The About page is one of the most visited pages on any trade website and one of the most poorly written. Most of them say the same thing: “We are a family run business with over X years of experience committed to quality and customer satisfaction.”
That tells a potential customer absolutely nothing they could not find on any other tradesperson’s website. It is generic, forgettable, and does nothing to make them choose you.
Here is how to write an About page that actually works.
Remember What the About Page Is Really For
Your About page is not about you. It is about making the customer feel confident enough to call you.
They are on this page because they are considering hiring you. They want to know if you are trustworthy, if you know what you are doing, and if you are the kind of person they want working in their home. Everything on this page should answer those concerns.
Write in Your Own Voice
Write it as if you are talking to a customer face to face. First person, plain English, no corporate language.
Not: “We are a team of dedicated professionals committed to delivering excellence.”
Instead: “I’m Seamus. I’ve been laying driveways and patios around Co. Louth for 14 years. I started out working for my uncle and set up on my own in 2011. I still do every job myself.”
That second version tells you who this person is, how long they have been doing it, and that they take personal responsibility for their work. Much more convincing.
Include a Photo of Yourself
This is one of the simplest and most effective things you can do on your About page. A photo of the actual person doing the work makes an immediate, human connection.
Customers are inviting you into their home. A photo shows them who is coming. It builds familiarity before you have even spoken. Even a decent phone photo is better than no photo at all.
Tell Them Your Story Briefly
Not your full life history. Just the relevant bits. When did you start? How did you get into the trade? What did you do before going out on your own? Is it a family business?
A short, genuine story makes you memorable and human in a way that a list of credentials never does.
Address Their Biggest Concerns Directly
Most homeowners hiring a tradesperson are worried about the same things: will the work be done properly, will it be finished on time, will I be kept in the loop, and will I regret hiring this person?
Your About page is a good place to address those directly without sounding defensive. Something like: “I quote every job properly before starting and I stick to what I quote. If something changes, I tell you before I proceed, not after.”
That kind of specificity is worth ten generic “committed to quality” statements.
Include Your Credentials
If you have them, mention them. Trade registrations, insurance, any relevant qualifications. Not in a boastful way, just as straightforward facts.
“Fully insured. Registered with RECI. All work guaranteed” at the bottom of your About page checks boxes customers have in their heads without making the whole page about credentials.
Keep It Reasonably Short
Aim for three to five paragraphs. Long enough to build a genuine picture of who you are, short enough that people actually read it.
Break it up with a photo or two of yourself or your work so it does not look like a wall of text.
What to Avoid
Do not write in the third person. “John has been a painter for 20 years” sounds like someone else wrote it about you, which is odd.
Do not pad it out with generic phrases. “We pride ourselves on delivering exceptional results” means nothing. Show, do not tell.
Do not make it entirely about you. Circle back to the customer at the end. Something like: “If you want someone who will show up on time, do what they said they would, and leave your home tidy, give me a call.”
That last line is about them, not you. And it is the thing that makes people pick up the phone.
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Written by Maebh Collins
ACA qualified, Dundalk-based. I build websites and write SEO content for trade businesses across Ireland and the UK. If you have questions, get in touch.