Mike Andes advises home-service business owners on web design and homepage copy: visitors don’t care about the company’s origin story— they want their problem solved quickly. He recommends shortening or removing long “about us” sections and instead placing an estimate-request form prominently so customers can provide info and get their problem addressed.
They don't care about you or your story. Right on the homepage I was scrolling through, he'd asked me to kind of help with his website. This is about us. And this massive paragraph about how he started the business and why and his mission. I'm like, no one cares. They want their problem solved. They want their grass to go from this to that. Like, make it shorter. Just take the about us section on their homepage, toss that. Put an estimate request form so the customer can give you their information, because they know that that's how their problem will get solved and that's how you will make more money.
