How To Write An About Page For Your Propane Company That Doesn’t Make People Yawn

We’ve said it before, and we’ll say it again: your About Page is your second most visited page on your website. It’s only outmatched by your homepage, so make it count!

Unfortunately, many propane companies use the About Page to tell their business’ complete history and make it all about them.

This is a mistake, and it’s an all too common one.

Of course, you should be proud that your propane company has been family-owned and operated in the same area for many decades. But that doesn’t mean you should put your web visitors to sleep with a history lesson. Exhibit A:

Stories about the past don’t tell the customer how you can help solve their problems right now.

This About Page starting with “A Long History of Satisfied Customers” probably induces yawns in the middle of paragraph 1. It doesn’t differentiate the company or entice visitors to join other satisfied customers.

Instead of putting visitors to sleep, use your About Page to:

• Prove value by offering solutions
• Show credibility through customer testimonials
• Be a candid representation of who you are

Most importantly, write your About Page so that your prospects know what problems you solve. Too many About Pages use impersonal, formal phrases that are boring and unrelatable. You might recognize some of these phrases:

• “Founded in 19xx” - This historical fact is likely more important to you than to your customers. Sure, it may be worth mentioning your company has been in the family for 4 generations. But they can assume you’ve been in business a long time without a math problem.

• “Our Mission/Mission Statement” - Your customers aren’t investors, and you aren’t a non-profit. So when they read this heading, they expect a triple-compounded, confusing sentence that says you are doing your best. Skip it!

• “Letter from the CEO” - This is typically a one-way address with prospects. So people are likely to skip reading it. Scrap it.

Keep your About Page friendly and interesting. That way you’ll connect with prospective customers better and build more trust.

Here are our tips on writing a winning About Page for your propane company:

Summarize what you do & how you help your customer

Start your About Page by summing up what your company does in one sentence. It’s important to confirm that you provide the solution to your prospective customer’s Google search, which was probably:

“Propane delivery services”

Next, differentiate yourself from your competitors by telling the prospective customer how they’ll benefit from your services.

Do you offer full-service maintenance that means they don’t have to shop around? Tell them.

Or perhaps you offer a new customer sign-on discount that can’t be beaten. Make it known!

Standing out from the competition is a key goal for your About Page.

Use facts instead of superlatives

Customers need to trust that you’re the right company to fulfill their propane needs. Win their trust by offering facts and statistics to reassure your potential customers that you take your business seriously:

• “We offer a 24-hour emergency service which answers 100% of incoming calls.”
• “Our automatic delivery service ensures ZERO customers run out of propane.”

Avoid mentioning every single award your propane company has won or claiming you’re the best at everything. Only bring up the accolades that strengthen your value to the prospect.

Let your customers do the talking

It’s better to have someone else say you provide great propane service rather than saying it yourself.

Customer testimonials or reviews add credibility to your company as an excellent service provider.

Your current customers can become your best advertisements if they give you praise you can use as testimonials on your About Page.

You could even ask current customers to submit reviews of your services on online directories such as Yelp! People will trust the word of paying customers more than any sales pitch, and third-party directories are a source for honest words from other customers.

With an inventory of positive reviews, you’ll give a prospect more confidence in your service. That will move them one step closer to calling your sales team.

Keep it friendly & candid

The tone of your About Page communicates who you are as a company. Are you a friendly, service-oriented company? Or a super formal company whose disconnected from your customers?

Write in a friendly, conversational tone. Nobody wants to sign a service contract with a propane company they think is cold and rigid. They’re hiring you to keep warm, after all. If you’re one of the many family-owned and operated companies, talk to web visitors like they’re family.

Speaking candidly increases trust with your potential propane buyers. Trust is everything in the local service industry. Trust is what:

• Builds your brand
• Renews contracts
• Garners customer referrals

Use real photos of your staff

Nothing kills the personability of your About Page more than stock photos of models.