In 60 Seconds
- •The Misconception: The 'About Us' page is not about *you*. It is about *who you are to the customer*.
- •No Borings Timelines: Nobody cares that you were founded in 1982. They care that you have 'Kept families warm for 40 years'.
- •Show Faces: People buy from people. A photo of the owner, the family, or the team is mandatory. Stock photos here are a crime.
- •The 'Why': Explain *why* you exist. 'We started this electrical company because we were tired of seeing dangerous shortcuts taken by others.'
- •Core Values: List your non-negotiables. 'We never upsell.' 'We cleans up our mess.' Give them a standard to hold you to.
Check your analytics. I bet your About Us page is in the Top 3 visited links.
Why?
Because before I let a stranger into my house to fix my toilet, I want to know: "Are they normal? Are they safe? Do they care?"
Most contractors fail this test. They write: "Founded in 2005, we provide excellence in pumbing solutions with a commitment to integrity..." (Snooze).
You need to write a Manifesto, not a Wikipedia entry.
The 4 Components of a Selling "About" Page
1. The Origin Story (The "Why")
Start with the conflict.
- Boring: "Mike started the company in 2010."
- Selling: "Mike was working for a big national chain and hated how they treated customers like numbers. He quit, bought a van, and vowed to bring 'Human Service' back to the trade."
- Result: You are now the underdog hero.
2. The Team (The Faces)
"Meet the people coming to your home."
- Group photo in front of the trucks.
- Smiling faces. Uniforms tucked in.
- It signals: "We are organized. We are not criminals."
3. The Core Values (The Promise)
Don't use generic words like "Quality." Be specific.
- "No Surprise Pricing" (We give the price upfront).
- "The Grandma Rule" (We treat your home like our Grandma lives there).
- "24/7 Humans" (A real person answers, not a robot).
4. The Community (The Roots)
Show that you live here.
- Photos of you sponsoring the Little League team.
- Photos of your food drive.
- Result: "He is my neighbor. He won't rip me off because he might see me at the grocery store."
Verification Checklist
[!IMPORTANT] The 'Safety' Page: In local services, the "About Us" page is actually a "Safety Audit" page. The customer is checking to see if you are a real company with real people before they let you into their private home. Humanize the brand to Reduce Resistance.
Common Mistakes
- Stock Photo Suicide: Using a photo of a generic "Smiling Technician" from a stock site. This is a trust-killer. If you don't have a team photo, use an iPhone photo of your truck. Authenticity beats polish every time.
- Third-Person Distancing: Writing "Founded by a team of experts..." rather than "I started this company because..." Be the person, not the entity.
- Winning the "Me" Game: Talking 100% about yourself. Use the Benefit Bridge: "I have 20 years experience (feature) so you don't have to worry about a leak ever again (benefit)."
Verification Checklist
- Real Team Photo: The team is visible within the top 30% of the page.
- Owner's Why: There is a 3-sentence "Manifesto" explain why the business exists beyond just "making money."
- Community Proof: There is a photo or mention of a local charity, event, or team you support to build Local Recency.
- Call to Action: The page ends with a link to your Service Area Map or booking portal.
FAQ
Q: Should I show my family? A: Yes. Family photos are high-trust signals. They show you have roots and something to lose. It signals "Stability."
Q: Is "Quality Service" a good core value? A: No. It's a cliché. Use something specific like "The Booty Rule" (We always wear shoe covers) or "The 2-Ring Rule" (We answer by the second ring).
Q: How do I handle multiple locations? A: Use a Location Multiplier Strategy—one main "About Us," but individual "Local Expert" bios for each city.
Conclusion
Sources and References
- Simon Sinek: Start With Why - The philosophy of value.
- StoryBrand: Building a Story Brand - Make the customer the hero.
Changelog
- 2024-07-10: Initial publication.
Read Next in This Hub:
- Community Impact - Going deeper on local roots.
- Employee Bios - Individual trust.
Related System:
- Brand Positioning - The message.