Did you know that the About Us page is one of the most visited sections on a business website?

For home service companies like roofing, plumbing, and remodeling businesses, it’s a key tool for building trust and driving conversions.

A strong About Us page not only introduces your business but also highlights how you serve your customers, setting you apart from competitors.

A well-crafted page can turn visitors into loyal customers by showcasing your expertise, credibility, and commitment to customer satisfaction.

Understanding the Purpose of an “About Us” Page

A great About Us page does more than just provide company details—it tells a compelling story and builds a connection with potential customers.

Here are the goals of your About Us page:

  • Build Trust – Showcase your experience, values, and team to reassure potential customers.

  • Increase Conversions – Help homeowners feel confident in hiring your services by demonstrating professionalism and expertise.

  • Highlight Authenticity – Use real photos, testimonials, and company history to show that you are a reputable and trustworthy business.

Homeowners want to feel secure when choosing a contractor for their homes.

A well-structured About Us page reassures them that they are making the right decision.

How do we create this effectively?

Let’s start with the basics.

5 Key Elements to Include on Your About Page

1. A Compelling Story

Your story should showcase why you started your home service business and what makes you different. People connect with personal experiences and local ties.

Don’t just list dates and facts but create a connection.

Explain what inspired you to start your business and the journey you took to establish it.

Did you start with just a small budget?

Did you have to compete with larger, well-established companies?

If you have deep roots in the community, highlight how your business has evolved to serve local homeowners better.

Example: A family-owned HVAC company might share how the business started with a father and son working out of their garage, committed to providing honest, affordable heating and cooling solutions to their community.

Tips

  • Share how you got started—was it a family business, a passion for fixing things, or a desire to provide better service than big franchises?
  • Highlight challenges you overcame (e.g., starting small, competing with big companies, learning through hands-on experience).
  • Show pride in serving your local community.

2. Mission and Values

Your mission statement should clearly define your commitment to quality and customer service. Clearly articulate what your business stands for in just a few sentences. Define how your values set you apart.

Example: A plumbing company might state: “Our mission is to provide homeowners with fast, honest, and high-quality plumbing solutions—done right the first time. We believe in upfront pricing, exceptional workmanship, and treating every home with the care it deserves.”

Tips

  • Keep it clear and simple—what do you stand for? (e.g., fast response times, no hidden fees, long-lasting repairs).
  • Use action-driven language, like “We believe in showing up on time and fixing the problem correctly the first time.”
  • If applicable, mention eco-friendly plumbing solutions, like water-saving fixtures or tankless water heaters.
  • Highlight guarantees, such as “We stand by our work with a 100% satisfaction guarantee.”

3. Team and Leadership

This page is all about people. Customers want to know who will be working in their home, so featuring your team builds trust.

Showcase individual team members with photos, bios, and qualifications. The goal is to create a personal connection with potential customers.

Consider including a message from the owner or founder explaining their passion for the industry.

Example: A roofing company could feature short bios and photos of key team members, highlighting their years of experience, certifications, and even fun facts like “John has been in the roofing industry for 20 years and spends his weekends coaching his son’s soccer team.”

Tips

  • Include headshots of your team, wearing uniforms or in action.
  • Share credentials (e.g., licensed, bonded, insured) and any special certifications.
  • If family-owned, highlight the generations involved in the business.

4. Social Proof and Testimonials

Customers trust other customers, so showcase real experiences to establish credibility.

Include a mix of written reviews, video testimonials, and before-and-after images of completed projects.

Each of these accomplish the same goal: social proof.

Example: A landscaping company could feature a quote like: “John and his team transformed our backyard into a beautiful oasis! They were professional, on time, and within budget. Highly recommend!” – Sarah M., [City]

Tips

  • Gather text testimonials, video testimonials, or screenshots of online reviews.
  • Highlight awards, certifications, and recognitions (e.g., BBB accreditation, “Voted Best Landscaper in [City]!”).
  • Display logos of notable clients, partners, or affiliations (e.g., HomeAdvisor, Angi, local business associations).

5. Customer-Focused Messaging

Instead of just saying what your business does, explain how you solve problems for homeowners. Make it about them, not just your company.

Example: A pest control company could say: “Tired of dealing with ants, roaches, or mice? We understand how frustrating and stressful it can be. That’s why we offer safe, family-friendly pest control treatments with guaranteed results.”

Tips

  • Use “you” more than “we” to make it customer-centric.
  • Address common pain points (e.g., “No one wants to find pests in their home. Our eco-friendly treatments eliminate infestations and keep your home pest-free year-round.”).
  • Highlight guarantees, warranties, or satisfaction policies (e.g., “If pests return between treatments, we’ll come back at no extra charge!”).

Formatting and Design Best Practices

Creating an engaging and effective business website goes beyond just offering great products or services; how you present your information is crucial. Most visitors will skim the information quickly rather than read every word. Make it easy for them to absorb key information with these best practices:

  • Short Paragraphs: Limit paragraphs to 2-3 sentences. Large blocks of text can feel overwhelming to readers.
  • Headings and Sections: Use informative headings like “Our Story,” “Meet the Team,” and “Our Mission” to break up content and guide visitors through your site.
  • Bullet Points: Highlight key facts, values, or unique selling points by using bullet points for better readability.
  • Emphasis: Use bold or italic text sparingly to draw attention to important phrases without overwhelming the reader.

Avoid:

  • Long, dense paragraphs that are difficult to digest.
  • Overusing ALL CAPS, italics, or excessive bolding that can distract from your message.

Ensure Mobile-Friendliness

A large percentage of customers will visit your website on their phone. Your About Us page should be easy to read and navigate on smaller screens with these tips:

  • Readable Font Size: Ensure that the text is legible on mobile devices—steer clear of tiny fonts that are hard to read.
  • User-Friendly Buttons: Create large, touch-friendly buttons for calls to action (e.g., “Schedule a Free Estimate”) that are easy to tap on mobile screens.
  • Responsive Media: Confirm that images and videos adjust correctly across various screen sizes.
  • Fast Loading Times: Regularly check your site’s loading speed; slow pages can lead to visitor frustration. Compress images to optimize performance.

Avoid:

  • Web pages requiring visitors to zoom in to read text comfortably.
  • Horizontal scrolling or content that fails to resize appropriately.
  • Interruptive pop-ups that obscure essential information on mobile devices.

Use High-Quality Visuals to Build Trust

People connect with faces and real-world visuals more than generic text. Authentic visuals can create a stronger connection with your audience than generic text alone.

  • Showcase Real People: Feature genuine images of your team members in action, such as a plumber at a job site or an HVAC technician greeting clients.
  • Before-and-After Images: Use visual transformations to demonstrate the effectiveness of your services, particularly in areas like roofing or landscaping.
  • Video Testimonials: Whenever possible, include video testimonials from satisfied customers to reinforce credibility.
  • High-Resolution Visuals: Ensure all images are sharp and clear; low-quality visuals can give a poor impression of your business.

Avoid:

  • Stock images that appear staged or contrived, as customers are often skeptical.
  • Overloading pages with too many images, which can slow down loading times.

Wrapping It Up: Build Trust and Drive Results

By using these key elements and design strategies, you can create an About Us page that not only attracts visitors but also fosters trust and encourages engagement.

Focus on showcasing who you are, what makes you different, and a seamless experience for your customers.

Remember, effective design goes beyond looks—it’s about enhancing both clarity and functionality.

Implement these tips to elevate your online presence and achieve meaningful results!