How to Write Your About Page So Clients Actually Trust You

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Most contractors think the About page is where you talk about yourself. It’s not. It’s where you talk to your potential client’s unspoken questions: Can I trust you? Are you a real business ? Will you do the job right? If you write your About page right, it becomes one of the highest-converting pages on your site . Here’s how to do that. Table of Contents Toggle Step 1: Start With Them, Not You Step 2: Share Why You Do What You Do Step 3: Add Faces Step 4: Show Proof Step 5: Keep It Simple and Skimmable Step 6: End With a Call to Action Final Thoughts Step 1: Start With Them, Not You Don’t open with your story. Open with theirs. “If you’ve ever had a contractor stop returning calls halfway through a job, you know how frustrating that is. We started this company to be the opposite of that.” Show your visitors that you understand the problems they’ve faced. Then introduce how you solve them. Step 2: Share Why You Do What You Do Most About pages say: “We’re a family-owned company that does quality work.” That’s a start, but go deeper. Talk about why you care. “We started this company because we were tired of seeing good people get ripped off. We believe every homeowner deserves a contractor who does what they say, shows up on time, and gets the job done right.” This creates emotional connection. People hire people they believe in. Step 3: Add Faces Put a face to the name. Add real photos of you and your team. On the job site Shaking hands with clients At work, not in suits Bonus: add first names and short captions. Make it human. “Chris, our lead carpenter, has been building decks for 18 years. His favorite project ? The one he’s working on now.” Step 4: Show Proof Don’t just say you’re good. Show it. Add a testimonial or two from past clients Show licenses, certifications, or associations Link to your Google reviews “Don’t just take our word for it. We’ve got 100+ 5-star reviews on Google.” This builds trust faster than paragraphs of self-praise. Step 5: Keep It Simple and Skimmable Your About page isn’t a novel. It’s a handshake. Use short paragraphs, bullet points, and headlines to make it easy to read. Consider this format: A quick opening that relates to the reader Your story (with mission and values) Meet the team (real photos) Social proof (reviews or credentials) Call to action (see below) Step 6: End With a Call to Action Don’t let the page trail off. End with direction. “If you’re looking for a contractor who shows up, does the job right, and treats your home like their own, we’d love to talk.” [ Request a Free Estimate ] Or: [ Get Your Free Homepage Review ] Final Thoughts People don’t hire logos. They hire people they trust. Your About page is your chance to show who you are—and why you’re different. Make it about them. Be real. Show your face. Add proof. And always include a next step. That’s how you turn a visitor into a client. Need help figuring out why your About page isn’t building trust? 👉 [Request a Free Homepage Review Here] I’ll walk through it and tell you what to fix. Because trust isn’t just earned in the field. It starts on your website . Want to see if your homepage is speaking the right language? Get a free homepage review and find out exactly what to fix to get more calls, clicks, and conversions. No strings. Just real advice that helps your site do its job. Related Posts Homepage vs. Landing Page: Which One Should Contractors Use? If you’re a contractor running your own business, you’ve probably heard the terms "homepage" and… Trust Signals Every Contractor Website Needs to Show Instantly When someone lands on your contractor website, they’re not just checking out your work. They’re… Homepage vs. Landing Page: Which One Should Contractors Use? If you’re a contractor running your own business, you’ve probably heard the terms "homepage" and…