09/02/2026
Your "About" page is probably not doing what you think it is.
Most service business owners write it like a biography. When the company started. How many years of experience. Maybe a mission statement.
Here is the problem. Nobody searching for a roofer or a plumber at 2pm on a Tuesday cares about your founding story. They care about one thing. Can you solve their problem today.
Your About page should still answer basic trust questions. Who you are, where you work, how long you have been doing it. That stuff matters.
But it should not be the main focus. The main focus should be the customer and what working with you looks like for them.
Flip the script. Instead of "We have been serving Utah County since 2008," try something like "We show up on time, give you a straight quote, and get the job done right."
Same idea. Completely different feel.
One is about you. One is about what the customer actually gets.
Small change. But it can make a real difference in whether someone keeps reading or bounces off the page.
If you want a second set of eyes on your site, shoot me a message. Happy to take a look.