Introduce the person who will arrive at the property
Many decorating enquiries involve someone inviting a tradesperson into their home. An About page should introduce the individual or team, explain how they entered the trade and say who normally carries out the work. A personal first-name introduction can be effective if it is true to how the business operates. Generic statements such as “we pride ourselves on excellence” are less persuasive than concrete explanations of what customers can expect.
Explain your working approach
Describe how you assess surfaces, discuss preparation, agree a finish and protect surrounding areas. You do not need to reveal a proprietary process; you need to help a homeowner picture a well-managed job. For example, mention whether furniture is moved by agreement, whether you discuss access before starting, and how you communicate unexpected preparation work. Only promise practices you genuinely follow.
Use evidence without inventing credentials
Include real years of experience, relevant training, business details, insurance information or professional memberships where appropriate and verifiable. Do not display an association logo without permission or imply a legal accreditation you do not hold. If the team has particular experience with period properties, spray finishes or wallpapering, explain the kinds of work completed rather than simply claiming specialism.
Show the right next step
Keep the About page human, but make it useful. Link to your project portfolio so visitors can inspect actual work, identify the area you cover, then offer a simple route to a quotation. The page should support trust, not become a second homepage stuffed with search phrases. Write in the same straightforward tone you would use when introducing yourself on a site visit.
An About-page draft you can adapt
Try this structure: “I’m [real name], and I run [business]. We carry out [specific services] for customers in [genuine service area]. Before quoting, we discuss the surfaces, preparation and finish so the work is clearly understood. You can see examples of our recent projects and contact us with a few details about your property.” Replace every placeholder with verified information rather than leaving formulaic marketing claims.
Example wording for an About page
A useful opening could read: “We are a small decorating team specialising in occupied family homes around [actual area]. We discuss preparation and access before work begins, protect surrounding surfaces and explain the scope clearly in writing.” Replace each bracketed detail with the truth about the business; do not claim an experienced team if the business is just starting out.
Follow that with the types of projects you accept, how site visits work, who customers speak to and how you approach unusual surfaces or repairs. A photograph and named introduction can help if the people involved consent. Avoid turning the page into an unsupported history of excellence: specific working practices do more to reduce uncertainty than repeated statements about passion and quality.
- Introduce the real people customers will deal with.
- Explain preparation, access and quotation practices concretely.
- Use accurate qualifications and business history only.
Further reading
Related guide: Which Pages Does a Painter and Decorator Website Really Need?