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
- No Stocks: Are there ANY stock photos? Delete them. Use real iphone photos if you have to.
- Video: Do you have a "Message from the Owner" video? (Highly recommended).
- CTA: Does the page end with "Ready to work with us? Book Now." (Don't create a dead end).
Common Mistakes
[!TIP] Talk about the Customer Even on the About Us page, make the customer the hero. Instead of "We have 50 trucks," say "We have 50 trucks so that we can get to your emergency faster." Always tie the feature to their benefit.
- Writing in the 3rd Person: "Max Digital was founded..." No. Write: "I started this company..." It's more personal.
- Walls of Text: Break it up with photos, icons, and headers. Nobody reads paragraphs.
FAQ
Q: Should I mention my dog? A: Yes! A photo of the "Office Dog" is undefeated for building likability.
Q: How long should it be? A: As long as it is interesting. But usually, 500-800 words is the sweet spot.
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.