About Page Copy — E-E-A-T Focused

Here's a thing that surprises most trades business owners when they first look at their website analytics: the About page is almost always one of the most visited pages on the site. Someone finds you in the map pack. They click through to your website. The homepage tells them what you do. Then — before they call, before they fill out the contact form, before they make any decision — they go to your About page. They want to know who they're dealing with.

Most About pages fail this moment completely. "Founded in 2008, ABC Plumbing has been serving the greater [city] area with quality plumbing services. Our team is committed to customer satisfaction and we take pride in our work." That tells them nothing. And it makes you indistinguishable from every other contractor in your market.

What E-E-A-T Means and Why It Matters Here

Google's quality evaluator guidelines use a framework called E-E-A-T — Experience, Expertise, Authoritativeness, and Trustworthiness. For local service businesses, the About page is the primary place to establish all four signals simultaneously.

Experience — how long have you been doing this work? What have you actually seen and solved? Specific experience, not vague tenure claims.

Expertise — what do you know that your competitors don't? What certifications, training, or specialized knowledge sets you apart?

Authoritativeness — who knows you? Associations you belong to. Organizations you've worked with. Publications that have featured you.

Trustworthiness — are you who you say you are? Specific details — real names, real faces, real location, real history — build trust in a way that generic brand language never can.

An About page written with all four of these in mind gives Google a clear picture of a legitimate, experienced, authoritative business, and gives the human reader a reason to believe they're making the right call.

The Character Question

Beyond E-E-A-T, the best contractor About pages do one more thing: they make you a person, not a business. People hire people. They tolerate businesses. If your About page reads like a corporate press release, you're leaving the most powerful trust-building tool on your entire website unused.

The specific details matter. How you started. Why you do this work. What you're like to work with. The thing you care about that your competitors don't. A real person behind the business — someone the customer can imagine opening their door to — converts better than any amount of professional polish.

What About Page Copy Includes

Discovery call or intake questionnaire — I want your real story, not a list of facts. Full E-E-A-T audit of your existing About page if you have one. Page copy — 600 to 1,200 words. Title tag and meta description. Photo recommendations — the images that do the most trust-building work. One revision pass.