Information checked: 21 July 2026.
An About page should answer the trust questions left after a visitor understands the service: who is responsible, how the organisation works, what evidence supports its claims and whether it is a suitable partner.
In brief: Use verifiable human detail, not a generic origin story or invented authority.
Include useful trust information
- The legal or trading identity where relevant.
- Named people and their real responsibilities.
- A concise operating history that explains present capability.
- Relevant qualifications, memberships or licences that can be verified.
- How the business approaches quality, complaints and corrections.
- Links to contact, services, policies and evidence.
Handle credentials carefully
Claim type and evidence
- Years in business
- Evidence to retain: Company, trading or project records; Avoid: Rounding up or implying continuous experience
- Qualification
- Evidence to retain: Certificate and awarding body; Avoid: Unrelated qualifications presented as authority
- Membership
- Evidence to retain: Current register entry and renewal; Avoid: Expired logos
- Team size
- Evidence to retain: Current named or role-based information; Avoid: Stock portraits presented as staff
- Coverage
- Evidence to retain: Documented service capability; Avoid: Claiming a national presence from a virtual address
Protect privacy without becoming anonymous
A small business does not need to publish unnecessary personal details. Use role-based contact information, obtain consent for staff photographs and decide which biographies are genuinely helpful. The page can be transparent without exposing home addresses or personal telephone numbers.
What good looks like
Every factual trust claim should have an owner and evidence. Remove or date any claim that cannot be verified during an annual review.
Where businesses get caught out
About pages often contain statements that sound reassuring but cannot be checked: “decades of combined experience”, stock portraits labelled as a team or membership logos that expired years ago. These claims can reduce trust when a buyer tries to verify them.
Operational records
- Current team and role list
- Evidence for qualifications and memberships
- Photo and biography permissions
- Timeline or experience evidence
- Annual claim-review record
A practical next move
Highlight every factual claim on the About page and attach a source or responsible owner. Delete or qualify anything that cannot be verified quickly.
Sources and date checked
This practical guidance was checked against the following primary sources. Date checked: 21 July 2026.
Keep the decision under your control
Retain the relevant accounts, source material, supplier terms and recovery information. Recheck changing prices, interfaces and rules before acting.