How do I write an About page that actually builds trust?
Updated June 28, 2026 · Getting online
Short answer
Write your About page for the nervous homeowner, not the resume. Show the real people behind the work, say how long you have been doing it, mention licensing and insurance, and explain in plain words why customers can trust you in their home. A photo of you and your crew does more than any award badge.
A great About page is not a resume — it is reassurance. The person reading it is about to let a stranger into their home, and they want to know you are real, experienced, and trustworthy. Write it for that nervous homeowner and you will turn more visitors into calls.
Show the real people behind the work
The single most powerful thing on an About page is a real photo: you, your crew, your truck. Homeowners hire people, not logos. A genuine photo instantly answers the question every customer is quietly asking — who is going to show up at my door? Skip the stock images of generic hands holding wrenches; they read as fake and do the opposite of building trust.
Say who you are in plain words
Tell your story in a few short, honest paragraphs:
- How long you have been doing this work.
- What area you serve and who you typically help.
- What you care about — showing up on time, clean work, fair quotes.
Keep it human. A two-person plumbing business sounds best in first person. Do not pad it with a long company history; nobody reads that, and it buries the parts that matter.
Prove you are legitimate
This is where you separate yourself from the fly-by-night competition. State clearly that you are licensed and insured, and include license numbers where they apply. Mention any relevant certifications, manufacturer training, or how long you have served the community. These details quietly answer the fear that the customer might be hiring someone unqualified.
The fastest trust-builder on any About page is a real photo of the actual person who will walk through the customer's door. Put a face to the name.
Back it up with proof
Words about being trustworthy are weak; proof is strong. Sprinkle in a couple of genuine customer reviews, or link to your full reviews so visitors can see what others say. If you have not set this up yet, see how to show Google reviews on your website. Reviews on an About page turn your claims into something a stranger actually believes.
Point them toward the next step
An About page should still book jobs. End it with a simple nudge — a tap-to-call button or a line like ready to get started? Trust is the goal, but a call is the result. For how this fits with the rest of your site, see what a contractor website needs to book jobs and what to put on your homepage.
At Blank Theory we write About pages that sound like you and put your real reputation front and center. See a free preview of your whole site, built from your public info, before you pay a cent — then a flat 199 dollars a month with no setup fee or contract.
Frequently asked questions
- Should I write the About page in first person?
- Yes for a one or two-person business. Plain, first-person writing feels honest. For a larger crew, we works well. Either way, keep it human, not corporate.
- Do I need a photo on my About page?
- Strongly recommended. A real photo of you, your truck, or your crew builds more trust than any logo or stock image, especially for work inside someone's home.
- Should I list my license and insurance?
- Yes. Stating that you are licensed and insured, with numbers where relevant, reassures homeowners and sets you apart from unlicensed competitors.
- How long should the About page be?
- Short. A few clear paragraphs that cover who you are, how long you have done this, and why people can trust you. Nobody reads a long company history.