What is your About Us page saying about your firm?

When potential clients visit your website, one of the first pages they click on is your About Us page. For accountants in Surrey, your About Us page is often the deciding factor in whether a visitor chooses to contact you or move on to a competitor.

In accountancy, trust and credibility are everything, your About Us page is more than just a company history. It’s a chance to build connection, demonstrate expertise, and show clients why you’re the right choice.

Why the About Us page matters for professional service firms

1.       Builds trust and credibility

Professional services are highly personal. Clients want reassurance that they’re dealing with a team they can trust. A well-crafted About Us page humanises your firm, introduces your people, and highlights your credentials.

2.       Differentiates you from competitors

In Surrey’s competitive professional services market, standing out is essential. An About Us page allows you to tell your story, communicate your values, and explain what makes your firm unique.

3.       Supports SEO and local visibility

Search engines look for relevant content. By optimising your About Us page with keywords like “accountants in Surrey” and including your location details, you improve your local search rankings, making it easier for nearby clients to find you.

Does your About Us page show a true reflection of your firm?

How to structure the perfect About Us page

A strong About Us page should combine professionalism with personality. Here’s a proven structure that works particularly well for Surrey professional service firms:

1. Headline that speaks to your audience

Instead of simply saying “About Us,” use a headline that reinforces your mission. For example: “Helping Surrey businesses achieve financial clarity since 2005.”

2. Your story

Briefly explain your history, why you started the firm, and what drives you. Keep it client-focused rather than purely biographical.

3. Mission and values

Highlight your commitment to clients. Values like integrity, expertise, and community involvement resonate strongly in the accountancy sector.

4. Meet the team

Introduce your team members with photos and short bios. This personal touch builds connection and makes you approachable.

5. Local relevance

Mention your roots in Surrey. Clients often prefer firms that understand the local business landscape and community.

6. Call to action (CTA)

Don’t leave visitors hanging, end with a clear next step such as “Contact our Surrey office today for a consultation.”

Final thoughts

For accountancy firms in Surrey, your About Us page is more than a formality, it’s a business development tool. By telling your story authentically, showcasing your team, and optimising for local SEO, you create a page that builds trust, improves search visibility, and ultimately helps convert visitors into clients.

If your firm’s About Us page isn’t delivering results, now is the time to rethink its structure and purpose. If you would like some assistance with your About Us page get in touch on hello@marketingwithsarena.co.uk and I can give you an audit of your existing page and possible improvements.