Most people click your About page for one reason: they want to know if they can trust you before they let you into their home or hand over a deposit. It's often the second page they visit after your home page, and it quietly does a lot of your selling. Get it right and it does the convincing for you while you're up a ladder. Get it wrong and they bounce to the next tradie on Google.
The good news is you don't need to be a writer. You just need to say the right things in the right order. Let's walk through it.
Lead with what you do and where
Don't open with your life story. Open with the plain facts a customer is scanning for. In the first sentence or two, tell them exactly what you do and the areas you cover. If someone in Penrith lands on a page about a Wollongong sparky, they're gone in seconds.
Try something like: "We're a family-run electrical business serving the Blue Mountains and greater Western Sydney. From switchboard upgrades to full rewires, we've kept homes safe and powered for over 15 years." Clear trade, clear area, clear proof. That's the job of your opening.
Show the trust signals that matter
Tradies work in people's homes, so trust is everything. Spell out the things that make a customer feel safe. Don't assume they know you're legit, tell them plainly.
The trust signals worth naming
- Licensed and insured — state your licence number and that you carry public liability cover
- Years of experience or number of jobs done
- Local and family-run, if that's your story
- Any accreditations, memberships or manufacturer certifications
- Guarantees or warranties you stand behind
- Whether you turn up when you say you will
These aren't brag points, they're the answers to the worries running through a customer's head. Every one you tick off is a reason to pick up the phone.
Tell your story, but keep it short
A short story makes you a real person instead of a faceless business. Two or three sentences is plenty. Why did you start? What do you care about? What makes your work different?
Maybe you got sick of seeing dodgy work and decided to do it properly. Maybe you're third-generation and learned the trade off your old man. Keep it human and keep it honest. Nobody wants a novel, they want a reason to like you. The best stories connect what you care about to what the customer gets: "I started this business because I was tired of blokes not calling people back. So we call back. Every time."
Answer the worries before they ask
Every customer has quiet doubts before they book a tradie. A great About page reads their mind and settles those doubts without them having to raise them. Think about what makes people hesitate and address it head on.
- "Will they actually turn up?" — mention your reliability and how you communicate
- "Am I going to get a surprise bill?" — mention upfront quotes and no hidden costs
- "Do they know what they're doing?" — mention experience and the kinds of jobs you handle
- "What if something goes wrong?" — mention your workmanship guarantee
One worry sits above all the others: what if I ring and nobody answers? You can't always take a call with your hands full, and a missed call is often a lost job. This is where a tool like InstantLead earns its keep, texting the caller back within seconds so they know you'll get to them instead of ringing the next name on the list. Mentioning that you always follow up is a genuine trust builder.
Use real photos of the real team
Skip the stock photo of a smiling model in a hard hat. It fools no one and it quietly costs you trust. A clear photo of your actual face, your ute, your crew or your work in progress does more than any paragraph. People book people they can picture turning up.
- A friendly headshot or a photo of you on the tools
- Your team, if you've got one
- A few tidy before-and-after shots of recent jobs
- Your branded vehicle or gear
Finish with a clear call to action
Once you've won them over, tell them exactly what to do next. Don't let them hunt for it. End with a simple line and an easy way to get in touch: a big phone number, a quote button, or a booking link. "Ready to sort it? Give us a bell on [number] or request a quote and we'll get straight back to you."
A simple fill-in-the-blanks structure
Here's a skeleton you can copy and fill in with your own details. Read it aloud when you're done, if it sounds like you talking to a mate, you've nailed it.
- Opening line: We're a [trade] business serving [areas], helping [customers] with [main services].
- Trust line: Fully licensed (Lic. [number]) and insured, with [X] years keeping [area] homes sorted.
- Story: We started because [reason]. What matters to us is [value].
- Reassurance: Upfront quotes, no hidden costs, and every job backed by our [guarantee].
- Proof: [Photo of you or the team, plus a couple of recent jobs.]
- Call to action: Ready to get it sorted? Call [number] or request a quote and we'll be in touch fast.
That's it. Six short blocks, all in plain English, and every one earns its place. You don't need clever words, you need the honest ones in the right order.
Frequently Asked Questions
How long should a tradie About page be?
Should I write my About page in first person?
Do I really need photos of myself?
What's the most important thing to put on an About page?
Never let an About page visitor slip away
A polished About page brings in the calls, but only if you catch them. When your hands are full, InstantLead texts back every missed call in seconds so no lead goes cold. Try your first month free at portal.instantlead.com.au/register, or get in touch and we'll help you get set up.