What Your Website's 'About' Page Should Actually Say

Here’s a fact that surprises most contractors: your About page is one of the top three most visited pages on your entire website. It consistently ranks behind only the homepage and sometimes the contact page in terms of traffic.

And yet, most contractor About pages are some variation of: “We are a family-owned business dedicated to providing quality service at affordable prices. With over 20 years of experience, we pride ourselves on customer satisfaction.”

Sound familiar? That sentence describes approximately 50,000 contractor websites in the United States. It says nothing. It means nothing. And it does nothing to differentiate you from every other company in your area.

Your About page is one of your biggest conversion opportunities. Let’s talk about what it should actually say.

Why People Visit Your About Page

Understanding why someone clicks “About” helps you give them what they’re looking for. When a homeowner visits your About page, they’re asking one fundamental question: “Can I trust these people in my home?”

They’ve already seen what services you offer (from your homepage or a service page). Now they want to know who’s behind the company. They want reassurance that you’re legitimate, experienced, and professional.

According to a Stanford Web Credibility Research study, 52% of website visitors judge a company’s credibility based on the About page. For home service contractors, where customers are literally letting strangers into their house, that trust factor is amplified.

What Homeowners Actually Want to See

Through customer surveys and website heat map data across the trades industry, we know what homeowners look for on contractor About pages:

Real Human Faces

This is the single most impactful element you can add. A team photo — real people, real uniforms, ideally standing in front of a branded truck — does more for trust than 1,000 words of polished copy.

Why? Because hiring a contractor is personal. It’s not like ordering from Amazon. Someone is coming to your house. Homeowners want to see who that person is before they open the door.

What to include:

A group team photo of your current crew
Individual headshots of the owner and key team members
Names and roles — “Tom, Lead Plumber, 12 years experience” tells a story

What to avoid:

Stock photos of models pretending to be contractors (homeowners can spot these instantly)
Photos that are clearly 10 years old (if half the team isn’t there anymore, update the photo)
Overly formal corporate headshots (you’re a trades company, not a law firm — be approachable)

Your Story (The Real One)

Every contractor has a story. How did you get into the trade? Why did you start your own company? What do you do differently?

The best About pages tell this story in a conversational, honest way. Not corporate fluff — real talk.

Instead of: “Founded in 2008, ABC Plumbing has been serving the greater Tampa area with dedication and professionalism.”

Try: “I started plumbing when I was 19, working for my uncle’s company. After 10 years learning the trade and getting my master plumber’s license, I opened my own shop in 2008. I started with one truck and a lot of early mornings. Today we run three trucks and serve all of Hillsborough County.”

That second version tells the same information but feels human. The homeowner reading it pictures a real person, not a marketing brochure.

Licensing, Insurance, and Certifications

This is one of the most overlooked trust signals on contractor About pages. Homeowners care deeply about whether you’re licensed, insured, and certified — but most contractor websites either don’t mention it or bury it in fine print.

Put it prominently on your About page:

State license number and type
Insurance coverage (general liability, workers’ comp)
Relevant certifications (EPA 608 for HVAC, backflow certifications for plumbers, etc.)
BBB rating, trade association memberships, manufacturer certifications

Don’t just list these — explain briefly why they matter. “We carry $2 million in general liability insurance, so you’re fully protected if anything goes wrong on the job” is more meaningful than just “Insured.”

Years of Experience

“25 years of experience” is good. Specific context is better. “Over 25 years of combined experience — our lead plumber has been in the trade since 1998 and our team has completed over 5,000 service calls in the Tampa Bay area” gives the reader a concrete sense of your expertise.

If you’re a newer company, don’t hide it. Instead, emphasize your team’s individual experience, your training, and your energy. “We may be new, but our team brings 40 combined years in the electrical trade” is honest and compelling.

Your Service Area

Tell visitors exactly where you work. List the cities, towns, and neighborhoods you serve. This helps local visitors confirm you serve their area and also helps Google connect your website with location-based searches.

A sentence like “We serve homeowners across Hillsborough County, including Tampa, Brandon, Plant City, Riverview, and Valrico” does double duty as customer information and local SEO.

What Makes You Different

This is where most About pages fall flat. “Quality workmanship” and “customer satisfaction” are not differentiators — every contractor claims these things.

Think about what genuinely makes your company different:

Do you offer same-day service? Say it.
Do you show up in a clean, branded truck with shoe covers? Say it.
Do you send a photo and bio of the technician before they arrive? Say it.
Do you guarantee your work for longer than the industry standard? Say it.
Do you specialize in a niche (historic homes, new construction, a specific brand)? Say it.

Be specific. “We arrive in a clean, branded truck, introduce ourselves, put on shoe covers before entering your home, and explain every step of the repair before we start” paints a vivid picture that generic platitudes never will.

What to Leave Out

Your About page doesn’t need:

Your full company history from day one. Keep the story concise. Two paragraphs is usually enough.
A mission statement. Nobody reads these. Replace it with a clear, one-sentence description of what you do and who you do it for.
Buzzwords and jargon. “Leveraging cutting-edge solutions to optimize residential infrastructure” makes homeowners’ eyes glaze over. Talk like a normal person.
Awards nobody has heard of. Unless it’s a well-known local or industry award, skip it. Google reviews and real customer testimonials carry more weight.

Structure That Works

Here’s a proven layout for a contractor About page:

Headline: Not “About Us.” Something more engaging: “The Team Behind Your Next Project” or “Real Plumbers. Real Experience.”
Opening paragraph: One or two sentences about who you are and what you do, written for humans.
Your story: Two to three paragraphs covering how the company started, who runs it, and what drives you.
Team photo or photos: Real people, real environment.
Credentials section: Licensing, insurance, certifications, years of experience — organized cleanly.
Service area: Where you work, listed clearly.
Call to action: “Ready to work with us? Call [number] or get a free estimate” with a button or form.

The Test

Pull up your current About page right now. Read it out loud. Does it sound like something a real person would say? Does it tell the reader anything they couldn’t find on any other contractor’s website?

If the answer to either question is no, it’s time for a rewrite. Your About page gets more traffic than most of your service pages. Make it count.

The homeowner reading your About page is one step away from calling you. Give them a reason to take that step.