{"id":268,"date":"2025-05-25T17:59:55","date_gmt":"2025-05-25T17:59:55","guid":{"rendered":"https:\/\/darrenslaughter.co\/?p=268"},"modified":"2025-07-05T14:47:21","modified_gmt":"2025-07-05T14:47:21","slug":"how-to-write-your-about-page-so-clients-actually-trust-you","status":"publish","type":"post","link":"https:\/\/darrenslaughter.co\/how-to-write-your-about-page-so-clients-actually-trust-you\/","title":{"rendered":"How to Write Your About Page So Clients Actually Trust You"},"content":{"rendered":"<p>Most contractors think the <a href=\"https:\/\/darrenslaughter.co\/about\/\">About<\/a> page is where you talk about yourself. It\u2019s not.<\/p>\n<p>It\u2019s where you talk to your potential client\u2019s unspoken questions:<\/p>\n<ul data-spread=\"false\">\n<li>Can I <a  data-ilj-link-preview=\"true\"  data-featured-image=\"https:\/\/darrenslaughter.co\/wp-content\/uploads\/2025\/06\/qtq80-tUA3vi-300x200.jpeg\"  data-excerpt=\"Why LSAs Deserve a Spot in Your Toolbelt Google\u2019s Local Services Ads (LSAs) sit above every other search result\u2014even traditional PPC\u2014when a homeowner types \u201cfoundation repair near me.\u201d They\u2019re pay-per-lead, not pay-per-click, so you spend money only when a prospect actually calls, messages, or books. Studies show construction and home-service companies typically pay $25 to&hellip;\" href=\"https:\/\/darrenslaughter.co\/what-is-construction-marketing-with-google-local-services-ads-a-2025-playbook-for-contractors-who-want-the-phone-to-ring\/\">trust<\/a> you?<\/li>\n<li>Are you a real <a  data-ilj-link-preview=\"true\"  data-featured-image=\"https:\/\/darrenslaughter.co\/wp-content\/uploads\/2025\/06\/qtq80-5IivfW-300x200.jpeg\"  data-excerpt=\"Remember the good old days when you could hit a \u201cChat with a rep\u201d button inside Facebook Business Manager and a human being actually answered? In 2025, that feels like remembering pay phones. Today, if you run a business page and something breaks, the odds of getting real help from Facebook (now Meta) are close&hellip;\" href=\"https:\/\/darrenslaughter.co\/facebook-offers-no-support-for-business-pages-the-reality-and-how-to-survive-it\/\">business<\/a>?<\/li>\n<li>Will you do the job right?<\/li>\n<\/ul>\n<p>If you write your About page right, it becomes one of the highest-converting pages on your <a  data-ilj-link-preview=\"true\"  data-featured-image=\"https:\/\/darrenslaughter.co\/wp-content\/uploads\/2025\/06\/qtq80-hwq6Hd-300x200.jpeg\"  data-excerpt=\"Why \u201cPatch and Paint\u201d Eventually Fails Contractors know a quick coat of paint hides rot for only so long. Websites behave the same way: a new hero image, a fresh testimonial, maybe a speed plug\u2011in\u2014each buys you time, but the structural problems keep bleeding conversions. How do you know when incremental tweaks won\u2019t cut it&hellip;\" href=\"https:\/\/darrenslaughter.co\/warning-signs-you-need-a-full-website-redesign-before-it-costs-you-leads\/\">site<\/a>. Here\u2019s how to do that.<\/p>\n<div>\n<hr \/>\n<\/div>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_75 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/darrenslaughter.co\/how-to-write-your-about-page-so-clients-actually-trust-you\/#Step_1_Start_With_Them_Not_You\" >Step 1: Start With Them, Not You<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/darrenslaughter.co\/how-to-write-your-about-page-so-clients-actually-trust-you\/#Step_2_Share_Why_You_Do_What_You_Do\" >Step 2: Share Why You Do What You Do<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/darrenslaughter.co\/how-to-write-your-about-page-so-clients-actually-trust-you\/#Step_3_Add_Faces\" >Step 3: Add Faces<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/darrenslaughter.co\/how-to-write-your-about-page-so-clients-actually-trust-you\/#Step_4_Show_Proof\" >Step 4: Show Proof<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/darrenslaughter.co\/how-to-write-your-about-page-so-clients-actually-trust-you\/#Step_5_Keep_It_Simple_and_Skimmable\" >Step 5: Keep It Simple and Skimmable<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/darrenslaughter.co\/how-to-write-your-about-page-so-clients-actually-trust-you\/#Step_6_End_With_a_Call_to_Action\" >Step 6: End With a Call to Action<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/darrenslaughter.co\/how-to-write-your-about-page-so-clients-actually-trust-you\/#Final_Thoughts\" >Final Thoughts<\/a><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Step_1_Start_With_Them_Not_You\"><\/span>Step 1: Start With Them, Not You<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Don\u2019t open with your story. Open with theirs.<\/p>\n<blockquote><p>&#8220;If you\u2019ve ever had a <a href=\"https:\/\/darrenslaughter.co\/how-to-create-a-brand-voice-online-that-actually-sounds-like-you\/\">contractor<\/a> stop returning calls halfway through a job, you know how frustrating that is. We started this company to be the opposite of that.&#8221;<\/p><\/blockquote>\n<p>Show your visitors that you understand the problems they\u2019ve faced. Then introduce how you solve them.<\/p>\n<div>\n<hr \/>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Step_2_Share_Why_You_Do_What_You_Do\"><\/span>Step 2: Share Why You Do What You Do<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Most About pages say:<\/p>\n<blockquote><p>&#8220;We\u2019re a family-owned company that does quality work.&#8221;<\/p><\/blockquote>\n<p>That\u2019s a start, but go deeper. Talk about <em>why<\/em> you care.<\/p>\n<blockquote><p>&#8220;We started this company because we were tired of seeing good people get ripped off. We believe every homeowner deserves a <a href=\"https:\/\/darrenslaughter.co\/market-yourself-as-a-contractor\/\">contractor<\/a> who does what they say, shows up on time, and gets the job done right.&#8221;<\/p><\/blockquote>\n<p>This creates emotional connection. People hire people they believe in.<\/p>\n<div>\n<hr \/>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Step_3_Add_Faces\"><\/span>Step 3: Add Faces<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Put a face to the name. Add real <a  data-ilj-link-preview=\"true\"  data-featured-image=\"https:\/\/darrenslaughter.co\/wp-content\/uploads\/2025\/06\/qtq80-cH0aaY-300x199.jpeg\"  data-excerpt=\"Your contractor website isn\u2019t just a digital business card\u2014it\u2019s your hardest-working employee. It works 24\/7. It never takes a lunch break. And if it\u2019s built right, it can be your top source of leads, even while you&#039;re up on a ladder or behind the wheel of your truck. But here\u2019s the thing: most contractor websites&hellip;\" href=\"https:\/\/darrenslaughter.co\/what-should-a-contractor-website-include-10-must-have-elements-to-build-trust-and-win-jobs\/\">photos<\/a> of you and your team.<\/p>\n<ul data-spread=\"false\">\n<li>On the job site<\/li>\n<li>Shaking hands with <a  data-ilj-link-preview=\"true\"  data-featured-image=\"https:\/\/darrenslaughter.co\/wp-content\/uploads\/2025\/06\/qtq80-FH3UPr-300x199.jpeg\"  data-excerpt=\"Stop Hiding Your Best Evidence Every finished project tells a story\u2014from the warped joists you discovered on demo day to the homeowner\u2019s happy dance when the final punch\u2011list item cleared. Yet most contractor websites reduce that drama to a bland \u201cbefore\/after\u201d slider and a two\u2011line testimonial. You\u2019re leaving money on the table. A case story&hellip;\" href=\"https:\/\/darrenslaughter.co\/turn-case-stories-into-sales-weapons-a-contractors-blueprint-for-converting-proof-into-profit\/\">clients<\/a><\/li>\n<li>At work, not in suits<\/li>\n<\/ul>\n<p>Bonus: add first names and short captions. Make it human.<\/p>\n<blockquote><p>&#8220;Chris, our lead carpenter, has been building decks for 18 years. His favorite <a  data-ilj-link-preview=\"true\"  data-featured-image=\"https:\/\/darrenslaughter.co\/wp-content\/uploads\/2025\/06\/qtq80-siS7ut-300x200.jpeg\"  data-excerpt=\"Why \u201cWhen Will It Be Done?\u201d Is Your Make\u2011or\u2011Break Question Homeowners don\u2019t obsess over invoice line items nearly as much as they fret about time. It\u2019s baked into every renovation horror story they\u2019ve heard from neighbors\u2014projects that dragged on for months, crews that vanished after demo day, jobs that \u201cfinished\u201d with blue painter\u2019s tape still&hellip;\" href=\"https:\/\/darrenslaughter.co\/building-trust-with-build-times-using-project-timelines-and-live-progress-trackers-to-win-nervous-homeowners\/\">project<\/a>? The one he\u2019s working on now.&#8221;<\/p><\/blockquote>\n<div>\n<hr \/>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Step_4_Show_Proof\"><\/span>Step 4: Show Proof<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Don\u2019t just say you\u2019re good. Show it.<\/p>\n<ul data-spread=\"false\">\n<li>Add a <a  data-ilj-link-preview=\"true\"  data-featured-image=\"https:\/\/darrenslaughter.co\/wp-content\/uploads\/2025\/06\/qtq80-bWLdmm-300x199.jpeg\"  data-excerpt=\"If you\u2019re in the construction business, you already know word of mouth is gold. But in today\u2019s digital world, it\u2019s not just what your clients say at the local diner or over the backyard fence\u2014it\u2019s what they say online. Testimonials are the modern version of a handshake and a \u201ctrust me, they\u2019re good.\u201d Let\u2019s dig&hellip;\" href=\"https:\/\/darrenslaughter.co\/testimonials-in-construction-marketing-turning-happy-clients-into-your-best-sales-tool\/\">testimonial<\/a> or two from past clients<\/li>\n<li>Show licenses, certifications, or associations<\/li>\n<li>Link to your <a  data-ilj-link-preview=\"true\"  data-featured-image=\"https:\/\/darrenslaughter.co\/wp-content\/uploads\/2025\/06\/qtq80-CMgTM5-300x158.jpeg\"  data-excerpt=\"A Two\u2011Week Tremor in the SERPs Google finished rolling out its March\u202f2025 Core Update on March\u202f27 after 14\u202fdays of rank turbulence that left many local business owners refreshing Search Console like a stock ticker. The update began on March\u202f13 and, according to Google\u2019s own status dashboard, ran a little over thirteen days\u2014roughly in line with&hellip;\" href=\"https:\/\/darrenslaughter.co\/what-googles-latest-core-update-means-for-local-contractors-2\/\">Google<\/a> reviews<\/li>\n<\/ul>\n<blockquote><p>&#8220;Don\u2019t just take our word for it. We\u2019ve got 100+ 5-star reviews on Google.&#8221;<\/p><\/blockquote>\n<p>This builds trust faster than paragraphs of self-praise.<\/p>\n<div>\n<hr \/>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Step_5_Keep_It_Simple_and_Skimmable\"><\/span>Step 5: Keep It Simple and Skimmable<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Your <a href=\"https:\/\/darrenslaughter.co\/top-10-about-us-blunders-that-cost-you-trust-and-how-to-fix-them-today\/\">About<\/a> page isn\u2019t a novel. It\u2019s a handshake.<\/p>\n<p>Use short paragraphs, bullet points, and headlines to make it easy to read.<\/p>\n<p>Consider this format:<\/p>\n<ul data-spread=\"false\">\n<li>A quick opening that relates to the reader<\/li>\n<li>Your story (with mission and values)<\/li>\n<li>Meet the team (real photos)<\/li>\n<li>Social proof (reviews or credentials)<\/li>\n<li>Call to action (see below)<\/li>\n<\/ul>\n<div>\n<hr \/>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Step_6_End_With_a_Call_to_Action\"><\/span>Step 6: End With a Call to Action<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Don\u2019t let the page trail off. End with direction.<\/p>\n<blockquote><p>&#8220;If you\u2019re looking for a <a  data-ilj-link-preview=\"true\"  data-featured-image=\"https:\/\/darrenslaughter.co\/wp-content\/uploads\/2025\/06\/qtq80-glQ3NQ-300x200.jpeg\"  data-excerpt=\"You don\u2019t need to out-spend the national chains\u2014you just need to out-think them. Below are battle-tested digital marketing ideas built for contractors who want the phone ringing and the calendar full without drowning in guru jargon. Grab a fresh cup of coffee, settle in, and let\u2019s map out a plan that works in the real&hellip;\" href=\"https:\/\/darrenslaughter.co\/contractor-digital-marketing-ideas-that-actually-win-jobs\/\">contractor<\/a> who shows up, does the job right, and treats your home like their own, we\u2019d love to talk.&#8221;<\/p><\/blockquote>\n<blockquote><p>[ Request a Free Estimate ]<\/p><\/blockquote>\n<p>Or:<\/p>\n<blockquote><p>[ Get Your Free Homepage Review ]<\/p><\/blockquote>\n<div>\n<hr \/>\n<\/div>\n<h3><span class=\"ez-toc-section\" id=\"Final_Thoughts\"><\/span>Final Thoughts<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>People don\u2019t hire logos. They hire people they trust.<\/p>\n<p>Your About page is your chance to show who you are\u2014and why you\u2019re different.<\/p>\n<p>Make it about them. Be real. Show your face. Add proof. And always include a next step.<\/p>\n<p>That\u2019s how you turn a visitor into a client.<\/p>\n<p>Need help figuring out why your About page isn\u2019t building trust?<\/p>\n<p>\ud83d\udc49 <a href=\"https:\/\/darrenslaughter.co\/free-homepage-review\/\">[Request a Free Homepage Review Here]<\/a><\/p>\n<p>I\u2019ll walk through it and tell you what to fix.<\/p>\n<p>Because trust isn\u2019t just earned in the field. It starts on your <a  data-ilj-link-preview=\"true\"  data-featured-image=\"https:\/\/darrenslaughter.co\/wp-content\/uploads\/2025\/06\/qtq80-1DcPFG-300x284.jpeg\"  data-excerpt=\"Choosing a website design partner shouldn\u2019t feel like rolling the dice on a blind bid. The right firm turns your online presence into a 24\/7 sales machine; the wrong one leaves you with a pricey digital pamphlet that no one reads. Below is a practical, no-fluff checklist\u2014built for contractors\u2014covering everything you need to vet a&hellip;\" href=\"https:\/\/darrenslaughter.co\/what-to-look-for-in-a-construction-website-design-company\/\">website<\/a>.<\/p>\n<p><strong>Want to see if your homepage is speaking the right language?<\/strong><br \/>\nGet a <a href=\"https:\/\/darrenslaughter.co\/free-homepage-review\/\">free homepage review<\/a> and find out exactly what to fix to get more calls, clicks, and conversions.<\/p>\n<p>No strings. Just real advice that helps your site do its job.<\/p>\n<div style=\"margin-top: 0px; margin-bottom: 0px;\" class=\"sharethis-inline-share-buttons\" ><\/div>","protected":false},"excerpt":{"rendered":"<p>Most contractors think the About page is where you talk about yourself. It\u2019s not. It\u2019s where you talk to your potential client\u2019s unspoken questions: Can<\/p>\n","protected":false},"author":2,"featured_media":311,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"rop_custom_images_group":[],"rop_custom_messages_group":[],"rop_publish_now":"initial","rop_publish_now_accounts":{"twitter_26010935_26010935":"","linkedin_uL8FmmzIDq_uL8FmmzIDq":""},"rop_publish_now_history":[],"rop_publish_now_status":"pending","footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"enabled":false},"version":2}},"categories":[2],"tags":[],"class_list":["post-268","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-websites-for-contractors"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.5 (Yoast SEO v25.5) - 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