How to Write a Tradie About Page That Actually Wins Work

The About page is the most underused page on most tradie websites. It either doesn't exist, or it has a few lines about "quality service and attention to detail" that could have been written by anyone.

Done well, an About page is one of the more powerful pages on your site. People don't just hire a trade service. They hire a person. The About page is where that person comes through.

Who Reads Your About Page

The customer who clicks "About Us" is already interested. They've seen what you do and they want to know who they're dealing with before they call.

This is a warm visitor. They're not comparing you to five others at this moment. They're trying to decide whether they like the look of you. Give them something to like.

Lead With Something Real

Don't open with "We are a leading provider of residential electrical services." Nobody believes it and nobody cares.

Open with something true and specific. How long you've been doing this. Why you got into the trade. What kind of work you love doing. Something that sounds like a real person wrote it.

"I've been a plumber in Brisbane for twelve years. Started as an apprentice, went out on my own in 2018, and now run a two-person team doing mostly residential renovations and new builds in the north side."

That's more interesting than a paragraph of marketing language. It's also more convincing.

Include the Practical Details

After the human introduction, give customers the information they're actually looking for.

How long you've been operating. Your license number and trade qualifications. The areas you serve. Whether you carry public liability insurance. The size of your team.

Customers use this to verify you're legitimate and to make sure you're the right fit for their job. Make it easy to find.

Add a Photo

A photo of you on the job or with your team does a surprising amount of work on an About page. Customers are inviting you into their home or their business premises. Seeing who they're dealing with beforehand removes a layer of anxiety.

It doesn't have to be a professional headshot. A photo on site, van in the background, wearing your workwear, is completely appropriate. It just needs to be real.

Talk About the Work You're Most Proud Of

What kinds of jobs do you enjoy most? What are you particularly good at? This is a chance to signal your areas of strength without just listing services.

"We specialise in heritage home rewires. There's more complexity involved than a new build but I enjoy the problem-solving side of it. A lot of our work in the inner suburbs comes from referrals from customers who tried other electricians first and found they weren't comfortable with older properties."

That paragraph does three things. It positions you as a specialist. It builds credibility. And it's the kind of thing a customer with a heritage home will remember when they're deciding who to call.

Keep It Human

The temptation is to make the About page sound more professional by making it more formal. This is usually a mistake.

Formal language creates distance. Customers respond to warmth, directness, and authenticity. Write the way you'd talk to a customer on site. Clear, friendly, unpretentious.

The About page should make someone feel like they already know you a little by the time they pick up the phone.