The Case for an 'About Us' Page

The decision to include an 'About Us' page on a website is a topic of ongoing debate, which splits opinion between those who see it as essential and others who argue that it is unnecessary. However, for businesses in the construction industry, this page can be a crucial element in building trust and credibility with potential clients.

From a personal perspective, I believe having an 'About Us' page is crucial, especially for businesses in the construction industry. Not all visitors will be interested, but for those who want to learn more about a company's experience, training, and qualifications, this page provides valuable insights. Additionally, if you have a team, potential clients will appreciate knowing who will be working on their projects. An 'About Us' page allows you to share this information, freeing up your homepage to focus on key services and benefits.

In this post, we'll explore the arguments for and against having an 'About Us' page, along with tips on creating an effective one.

Arguments For an 'About Us' Page

Builds Trust and Credibility

An 'About Us' page allows you to share your company's story, highlighting your experience, qualifications, and objectives. This helps potential clients understand your values and what drives your business, which in turn help to foster trust and credibility.

Humanises Your Business

By introducing your team and highlighting their expertise, you humanise your company. This personal touch can make your business more relatable and appealing to clients who want to know who will be working on their projects.

Supports SEO

An 'About Us' page provides additional content for search engines to index, which can improve your website's SEO by incorporating relevant keywords and phrases.

Focuses Your Homepage

By dedicating a separate page to your company's background, you can keep your homepage focused on key services and benefits, ensuring visitors quickly understand what you offer.

Arguments Against an 'About Us' Page

Limited Interest

Not all visitors are interested in learning about a company's history or team, suggesting that this information might not be crucial for conversion.

Distraction from Key Content

Critics argue that an 'About Us' page can distract visitors from more important actions like purchasing products or booking services.

Tips for Creating an Effective 'About Us' Page

Keep It Clear and Simple

Ensure your content is easy to read and understand, focusing on what matters most to your clients.

Highlight Your Mission and Values

Clearly communicate your business mission and values to align with potential clients' expectations.

Include Team Profiles

Introduce your team members to add a personal touch and build trust.

Use Engaging Visuals

Incorporate images and videos to make your page more engaging and memorable.

Optimise for SEO

Use relevant keywords to enhance your page's visibility in search results.

Practical Examples in Construction

Showcasing Expertise

Highlight specific certifications or training that your team members have completed to reassure clients of your capabilities.

Project Showcase

Include an overview of notable projects your company has completed to demonstrate your experience and quality of work.

Client Testimonials

Use quotes or short stories from satisfied clients to build credibility and trust.

Take Action

If you don't already have an 'About Us' page, consider creating one that reflects your company's unique story and values. Ensure it is well-optimised for SEO and includes engaging visuals to make a lasting impression on potential clients. If you need help crafting an effective 'About Us' page or want to discuss how it can enhance your digital marketing strategy, feel free to get in touch with us.

Up Next

Unlocking the Power of User-Generated Content for Construction and Trade Businesses

In our next article, we'll delve into the world of user-generated content (UGC) and its immense potential for construction and trade businesses. Discover how UGC can enhance authenticity, boost engagement, and drive business growth by using customer testimonials, photos, and reviews. Learn practical strategies to integrate UGC into your marketing strategy and elevate your brand's credibility and visibility.

Found This Useful?

I hope you've found this post on the importance of an 'About Us' page helpful. If you would like to discuss how to create an effective 'About Us' page or enhance your construction company's digital marketing strategy, please email me. You can also connect with me on LinkedIn. If you have questions about your company's digital marketing strategy, don't hesitate to contact us.

About the Author

John Wright started his career in the construction industry at Kennedy Builders Merchants in the 1980s. This marked the beginning of a 35-year journey in sales, marketing, and business development in construction.

In 2016, John transitioned into digital marketing as an it'seeze web design franchisee, before founding RBC Marketing in 2022. Today, he uses his strong knowledge of the construction industry along with marketing skills. He helps construction companies create a strong online presence and drives business growth through both digital and traditional marketing strategies.