There’s a moment that happens on almost every local service website, whether you see it or not.
Someone finds you through Google, skims the homepage, checks your services… and then clicks one page that often decides everything:
The About page.
They’re not being nosy. Instead, they’re doing a quick “risk check” before they reach out:
“Can I trust this person to do a good job?”
If your About page feels generic or vague, you can lose people who were genuinely ready to enquire.
Why the About page matters more than most people realise
For service businesses, the website isn’t just “information”. In practice, it’s reassurance.
Your visitor is doing a quiet risk assessment: Will this be straightforward? Will they answer? Will it be done properly? Will I regret picking them?
That’s why the About page is often the tipping point. If it builds confidence, you get the enquiry. If it doesn’t, people move on.
The mistake most About pages make
Most About pages open with something like:
“We are a passionate team committed to excellence…”
There’s nothing wrong with that. However, it’s usually forgettable.
A line like that could belong to any business, anywhere, doing anything. A stronger About page doesn’t try to sound impressive; instead, it tries to sound real.
The About page structure that actually converts
I build About pages the same way I build high-performing homepages: clear, calm, and designed to remove doubt.
1) Start with a simple “who this is for” line
Instead of a big biography, open with the visitor in mind.
“I build clean, fast websites for Irish service businesses that want more enquiries.”
One sentence is enough. People know immediately if they’re in the right place.
2) Add one personal detail that makes you human
This isn’t your life story. Rather, it’s one detail that signals there’s a real person behind the work.
For Nuhouse, it can be as simple as:
“I’m based in Meath and I work with businesses across Ireland.”
That line does two jobs. It supports your Meath visibility while also making it clear you’re not “Meath only”.
3) Explain how you work (this is where trust is built)
Most people don’t fear the price as much as they fear the process.
So, spell it out in plain English: a quick call, a draft structure, revisions, launch, and support. As a result, a visitor can picture what working with you actually feels like.
4) Show proof that feels believable
This doesn’t need to be complicated. For example, use one or two screenshots, a short testimonial, or a simple line that explains outcomes:
“We simplified the homepage, improved mobile layout, and made the contact journey frictionless.”
Proof isn’t bragging. It’s reassurance.
5) End with the next step (don’t leave them hanging)
A surprising number of About pages end like a dead end. Instead, make it easy to take the next step.
“If you want a quick opinion on your current website, I’ll tell you what I’d improve first.”
What to avoid (because it quietly loses leads)
I won’t turn this into a long checklist. That said, these three issues are the big ones that stop people contacting you:
Vague claims with no examples.
Walls of text that feel like a CV.
No clear next step when they’re ready to reach out.
Even if you fix nothing else, fix the “next step”. People shouldn’t have to hunt for how to contact you.
How this supports your SEO (without keyword stuffing)
A strong About page supports your service positioning because it reinforces what you do, who you do it for, and where you’re based.
You don’t need to repeat “Meath” everywhere. In short, you just need a consistent signal in the right places, and an About page is one of them.
If you’re working on overall site structure, these two posts pair well with this approach:
Homepage layout that converts for local service businesses
Website fixes that increase enquiries (Meath)
Want me to rewrite yours in the same style?
If you send me your current About page text (even if it’s rough), I can rewrite it so it sounds like a real person, supports your Meath visibility, and guides people naturally into an enquiry.
