Guide
What to put on your about page
The about page is one of the most visited pages on a trade website and one of the worst written. Most of them say the same thing about quality and customer satisfaction, which tells the reader nothing at all.
Answer who is turning up
People are letting you into their home. They want to know who you are, how long you have been at it and whether you are a one man operation or a team.
Say it plainly. "I am Dave, I have been plastering around north Dublin for eighteen years, and it is usually me and one other lad on site."
Put your face on it
A real photo of you, ideally beside the van or on a job, does more than any paragraph. Stock photos of strangers in hard hats do the opposite.
It does not need to be a studio shot. Daylight, clean van, phone camera, done.
Cover the practical reassurances
Work these in naturally rather than as a list of claims.
- Years in the trade and where you are based
- Registrations, qualifications and insurance
- The areas you travel to
- How you quote and how you charge
- Anything you specialise in
Leave out the filler
Skip mission statements, values grids and anything about being passionate. Nobody has ever rung a plumber because of a values grid.
If a sentence could belong to any business in the country, delete it.
Common questions
How long should an about page be?
A few short paragraphs is plenty. It only has to make you feel like a real, reliable person.
Should the about page have a contact button?
Yes. It is often the last page someone reads before deciding, so give them the obvious next step.
Where to go next
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- What Pages a Trade Website NeedsA simple page structure that covers search, trust and getting the call.
- How to Write a Service Page That ConvertsThe order you say things in matters as much as what you say.
- Why Your Website Is Slow on MobileMost of your visitors are on a phone, often on patchy signal. Speed is a sales issue.