Before someone rings a plumber or books a groomer, they often want to know who they'll be dealing with. The About page is where a small business answers that. It is also one of the easiest pages to get wrong, usually by saying a lot about values and very little about people.
This guide covers what a good About page includes, the business details a UK website may need to carry, what to have ready and what WebFresh Studio writes and sets up.
What good looks like
A good About page is short, specific and about real people. It tells a stranger:
- Who runs the business, with names and, ideally, a photo.
- What you do and who you usually do it for.
- How long you have been going, and where you work.
- How you work, in a sentence or two.
- Anything that backs it up: memberships, registrations or insurance, with the numbers you're happy to show.
- How to get in touch, and what happens when they do.
Google's guidance on helpful content asks "Who" created the content, and says it helps when people can find background about the author or the site's publisher, for instance through an About page. It also warns against deceptive authorship: made-up names, AI-generated headshots and false credentials make a page less trustworthy. The same goes for your team page. Use real photos and real names, or none at all.
The business details to show
A good site shows the business name and an email address people can reach you on, plus a contact form if you like. Beyond that, the details a business has to show depend on its type, so check GOV.UK for your own situation, and Companies House if you run a limited company. This is general information, not legal advice.
If you're a limited company, GOV.UK says your website must show:
- the registered number
- the registered office address
- where the company is registered (England and Wales, Scotland or Northern Ireland)
- that it is a limited company, usually by spelling out the full name with "Limited" or "Ltd".
If you choose to list directors' names, GOV.UK says you must list all of them. ICAS notes that the company name doesn't have to be on every page, but it must be visible and easy to read.
If you're a sole trader or partnership trading under a name that isn't your own surname, specific rules on showing the owners' names and contact details can apply. ICAS has a summary of the 2015 disclosure regulations, and GOV.UK covers business names. Business Wales suggests a business website carries the business name, contact details and email, plus a VAT number if you have one and details of any professional body you belong to.
Many sites put these in the footer and link to the full wording from the About or contact page.
A fictional example
Wren and Oak Joinery (a made-up business) is run by Sam Hartley (also made up). A good opening reads:
Wren and Oak Joinery is Sam Hartley and one apprentice, making fitted wardrobes and staircases in a workshop outside Marlbury. Sam has been fitting kitchens since 2009 and started the business in 2016.
A good closing line tells the reader what to do next: "Send photos and measurements through the contact page and Sam will reply with a rough price." The opening names a person, a place, a trade and two dates. A weaker version would say "We are a passionate team dedicated to quality" and could belong to anyone.
What to leave out
Claims you can't back up, awards you haven't won, reviews that aren't real and team photos from a stock library. Long company histories that don't help a customer decide can go too. A short page that's true beats a long one that isn't.
What to have ready
- Names and roles, with one clear photo each if you're happy to share it.
- The year you started and the area you cover.
- Memberships, registrations or insurance, with any numbers you'd like shown.
- Your business details: the business name and how you'd like people to contact you, plus the registered name and number if you're a limited company. Check what your business type has to show.
- Three or four facts: the jobs you do most, a customer question you hear weekly, how you work.
- A line on what you don't do. It saves wasted enquiries.
What WebFresh Studio writes and sets up
An About page is part of the Standard website package, which covers up to five pages, among them Home, About, Services, Gallery or Prices and Contact, and includes help turning your notes into clear text. If you already have a site, website copy is from £35 for one page, up to 400 words, new or rewritten.
We turn your notes into plain, specific wording and check that the trading details on your site match what you've told us. You approve everything before it goes live. We write what you tell us is true, and we ask for the numbers behind any claim. We can't promise where a page will appear in search results.
Frequently asked questions
Do I need an About page?
Nothing requires a page called About. Depending on your business type, some business details may need to appear on your website, and the About page is a natural home for them. Google also names it as a way to show who is behind a site.
Do I have to put my face on the website?
No. If you do show people, use real photos and real names. Google warns that made-up names, AI-generated headshots and false credentials make a page untrustworthy.
I'm a sole trader with a trading name. What should my site show?
Show your business name and a clear way to contact you. Whether you need to show more, such as your own name, depends on your circumstances. ICAS has a summary of the disclosure rules, and Business Wales also lists business name, email, VAT number if you have one and any professional body. Check GOV.UK or your local trading standards team for your case. This is general information, not legal advice.
Can WebFresh Studio write my About page?
Yes. It's part of the Standard and Plus website packages, or you can order website copy on its own, from £35 for one page up to 400 words. You send notes, we write, you approve.