How to Write an About Page That Makes Customers Trust Your Cleaning Business

When a homeowner is deciding between two cleaning companies with similar prices and similar reviews, one question tips the scale: Who are these people? Not the company name. Not the logo. The actual humans who will walk into their home, handle their belongings, and clean their private space.

The about page answers that question. Or it should. When we audited 837 cleaning company websites across 43 cities and 11 states, the about pages we found ranged from thoughtful trust-builders to copy-paste templates that said nothing meaningful. Many sites had no about page at all — just a generic sentence in the footer about “providing quality cleaning services since 2019.”

The average cleaning website in our dataset scores 38 out of 100. Among the sites scoring in the top tier — 61 to 80 and above — a well-written about page with real team information appeared on virtually every one. Among the sites scoring below 30, meaningful about pages were almost entirely absent.

This post breaks down what the best about pages include, what most cleaning websites get wrong, and how to write one that actually moves visitors toward booking.

Most about pages say nothing worth reading

The typical cleaning company about page reads like this: “We are a family-owned cleaning business dedicated to providing the highest quality cleaning services in [city]. Customer satisfaction is our top priority.”

That sentence appears, with minor variations, on hundreds of cleaning websites. It’s the default template language from website builders, and most companies never change it. The problem isn’t that it’s poorly written. The problem is that it could describe any company. It contains zero specific information about this particular business.

Across our 837 audited sites, we observed the same pattern. About pages — when they existed — relied on generic claims rather than specific details. “Experienced team” instead of “Maria has cleaned homes in Houston for 12 years.” “High quality” instead of “Every cleaning follows our 42-point checklist.” “Customer-focused” instead of a specific satisfaction guarantee.

The generic about page does nothing to build trust because it could belong to anyone. The specific about page builds trust because it can only belong to you.

What top-scoring cleaning sites include on the about page

In our audit data, the highest-scoring sites — those above 60 out of 100 — share a consistent about page structure. These aren’t elaborate designs. They’re straightforward pages that answer the questions visitors actually have.

The founder’s story

Every effective about page starts with a real story. Why did the owner start a cleaning business? What was the moment that led to this company existing? The answer is never “to provide quality services.” It’s specific and human.

“I started this company after spending three years cleaning vacation rentals in Orlando. I saw how many guests left reviews mentioning cleanliness as the best part of their stay — and realized I could build a business around that standard.”

That’s a story. It’s specific. It’s believable. It connects the visitor to a real person with real experience. The top-scoring sites in our audit all feature some version of this — not marketing copy, but an actual narrative about the business origins.

Team photos with names and roles

Cleaning is an in-home service. The customer is granting access to their private space. Knowing who will show up matters more than almost anything else on the website.

The best about pages include:

A photo of the owner or founder. Not a logo or a stock image — a real photo. This puts a face to the business and signals accountability.
Photos of the cleaning team. Group photos or individual headshots with first names. “Meet Alicia, our lead deep-cleaning specialist” humanizes the service.
Professional but authentic imagery. These don’t need to be studio portraits. Phone photos of the team in branded shirts, taken in good lighting, are more authentic than over-produced stock-style images.

In our audit data, 35% of sites have no portfolio or gallery whatsoever. The about page is another opportunity for real photography — and another place where most cleaning companies show nothing.

Credentials and certifications

46% of cleaning websites don’t mention being bonded, insured, or background-checked anywhere. The about page is a natural place for this information, especially when paired with the story and team photos.

Effective credential displays include:

Insurance provider and coverage amounts
Background check process description
Industry certifications (ISSA, ARCSI, etc.)
Years of operation with specific founding date
Number of homes or jobs completed

“Founded in 2018. Over 4,200 homes cleaned. Fully bonded and insured with $2M liability coverage. Every team member passes a thorough background check.” That’s four sentences carrying more trust weight than four paragraphs of generic marketing copy.

The about page is a conversion page, not a vanity page

Most cleaning companies treat the about page as an afterthought — a place to put the company’s founding year and a mission statement nobody reads. But in our audit data, the about page consistently ranks among the most-visited pages on cleaning websites, second only to the homepage and services page.

This makes sense. A homeowner who’s considering hiring a cleaning company will check the about page as part of their evaluation. They want to know: Is this a real company or a fly-by-night operation? Who will be in my home? Can I trust these people?

The about page needs to answer those questions and then drive action. Every effective about page in our dataset ends with a clear call-to-action — a booking button, a quote request, or at minimum a phone number. The about page isn’t the end of the visitor’s journey. It’s a trust checkpoint on the way to booking.

60% of cleaning websites have no clear CTA anywhere. The about page is one more place where that absence costs conversions. A visitor who reads your story, sees your team, and feels reassured — but finds no way to take the next step — may never come back.

Community involvement and local connection

Cleaning is a hyperlocal business. Your customers are your neighbors. The best about pages in our audit leverage this by highlighting community involvement.

“We sponsor the Charlotte Youth Soccer League.” “Our team volunteers monthly at the Austin Food Bank.” “We’ve donated cleaning services to 15 families through Raleigh’s Fresh Start program.”

These details accomplish two things. They humanize the business beyond the transactional cleaning service. And they establish local roots. A customer in Charlotte choosing between a national franchise and a local company that sponsors their kid’s soccer league isn’t making a neutral decision. The local connection matters.

In markets like Charlotte, NC (average score 22) and Raleigh, NC (average score 26), community involvement is almost entirely absent from cleaning websites. The bar is so low that even a single paragraph about local involvement creates meaningful differentiation.

Values that connect to service quality

“Integrity, Excellence, Customer Focus” — this triad of values appears on cleaning websites so frequently it’s become invisible. Nobody reads it because it means nothing specific.

Effective about pages connect values to observable service behaviors:

“We clean like it’s our own home” — followed by a description of the 42-point checklist every team follows
“We show up on time, every time” — followed by a specific guarantee about arrival windows
“We never cut corners” — followed by a list of areas most cleaners skip (baseboards, window sills, behind appliances) that your team always addresses

The pattern: state the value, then prove it with a specific practice. This converts abstract claims into concrete commitments the customer can verify.

The about page as an SEO asset

Beyond trust-building, a well-written about page serves an SEO function. It naturally includes location-specific keywords (“cleaning company in Houston,” “Austin maid service”), service descriptions, and trust language that search engines associate with legitimate, established businesses.

76% of cleaning websites have no schema markup. 49% have no service area pages. 61% have weak meta descriptions. In this context, an about page with structured, keyword-rich content about your team, your locations, and your services provides search value that most competitors are missing.

The about page is also a natural place for internal links. Link to your service pages, your pricing page, your service area pages, and your booking page. These internal links help search engines understand your site structure and help visitors navigate to the pages that answer their remaining questions.

Writing your about page: a section-by-section template

Here’s the structure used by the highest-scoring sites in our audit. You can write this in an afternoon.

Section 1: The opening hook (2-3 sentences)

Start with a specific detail about your business. Not a generic claim — a concrete fact. “We’ve cleaned over 4,200 homes in the Houston metro since 2018” or “Our team of 14 cleaners serves 120+ families every week across Austin.” Specificity signals legitimacy.

Section 2: The founder’s story (1-2 paragraphs)

Why did you start this business? What was the moment? What’s your background? Keep it honest and brief. The visitor wants to know you’re a real person with a real reason for doing this work.

Section 3: The team (photos + bios)

Include photos with first names and brief descriptions. “Alicia — lead technician, 8 years experience, specializes in deep cleaning and move-out jobs.” You don’t need professional headshots. Clean, well-lit phone photos in branded shirts work perfectly.

Section 4: Credentials and trust signals

Bonded, insured, background-checked — state it clearly. Include insurance coverage amounts if possible. List any certifications. Mention the founding date and total jobs completed.

Section 5: Community involvement (1 paragraph)

What do you do in your community beyond cleaning? Sponsorships, donations, volunteer work — anything that shows local roots and human investment.

Section 6: The guarantee

Repeat your satisfaction guarantee here. Even if it appears elsewhere on the site, the about page is a trust context where the guarantee reinforces everything above it.

Section 7: Call-to-action

End with a clear next step. “Ready to see the difference? Book your first cleaning today” with a linked button. Don’t let the about page be a dead end.

The about page gap is a competitive opportunity

Most cleaning companies don’t invest in their about page because they don’t think customers read it. Our data says otherwise. The about page is a decision point. A visitor who clicks to your about page is actively evaluating whether to trust you.

When that page delivers — with a real story, real faces, real credentials, and a real promise — the trust transfers. The visitor becomes a customer.

When it delivers nothing — generic text, no photos, no credentials — the visitor closes the tab. You’ve spent money on ads, SEO, and referrals to get that visitor to your site. The about page is where you either capitalize on that investment or waste it.

In a market where the average cleaning website scores 38 out of 100 and 47.3% of sites sit in the 21-40 range, a well-built about page is a differentiator. It costs nothing but an afternoon of writing and a few team photos. The return is measured in every visitor who reads your story and decides to book.