Often when talking to clients about what pages they want on their websites, I get the question, “do I really need an About Us page?” I get it, the About Us page isn’t super snazzy, it doesn’t tout products, services or benefits and, worst of all (to some), it means talking about yourself.
Interestingly enough for such a disregarded page, the About Us page is often one of the most visited pages of a website. People want to know who they are going to do business with. This is especially true for home service businesses like HVAC, plumbing, roofing, flooring and windows and doors. Services which are provided inside a consumer’s home need to spend extra time on this page to make potential customers feel comfortable.
Let’s face it, there are hundreds of other businesses out there who offer similar services. Whether it’s fixing a drain or sealing a window, there aren’t too many ways to differentiate yourself on service alone. There are two main areas that can set you apart: one is price, and the other is service.
The About Us page is where you can go into just how great you are at customer service. After mentioning some of your history and experience, talk about how you take care of your customers. Do you take extra steps to make sure you don’t track dirt in a customer’s house? Do you make an effort to leave an area cleaner than you found it? These are things you can mention on your About Us page to show customers that you care about your work and their property.
Some businesses don’t need certifications, but if you are in a business that requires them, then certifications are important to have listed on an About Us page. This goes the same for the Better Business Bureau and Angie’s List ratings. If you don’t have a separate Testimonials page, you can also list these on your About Us page. Customers want to feel comfortable letting you into their homes, so make it easy for them by including these elements.
We’ve said it so many times, it’s practically our mantra – don’t use stock photos on your website, especially on your About Us page. If you’re struggling for ideas, a photo of your storefront will do. Vans or trucks are also popular, but the best photos you can include on an About Us page will be of your team. If you’re a small business, having pictures of your technicians, the ones who will be visiting the homes to do work, will let your customers know who to expect and to trust. If you have team members that have been with you for a while, try a group photo, if not, stick to individual photos.
Tell Your Story
While you don’t need to do a deep dive into your history, tell a story that shows the human side of the business. One example I’ve seen lately is talking about the history of the building where your business is located. Mr. Window talks about their building and their connection to the community in a way that make them feel like the neighborhood business, the trusted one that’s served generations of families. If you haven’t been in business that long, that’s okay, just find the angle that tells your story, whether it’s your history, a family connection or a desire to help.
When you create your home services website, make sure your About Us page is not forgotten. Remember that your customers need to read something that will set your services apart from others. They want to find a business they can trust and make a connection with. By putting some effort into your About Us page, you could be the one they connect with next time they need plumbing, heating or window repairs.