Your About page isn't a formality.
It's where homeowners go right after they look at your portfolio. They've seen your work. Now they want to know who you are — who's actually going to show up at their house.
Most contractor About pages waste this moment. Generic sentences about "quality and integrity" that say nothing. Vague timelines. No photo. The visitor closes the tab.
Here's how to write one that keeps them.
See how your About page stacks up against competitors — free brand audit →
Why Your About Page Matters for SEO
Before you write a single word, understand what Google is actually doing with your About page.
Google's E-E-A-T framework — Experience, Expertise, Authoritativeness, Trustworthiness — is how it evaluates whether a local business is legitimate. An About page with a real name, real credentials, a real photo, and specific experience signals all four of those.
A page that says "We provide exceptional service" signals none of them.
The SEO benefit is real and it compounds. Your About page picks up branded searches (your business name), owner name searches, and "licensed [trade] near me" queries when it's written with specifics. It's also your highest-authority internal page for linking — every service page and blog post that links to /about passes credibility through it.
Write it well once and it works for years.
The Contractor Bio Template
Here's the structure that works. Write these five sections in order:
1. Opening line — what you do, where, how long
Don't start with "Welcome to." Start with the thing a homeowner actually wants to know.
"I've been replacing roofs in Summit County for 18 years."
"Mike's Plumbing has served the Denver metro since 2009."
One sentence. Service + location + time in business. This is the lede. Everything else supports it.
2. Credentials and specialties
Licenses, insurance, certifications, bonding. List them by name — not "fully licensed and insured" (everyone says that) but "Ohio Roofing License #RC-12345, fully insured, GAF Master Elite certified."
If you specialize in specific types of work, say it here. "We do mostly insurance claims — hail and wind damage for the Akron-Cleveland corridor" tells a visitor whether you're the right fit immediately.
3. A real personal detail
One sentence. Why you got into the trade. Where you're from. Something specific that makes you a person, not a logo.
"I learned roofing working summers for my uncle's company in Cleveland. Went back for my license in 2006 and never left."
That sentence does more trust work than three paragraphs of marketing copy.
4. Your service area
Be specific. Not "Northeast Ohio" — list the cities. Homeowners in Fairlawn want to know you serve Fairlawn, not Northeast Ohio (which could mean anything).
"We work throughout Summit, Medina, and Portage counties — Akron, Cuyahoga Falls, Medina, Stow, Barberton, Green."
This also indexes for city-specific searches without needing a separate page.
5. Headshot + CTA
Photo of you in work clothes, at a job site, looking at the camera. Not a stock photo. Not a group shot from 30 feet away. Not your logo.
Homeowners are making a trust decision. A real photo closes it.
Close with one CTA: get a free audit, call for an estimate, see the portfolio. One action.
What to Cut
These phrases appear on approximately 90% of contractor About pages and signal nothing to anyone:
- "Dedicated to quality and customer satisfaction"
- "Your satisfaction is our priority"
- "We treat every job like it's our own home"
- "Family-owned and operated since [year]" (fine to say, but not as the opening)
- "We look forward to serving you"
Every word you spend on these is a word you're not spending on credentials, specifics, and the things that actually differentiate you.
SEO Structure for Your About Page
URL: /about — clean, standard, expected
H1: "About [Your Name] — [Service] in [City]" or just "[Business Name]"
Don't over-optimize. "About Mike's Roofing — Akron Ohio Roofing Contractor Licensed" is trying too hard. "About Mike's Roofing" is fine. The E-E-A-T signals come from the content, not the H1.
Meta description: Lead with experience. "Mike's Roofing has replaced 600+ roofs in Summit County since 2008. Licensed in Ohio, GAF certified, family-run. See what makes us different." Under 155 characters, first-person or named business.
Internal links: Link to your top service pages and your portfolio from the About page. Link back to /about from every service page footer. This creates the authority loop.
Schema Markup for the About Page
Add LocalBusiness schema to your About page if you haven't on your homepage. Key fields: name, address, telephone, areaServed (list your cities), foundingDate, numberOfEmployees, knowsAbout (your services). The Person type works for solo operators.
This isn't a ranking factor you'll feel overnight — it's infrastructure. Search engines and AI assistants both use structured data to understand who a business is. Get it right once.
Your About page is working 24/7 while you're at a job site. Spend three hours writing it well.
Get a free audit of your website — see exactly what's working and what's missing →
Related Reading
- Contractor Service Page Formula — build the pages that rank
- Contractor Website Portfolio Page — the page that closes the deal
- Schema Markup for Contractors — structured data that helps Google understand your business
- Local SEO for Contractors — the full checklist
