The #1 Website Page Builders Overlook (and How to Fix Yours)

Hey Builder,

You’ve spent months refining your services, lining up subcontractors, and perfecting your craftsmanship—but one critical page on your website is probably getting neglected: the About page.

Most builders treat it like an afterthought. They tuck in a brief bio and leave it at that. Big mistake. When a prospect wants to know who they’re hiring, your About page is where they decide if you’re the right fit.

Here’s why it matters and exactly how to level yours up.

Why the About Page Counts

1. Builds Trust Immediately
   Before a homeowner calls you, they’ll look for proof—your background, your mission, even your team. A well-crafted About page answers these questions instantly.

2. Differentiates You from Competitors
   If every builder’s website lists “quality materials” and “on-time delivery,” the only thing left to compare is you. Your story, values, and face make you memorable. Remember your origin story counts!

3. Drives Action
   Visitors who feel a connection are more likely to pick up the phone or request a quote. A strong About page moves them from “just browsing” to “let’s talk.”

5 Steps to a High-Impact About Page

1. Lead with Your “Why”

   • What to Do: Start with a short, engaging statement that explains why you build. (“We believe a home should…”)

   • Why It Works: People remember emotion. Your purpose gives context to every project you undertake.

2. Share Your Story—Briefly

   • What to Do: In 3–4 sentences, outline how you got into building.

   • Why It Works: A concise origin story humanizes you and makes you relatable.

3. Highlight Core Values

   • What to Do: List 3–5 values that guide your work (e.g., integrity, craftsmanship, communication). Use bullet points.

   • Why It Works: Prospects see what matters to you and know what to expect when working with you.

4. Show the Team Behind the Work

   • What to Do: Include a photo or two of yourself and key team members, with brief titles or roles.

   • Why It Works: Familiar faces build familiarity—and people hire people they “know.”

5. End with a Clear Next Step

   • What to Do: Conclude with a call to action, like “Ready to discuss your project? Let’s chat!” and link to your contact form or scheduling page.

   • Why It Works: A direct path to connect turns interest into inquiries.

Quick Checklist for Your About Page

• Opening statement of your mission or “why”

• 3–4 sentence origin story

• Bullet list of core values

• Team photos and roles

• Clear call to action with link

Great “About” Page Examples

I found some great examples of about pages for all types of builders from all types of backgrounds. They all check off almost every box for what makes a great about page and the main objective to get a feel for the who and why is answered.

OnPoint Custom Homes

Link: https://onpointcustomhomes.com/about-us/

• Why it works:

  • Team-first focus opens the page, immediately establishing expertise and passion.

  • Awards & press section builds instant credibility.

  • “On Point Promise” video and invitation to visit give a personal touch and clear next step.

Burnett Homes, Inc.

Link: https://www.burnettinc.com/about-us/

• Why it works:

  • Opens with a mission statement outlining commitment to quality and client experience.

  • Founders’ story is concise, sharing how Burnett began as a family business.

  • Core values (integrity, craftsmanship, communication) are listed in bullets.

  • Team section with headshots and roles.

  • “Get Started” button at bottom as a clear CTA.

John James Architecture

Link: https://www.johnjamesarchitecture.com/about

• Why it works:

  • Philosophy-driven opening

  • Principal bio includes formal credentials and personal design approach.

  • Portfolio links embedded make it easy to see their work.

Chic Design + Build

Link: https://www.chicdesignandbuild.com/about-6

• Why it works:

  • Founder’s story is engaging and concise.

  • Value pillars (innovation, attention to detail, collaboration) in graphical icons.

  • Photo gallery of recent projects ties story to real work.

  • Contact form right on the page removes friction for inquiries.

JP Coleman Homes

Link: https://www.jpcoleman.com/about/

• Why it works:

  • Personal origin immediately humanizes the brand.

  • Mission & values woven through the narrative rather than bullet points, which feels authentic.

M&H Builders

Link: https://m-hbuilders.com/about

• Why it works:

  • Family heritage story gives authenticity (“three generations of builders”).

  • Photos of both historical projects and current team highlight continuity.

  • Core principles (craftsmanship, integrity, service) laid out in three columns.

  • “Contact Us” form is immediately available.

Next Steps

If your About page isn’t ticking all these boxes, go ahead and make those updates this week. Even small tweaks—like adding your mission or a team photo—can boost inquiries.

And if you’d rather hand off the heavy lifting, I’m here to help with a full content audit and a rewrite that converts. Book a quick call and let’s make your site truly reflect the builder you are.

Here’s to making every click count

Timothy Dahl
Founder, Builder Playbook

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