A couple of weeks ago, I wrote about exactly how to build your construction website. I outlined the hosting (bluehost) and backend (wordpress) service that I use. I also outlined the different elements that are needed in a construction website. You can see all of the different sections that you need here.
Today I want to go over the About Us Tab.
As I’ve mentioned before, the about us tab is probably one of the more important sections you can have on your contractor website.
After analyzing traffic data on my company websites, I’ve found that about HALF of all website visitors check out the about us page first. They land on your home page, then immediately go to the about us page. This is why I say it is so important to get the about us page right.
It is really easy to get it wrong, and if used correctly, can be a powerful conversion tool, turning prospective clients into paying clients. So lets get started.
Here are some elements that you should have on your about us page.
- High quality photographs of you and your staff
- Detailed history of your experience
- Your company mission statement or goals
- Profiles of your staff
- Lots of good Testimonials
- Calls to action scattered throughout.
- Bonus – Video introduction
The psychology behind your construction company about us page.
There is a reason that the about us page is first thing people look at when they visit your website. People want to know who you are and if they can trust you. The whole purpose of the about us page is to build trust. People like to buy from people that they know. Let them get to know you.
The more information that you give to the client, the more likely they are to buy from you. You need to be detailed and lengthy. You can’t just talk about your company either. People want to know you personally, so tell your story. You will sell more.
High Quality Photographs
By now you know that photographs cary a very high value when it comes to selling. Let people see you and your guys. Get a professional photo of yourself and your guys and put them all over this page.
Also include photos of your trucks, your family, and your previous jobs. The more personal the better.
Put photos of your guys next to their profiles. Put a photo of yourself right up top. The more photos you have, the better people feel about you. Think about it, if you are trying to hide who you are are signaling that you have something to hide and that you aren’t trustworthy.
Detailed History of your Experience.
I don’t mean just your work experience either. You need to write a lot about yourself. Let the potential client get to know who you are. Write about where you were born, where you went to school, any big accomplishments that you have. Write about the struggles you’ve had trying to run a business and the feelings of accomplishment you’ve had when overcoming those struggles.
The whole point is to be open and forthcoming, or at least appear that way. I’ll say it again. People buy from people they trust. Help them trust you.
Your Company Mission Statement and goals.
In addition to the personal details you’ve included in your own personal history, write about your company history and goals. Figure out your mission statement and goals.
Why are you in business?
What obstacles have you overcome in business?
Where do you plan to take the company in the future?
Once again, be as detailed as possible. Don’t worry about being too long winded. The more you write the better off you will be.
Profiles of your staff members
Write 1 paragraph bio’s of your workers and staff. Let your potential clients see who will be working in their house. Build up some trust between your clients and your employees. Pro tip: don’t hire scumbags and you won’t have to worry about them looking bad your website. If you can’t write about them on your site, you shouldn’t have them in your clients house.
Lots of Testimonials.
I’ve written a lot before about testimonials. 5 Reasons you should be using testimonials.
Long story short, you must be using client reviews and testimonials on all of your marketing materials. They are one of the most overlooked and most important thing you can do to build trust and get clients.
Put a testimonial between each of the sections of your about us page. Two or Three should suffice.
Make sure to make them stand out with a different background color, or border, or text styling. Not only will they help build trust and convert clients, they will help fill out the about us page. Making it look longer and fuller will instill confidence in your clients.
Calls to Action
Every single page in your website should have a call to action at the bottom. You about us page should have two. One at the bottom, and on in the middle.
Some people will be ready to schedule an estimate immediately, some will wait until the end of the page, and still others will need more convincing. Make it as easy as possible for people to know what to do next. If they person as read all the way down to the bottom of the page, they are primed to take the next step.
Place a call to action with your phone number and “book now” link in the middle and at the bottom of the page. Also, at the bottom of the page put a link to your services page or your portfolio page. It is the next natural step along your sales process. Those who are not ready to call you should have something else to look at.
This is for the advanced class. If a written background story and some photographs are good. Imagine how good a personal introduction video will be. It will give your clients the chance to get to know you unlike anything else you can do. The video should be short and to the point. One to Two minutes should do the trick.
Include everything mentioned earlier.
Introduce yourself, give a little history, tell them what your company is all about, and then ask them to call you.
But don’t skimp on this. A bad video is worse than no video at all. So spend some time working on it. Dress professionally and shot it on a good camera with good lighting.
To Recap, the About us page is one of the most important pages on your website and should not be excluded. It helps build trust with your potential client, and trust sells.
Since you’ve read all the way to the end of this page it probably means you’ve found this information helpful. And you are probably even ready to take the next step. Fill out your info below and get instant access to my members only section. You will get things like a “7 part video series” covering exactly how to get your website online fast and start getting leads right away. You’ll also get updates about other members only material. What are you waiting for, Sign up now.