On most local service sites, the about page is one of the first three pages a visitor opens. Someone lands from Google, skims the service page, then clicks “About” to answer one question: can I trust these people in my house, or with my money? A weak about page loses that visitor. A strong one finishes the sale.
Here is how to build an about page for a service business that works as a conversion page, not a company history lesson.
Why the About Page Matters for Local Service Businesses
Homeowners hiring a plumber, roofer, or electrician are taking a risk. They are letting a stranger into their property and paying before they see the final result. The about page is where you lower that risk.
It also matters for search. Google’s quality guidelines weigh experience and trust, and an about page with real names, real credentials, and a real address backs up the signals on your Google Business Profile. If your page says one thing and your listing says another, you lose both trust and consistency. Our guide on website trust signals for local businesses covers the wider set of proof elements.
What to Include on Your About Page
1. A Headline That Says Who You Serve
Skip “About Us” as the H1 headline. Use something specific: “Family-Owned Roofing in Scarborough Since 2009” tells a visitor and Google more than two generic words. Put the trade, the area, and one proof point in the first line.
2. The Owner’s Face and Name
Stock photos of smiling people in hard hats hurt you. Use a real photo of the owner and the crew, ideally on a job site or in front of a branded truck. Name the owner. Visitors hire people, not logos.
3. Your Story in Under 150 Words
Cover three things: how you started, what you do differently, and who you do it for. Keep it factual. “I spent 12 years as a foreman for a large GTA builder before starting my own company” beats “we are passionate about quality.”
4. Credentials and Licences
List what is checkable. In Ontario that can include:
- ESA licence numbers for electrical contractors
- TSSA or gas fitter certifications for HVAC
- WSIB clearance and liability insurance coverage
- Red Seal trades certification
- Manufacturer certifications such as GAF or Lennox
Add licence numbers where you can. A visitor can verify them, and that is the point.
5. Proof: Reviews, Numbers, and Photos
Pull in two or three Google reviews with the reviewer’s first name and the neighbourhood. Add numbers that are true and specific, such as “1,400 furnaces installed across Durham Region since 2011.” Pair this with a project gallery. We cover that in how to build a contractor project gallery.
6. Service Area and Address
State where you work and where you are based. Match the business name, address, and phone number exactly to your Google Business Profile. Even small differences, like “Unit 4” versus “#4”, add noise to your NAP consistency.
7. A Clear Next Step
End the page with a phone number, a click-to-call button on mobile, and a short quote form. Do not make the visitor go hunting for the contact page after you have just earned their trust.
About Page Elements: What Moves the Needle
Not every element carries equal weight. This is how we prioritize them when auditing service sites:
| Element | Effort | Impact on trust | Notes |
|---|---|---|---|
| Owner photo and name | Low | High | Use a real photo, not stock |
| Licence and insurance numbers | Low | High | Checkable proof beats claims |
| Google review excerpts | Low | High | Include first name and area |
| Founding story | Medium | Medium | Keep under 150 words |
| Team photos and bios | Medium | Medium | Crew leads are enough |
| Awards and memberships | Low | Low to medium | Only list ones people recognize |
| Quote form or phone CTA | Low | High | Directly drives bookings |
Common About Page Mistakes
- Writing about the company, not the customer. Every paragraph should connect to a problem the visitor has.
- Vague claims. “Years of experience” means nothing. “Since 2009” means something.
- No call to action. A dead-end page wastes the traffic you paid for.
- Hiding the owner. Anonymous sites feel like lead-gen shells.
- Ignoring mobile. Most local visitors arrive on a phone. Check that photos load fast and buttons are tappable.
How the About Page Fits Your Wider Site
The about page supports your money pages, it does not replace them. Link from it to your main services and make sure each one is built properly. Our breakdown of service page structure for local businesses shows how to lay those out. Then link back to the about page from service pages so visitors who hesitate can find your credentials in one click.
Frequently Asked Questions
How long should an about page be for a service business?
Between 300 and 600 words is enough for most local service sites. Lead with proof and credentials, keep the story short, and finish with a contact option.
Should I put team photos on my about page?
Yes, if they are real. A photo of the owner and the crew leads builds trust faster than any paragraph. Skip stock photography entirely.
Does the about page help local SEO?
Indirectly. It is a strong place to reinforce your business name, address, phone number, and service area, and to show experience and trust signals. It will not rank on its own for service keywords, but it supports the pages that do.
Should the about page mention every city I serve?
No. List your main service area briefly and link to dedicated location pages for each city. A long list of city names on one page reads as keyword stuffing.
Not sure whether your about page and the rest of your site are helping or hurting your local rankings? Get a free SEO audit from Cadiente Digital and we will show you what to fix first.