Almost nobody pays attention to it, and that is an expensive mistake. The About Us page is, after the home page, one of the most opened on a business website. It is opened by someone already half convinced who wants one thing: to know whether there are real people behind it they can trust.
The second most visited page
Think about what you do before hiring someone online. You look at what they offer, the price… and then you check who is behind it. If you cannot find that, or you find an empty page, you step back. It is not odd suspicion: it is normal.
And it is not just us saying it. The Stanford Web Credibility guidelines put it near the top: for a website to come across as credible you have to show there is a real organisation behind it, with people, an address and a face. The About Us page is exactly where you show that.
Why About Us decides a sale
People do not buy from a company, they buy from a person. Especially in a small business, where how you treat people is half the reason they choose you. When someone lands on your About Us page they already like what you sell; what they are after there is to settle the last doubt: “can I trust these people?”.
If on that page they find people with names, a story that holds together and proof that you do what you say, they get in touch. If they find “we are a young, dynamic company”, they close the tab and go look at the one next door. The same visit, two different endings, and what separates them is what you put on a page almost nobody takes seriously.
And there is an advantage almost nobody uses: this page also works to put off the customer you do not want. If you make clear who you work for and who you do not, the one who does not fit leaves on their own and saves you the awkward conversation later on. A good About Us page does not just bring more enquiries: it brings better ones, that arrive already knowing who they are dealing with and with half their doubts answered.
Want to know what it would cost you?
We reply the same day. No commitment, no sales pitch.
The usual mistake: adjectives that say nothing
Almost every About Us page is written with the same phrases: “young, dynamic company”, “passion for excellence”, “tailored solutions”, “team of highly qualified professionals”. They sound like filler because they are. Nobody wrote them thinking about the customer; they were copied from another site that had copied them from another.
The problem is not that they read badly. The problem is that they say nothing the competitor could not say just the same. “Passion for excellence” anyone can sign. “We have spent eight years fixing blinds around Girona and we handle same-day emergencies” cannot be copied by someone who does not do it. The concrete is the only thing that convinces, and it is also the only thing that sounds like a person and not a template.
What a good About Us page has to say
You do not need pretty writing or a rags-to-riches story. You need four clear things, told without decoration.
Who you are and who you help
In two sentences: what you do, since when and for what kind of customer. So that whoever reads it thinks “this is for me” or “this is not for me” within ten seconds. Both answers are good; the bad one is leaving them unsure.
The proof: years, numbers, cases, a face and a name
This is where trust is earned. How many years you have been going, how many customers or jobs, a couple of real cases, the town you are in. And the people: name, role and a real photo. One concrete number and a face are worth more than three paragraphs of good intentions.
Where you are and how you work
The address, the area you cover and what working with you is like: how it starts, what happens next, how payment works. Taking the practical doubts away from someone who is hesitating is half the job of this page.
The page Google and AI read to learn who you are
This is what almost nobody takes into account and it matters more every year. Google has spent years rewarding content that shows real experience and reliability; it calls it E-E-A-T and explains it in its helpful content guide. The About Us page is where you show who stands behind what you publish, and that helps rank everything else.
And now there is a new reader: AI assistants. When someone asks an AI about a business like yours, the AI recommends whoever it understands, and it understands whoever explains themselves clearly: what they do, where and for whom. That is what getting AI to recommend your business is about, and it starts with saying clearly who you are. The same thing you tell here has to match your Google Business profile.
Faces and names, not stock photos
A photo of a man in a suit shaking hands who is not you subtracts instead of adding: anyone can tell at a glance it is from a stock library, and it leaves the opposite impression to the one you wanted. A plain photo of the real team, even if it is not perfect, with names underneath, is worth a thousand times more.
If you do not have good photos, that is the first thing worth sorting out; how to take them and what permissions you need if people appear is in photos with people. And if you want to see how we apply it, our own team page has faces and names, because we practise what we preach.
And you do not need a photographer’s shoot. A photo taken with a phone with a bit of care, in natural light and without stiff poses, does the job. What people want to see is not a studio, it is that you exist and that you look like ordinary people, the same ones who answer when they call.
We'll tell you in a ten-minute conversation
We reply the same day. No commitment, no sales pitch.
How we write it (and what it costs)
When we build a website, the About Us page is not filler at the end: we work on it like the home page, because it converts almost as much. We start from a short conversation with you to get the concrete bits (the years, the numbers, the cases, why you started) and we write it so it sounds like you, not like a template. It is part of the site, not an extra.
In our plans the website comes as a monthly fee: Tu Landing at 100 € a month (one page) and Tu Web at 200 € a month (up to ten pages, with the About Us among them), both with domain, hosting, email and maintenance included. All plus VAT and with no lock-in; it is on pricing. How this page fits with the rest is in the structure of a website, and how the rest of the site’s copy is written, in website copy.
Where to start
You do not need to bring anything written. What helps us is for you to tell us, the way you’d tell a neighbour, what you do, since when and what really sets you apart from the one next door. With that we build an About Us page people actually read and, what matters, after which they get in touch.
If you would rather talk it over with a coffee, we are in Girona and we work with businesses across Girona and Barcelona. Message us through the contact form or on WhatsApp and we’ll tell you what we’d do with yours, no commitment.