Nobody Cares About Your ‘About Us’ Page: Writing Service Pages That Actually Generate Leads

Let’s get real for a second.

Your potential customers don’t give a flying wrench about when your company was founded or that your great-grandfather started the business with nothing but a toolbox and a dream. Harsh? Maybe. True? Absolutely.

Here’s the thing: when someone’s furnace dies in January or their bathroom is flooding at 2 AM, they care about exactly one thing—fixing their emergency ASAP. And your service pages are either helping them hire you… or sending them straight to your competitors.

The Brutal Truth About Your Current Service Pages

Take a quick look at your plumbing, HVAC, or electrical service pages right now. I’ll wait.

Do they start with “We provide quality service” or “Our experienced technicians”?

Yawn.

Every single one of your competitors says the exact same thing. It’s the equivalent of a digital participation trophy—present, but utterly meaningless.

The problem isn’t that you’re not a great service provider. The problem is that your service pages are committing these conversion-killing sins:

1. They talk about YOU instead of your customer’s problems

2. They bury the contact information where no one can find it

3. They use generic descriptions that fail to differentiate your service

4. They lack any sense of urgency or compelling reason to call

Let’s fix that, shall we?

The Anatomy of a Service Page That Actually Works

Think about the last time you had a home emergency. Your water heater’s spewing water everywhere, you’re frantically Googling “emergency plumber near me,” and you click on the first promising result.

What do you want to see? Certainly not a paragraph about their “commitment to excellence since 1997.”

Here’s what a high-converting service page actually looks like:

1. A headline that speaks directly to the pain point

Bad: “Professional Water Heater Services”
Good: “Emergency Water Heater Repair in [City] – On-Site in 60 Minutes or Less”

See the difference? The second one immediately tells the panicking homeowner exactly what they need to know.

2. Above-the-fold essentials that prevent bounces

The top section of your page should include:

• Your phone number (big, bold, and clickable for mobile users)

• Your service area (specific neighborhoods, not just “Metro area”)

• A clear, urgent call-to-action button

• A brief reassurance that you solve their exact problem

No scrolling required. Remember, every extra second a desperate customer spends looking for information is another second they might click back to Google.

3. Specific service descriptions that differentiate you

Stop with the “quality service” nonsense. Instead, try:

“Unlike companies that give vague 4-hour arrival windows, our technicians provide a precise 30-minute arrival time—and we text you when we’re on the way so you’re never left wondering.”

That’s specific. That’s different. That’s something your competitor probably doesn’t offer.

4. Social proof positioned strategically

Don’t make customers hunt for reassurance. Place a couple of your best reviews directly on the service page—ideally ones that mention the specific service and outcome:

“John arrived within 45 minutes of my call and had my water heater fixed before my basement could flood. Saved me thousands in potential damage!” – Sarah K., [Neighborhood]

Notice the neighborhood mention? That’s both reassuring to local customers and a nice little local SEO bonus.

Location Signals That Don’t Look Spammy

Speaking of local SEO, Google loves location signals, but they hate obvious keyword stuffing. Here’s how to strike the balance:

• Mention neighborhoods naturally: “We provide emergency plumbing service throughout [City], including [Neighborhood 1], [Neighborhood 2], and [Neighborhood 3].”

• Use location-specific testimonials as we just discussed

• Include a simple “Service Areas” section with the cities and zip codes you serve

• Add schema markup to your page (ask your web person about this—it’s invisible to users but helps Google understand your service area)

What you shouldn’t do: “Plumbing Service [City] Best Plumbing Service [City] Emergency Plumbing [City].” Google’s not stupid, and neither are your customers.

The 30-Minute Service Page Makeover

Ready to transform your most important service page right now? Here’s your quick-win checklist:

1. Rewrite your headline to focus on the customer problem and your specific solution

2. Move your phone number to the top-right corner and make it big and clickable

3. Add a prominent “Book Now” or “Call Now” button in a contrasting color

4. Cut your company history completely (save it for the About page)

5. Replace generic service descriptions with specific benefits and differentiators

6. Add 2-3 service-specific testimonials with customer locations

7. Include a FAQ section addressing common questions (bonus: these often become Google snippets)

8. Make sure your page loads in under 3 seconds (test it at PageSpeed Insights)

The best part? These changes can literally be made this afternoon, and they can start generating more leads tomorrow.

Why This Actually Matters

Look, I get it. You’re proud of your company and its history. You should be. But your website isn’t a monument to your business—it’s a tool to generate leads and grow your company.

Every day your service pages focus on the wrong things, you’re losing potential customers who need exactly what you offer. They’re calling your competitors instead, all because your website failed to quickly connect their problem with your solution.

The home service companies crushing it online understand this fundamental truth: customers care about themselves, their problems, and how quickly you can solve them. Everything else is just noise.

So take a hard look at your service pages today. Are they customer-focused lead generation machines? Or are they digital brochures about how great you think you are?

Because in the end, only one of those options pays the bills.