The Perfect About Us Page For NJ Trade Business Websites
Hey NJ Trades Pros! Take a quick look at your website. What does your "About Us" page say? If it's a generic sentence you wrote years ago or, even worse, completely blank, you're missing out on one of the most powerful tools for winning new business. For any trade—whether you're a plumber, electrician, landscaper, or general contractor—your "About Us" page is often the second most visited page on your site, right after your homepage.
Why? Because when a New Jersey homeowner is considering hiring you for a job in their home, they want to know who they're hiring. They're looking for reasons to trust you. Your About Us page is your single best opportunity to tell your story, build a personal connection, and prove your credibility. This guide provides a simple blueprint for creating an About Us page that helps you stand out and win more jobs.
1. Why Your "About Us" Page is a Powerful Sales Tool
Before we get into the "what," let's cover the "why." A great About Us page does more than just state facts; it:
Builds Trust: It puts a face to the name and humanizes your business.
Differentiates You: It's where you tell the story that no competitor can copy – your story.
Shows Professionalism: A well-crafted page signals that you are a serious, established business that cares about its reputation.
Answers the Homeowner's Question: It answers the crucial question in their mind: "Are these the right people for my home and my project?"
2. The Blueprint: Key Ingredients for Your About Us Page
Think of your About Us page as having a few essential ingredients. Make sure you include these to make it effective.
Tell Your Authentic Story (The "Why"): This is your most unique asset, especially for an owner-operated business. Don't just say you're a mason; explain your journey. How many years have you been in the trade? Why did you decide to start your own company? What's your connection to serving the NJ community? A simple, honest story about your background and passion for quality work is incredibly compelling.
State Your Core Values (What You Stand For): You don't need a stuffy corporate mission statement. In simple terms, what are the 2-3 principles that guide your business? Homeowners connect with values like:
Quality Craftsmanship
Honest & Clear Communication
Respect for the Client's Home
Reliability & Showing Up On Time
A Clean & Safe Job Site
Showcase Your Credentials & Proof: This is where you provide concrete proof of your professionalism. This section is perfect for building immediate trust and credibility.
Your NJ HIC License Number should be clearly listed.
The phrase "Fully Licensed & Insured" is a must.
Display any certification badges or association logos (e.g., GAF Certified, NATE Certified, BBB, your local Chamber of Commerce).
Introduce the Real People (Your Team): Homeowners want to see the people behind the company.
A professional but friendly photo of you, the owner, is essential. People connect with faces.
If you have key team members (a lead foreman, an office manager), consider adding their photos and brief bios too. This makes your company feel more personal and trustworthy. Avoid generic stock photos at all costs!
Clearly Define Your Service Area: Reiterate where you work. Listing the specific NJ towns or counties you serve on your About Us page reinforces that you are a dedicated local professional.
3. Putting It All Together (A Simple Template to Start)
Getting started can be the hardest part. Here’s a simple template you can adapt:
"[Your Company Name] was founded in [Year] by [Your Name], a [Trade] with over [X] years of hands-on experience serving homeowners across [Your NJ Area]. After working in the field and seeing a need for [Your Key Value, e.g., reliable and high-quality craftsmanship], [Name] started this company to provide a level of service our community deserves. We operate on the core values of [Your Value 1], [Your Value 2], and [Your Value 3], and we are proud to be a fully licensed (NJ HIC #XXXXXX) and insured local business."
4. Don't Forget a Call to Action (CTA)
After you've built all that trust and connection, guide your visitor to the next logical step. Don't make them guess what to do next. Good CTAs for an About Us page include:
"See Examples of Our Work" (Links to your Portfolio/Projects page)
"Ready to Discuss Your Project?" (Links to your Contact page)
"Get Your Free Estimate Today" (Links to a quote request form)
Your Story Sells
For an NJ trade business, a great About Us page is much more than a simple bio. It’s a powerful tool that tells your unique story, proves your credibility, and builds a vital personal connection with potential clients. By taking the time to craft it well, you can turn a curious website visitor into a confident new lead who is ready to do business with you.
Tired of generic marketing companies? You deserve to work with someone who understands your lifestyle and the work you do.
This is the foundation TradeTough Marketing is built on, I grew up in the trades and worked a blue-collar job most of my life.
I’m focused on helping blue-collar businesses with web design and marketing that actually works.