Your About Us page should be one of the hardest working pages on your website. In this episode of the Customer Winning Websites Miniseries, you will learn how to level up your About Us page so it actually builds trust, connects with visitors, and helps your small business win more customers.

We walk through the key elements every strong About page needs, including your origin story, the real reasons you started your business, and what customers can expect when they work with you. You will see how to talk about your core values, certifications, and process in a way that feels clear and customer centered, not braggy or boring.

You will also discover how to avoid the two biggest About page mistakes: having almost no information at all or stuffing the page with long, heavy paragraphs that no one reads. Using the Goldilocks "just right" idea, you will learn how to structure your page more like a magazine so visitors can skim headlines, scan sections, and quickly find the details that matter to them.

Watch this episode to audit your current About Us page, decide what to add or remove, and create a clear, trust building story that makes potential customers far more confident about doing business with you.

Chapters

00:00 Welcome to Small Business Big Visibility

00:15 Goldilocks and the "just right" About Us page

00:51 Adopting a customer centered mindset

01:39 Reviewing other About pages as a buyer

02:19 Why you really started your business

03:31 Origin stories that set expectations

04:06 Defining your company’s core values

05:23 Separating you from the business identity

06:00 Key elements to add to your About Us page

06:34 Avoiding heavy, overlong About page content

07:00 Designing a scannable, magazine style layout

07:53 The trust test for your About Us page and what to cut