Let’s be honest, for most Australian sparkies, the ‘about’ page on your website is a graveyard for dry, copy-pasted text that no one reads. It lacks a vibe, and usually says something like, “We have ten years of experience and provide quality service.” But is that really doing your business justice?
We sat down with Rheanna Egleton, Lead Copywriter from Bloom Digital, a digital marketing agency in Perth, to find out why so many electrical contractors fall into the trap of writing a boring about page – and how you can turn your ‘about’ section into a powerful tool that actually wins you more work.
Key takeaways for electrical contractors
- Tell the story behind your business rather than relying on generic claims.
- Focus on how your business benefits customers, not simply your experience.
- Keep the tone professional while allowing your personality to come through.
- Use headings and bullet points to improve readability on mobile devices.
- Finish with a clear call to action that tells visitors exactly what to do next.
1. Why do so many electricians fall into the trap of writing a boring ‘about’ page?
For a lot of service-based trades, the ‘about’ page is treated like an afterthought. There’s a common misconception that because you’re a sparky, not a luxury brand, you don’t need a narrative. Big mistake. Your customers are letting you into their homes and workplaces – they want to know who is walking through that door. A good story isn’t just bonding, it’s the first step in building trust before you even arrive on-site.
2. How should electricians start writing their About page?
Keep it simple. You don’t need to be a novelist. The best hook is the truth: [Business Name] was created [When] by [Who].
When in doubt, go back to the basics. Why did you start this? What gap were you filling? Customers appreciate a founder who can explain exactly why they exist. It shows you’re a professional who takes their business, and their reputation, seriously.
3. Electricians often write the page like a personal resume. How do you flip the content so it’s about the client?
Stop writing it like you’re applying for a job. Your customers aren’t hiring a resume; they’re hiring a solution. They want to know if you’re the right fit for their specific problem. You can still tell your story, but frame it through the lens of their benefit. Instead of saying “We are reliable,” say, “We show up on time, every time, so your project is never delayed”. Injecting that kind of humanity makes you relatable, not just another contractor.
4. How can electricians balance professionalism with personality?
Consistency is key. If your website is written in stiff, corporate jargon, but you show up to a job site in a singlet and trackies, that mismatch feels off to a client. The trick is to write like a professional who is also a decent human being. If you talk casually on the tools, polish that up for the website, but keep the personality. You want your customers to feel like the person they read about is the exact same person they’re meeting at the front door.
5. How much technical jargon should actually make it onto the page?
Your ‘about’ page exists to sell your business, not to recite a technical manual. Don’t bury the reader in phase balancing or smart-home automation specs. If they’ve navigated to your about page, they want to know who you are, not how your capacitors work. Keep the complex details for the service pages. On this page, lead with the benefits – how you solve their problems – not the specs of how you do it.
6. Homeowners and managers are usually time-poor and scanning on their phones. How do you format text so it sticks?
Headings and bullet points are your best mates. Nobody reads big, dense chunks of text, especially not on a mobile screen. Use clear, punchy headings that tell the reader exactly what to expect. Use bullet points to strip away the waffle. If a client can’t get the gist of your business in five seconds or less, they’ve already tapped ‘back’ and gone to your competitor.
7. How should an electrical business weave in social proof, like testimonials, so it feels natural rather than boastful?
Don’t tell them you’re the best, let your clients say it. For many of Bloom’s clients, we add a ‘testimonials strip’ that pulls directly from Google. It’s dynamic, it’s authentic, and it keeps you from sounding like you’re blowing your own trumpet. For licences and credentials? Keep it simple. A clean heading and a bulleted list of your certifications is authoritative, clear and clutter-free.
8. Once a client likes the vibe, what’s the best way to transition into a call to action?
Don’t let them drift away. Hit them with a direct question that forces a decision. “Want to get the job done?” or “Ready to get your project started?” – followed by the clear next step. Do they need to fill out a form, call you, or shoot you an email? Make the directive super simple. If you make them hunt for your number, you’ve lost the lead.
Frequently asked questions about electrical business About pages
Why is an About page important for an electrical business?
It helps potential customers understand who they’ll be working with and begins building trust before you arrive on site.
Should an About page focus on qualifications?
Qualifications and credentials are important, but the page should primarily explain who you are, why your business exists and how customers benefit from choosing you.
Should technical electrical information be included?
Only to a limited extent. Technical detail is better placed on service pages, while the About page should focus on your business and customer benefits.
What’s the easiest way to improve readability?
Use clear headings, bullet points and short paragraphs so visitors can quickly understand your business, particularly on mobile devices.
What makes a good call to action?
A direct prompt followed by a simple next step, such as calling, emailing or completing an enquiry form.
