What to Put on a Local Business About Page
A local business About page should tell a customer, in plain words, who you are, who will do the work, where you serve and how to reach you, and Conqueror Capital treats it as one of the first pages to fix on any site we review. Customers use it to decide whether to let you into their home, their car or their books.
AT A GLANCE
By Conqueror Capital · Published
The short answer: Use real names and photos, the services and areas you actually cover, credentials only if you can prove them, and the same business name, address and phone number as your Google listing. Leave out vague slogans and anything you cannot back up. End with one clear next step.
WHY THE ABOUT PAGE MATTERS
Google's guidance on helpful, reliable content asks whether a page presents information in a way that makes you want to trust it, for example through background about the author or the site that publishes it, such as links to an author page or a site's About page.1 It also asks whether it is self-evident to visitors who created the content.1
That is the same question a customer asks before calling a plumber, a clinic or an accountant they have never met: who are these people? An About page that answers it plainly does that job. One full of generic lines does not.
WHAT TO INCLUDE
- Who you are, in one paragraph. What you do, for whom and where, written to the customer: "We repair and service furnaces in" your town, not "We are passionate about excellence".
- The people. Owner and team names with real photos, and who a customer will actually meet or speak to.
- Proof you can back up. Licence or registration numbers with a link to the official register, memberships you hold, the year you started. Only what is true and current.
- Where you work. Your address if customers visit, or the towns you serve if you go to them.
- How you work. What happens after someone gets in touch: a call back, a visit, a written quote.
- One next step. A single button to call, book or request a quote.
MATCH YOUR GOOGLE LISTING
Google asks businesses to represent themselves as they are consistently represented and recognized in the real world, across signage, stationery and other branding, and says the business name should reflect the real-world name used on the storefront, website and stationery.2 Your About page is one of the places that name lives. Use the same name, address and phone number as your Business Profile, word for word, and update both together when anything changes.
WHAT TO LEAVE OUT
- Stock photos of people who do not work for you.
- Claims you cannot prove: awards you did not win, numbers nobody counted, "best in town".
- A history that buries what you do today under five paragraphs about the founding year.
- Outdated staff, services or prices. Our small business website checklist includes a simple review routine.
If your blog or guides carry bylines, link each author to a real profile on the About page. Our note on Google's fake author warning explains why made-up authors are a risk.
FOR MULTI-LOCATION AND ENTERPRISE TEAMS
A business with several locations needs two layers. The main About page tells the company story once, names the leadership and states the legal and trading names. Each location page then answers the local version: who runs this branch, its address and hours, the areas it serves and the local phone number, matching that location's Business Profile exactly. Keep one owner for the shared facts so a change of address or leadership is made everywhere on the same day, and review every location page on a set schedule. Our website service builds that structure from the start.
FAQ
What should a local business About page include?
Who you are and what you do, the real people behind the business, credentials you can prove, where you work, how the process works, and one clear next step.
Does Google look at About pages?
Google's helpful content guidance lists background about the site that publishes content, such as a site's About page, as one way a page earns trust.
Should my About page match my Google Business Profile?
Yes. Use the same business name, address and phone number, word for word, and update both together. Google asks businesses to represent themselves consistently with their real-world branding.
Should I use stock photos on my About page?
No. Use real photos of your team and your work. Stock photos of people who do not work for you undercut the trust the page is there to build.
SOURCES
- Google Search Central, Creating helpful, reliable, people-first content.
- Google Business Profile Help, Guidelines for representing your business on Google.
Platforms change often. Check the sources for the current version before acting.
KEEP READING
BOOK A STRATEGY CALL
Want a quick read of your About page and how well it matches your Google listing? Book a 15-minute call and we will go through it with you.