If you think your About Us page is just a box to tick or a place to write your ai generated company story.. think again.
For local businesses, it’s often one of the most viewed pages. And when done right, it can be a silent 24/7 salesperson.
Building trust, communicating your story, and pushing people closer to making an inquiry.
In this blog, we’ll show you how to write an About page that actually converts. And you will walk away with:
- A free downloadable template
- Real world examples from a successful building company
- And proof that a strong About page doesn’t just look good, it can drive real measurable results for your business!
In just three weeks, one local builder generated 32 organic form submissions after updating their About page. No paid ads. No funnels. Just a clear message, honest story, and strong call to action.
Let’s break down how you can do the same.
Why Your About Us Page Matters More Than You Think
Most About pages are either rushed, vague, or completely forgettable — and it’s not hard to see why.
Maybe you’re using a website template with a clunky design that doesn’t give the page much space.
Maybe you don’t love the idea of putting your face or story out there.
Or maybe you just never thought it was that important.
But here’s the truth: for small businesses, your About page is often one of the most visited pages on your site. And when it’s done properly, it becomes a 24/7 trust-builder that gives people a reason to pick you over someone else.
Imagine how much you’d have to pay someone to stand on a street corner 24/7, constantly telling people about your business.
Here’s why it matters:
- It’s one of the most-viewed pages on your site.
Whether someone finds you through Google, a referral, or social media — if they’re interested, they’ll click “About.” People want to know who they’re dealing with. And we all know, people buy from people they like! - It builds trust.
Especially in industries like trades, beauty, health, or local services — trust is everything. A clear, honest About page that shows the real faces behind the business and can instantly set you apart from faceless competitors. - It connects emotionally.
A good About page isn’t just about facts — it’s about story. Why you started. What you believe in. What you bring to the table that others don’t. That’s what helps people remember you — and choose you. - It’s an SEO asset.
When written properly, your About page helps with internal linking, keyword use, and time on site — all things that contribute to stronger rankings over time.
Real Data: People Do Read Your About Page
Between March 21 and April 12, the CJ Smiths About page was viewed 51 times — nearly matching their Contact page. It also saw solid engagement, with visitors spending an average of 48 seconds reading it.
That’s not background noise — that’s attention. On a local business site, every second matters, and every page visit is a chance to build trust.
Pair that with the 32 organic enquiries during the same period, and it’s clear:
When you take your About page seriously, others do too.
How to Write an About Us Page That Converts Website Visitors
Most About pages waffle on for too long, or worse — they’re vague, forgettable, and sound like they were written by ChatGPT in a rush!
But a good one can be a silent 24/7 salesperson — building trust, positioning your business, and getting the reader to take the next step.. Rather than skipping your business and going to your competitors.
So what makes one actually work?
Here’s the exact structure we use when writing About pages for our clients at Click Limits. After building hundreds of local business websites, we know what actually works — and what doesn’t — when it comes to turning browsers into enquiries.
The Key Building Blocks Of An Effective About Us Page:
- Headline / Welcome Message
Keep it simple. Set the tone. Tell them what the page is about. - Introduction from the Founder
Speak directly and honestly. This is where you win trust — especially if you mention your name and your connection to the local area. - Personal Commitment
Explain how involved you are. People love knowing they’re dealing with a real person — not a faceless brand. - Your Journey
Break your story down into milestones or phases. It doesn’t need to be dramatic — just real. - Trust Builders
Think reviews, accreditations, awards, even testimonials. - Local Involvement
Mention the community. Sponsors, events, even a shout to your local café — it all helps build trust. - A Clear Call to Action
Don’t leave them hanging. Tell them what to do next — and make it easy.
You don’t have to follow this structure word for word — but using a proven framework makes the process so much easier. It gives you a clear starting point, keeps your message focused, and helps turn casual visitors into actual enquiries.
Now let’s look at how this structure performed in the real world.
About Us Page Template That Got 32 Conversions in 3 Weeks for a Local Builder
This isn’t just a theory. It’s a real world structure we used on CJ Smiths’ About page — a local building company in St Albans.
After going live with the new layout, they received 32 organic quote requests in just 22 days. That’s the power of a good story, told well — with no paid ads, no funnels, and no over-complicated design.
You can now use the exact same structure to build your own About page. We’ve packed everything you need into one place — so your About page can finally do what it should: act as a 24/7 salesperson for your business.
(It’s free, editable, and made specifically for local service businesses.)
To use it: click the link and select ‘Make a copy’ to start editing your own version.
About Us Page Template Get Your Copy Now
The exact frame work our agency uses to build about us pages that convert website visitors into paying customers!
Real Results – What This About Page Did for CJ Smiths
They say the proof is in the pudding — and in this case, the pudding is packed with form fills.
After publishing their new About Us page on March 21st, CJ Smiths — a local builder in St Albans — received 32 organic enquiries in just 22 days.
That’s 32 people who came through Google, liked what they saw, trusted what they read, and filled out a quote form.
All without spending a penny on ads.
And here’s the key part: the only change we made was the About page. No new landing pages. No new homepage. Just a real story, written in a way that built trust.
Quick Glance at the Numbers:
- Page Published: 21st March
- Form Fills by 12th April: 32 (organic traffic only)
- GA4 Page Views: 51 unique views
- Average Time on Page: 48 seconds
For a local builder offering high ticket work like house extensions and loft conversions, that kind of conversion rate is seriously impressive. The added revenue is even more impressive!
Need Help Writing Yours?
We’ve seen this happen time and time again: when a local business tells its story clearly and honestly, people respond.
If you want help writing a proper About page — or you just want someone to look at your website with fresh eyes — we’d love to chat.
Need Help Writing Yours?
If you’d like support writing yours or want someone to review your current site with a fresh set of eyes, we’d love to chat.
