Your About page is one of the most underestimated pieces of web content in the contractor industry. While most contractors see it as a place to dump a basic company bio, smart, high-earning contractors are using their About pages as powerful conversion assets. This one page can build enough trust to win a lead before they ever pick up the phone.
When a potential client visits your website, the About page is often one of the first stops they make. Why? Because people want to know who they’re hiring, not just what services you offer. They want to know your track record, values, reliability, and even your personality—especially in industries like contracting, where trust is everything and jobs are high-ticket.
Why the About Page Matters More Than You Think
The contractor industry has a major trust gap. Many homeowners and commercial clients have been burned by unreliable contractors—those who don’t show up, go over budget, leave jobs unfinished, or disappear after a deposit. That’s why even the most beautifully designed homepage or portfolio can’t carry the entire load of conversion. People need to see who’s behind the business—and they need to like what they see.
The About page becomes the bridge between curiosity and contact. It’s the place where potential clients ask themselves: “Can I trust this person with my home or property? Do they have real experience? Do they care about quality? Will they finish the job if something goes wrong?”
If your About page doesn’t answer those questions confidently, you’re losing leads—quietly and daily.
Positioning: From Storytelling to Soft Selling
Let’s be clear: your About page is not just a place to tell your story. It’s your chance to position your business as the smart choice in a crowded market.
Every detail on your About page should speak directly to your ideal client’s pain points and desires. This means avoiding the usual, self-focused paragraphs about how you “started with a passion for building” or “believe in quality and customer service.” While true, those statements don’t differentiate you.
Instead, use your story to demonstrate how your experiences and values align with your customer’s needs. If you’re targeting high-end homeowners, your About page should reflect a polished, premium feel. If your niche is busy property managers or commercial clients, show them process, efficiency, and proof of scale. You’re not writing a resume—you’re writing a positioning document.
Trust-Building Starts With Proof, Not Promises
Anyone can say “we’re reliable,” but smart buyers need to see proof. Start your About page with strong evidence of credibility. How long have you been in business? How many projects have you completed? What certifications, licenses, or recognitions can you show?
This information shouldn’t be buried in long paragraphs. Instead, integrate it naturally into the flow of your narrative. Mention how your company grew from one crew to a full team with 10+ field staff. Describe the types of projects you’ve delivered and the complexity you’ve handled. These aren’t just stats—they’re trust signals that allow potential clients to feel safer moving forward.
Including a few client testimonials or review quotes (with names and locations, when possible) can be a game-changer. Nothing builds trust faster than social proof, especially when paired with a real photo or verified identity.
Let Your Personality Show—Without Losing Professionalism
Contracting is a personal service. Whether you’re remodeling a family’s kitchen or managing a tenant build-out, clients want to feel like they know the person behind the contract. That means your About page should reflect your personality and tone, not read like a corporate brochure.
If you’re laid back and friendly in real life, let that come through in your writing. If you’re more polished and process-driven, that’s great too—but use it to appeal to clients who want structure and professionalism.
Avoid writing like a robot. Phrases like “we strive to exceed expectations” or “our mission is to deliver value” are overused and meaningless. Instead, be specific. Describe how you communicate during projects, how you solve problems, or how you make homeowners feel supported during stressful renovations.
This authenticity helps you attract clients who actually want to work with someone like you—which is exactly what good positioning does.
Speak to Client Pain Points—Then Show How You Solve Them
Most contractor About pages talk too much about the contractor, and not enough about the client. Flip the script.
Start by acknowledging common issues your clients face. Do they struggle with contractors not showing up? Are they worried about being overcharged or stuck with surprise fees? Are they afraid of poor workmanship or unfinished jobs?
Then show how your process, experience, or philosophy prevents those issues. For example, if you always use signed scopes of work and schedule transparency tools like GoHighLevel or Monday.com, mention it. If you never take more than two concurrent jobs to maintain quality, say so. This is powerful differentiation.
Positioning yourself as a contractor who solves real, painful problems sets you apart. It shows that you’re not just another business—they’ll see you as a safe, smart investment.
Introduce the Real People Behind the Brand
Many contractors miss an opportunity to humanize their business by hiding behind a logo or generic stock photos. Your About page should proudly feature your real team—including yourself, if you’re the owner.
Add photos of yourself and your crew. Write short bios with your names, roles, and maybe even a personal note or fun fact. This builds connection fast. People want to know who’s walking into their home, who’s managing their budget, and who’s answering their questions when the dust flies.
Even if you’re a solo contractor, you can still include a friendly headshot and talk about the partners you work with—like your go-to electrician or HVAC sub. The more real your business feels, the faster you earn trust.
Your About Page Should Lead Somewhere—Always Include a Call to Action
Once a visitor has read through your About page and feels like they know and trust you, they’re primed to take the next step. Don’t leave them hanging.
Every contractor About page should include a clear, soft call to action. This doesn’t mean “Request a Quote” in giant red letters (unless that’s your style), but it could mean:
- Linking to your portfolio or service pages
- Offering a downloadable PDF pricing guide
- Inviting them to book a free consultation call
- Encouraging them to read your client reviews or testimonials
CTAs should be naturally embedded in the page, especially at the bottom and in places where a reader might be ready to click. This keeps momentum flowing and prevents lead drop-off.
Design Matters: Mobile Optimization and Visual Flow
Even the best-written About page will fail if it’s poorly formatted. Your content must be designed to be read, especially on mobile devices.
Break up large paragraphs with headings every 100–150 words. Use bold text to emphasize key takeaways. Include visuals such as:
- Team photos
- Review snapshots
- Logo badges of affiliations (BBB, local chambers, associations)
- Process flowcharts or icons
These elements help maintain interest, guide the reader’s eyes, and make your trust signals pop. Remember, a majority of your visitors are viewing from their phone while sitting on a couch or at a job site. If your page feels hard to read or skim, they’ll bounce.
Don’t Forget Local SEO and Business Details
Your About page also plays a small but important role in local SEO. Make sure to include your service area or home base city in the content. This helps Google better associate your website with local intent searches.
For example, instead of just saying “We’re a trusted general contractor,” write, “We’re a trusted general contractor based in Austin, Texas, serving Travis County and the greater Central Texas region.”
Also include your business name, address, and phone number in the footer or contact block to reinforce NAP (Name, Address, Phone) consistency across your site and directories.
The bonus? This reinforces professionalism and transparency for visitors, too.
Conclusion: Don’t Underestimate the Quiet Power of Your About Page
Your About page is not just filler—it’s a high-leverage sales tool hiding in plain sight. When built with intention, it can:
- Establish deep trust
- Differentiate your brand
- Filter in your best-fit clients
- Pre-sell your services
- Support your local SEO
It doesn’t take gimmicks. It takes clarity, authenticity, and proof. If your current About page isn’t doing all these things, it’s time to rethink how you use that digital real estate.
Because in the world of high-trust contracting, first impressions online often decide whether you ever get to make one in person.
Ready to Turn Your About Page Into a Lead Magnet?
At Kiri Visual, we help high-salary contractors like you turn their web content into conversion systems. Our About page frameworks, SEO structure, and soft-sell content strategy are designed to turn website visitors into booked calls.
👉 Let us review your About page for free
👉 See examples of optimized contractor About pages
FAQs
How long should my contractor About page be?Your About page should ideally be between 500–1000 words. Long enough to build trust and positioning, but concise enough to remain engaging. Aim for quality over fluff.
Should I include pricing info?You don’t need to show exact prices, but mentioning project ranges or linking to a “Pricing Guide” can build trust and filter unqualified leads.
Can I use humor or casual language?Absolutely—if that reflects your brand and you balance it with professionalism. A conversational tone helps people connect, especially in personal services like home improvement.
Should I include video?Yes, if you have the resources. A 60–90 second “meet the team” or owner intro video adds powerful human connection and increases time-on-page metrics.
Can I write it myself, or should I hire a copywriter?If you’re confident in your writing, go for it. But for positioning, SEO, and conversion strategy, hiring a professional ensures that your About page works as hard as your homepage.