Ask a web designer which page people look at before deciding to hire a local business, and many will say the About page. Customers want to know who is coming to their home. They want a person, not a faceless company.
Most trade About pages are either missing or say something like “We are a family-run business offering quality service at competitive prices.” It says nothing. Here is how to do better.
Start with a face
Put a real photo of you, or you and the team, at the top. In your work gear, standing by your van or on a job, smiling. Phone quality is fine. This single image does more than any paragraph.
Say who you are
Give your name, how long you have been in the trade and where you are based. Keep it plain:
“I’m Dave. I’ve been a roofer in Warrington for 18 years, and I started this firm after working for other roofing companies.”
If it is a team, introduce them briefly.
Say why you do it
What do you like about the work? What are you proud of? A genuine sentence or two about the satisfaction of a good job tells the reader you care.
Say how you work
This is where customers get reassured. Cover things such as:
- How you quote and whether it is free
- How you keep the site tidy
- How you communicate during a job
- How you handle deposits and payment
- What you do if something goes wrong
Show your credentials
Bring in your accreditations, insurance and guarantees. See trust signals for what to include and how to show it.
Add proof
A few photos of finished jobs and a couple of genuine reviews close the case.
Finish with a next step
End the page with a clear call to action: ring us, or request a quote. Do not leave a good page at a dead end.
What to avoid
- Long company history that nobody asked for
- Big claims you cannot prove, like “the best in the area”
- Jargon and buzzwords
- Writing in the third person as if there were a marketing department
People hire people. Your About page is where they decide whether they like you.
We can help you write it
Writing about yourself is hard. As part of every site, we help shape your story into something that reads well and builds trust. See what is included.