The about page, which is more read than you think

The about page is usually one of the most visited pages on a contractor site, and usually the worst written. Somebody reads it right before they call, when they are deciding whether to let you into their yard.

They are not looking for your mission statement. They are checking whether you are a real business with real people.

What belongs on it

A photo of the owner and the crew. Real faces, not stock. This does more than every paragraph on the page.

How the business started and why. Two or three sentences, honest. "I started doing this because" beats anything a marketing company would write.

How long you have been doing it, and how many projects. Real numbers.

What you specialise in and, just as importantly, what you do not do. Turning work away in writing is one of the strongest trust signals there is.

Certifications, licenses, and insurance, stated plainly.

The area you cover: your service area.

What it is actually like to work with you. Who shows up, how you communicate, how you handle problems, what happens after the job is done.

One call to action with your phone number.

What to cut

"We pride ourselves on quality craftsmanship and customer satisfaction." Every competitor says it, so it says nothing. Any sentence that would be equally true of a roofing company. Stock photos of people in hard hats.

The test

Read it and ask whether a competitor could put their name on it unchanged. If they could, it is not about you yet.