What to Put on a Contractor About Page (and What to Leave Off)

A contractor about page should say who runs the business, what work you do, where you do it, what you hold in licenses and insurance if it applies, and what a customer can expect from first call to finished job. Add a real photo of you or the crew. Skip stock images and mission statements.

A homeowner about to let a stranger into the house wants to know who that stranger is. The about page is where they look. Most about pages waste that look on a mission statement.

What is the job of a contractor about page?

It answers one question: can I trust this person in my home and with my money? Everything on the page should help a stranger say yes, quietly and with facts.

What should a contractor about page include?

Section	What to write	Example pattern
Who runs it	Your name, role and a real photo	“[Name] runs [Business] and does the estimates.”
What you do	The work, in plain words	“We replace and repair [type] in [Town] and nearby.”
Where you work	Towns or county	“We serve [towns].”
License and insurance	What you hold, if it applies	See the next section
How a job goes	The path from call to cleanup	Four to six short steps
Who shows up	Who is in the truck	“You will see [name] or one of our two-person crew.”
How to reach you	Phone, hours, form	Tap-to-call at top

How do you handle license and insurance on the about page?

State what you hold and nothing more. Rules differ by state, sometimes by city or county, and by trade, so check yours before you write the line. Details on wording are in how to show license and insurance on a contractor website.

If you hold a license, give the license number where it is easy to find. If you carry insurance, name the kind and say a certificate is available on request. Do not suggest you hold something you do not.

What does a good about page sound like?

Compare two versions of the same opening. This is a hypothetical for a painting company:

Weak: “We are passionate about quality and customer satisfaction and treat every home like our own.”

Better: “[Name] started [Business] after [number] years working for other painters. It is a two-truck company in [Town]. We paint interiors and exteriors for homeowners, and we prep every surface before we open a can. [Name] does every estimate.”

The second version says what the company is, who runs it, what it does and one thing it does differently. A homeowner can picture it. An AI assistant asked “who is [Business]?” could quote it back and be correct.

What is a template for a contractor about page?

Copy this and fill it with true facts:

“` [Business name] is a [trade] company in [Town]. [Name] started it in [year, if true].

We do [main services] for homeowners in [towns].

What you can expect:

1. You call or send a request. We reply [when].
2. [Name] or [role] comes out and looks at the job.
3. You get a written quote.
4. We schedule the work and keep you posted.
5. We clean up and walk you through it.

License: [license type and number, if you hold one]. Insurance: [type] insurance. Certificate on request.

[Phone] | [Hours] | [Service area] “`

What should you leave off a contractor about page?

• Mission and values statements. They could describe any company, so they tell a visitor nothing.
• Claims you cannot prove. “The top choice,” “best around,” “highest rated” with no source.
• Stock photos of smiling crews. A homeowner can tell. Use your own.
• Badges and logos you do not hold. Showing a manufacturer or association mark you are not entitled to is a fast way to lose trust, or worse.
• Awards you cannot document. Leave them off unless you can name who gave them and when.
• A made-up team. If you are a crew of two, say so.
• A personal story with no link to the work. One sentence of why you got into the trade is fine. A page of it is not.
• Your home address, unless it is also your business address and you want it public. A service-area business can state its area instead.

How does the about page help you show up in search and AI answers?

An about page is where the basic facts about your business live in plain text: name, trade, towns, phone, license, hours. When your name, phone and service area match your Google Business Profile and other listings, search engines and AI assistants see the same facts everywhere, and are less likely to get you wrong.

Nobody can promise an about page will move you up in the results. What it does is remove a reason for a homeowner to back out after they landed on your site.

Does a one-person shop need an about page?

Yes. If anything, more. A homeowner choosing between a one-person company and a bigger one is asking who will be at the door. Answer it with your name and photo.

Before you publish

• [ ] Your name and a real photo of you or the crew
• [ ] The trade, the work and the towns, in plain words
• [ ] License and insurance stated only as far as they are true
• [ ] How a job goes, from call to cleanup
• [ ] Phone number tap-to-call at the top
• [ ] No mission statement, no stock photos, no unprovable claims
• [ ] Name, phone and area match your Google Business Profile

Most of this takes an hour. For the other things that quietly cost you calls, see contractor website mistakes that cost calls. If you would rather not write it alone, the website in the Builders Presence plan includes one, built in 7 to 10 days. The pricing page has the details.

Common questions

How long should a contractor about page be?

Two to five short paragraphs plus a photo and a few facts is plenty. A homeowner wants to know who they are letting into their house, not read a history of the company. If a section does not help them decide to call, cut it. You can always add detail later from real jobs.

Should I put my name and photo on the about page?

Yes, if you are comfortable with it. A name and a real photo of you or the crew make a stranger more willing to call, because they know who will show up. If you have employees who will be in homes, say how you introduce them. Skip stock photos entirely.

Do I need to say how long I have been in business?

Only if it is true and you can state it plainly, such as the year you started. Leave it out if it is short or you are not sure of the date. Do not round up. A new business can say what experience the owner brings from the trade instead.

What if I am a one-person business?

Say so. A one-person business is a selling point for many jobs because the person who gives the quote is the person who does the work. Say who you are, what you do, and how you handle jobs you cannot take. Do not use “we” and a made-up team to sound bigger.