses, and team info at least twice a year.
• Fresh details increase trust; stale pages raise doubts. Simple credibility cues matter—a lot. See the Stanford Web Credibility Guidelines.

A simple layout you can copy

• Headline: “Real people. Real service. Proudly serving [Your Towns].”
• Photo strip: Owner + crew at a job site
• 60‑second story + promise box
• Quick stats row (Years in business • Jobs completed • Average response time)
• “Meet the Team” mini-bios (3–6 people)
• Licenses/insurance badges
• 2–3 short customer quotes
• Big “Call Now” and “Get a Free Estimate” buttons

Bonus copy-and-paste snippets

• Promise: “We arrive on time, protect your home, explain your options, and leave your space cleaner than we found it.”
• Service area: “Proudly serving [City], [City], and [City]. Same-day slots available most weekdays.”
• Next step: “Need help today? Call now or request a quick estimate—no sales pressure.”

How Superjet Sites makes this easy

You’re busy running a business. We build the kind of About page (and full website) that makes people pick up the phone.

What you get with Superjet Sites:

• A fast, clean, and affordable website that looks great on phones and loads quickly (see our cost guide).
• Copy written in plain English that highlights your towns, your story, and your promise.
• Clear buttons and forms that turn visitors into calls and booked jobs.

Optional monthly plans:

• Ongoing support to keep your site secure, updated, and accurate—so you don’t have to mess with it.
• Help getting found on Google: we add fresh content, tune pages for your local towns, and keep your business details consistent across the web.
• Monthly tweaks and quick edits included—new team photos, new licenses, holiday hours, you name it.

Want an About page that builds trust and gets you more calls? Let’s get it done—without the tech headaches. Start with our launch checklist.