Kitchen & Bath Remodelers: Your About Us Page Should Be a Customer Magnet

Why is an About Us Page Important?

Take off your business owner hat and put on your consumer hat for a moment. Have you ever visited a company's website and clicked on their About Us page, only to find a few generic sentences and no real information on who they are or what they do? It can be frustrating, especially when you’re genuinely interested in getting to know a business before deciding to purchase their products or services. That's why an About Us page is so important—it gives potential customers an inside look into who you are as a company, your values, and your mission.



By telling your unique story, you can build trust and rapport with your audience, which can ultimately lead to more sales and customer loyalty. 

What Should (and Shouldn’t) Be Included on Your About Us Page?

Many local business owners struggle with what to include on their company's About Us page. It's important to strike a balance between providing enough information for potential customers to understand who you are and what you do, without overwhelming them with unnecessary details.

Include—Your Personality and Values

Your About Us page should showcase your company's personality, values, and mission statement. This is extremely important.

Consumers want to work with brands that are “real”—where real humans with real personalities are working together. And they want to partner with a company that has a clear set of values. That doesn’t mean the consumer needs to agree wholeheartedly with your specific belief system; it means whatever your core values are, ie. integrity, respect, hard work, need to resonate with the customer. 

Include—Your Experience and Expertise

For service providers, like kitchen and bath remodelers, it’s vital to showcase your experience and expertise in the industry. This should be interesting and engaging, not a dry list of facts or a copy/paste of your resume.

Many K&B remodelers have a wealth of specialized experience or a unique motivation that makes them stand out from their competition. This kind of information is perfectly suited for your About Us page. It makes you different and special, which will intrigue your site visitors and encourage them to learn more about your company.

Be sure to include your company's history, unique value proposition, and team members' bios, as well as any accolades or awards your business has received. Remember, your About Us page is often the first impression potential customers will have of your company, so make it count!

Include—Relevant Images

When it comes to showcasing your work and building a strong brand, including relevant images throughout your website is essential. Not only do images add visual appeal to your site, they also give potential clients a better sense of the services you offer.

Chances are your kitchen and bathroom remodeling website already has a project gallery where site visitors can browse through beautiful photos of your past work. (If not, it should!) That means your About Us page doesn’t need a bunch of project photos. Instead, include photos that tell your brand’s story.

Photos of your company’s community involvement and shots from your latest teambuilding event are always attractive to site visitors. And don’t forget photos of your team members. A photo and short bio for each of your core team members can go a long way toward making a connection with your potential customers.  Homeowners on the hunt for a kitchen and bath remodeling firm will love to learn more about the individuals (not just the owner) that might be working on their home.

Do Not Include—Personal or Sensitive Information

It goes without saying, your About Us page should not include any information that you don’t want available to the public. If you don’t want customers calling your personal cell phone, don’t include your cell number on the page (or anywhere else on your site.)

Likewise, don’t include information about other people—whether it’s your employees, your clients, or your vendors—that hasn’t been approved by them to appear online. 

Do Not Include—Exaggerations or Misinformation

Using creative language to describe your experience or expertise might be the norm when you’re drafting a resume or running for political office, but it’s best not to do it on your company’s About Us page.



For one thing, consumers are smart and can often see through attempts to create an elaborate backstory or exaggerate your experience.  For another thing, it’s quite easy to check almost anyone’s credentials these days. Don’t get caught being dishonest or untrustworthy.

Do Not Include—Industry Jargon

The quickest way to lose your site visitor’s interest is by using a bunch of industry jargon they don’t understand. Use language that’s clear, engaging, and can be understood by anyone outside your industry.

Your About Us Page Should Be a Customer Magnet

Your About Us page is your chance to tell customers about your local kitchen and bath remodeling business and how you can help them. When done correctly, it should provide potential customers with an understanding of what makes you unique and stand out from the crowd of competitors. It should be a place for clear communication that accurately reflects your company's mission statement, services, and overall brand.



Creating an effective About Us page will capture the attention of customers, build trust in your services, and ultimately lead to increased sales.