RESOURCES
The About page is a conversion page
Two HVAC shops. Same stars. Same “free estimate.” The homeowner opens About. One is a stock photo and three sentences. The other is the owner, the crew, the town, and a job they finished last month. She calls the second one.
For trades, About is not a brand story. It is proof a human will show up. Put the owner’s name. Put the service area. Put finished work. Put the phone in the same view.
If ads send people to a site with a dead About page, you paid for a bounce.