Start with responsibility, not a grand origin story
Write down who owns the business, who answers an enquiry and who performs the service. If these are all the same person, saying so can be useful. If you work with employees or subcontractors, describe the arrangement accurately. A visitor should not have to infer a large permanent team from “we” when the company is actually one owner coordinating specialist help.
Our recommendation is to lead with the current business, then add background that explains your approach. For a newer business, previous relevant experience belongs in the owner’s biography with clear dates or context. Personal experience before the company was established is different from the company’s operating history. Keep those two timelines distinguishable.
Replace broad credibility claims with inspectable facts
Illustrative before: “The Bay Area’s most trusted home organisation experts.” Illustrative after: “I’m Maya, the owner. I help households organise kitchens and home offices, and I personally lead each appointment. We agree what stays, what moves and what you want to manage yourself before work begins.” This is an invented writing example, not a real client description.
Useful evidence might include relevant training, a current credential, a named role in a completed project or an explanation of your inspection process. State the issuing organisation where a credential matters. Do not imply that a badge, membership or course is a licence or a guarantee of outcomes. Leave out claims you cannot explain and support.
Choose photographs that explain the business
A clear owner portrait can establish who the visitor will meet. A working photograph can show the type of setting, tools or care involved. Obtain permission before publishing other people or private client spaces. When suitable photographs are unavailable, a clean text layout is preferable to a stock team portrait presented as your actual staff.
W3C’s informative-image guidance calls for text alternatives that convey the information an image provides. For a working photograph, describe the relevant activity rather than stuffing a list of cities into the alternative text. Our example: “Owner arranging labelled storage boxes in a home office.” Keep client addresses, documents and other identifying details out of the shot.
Connect your story to the next customer decision
Close with how the reader can use what they have learned. Link to a relevant service, explain the first conversation or offer a way to ask about fit. Avoid turning the entire page into a biography with no connection to the purchase. A customer wants to know how your background influences their experience of the work.
Google supports organisation structured data to clarify business identity, including administrative details. If your developer uses it, provide accurate facts consistent with the visible website. It cannot substitute for an understandable About page. Check the page when staffing, credentials, ownership or the way you deliver services changes, not only when you redesign the site.
Your practical checklist
- Identify who owns and delivers the service.
- Separate personal experience from company age.
- Replace unsupported superlatives with specific facts.
- Use real photographs with permission and useful alternative text.
- Link the story to a relevant service or enquiry step.
Written with AI-assisted research and drafting, with source checks and editorial review for this guidebook. Platform facts link to official documentation. Examples and recommendations are our own; no client results are implied. Sources reviewed October 8, 2026. About Getting Found Local