Not too long ago, I posted a picture on Instagram of one of the new websites we just launched for a contractor client.
Down in the comment section, one of my clients saw the post and said, “Very nice job again. Keep it up. Keep pushing people to write a great bio too. I’ve picked up two jobs over the last month specifically because of the trust that they gained from my ‘Meet the Owner’ section on my website.”
So, that is the reason I’m writing this post.
The question is, if you already have an ‘About Us’ section on your website, why would you need another page called ‘Meet the Owner?’
Today, I want to talk about three reasons you should have a “Meet the Owner” page on your website and then show you how to write one for yourself.
#1. It’s Not Your ‘About Page’
When I design websites for contractors, I prefer to put the “About Us” page on the Home page of the website.
As soon as people begin scrolling down the Home page, they’ll encounter the “About” section. Your ‘About’ page should basically tell in in a rough outline who you are as a contractor, what services you provide, and a brief background.
However, your ‘About’ page is not going to talk about you specifically as the owner. The “Meet the Owner’ page goes deeper.
If your potential clients want to learn more about you, they can click on the link you’ve set up to take them to the “Meet the Owner” page.
#2. A “Meet the Owner” Page Builds Trust
Trust. This is a very, very important aspect of your website.
Potential clients are coming to your website to learn about you. They want to know who you are and how you can help them meet their goals and fulfill the desires they have for their home.
When they come to your ‘Meet the Owner” page, they are looking to see if you are the type of person who they would get along well with.
Remember, they have to trust you tremendously to allow you to come onto their property and into their house to perform these services.
This page is a perfect opportunity for you to display who you are and what values you hold dear—not only as a contractor but also as a human being. It’s a chance for you to open up to some of the struggles you’ve been through or maybe some of the life experiences that have prepared you to get to where you are now…the perfect position to meet them at their point of need.
Letting them into your life story communicates authenticity and builds trust. You can help them fulfill their dreams and solve their problems because of your story.
#3. A Client Wants to Know the Owner
People want to know the owner. I mean, don’t you? When you go to someone’s website, don’t you want to know who the person is behind the scenes? I do. I want to know who it is I’m going to be dealing with.
Even if your clients are going to be working through your employees and not with you specifically, they still want to know who YOU are. Knowing the owner helps them to trust the greater company and multiple employees.
As the owner, you carry the purpose and passion of the brand. Your employees carry it after you, but it’s important for your clients to know who you are.
How to Write Your “Meet the Owner” Page
I’m going to walk you through how to write up a “Meet the Owner” page through the eyes of a Landscape Contractor. So if you’re a landscape contractor yourself, your “Meet the Owner” page could look something like this: (This example is loosely based on a contractor I know).
1. Define Your Client’s Need
“Are you interested in unplugging from the world? Relaxing and enjoying your outdoors? Well, you’ve come to the right place.”
You want to open this page defining their need, and then you want to transition into your own story—not for the sake of telling your story, but for the sake of showing them how your story and your background connects their need. When you open up your conversation or your story, you need to start with why they’re looking at your website…what are they looking for, etc.
2. Get on Your Client’s Level
“We all want a place to unwind and relax to enjoy nature.”
We’re all human, and to some extent share the most basic desires. Communicate your own desires for peace, outdoor beauty, and relaxation. This shows that what you do as a contracting company is important to you personally.
3. Fulfill Your Client’s Need.
“My company and I specialize in premier outdoor living.”
If your future clients are coming to your website to look for inspiration and a respectable business to help them fulfill their backyard dreams, describe how you will take care of them.
4. Introduce Yourself and Offer Personal Details.
“If you’re going to trust someone to transform your outdoor living space, you want to make sure you’ve hired the right professional. That’s why I want to take a moment and introduce myself and my family to you.”
Then you can go on to talk about your childhood, your family, some of your dreams, some of the struggles you’ve been through in your life and business. Maybe even share a few of the ways you give back to the community around you.
5. Connect Your Stories
As you get towards the end of the story, you need to show how your story is now interacting with theirs; describe how you can bring about the fulfillment of their dreams, because of how your life has made you who you are today.
6. Share Pictures
At the bottom of the page, drop a picture of your face and your own signature. Adding pictures of you with your family can only build more trust at this point! Photos along with your life story let your clients know they can trust you because they feel like they know you and the values you hold.
7. Call to Action
You should then end your “Meet the Owner” page with a call to action.
“Now I want to hear your story.
Thank you for taking the time to read my story. I hope you can sense my level of commitment to my craft, family, and God. I look forward to meeting you and hearing your ideas for inspiration for your own outdoor dreams.”
Then you can end with a “Contact Us’ button, or say, “contact us today to see if we are a good fit to help you fulfill your dreams.”
The Call to Action is the practical way to tie both your story and your client’s together. Once you’ve built trust with them and they’ve placed a call to you, you can begin your journey together!
Summary
A Meet the Owner page is important for building trust with your future clients. It takes them on a journey from their unrealized dreams to the realization that you can make it happen for them. I highly encourage every contractor to do this on their website. It’s extremely valuable and builds trust, which will ultimately lead to more sales and the growth of your company.
*****
Thank you for joining me today. If you have any further questions or comments, please join the conversation in the comments below.
*****
Follow me on Instagram for behind-the-scenes stuff. And if you want to go deeper with marketing your business, you may get a free copy of my contractor marketing book, Contractor Marketing Simplified.