How to write an about page as a plumber
The about page is often one of the most visited pages on a trade website, because people want to know who is coming into their house. Most about pages waste that attention on vague words like 'reliable' and 'quality'. Here is a simple structure that works for plumbers and most other trades.
1. Who you are, plainly
Your name, a photo of you, where you are based and how long you have been doing the work, written in the first person if it is just you. Customers want to know the person who will turn up. A friendly photo of you, ideally in work clothes, beats any logo.
2. What you do and do not do
The jobs you take on and the ones you pass to others. Being clear here saves you time and makes customers trust the rest of what you say.
3. How you work
What happens when someone gets in touch: how you quote, when you can usually come, how you protect the house, how you clear up, how payment works. These are the questions people worry about and rarely ask.
4. Proof, not adjectives
Your Gas Safe number if you are registered, any other registrations, a few reviews with names, and photos of real jobs. Every claim on the page should be something a customer could check.
5. A clear next step
Finish with your phone number, WhatsApp and a link to the quote form. Someone who reads to the bottom of your about page is close to getting in touch; make it easy.
Mistakes to avoid
Avoid long histories of the business that nobody reads, stock photos of strangers, and empty phrases like 'customer satisfaction is our priority'. Avoid claiming things you cannot back up, such as being the best or the cheapest. Customers have read those lines on every site and skip straight past them.
Avoid hiding the page, too. Link to it from your homepage and menu, because people looking for it are usually close to deciding.
Keep it up to date
Update the page when things change: a new van, a new qualification, a new team member, more reviews. An about page that mentions something from years ago makes people wonder whether you are still trading.
Common questions
- Should I write in the first person?
- If it is just you, yes. It feels more personal and honest than 'we' when there is no 'we'.
- How long should an about page be?
- Long enough to answer who you are, what you do, how you work and why to trust you. A few short sections is usually right.
- Do I need a photo of myself?
- It helps a lot. People want to know who will be coming to their house.
If you would rather somebody just did it
I build websites for self-employed tradesmen and small businesses across the UK: £249.99 to build, then £49.99 a month to host, maintain and update it. The sites I have built show on page one of Google for 103 searches between them, in Search Console.