Here’s a painful truth: 83%* of Glasgow tradesmen’s ‘About Us’ pages read like a dull CV. Qualifications. Years in business. Maybe a blurry van photo if you’re lucky. No wonder customers click away faster than you can say “damp proofing.”
But when a Possilpark plumber rewrote his page to show who he actually was, his enquiries jumped 62% in eight weeks. The secret? Glasgow customers don’t hire certificates – they hire people they trust. Here’s how to write About Us pages that get your phone ringing off the hook.
*(Source: Glasgow Chamber of Commerce 2023 study of 200 trades sites)
1. The Glasgow Trades Formula (That Actually Works)
To write About Us pages that convert, steal this structure from local winners:
A. Opening Line That Doesn’t Suck
✖ “We’re a fully qualified plumbing service established in 2005.”
✔ “I’m Stevie from Govan, and I’ve been fixing burst pipes since the M8 bridge was lifted.”
Why it works:
- Names build familiarity
- Local references create a connection
- Humour (when genuine) breaks the ice
B. The “Why You” Section
Customers need to know:
- What makes you different
- Why you care
Example:
“We charge by the job, not the hour – because nobody likes surprise bills. (Learned that after getting ripped off myself at the old Ibrox flats.)”
C. Faces Over Vans
Add captions (“This is Tam – our no-nonsense apprentice from Easterhouse”)
Use real photos (not stock images)
Show your team (87% of Glaswegians prefer this to solo shots)
2. 3 Glasgow-Specific Tricks
When you write About Us pages here, remember:
- Postcode Pride Matters
Mention specific areas you serve:
“We’ve been rewiring tenements in G12 since 2012” works better than “Serving Glasgow” - Weather-Proof Your Credibility
Glaswegians respect trades who handle our climate:
“Specialists in storm damage repairs – we know Glasgow rain doesn’t play nice.” - Include a “We Messed Up” Story
“Once turned up to a job with the wrong tools. Now we triple-check every van.”
Vulnerability can build trust.
3. What to Cut (Immediately)
✖ Generic claims
“We’re reliable and professional” → Prove it with reviews
✖ Every qualification
Keep 1-2 key certificates, link to the rest for people to find if needed
✖ “Family-run since…”
Unless you explain why that helps customers. Persuasive copywriting is about connecting with others.
Case study: A roofer trimmed his page from 500 words to 150 – focusing only on what customers asked about. His conversion rate dramatically improved.
4. Your 15-Minute Upgrade
Already have a page? Try these quick fixes:
- Add your name (if missing)
- Insert one local reference (“…like that time we worked on the Trongate arches”)
- Link to your best Google review (“Don’t take our word for it – see what Marion from Bishopbriggs says”)
“But I’m Not a Writer!”
Here’s how to write About Us pages without the stress:
- Record yourself explaining your business to a mate
- Transcribe it (try Otter.ai)
- Edit out the “ums”
- Add subheadings
- Keep it above the fold (read this post to understand what Above the Fold and How to Use it Effectively can mean for you)
Total time? Under an hour. It sounds authentic, it is easier to talk to a mate than the whole world, and you get the results you are looking for – a genuine connection with real local customers.
Final Reality Check
Your ‘About Us’ page isn’t about you. It’s about making strangers feel like they already know you. Because in Glasgow, people hire the tradesman they’d have a pint with.
3 signs your page needs work:
- It reads like your insurance application
- There’s not a single local landmark mentioned
- You’ve never shown it to your mum (she’d tell you the truth)
Want Help? I’ll critique your current page for free – no jargon, just straight talk. Send me the link via the contact page.
