Updated on 11 November 2026 by Nicolas Finet, CEO of Sortlist. We have rewritten this guide for UK businesses and individuals: why the About page matters (for customers and for Google's quality guidance), what to include, a section-by-section structure, writing and design tips, a fill-in template for a company page and a personal page, the legal information UK limited companies must show on their website, SEO and accessibility points, how to measure it and common mistakes. The earlier version was a list of do's and don'ts without UK legal details or measurement; both are now covered.
The About page tells visitors who you are, what you do, why you do it and why they should trust you. It is often one of the most visited pages on a site, because people use it to decide whether to buy, hire or contact you. It is also where you demonstrate experience, expertise and trustworthiness, which Google's guidance on helpful content asks site owners to make clear through who created the content, how it was produced and why.
Key takeaways
- Write the page around the reader's questions: who are you, can I trust you, what can you do for me and what should I do next?
- Show proof: real people, results, clients, qualifications and verifiable facts, rather than generic claims.
- UK limited companies must show their registered name, registered number, place of registration and registered office address on their website; a site-wide footer is the safest place.
- Include a clear call to action and links to your key pages and contact details.
- Keep it current: update the team, achievements and numbers, and review it at least twice a year.
Why the About page matters
| Reason | What it does |
|---|---|
| Builds trust | Visitors want to know who is behind the website before they buy or enquire |
| Explains your difference | Shows how you are different from competitors and why that matters to customers |
| Supports credibility signals | Google's helpful content guidance asks you to make clear who created the content, how and why. An About page and author pages help |
| Converts visitors | A good About page leads people to the next step: contact, quote, subscribe or buy |
| Supports recruitment and partnerships | Candidates, journalists and partners often read it first |
| Meets legal expectations | It can carry or link to required business information |
What to include on an About page
A clear headline
Say what you do and for whom in plain words. "We help independent restaurants fill their tables" is stronger than "Welcome to our website".
Your story
Explain why you started, the problem you saw and what you do about it. Keep it honest and specific: dates, places, milestones. A short founder story can work, but the page should be about the customer's benefit as much as your history.
Mission and values
State what you stand for in a way that affects how you work. Back each value with a behaviour or example, otherwise it reads as filler.
The people
Show real photographs, names and roles. For professional services and regulated sectors, include qualifications, memberships and experience that clients care about. Link to individual profiles or author pages if relevant.
Proof of success
Use facts that can be checked: number of years in business, clients served, results with permission, awards with dates, accreditations and independent reviews. Do not invent statistics or use testimonials without permission.
What you offer and how you work
Summarise your services or products and link to the pages with more detail. Describe your process in a few steps so visitors know what working with you involves.
Benefits for the visitor
Translate features into outcomes: saved time, lower risk, better results.
Images and video
Use original photos of the team, workplace and work. A short introductory video can add personality. Add descriptive alt text and captions for accessibility.
A call to action
Tell visitors what to do next: book a call, request a quote, view case studies or read the blog. Make it visible and relevant.
Contact and legal information
Provide ways to reach you and the information required by law (see below).
A section-by-section structure
| Section | Purpose | Length guide |
|---|---|---|
| Headline and subheading | State who you are and who you help | One sentence |
| Intro paragraph | Explain the problem you solve and your approach | 2 to 3 sentences |
| Story | Why you exist and what has shaped you | 100 to 200 words |
| Values or principles | How you work | 3 to 5 short points with examples |
| Team | Put faces to the name | Photo, name, role and one line each |
| Proof | Evidence of results and credibility | Facts, logos with permission, short case studies |
| Call to action | Next step | One button or link |
| Legal and contact | Required details and ways to reach you | Footer or short block |
Do's and don'ts
Do
- Write in plain, direct English and speak to the reader as "you".
- Be specific: numbers, names, places and examples.
- Show the human side while keeping the focus on customer benefits.
- Keep it skimmable with headings, short paragraphs and lists.
- Link to services, case studies and contact pages.
- Update it regularly.
Don't
- Use empty claims such as "world-class" or "innovative" without evidence.
- Write only about yourself without explaining customer value.
- Use stock photos of fake teams.
- Bury the contact details or call to action.
- Copy another company's page or use generated text without review.
- Leave outdated team members, offices or statistics.
UK legal information to show on your website
If your business is a UK limited company, the Company, Limited Liability Partnership and Business (Names and Trading Disclosures) Regulations 2015 require you to show certain details on your website and business communications. Sources summarise the essentials as:
| Detail | Notes |
|---|---|
| Registered company name | Exactly as shown on the Companies House register, including "Limited" or "Ltd" where applicable |
| Company registration number | The number on the register |
| Place of registration | For example "Registered in England and Wales" |
| Registered office address | The address registered at Companies House |
Put these in the footer of every page so they are always visible. Sources also report that VAT-registered businesses should show their VAT number on their websites, and that other rules apply to sole traders, partnerships and regulated professions. Check the legislation on legislation.gov.uk or GOV.UK, and take advice from your accountant or solicitor. This is general information, not legal advice.
If you collect personal data through forms, link to your privacy notice, and make sure any testimonials, photos and personal details of staff are used with consent. See our guide to employee spotlights for UK data protection points when featuring staff.
SEO and discoverability
- Title and description. Write a page title that includes your name and what you do, such as "About [Company]: [what you do] in [place]".
- Names and consistency. Use the same company name, address and details as on your Google Business Profile, social profiles and directories.
- Structured data. Consider Organization markup with your name, logo and official profiles, ensuring it matches what is visible on the page.
- Internal links. Link to the About page from the main navigation and footer, and from relevant pages and author bios.
- Experience and expertise. Show real credentials and link to authoritative profiles. See building your brand authority.
- Brand searches. People often search for a company name plus "about" or "reviews"; make sure the page answers likely questions.
Accessibility and mobile
- Use readable fonts, good contrast and headings in a logical order.
- Provide alt text for photos and captions or transcripts for video.
- Make buttons and links easy to use on mobile.
- Avoid text embedded in images.
A template for a company About page
| Block | Fill-in prompt |
|---|---|
| Headline | We help [customer] to [outcome] through [what you do]. |
| Intro | [Company] is a [type of business] based in [place]. Since [year] we have helped [number or type of clients] to [result]. |
| Why we exist | We started [Company] because [problem you saw]. Today we [what you do about it]. |
| How we work | Our approach in three steps: [step one], [step two], [step three]. |
| Our values | [Value]: for example, we [specific behaviour]. |
| The team | [Name, role, one-line background] with photo and link to profile. |
| Results and recognition | [Verified facts, case study links, accreditations with dates]. |
| Next step | [Book a call / request a quote / see our work]. |
| Company details | [Registered name, number, place of registration, registered office address; VAT number if applicable]. |
A template for a personal (freelancer or professional) About page
- Headline: what you do and for whom.
- Short bio: two or three sentences with your experience and focus.
- Why clients choose you: your approach and what they get.
- Selected work or clients, with permission.
- Qualifications and memberships.
- A personal touch: one or two lines about interests that humanise you.
- Call to action and contact details.
Sortlist editorial note: read your About page aloud and replace every sentence that could appear on a competitor's page with something only you could say. That one edit usually makes the page twice as persuasive.
Sortlist editorial team
Measuring your About page
| Metric | What it tells you |
|---|---|
| Page views and entrance sources | How visitors find it |
| Time on page and scroll depth | Whether people read it |
| Clicks on calls to action | Whether it leads to the next step |
| Conversions after viewing it | Its role in the customer journey |
| Branded search queries about the company | Awareness and trust |
| Customer feedback | Whether it answers real questions |
Common mistakes
- Writing only about yourself rather than the customer's problem.
- Vague claims without proof.
- No call to action and no contact information.
- Missing legal company details in the footer.
- Out-of-date information.
- Stock photos or anonymous teams.
- A wall of text with no structure.
Frequently asked questions about About pages
How long should an About page be?
Long enough to answer the reader's questions: often 300 to 800 words for a small business, with a clear structure and links to more detail.
Should I write in the first person or third person?
Either works. First person ("we" or "I") feels personal and direct; third person can suit formal professional services. Be consistent.
Do I need to show my face?
Not required, but photographs of real people help build trust, especially for service businesses.
What legal details must a UK limited company show?
The registered name, company number, place of registration and registered office address, according to the 2015 regulations. VAT-registered businesses should also show their VAT number. Confirm with your adviser.
How often should I update it?
Review at least twice a year and when your team, services, results or legal details change.
Does the About page help SEO?
It supports trust and brand signals and can attract brand searches. It is not a ranking shortcut, but it contributes to a credible site.
Need help with your website content and branding? Post your project on Sortlist and compare UK copywriting and web agencies for free.
Sources: Google Search Central, creating helpful, reliable, people-first content, legislation.gov.uk, Names and Trading Disclosures Regulations 2015, Brodies, online trading disclosures, 1st Formations, legal information to include on a website. Check current legal requirements with an adviser.
