Do About Us pages matter for contractors?
Yes, but only if they focus on the customer and speak directly to their needs. An About Us page should highlight how your company understands and solves customer pain points, not just list awards or credentials.
Why About Us Pages Still Matter Today
At Elevation Marketing, we analyzed year-over-year data across dozens of contractor websites. The results? Visits to About Us pages increased by nearly 67% from 2023 to 2024.
That’s a huge signal that today’s buyers want to know:
- Who’s swinging the hammer?
- Who’s stepping into their home?
- What makes your team different from other contractors?
Your service pages may tell prospects what you do, but your About Us page helps them decide why they should trust you.
Care to Listen? This post is inspired by our Trade Secrets podcast episode on About Us pages.
The Mistake Most Contractors Make on Their About Page
Too many About Us pages read like a brochure:
- “We have an A+ with the BBB.”
- “We’re platinum-certified installers.”
- “We’ve been in business for 25 years.”
Those facts matter, but when presented alone, they sound like me, me, me. Customers don’t want a brag sheet — they want proof you understand their problems.
Shift the Focus: About Them, Not You
A strong About Us page answers the real question in your customer’s mind:
“Why should I trust you with my home?”
Instead of leading with credentials, position your page around:
- Pain points you solve (e.g., storm damage, cost surprises, unreliable timelines)
- Your unique approach (e.g., fixed-price contracts, same-day inspections, dedicated project managers)
- The benefit to the customer (e.g., no hidden fees, stress-free scheduling, guaranteed communication)
Use Video to Build Trust
Video is one of the most powerful ways to connect on your About Us page. A short, authentic video can:
- Show your team members in action
- Explain how you solve customer challenges
- Humanize your brand beyond text and photos
📌 Example: A remodeling contractor who explained their fixed-price model on video saw homeowners immediately understand the benefit: no shocking end-of-project invoices.
Feature Your Team Members
Your company isn’t just the owner — it’s the whole crew. Highlighting your team helps prospects visualize who they’ll meet on-site.
Best practices include:
- Adding bios with past experience and role-specific expertise
- Featuring project managers and sales reps by name
- Linking to team members’ LinkedIn profiles for credibility signals
This not only humanizes your brand but also reinforces to Google that you’re a real, trusted entity.
Optimize for SEO and User Experience
To make your About Us page work harder:
- Use a unique header image that reflects your brand story (not just the founders).
- Keep paragraphs short and scannable for mobile readers.
- Balance your company history with forward-looking statements about how you serve customers today.
- Update regularly with team changes, new certifications, or awards.
Remember: your About Us page isn’t a throwaway. It’s a conversion tool.
Put These Contractor About Us Page Tips Into Action
Your About Us page should feel like a conversation with the homeowner — clear, personal, and focused on their needs. Skip the resume-style bragging. Instead, show how you understand their pain points and how your team is uniquely equipped to solve them.
At Elevation Marketing, we’ve seen contractors double website engagement by reworking their About Us pages with video, team features, and customer-focused messaging.
The bottom line? The best contractor About Us pages aren’t written about you — they’re written about the homeowner. The question is: will yours build trust, or push them to your competitor?
Every interaction builds trust. Make your About Us page a page that converts. Let us help you.
