Your “About Us” page isn’t just about telling your story—it’s a chance to connect with your customers and show them why they should choose your services over anyone else’s. Many “About Us” pages fail because they are overly focused on the business itself, rather than on what the business can do for the customer. They often lack a clear structure, miss opportunities to build trust, and don’t consider how the page will look on mobile devices. A great “About Us” page can help build trust, highlight your unique strengths, and convert visitors into loyal customers. Here are 20 practical tips to help you create the perfect “About Us” page for your local service business.
Before exploring specific elements, remember that trust is established through consistency and authenticity. Every part of your “About Us” page should highlight your reliability and expertise while keeping a genuine, approachable tone. Here are essential ways to build trust through your content:
1. Make It All About Your Customer
LG Home Comfort gets this right on their “About Us” page by clearly emphasizing customer needs and ensuring their comfort is a top priority.
Instead of making your page all about you, make it useful for your customers. Talk about what your business can do for them. Use customer-centric language, focusing on “you” instead of “we.” Customers want to know how your services can solve their problems, so focus on addressing their needs and concerns.
For example, instead of saying “We have 20 years of plumbing experience,” try “For over 20 years, we’ve been helping homeowners like you keep their plumbing problem-free.”
2. Mention Relevant Certifications
For many industries, certifications are critical for building trust. Make sure to list any certifications, licenses, or permits that demonstrate your expertise and adherence to industry standards—especially if these are important for customers making a decision.
For instance, if you’re an HVAC contractor, mentioning certifications like NATE or EPA will immediately boost credibility.
3. Celebrate Your Awards and Achievements
If you have received awards or achieved industry recognition, don’t hesitate to share this information. Including awards helps boost credibility and reinforces the trustworthiness of your business. It also makes you stand out from other local competitors.
For example, if you’re a landscaping service that has won local beautification awards, mention it prominently.
4. Include Client Testimonials
Let your happy customers do the talking for you. Include positive testimonials that detail their experience with your services, preferably mentioning specific types of work or projects you have completed for them. Authentic testimonials build trust and show real-life results.
For instance, a testimonial for a pest control company might read, “We had a major ant problem, and [Company Name] took care of it quickly and efficiently. We’ve been ant-free for over a year now!”
5. Highlight Your Key USPs
Identify what makes your business different. Are you known for a specific area of expertise? Do you have state-of-the-art equipment or advanced capabilities? Highlighting your key Unique Selling Propositions (USPs) ensures customers understand what sets you apart from the competition.
For example, if you’re a roofing company that uses drone technology to assess damage, make sure to mention it.
6. Share Your Business History
People love stories—give your customers a peek into your journey. How did your business start, and what experiences have made you the trusted service provider you are today? Sharing your history not only builds a personal connection but also gives credibility to your expertise.
For instance, “Our family-owned business began 25 years ago with a mission to provide reliable HVAC services to our neighbours.”
7. Showcase Your Team Members
Introduce your key team members to humanize your brand. Add their photos, share a few sentences about their experience, and highlight their qualifications. Where applicable, consider linking to their professional social profiles, such as LinkedIn, to give them credibility.
For example, “John Smith, our lead electrician, has over 15 years of experience and is a certified Master Electrician.”
8. Establishing Your Brand Voice
Your “About Us” page is the perfect place to showcase your brand’s personality. Whether you’re professional and authoritative or friendly and casual, maintain a consistent tone that reflects your brand values.
An example for a family-owned plumbing business: “As a third-generation family of plumbers, we believe every home deserves reliable, honest service. Our grandfather started fixing leaky faucets in 1965, and today we carry on his tradition of treating every customer like family.”
9. Start with a Clear Heading
Grab your visitor’s attention with a clear, straightforward heading that explains exactly what you do for them. Keep it simple but impactful, like “Plumbing Services to Keep Your Home Leak-Free” or “Landscaping Solutions for a Beautiful Backyard.” The goal is to make it immediately clear why they should keep reading.
“About Us” page for Yorkshire Garden Services highlighting their dedication to garden care.
10. Add a Detailed Address with Directions
If you have a physical location, include a detailed address and directions to your business. Highlight key local landmarks to help people find you more easily. Consider embedding a Google Maps widget for additional convenience.
For example, “We’re located just two blocks from Central Park, next to Joe’s Coffee.”
11. Emphasizing Your Local Presence
As a local service business, your community connection is a valuable asset. Here’s how to showcase it:
Example: “As proud members of the Denver Chamber of Commerce, we’ve been serving the Front Range community since 1998. From sponsoring little league teams to participating in annual food drives, we’re committed to making our community stronger.”
12. Optimizing Content Length & Structure
The ideal “About Us” page balances comprehensiveness with readability. Here’s how to structure your content effectively:
Content Hierarchy:
13. Visual Elements
Incorporate multimedia to make your “About Us” page visually appealing:
Remember to optimize all multimedia elements for fast loading and mobile viewing.
14. Call-to-Action Strategy
Your call-to-action (CTA) strategy should be both prominent and strategic. Consider implementing multiple CTAs throughout the page, each tailored to different stages of customer readiness:
Wrap up your “About Us” page with a clear and compelling CTA. Whether you want them to call, email, fill out a form, or visit your location, make sure they know the next step to take. Each CTA should:
15. Regular Update Checklist
Your “About Us” page should evolve with your business. Schedule regular updates to:
Tip: Set a calendar reminder to review your “About Us” page every 3-6 months to ensure information stays current.
16. Trust Elements Checklist
Strategic placement of trust signals can significantly impact visitor confidence:
Consider creating a “Trust Bar” that displays these credentials in a clean, organized manner.
17. Types of Social Proof to Include
Go beyond basic testimonials to build comprehensive social proof:
18. Community Engagement
Show your involvement in the community to build a personal connection:
Able Roof highlights their commitment to community service by showcasing partnerships with nonprofits on the “About Us” page.
19. Mobile-Friendly Design
Ensure that your “About Us” page is optimized for mobile devices:
20. Accessibility Considerations
Make sure your “About Us” page is accessible to all visitors:
Your “About Us” page is an essential part of your website that can turn curious visitors into confident customers. By focusing on customer-centric messaging, showcasing your expertise, adding trust elements, and incorporating engaging visuals and interactive features, you can create an “About Us” page that genuinely helps grow your local service business. Remember, a well-crafted “About Us” page is not just informative—it’s a powerful tool for building relationships and driving action.
If you need help optimizing your website for search engines or crafting the perfect “About Us” page, contact Numero Uno Web Solutions today to get started!
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