How to write an about page that actually wins work for your Norfolk business.

Most Norfolk small businesses treat their about page as an afterthought. A bit of history, a team photo, maybe a mission statement nobody reads. Then they wonder why visitors leave without getting in touch.

Here's the truth: your about page is one of the hardest-working pages on your site. Analytics consistently show it's the second or third most-visited page, right after your homepage. People land on your service page, think "maybe", then click About to decide whether they trust you enough to pick up the phone.

If that page is dull, vague or all about you rather than them, you've lost the sale.

What your about page actually needs to do

Your about page has one job: answer the question "why should I choose you?" It's not your life story. It's not a corporate timeline. It's a trust-builder that turns a maybe into a yes.

That means three things need to be crystal clear:

• Who you help. A Norwich café owner looking for branded packaging needs to know you've worked with hospitality businesses, not just "clients across various sectors".
• What makes you different. Every web developer says they're "passionate" and "customer-focused". What do you actually do that others don't?
• Why you're credible. Years in business, relevant qualifications, real project outcomes. Specifics, not fluff.

Your about page isn't your story. It's the reason someone should trust you with theirs.

Start with the customer, not yourself

The biggest mistake is opening with "We were founded in 2015…" Nobody cares yet. They care about their problem.

A better opening acknowledges what brought them to your site in the first place:

If you're a Norfolk business that needs a website that actually brings in work, not just looks nice, you're in the right place.

Now you've got their attention. Now they'll read about your background, because you've shown you understand them first.

Be specific about what you've done

"We build websites for small businesses" is forgettable. "We've built booking platforms for surveyors, e-commerce sites for wholesale suppliers, and portfolio sites for personal trainers across Norfolk" is not.

Specifics prove you've done the work. They also help the right customers self-select. A Norwich retailer thinking about going online reads that second sentence and thinks, "they've done e-commerce, they'll understand my questions."

Show your face (literally)

A photo of you or your team isn't vanity. It's proof you're a real person, not a offshore freelancer marketplace or a chatbot. For local Norfolk businesses especially, seeing a face they might recognise at a networking event or in Jarrold makes you immediately more trustworthy.

The photo doesn't need to be corporate. A relaxed shot in your office or a Norfolk location works better than a stiff headshot on a grey background.

End with a clear next step

Someone's read your about page. They're interested. Don't leave them hunting for what to do next.

End with a single, clear call to action:

• "Ready to talk about your project? Book a free 30-minute call."
• "Get in touch to discuss your website. We'll reply the same day."
• "See what we've built for other Norfolk businesses." (Link to case studies.)

One action. One link or button. Make it impossible to miss.

Common mistakes to avoid

Don't write in the third person unless you're a ten-person agency. "The team at X believes…" sounds evasive when it's just you. Own it.

Don't use your about page to list every service again. That's what your services page is for. This page is about trust and credibility, not features.

And don't bury your location. If you're a Norfolk business serving Norfolk customers, say so. "Based in Norwich" or "Serving businesses across Norfolk" helps local search and makes you feel closer to the customer reading it.

Why this matters in 2026

Your about page won't rank for commercial keywords, but it's the page that converts the traffic your homepage attracts. In a year when every Norfolk business is competing online, the ones that win are the ones that feel human, credible and local.

If your current about page is a placeholder you wrote five years ago and haven't touched since, it's costing you work. Rewrite it with the customer in mind, and you'll see the difference in your enquiry rate.