How to Create an “About Us” Page for Local Service Businesses

Your “About Us” page isn’t just about telling your story—it’s a chance to connect with your customers and show them why they should choose your services over anyone else’s. Many “About Us” pages fail because they are overly focused on the business itself, rather than on what the business can do for the customer. They often lack a clear structure, miss opportunities to build trust, and don’t consider how the page will look on mobile devices. A great “About Us” page can help build trust, highlight your unique strengths, and convert visitors into loyal customers. Here are 20 practical tips to help you create the perfect “About Us” page for your local service business.

Building Trust

Before exploring specific elements, remember that trust is established through consistency and authenticity. Every part of your “About Us” page should highlight your reliability and expertise while keeping a genuine, approachable tone. Here are essential ways to build trust through your content:

1. Make It All About Your Customer

Instead of making your page all about you, make it useful for your customers. Talk about what your business can do for them. Use customer-centric language, focusing on “you” instead of “we.” Customers want to know how your services can solve their problems, so focus on addressing their needs and concerns.

For example, instead of saying “We have 20 years of plumbing experience,” try “For over 20 years, we’ve been helping homeowners like you keep their plumbing problem-free.”

2. Mention Relevant Certifications

For many industries, certifications are critical for building trust. Make sure to list any certifications, licenses, or permits that demonstrate your expertise and adherence to industry standards—especially if these are important for customers making a decision.

For instance, if you’re an HVAC contractor, mentioning certifications like NATE or EPA will immediately boost credibility.

3. Celebrate Your Awards and Achievements

If you have received awards or achieved industry recognition, don’t hesitate to share this information. Including awards helps boost credibility and reinforces the trustworthiness of your business. It also makes you stand out from other local competitors.

For example, if you’re a landscaping service that has won local beautification awards, mention it prominently.

4. Include Client Testimonials

Let your happy customers do the talking for you. Include positive testimonials that detail their experience with your services, preferably mentioning specific types of work or projects you have completed for them. Authentic testimonials build trust and show real-life results.

For instance, a testimonial for a pest control company might read, “We had a major ant problem, and [Company Name] took care of it quickly and efficiently. We’ve been ant-free for over a year now!”

Showcasing Expertise

5. Highlight Your Key USPs

Identify what makes your business different. Are you known for a specific area of expertise? Do you have state-of-the-art equipment or advanced capabilities? Highlighting your key Unique Selling Propositions (USPs) ensures customers understand what sets you apart from the competition.

For example, if you’re a roofing company that uses drone technology to assess damage, make sure to mention it.

6. Share Your Business History

People **** stories—give your customers a peek into your journey. How did your business start, and what experiences have made you the trusted service provider you are today? Sharing your history not only builds a personal connection but also gives credibility to your expertise.

For instance, “Our family-owned business began 25 years ago with a mission to provide reliable HVAC services to our neighbours.”

7. Showcase Your Team Members

Introduce your key team members to humanize your brand. Add their photos, share a few sentences about their experience, and highlight their qualifications. Where applicable, consider linking to their professional social profiles, such as LinkedIn, to give them credibility.

For example, “John Smith, our lead electrician, has over 15 years of experience and is a certified Master Electrician.”

8. Establishing Your Brand Voice

Your “About Us” page is the perfect place to showcase your brand’s personality. Whether you’re professional and authoritative or friendly and casual, maintain a consistent tone that reflects your brand values.

• Match your tone to your target audience (e.g., formal for corporate clients, conversational for homeowners).
• Use industry-appropriate language while remaining accessible.
• Share company values and mission statement in a compelling way.
• Include your company’s origin story with emotional hooks.
• Highlight community involvement and social responsibility initiatives.

An example for a family-owned plumbing business: “As a third-generation family of plumbers, we believe every home deserves reliable, honest service. Our grandfather started fixing leaky faucets in 1965, and today we carry on his tradition of treating every customer like family.”

Customer Connection

9. Start with a Clear Heading

Grab your visitor’s attention with a clear, straightforward heading that explains exactly what you do for them. Keep it simple but impactful, like “Plumbing Services to Keep Your Home Leak-Free” or “Landscaping Solutions for a Beautiful Backyard.” The goal is to make it immediately clear why they should keep reading.

“About Us” page for Yorkshire Garden Services highlighting their dedication to garden care.

10. Add a Detailed Address with Directions

If you have a physical location, include a detailed address and directions to your business. Highlight key local landmarks to help people find you more easily. Consider embedding a Google Maps widget for additional convenience.

For example, “We’re located just two blocks from Central Park, next to Joe’s Coffee.”

11. Emphasizing Your Local Presence

As a local service business, your community connection is a valuable asset. Here’s how to showcase it:

• Years serving the community.
• Local partnerships and memberships.
• Community event participation.
• Charitable initiatives.
• Local awards and recognition.
• Service area specifics.
• Knowledge of local regulations and requirements.

Example: “As proud members of the Denver Chamber of Commerce, we’ve been serving the Front Range community since 1998. From sponsoring little league teams to participating in annual food drives, we’re committed to making our community stronger.”

Content Structure & Length Optimization

12. Optimizing Content Length & Structure

The ideal “About Us” page balances comprehensiveness with readability. Here’s how to structure your content effectively:

• Aim for 300-700 words for the main content.
• Break text into chunks of 2-3 sentences.
• Use short paragraphs with clear topic sentences.
• Include scannable bullet points and lists.
• Utilize white space effectively.

Content Hierarchy:

• Attention-grabbing headline
• Brief company overview (2-3 sentences)
• Value proposition
• Proof points (certifications, awards, experience)
• Team introduction
• Customer success stories
• Call to action

13. Visual Elements

Incorporate multimedia to make your “About Us” page visually appealing:

• Professional team photos (both group and individual).
• Project before/after images.
• Infographics showing company growth or achievements.
• Timeline of company milestones.
• Service area maps.

Remember to optimize all multimedia elements for fast loading and mobile viewing.

Driving Action with Effective CTAs

14. Call-to-Action Strategy

Your call-to-action (CTA) strategy should be both prominent and strategic. Consider implementing multiple CTAs throughout the page, each tailored to different stages of customer readiness:

• Early Page CTA: “Schedule a Free Consultation”
• Mid-Page CTA: “View Our Recent Projects”
• End Page CTA: “Get a Custom Quote”

Wrap up your “About Us” page with a clear and compelling CTA. Whether you want them to call, email, fill out a form, or visit your location, make sure they know the next step to take. Each CTA should:

• Stand out visually from the rest of the content
• Use action-oriented language
• Create a sense of urgency without being pushy
• Be mobile-friendly with touch-friendly button sizes

Keeping Your “About Us” Page Fresh

15. Regular Update Checklist

Your “About Us” page should evolve with your business. Schedule regular updates to:

• Review and update team member information quarterly.
• Add new certifications and awards as received.
• Update project portfolios with recent work.
• Refresh testimonials with current feedback.
• Update company statistics and growth metrics.
• Check and update all links and contact information.
• Review and revise service area information.
• Update photos to reflect the current team and equipment.

Tip: Set a calendar reminder to review your “About Us” page every 3-6 months to ensure information stays current.

Incorporating Trust Signals

16. Trust Elements Checklist

Strategic placement of trust signals can significantly impact visitor confidence:

• BBB rating and accreditation badge.
• Industry association memberships.
• Insurance and bonding information.
• Safety certifications.
• Security badges (for websites handling sensitive information).
• Payment method logos.
• Professional partnership logos.
• Local Chamber of Commerce membership.

Consider creating a “Trust Bar” that displays these credentials in a clean, organized manner.

Maximizing Social Proof

17. Types of Social Proof to Include

Go beyond basic testimonials to build comprehensive social proof:

• Review platform ratings (Google, Yelp, etc.).
• Industry-specific ratings (Houzz, Homestars, HomeAdvisor).
• Customer success metrics.
• Number of projects completed.
• Years of combined team experience.
• Notable client logos (with permission).
• Press mentions and features.
• Social media highlights.

18. Community Engagement

Show your involvement in the community to build a personal connection:

• Sponsor local events such as school activities or charity drives.
• Highlight volunteer work done by your team.
• Feature partnerships with other local businesses or charities.

Able Roof highlights their commitment to community service by showcasing partnerships with nonprofits on the “About Us” page.

Mobile Optimization

19. Mobile-Friendly Design

Ensure that your “About Us” page is optimized for mobile devices:

• Responsive design to adapt to different screen sizes.
• Mobile-friendly CTAs with touch-friendly button sizes.
• Load time optimization to avoid slow loading on mobile.

Accessibility Best Practices

20. Accessibility Considerations

Make sure your “About Us” page is accessible to all visitors:

• Alt text for images to assist screen readers.
• High contrast colour schemes for readability.
• Keyboard-friendly navigation for better usability.

Bringing It All Together

Your “About Us” page is an essential part of your website that can turn curious visitors into confident customers. By focusing on customer-centric messaging, showcasing your expertise, adding trust elements, and incorporating engaging visuals and interactive features, you can create an “About Us” page that genuinely helps grow your local service business. Remember, a well-crafted “About Us” page is not just informative—it’s a powerful tool for building relationships and driving action.

If you need help optimizing your website for search engines or crafting the perfect “About Us” page, contact Numero Uno Web Solutions today to get started!