An "About Us" Page That Builds Trust with B2B Buyers

A procurement officer finds your company on Google. Before sending a message, they open one page first: "About Us". They want to know whether the company is real, how long it has been running, and whether it can handle an order the size they need.

Unfortunately, many About pages contain only a vision, a mission and sentences like "we are committed to delivering the best quality". Nothing wrong with that, but it answers nothing. This article covers what an About page should contain to actually help a B2B buyer decide to contact you.

What B2B buyers look for on this page

B2B buyers don't buy once and forget. They look for a supplier they can rely on for months, even years. So their questions are practical:

• What is this company, and what does it make or sell?
• How long has it been running, and where is it?
• How large is its capacity?
• Who are the people behind it?
• Is there any evidence that can be checked?

Google thinks along similar lines. In its guidance on helpful content, Google calls trust the most important factor, and suggests readers should be able to find background on who publishes a website, for example through an About page.

Show that the company is real

Stanford's web credibility research has long recommended something simple: show that there is a real organisation behind the website, and make it easy to contact you. For a company in Indonesia, that means:

• The full legal name, such as PT or CV, exactly as it appears on your documents.
• The address of the office and the factory or warehouse, with a map. If you are in an industrial estate, name the estate.
• An office phone number and an email address on the company domain, not just a personal mobile number.
• Real photos of the office, production floor, warehouse or fleet. Stock photos of people in suits in a meeting room make buyers suspicious.
• The legal details procurement usually asks for, such as the Nomor Induk Berusaha (NIB), Indonesia's official business identification number. If you are unsure about publishing it, simply say that legal documents are available on request.

Describe capabilities, not slogans

Replace general statements with specifics. Compare "we put quality first" with "we check the dimensions of every batch before packing". The second can be pictured, and it can be asked about.

Things worth writing include:

• The year you were founded and a short history, in a few sentences.
• Your main products or services, and the industries you serve.
• Production capacity, number of machines or warehouse size, if you can stand behind the figures.
• Certifications you actually hold, with the name of the issuing body.
• Your delivery area, for example Greater Jakarta, all of Java, or export.

The vision and mission can stay, but put them lower down. Buyers come for facts first.

Introduce the people behind the company

B2B buyers do business with people, not logos. Stanford's guidelines also recommend showing the honest people behind a website, for example through photos and short staff profiles.

You don't need to show every employee. The leadership and the people who deal directly with buyers are enough: sales, technical or customer service. If a buyer has already seen your salesperson's face and name on the website, the first call is easier for both sides. Give each a name, a job title and a sentence or two about their experience. Ask for their consent before publishing their photo and name, and update the page when someone changes role or leaves.

Provide evidence that can be checked

Claims are more believable when readers can check them. A few safe ways:

• Link to project pages or case studies, rather than just saying "hundreds of projects".
• Show certificates with their number and validity period, so they can be checked with the issuer.
• Display client logos only if the client has agreed in writing.
• Link to your Google Business Profile, where buyers can see your location and reviews.

Never invent figures, clients or testimonials. One claim found to be untrue can damage trust in the whole website.

Keep it up to date

About pages are often written once when the website is built, then forgotten. Three years later, the headcount has changed, the address has moved and a certificate has expired. Stanford's guidelines note that updated content, free of small errors such as typos and broken links, helps decide whether a website is trusted.

Schedule a review at least once a year, or whenever something big changes in the company.

Common mistakes:

• The address on the website differs from the one on Google Maps, so buyers don't know which is right.
• A phone number that no longer works, or only one mobile number belonging to an employee who has left.
• A year that never changes, such as "10 years of experience" written five years ago. It is safer to state the year you were founded.
• Old photos of facilities that no longer match how things look today.

A page outline you can use

1. One opening paragraph: who you are, what you make and for whom.
2. Key facts and figures: year founded, location, capacity, service area.
3. A short company story.
4. Facilities, with real photos.
5. The core team, with names and job titles.
6. Certifications and legal details.
7. Links to projects or case studies.
8. A call to get in touch, with full contact details.

A good About page doesn't try to sound big. It makes buyers confident that your company is real and reliable.

See also the essential pages for a manufacturer website and tips on product photos for your website. If you want a company profile website that presents all of this neatly, see our company profile website service.