11 Elements for a Perfect Commercial Construction About Page

January 27, 2024

What do you believe?

This is a perfect place to start where you discuss things like your:

  • Mission 
  • Core Values

Mission

A brand’s beliefs can be revealed through its mission, manifesto or core values statement. Whatever you call it this is a powerful values-aligned commitment that boldly declares:

As a company, we commit to doing ____________

 

Who are the people behind our company?

This is where we show:

  • Leadership and their bio pages
  • About us video or audio clips of what our culture looks and sounds like

Leadership

Your leadership team isn’t just “the best people”—they’re the face of your brand. And in an industry where people matter, it’s essential to showcase your team authentically. Consider dedicated pages for each leader, complete with bios and culture-driven video or audio clips that bring your company’s personality to life.

 Not only does this personalize their brand, but it also benefits your website's SEO, helping you rank higher when someone searches for your team members. 

 

Why was the company founded?

This is where we talk about:

  • The origin story/passion
  • Your history/timeline

Origin Story

This is often called the "conflict" or "The Why" in your origin story—why you started the company and chose to challenge the current status quo.

Timeline

Along with the origin story comes the timeline that construction companies often feature. While its a mixed bag if prospective clients, partners or employees find this valuable. Organizations often feel a deep sense in pride of telling and sharing the story of where they come from and where they have been since being founded so many years ago.

 

Why should candidates/prospects want to work with you?

This is where we share:

  • What makes us different
  • Years in business
  • Awards, Certifications, Affiliations

 

 

Where do you operate?

In this section we want to showcase:

  • Our locations
  • Interactive maps with cities we're have offices or projects completed in

How do we get in touch with you?

In this section, we want to have a clear ask for our audience.

 

Telling your story in commercial construction is critical, and this post is for those companies that do an excess of $100 million a year in construction projects and are also interested in attracting top talent and partners.

Why you should care about the "About' page

Candidates, partners, and clients are eager to discover the faces and values behind your construction company. They're not just looking for services; they want a story, a vision they can believe in. Your website's about pages are the perfect stage to influence market perception and stand out. Seize this opportunity to create captivating content that resonates with your audience and boldly showcases what sets your company apart in the construction world.

If you need more than that, just check out your Google Analytics, and I'm sure you'll see that your About page is one of your top 10 most visited pages. Considering that its easy to see that you want that page to stand out.

Planning a Perfect Commercial Construction About Page

These elements are based on auditing 93 of the biggest construction companies' websites. These do not need to exist in any particular order is not necessarily 

  1. Mission
  2. Core Values 
  3. Leadership
  4. Why/Your Passion
  5. Company History or Timeline
  6. Value Prop
  7. Years in Business
  8. Awards
  9. Certifications
  10. Affiliations
  11. Vision Statement
  12. Video or Audio messages from leaders/team
  13. Cities/states you have projects or have offices in
  14. A clear call to action (CTA)

Avg Contractor About Page Length

Before we dive into each element a little bit about the page length. We looked at mix of 191 commercial construction companies that ranged from local, to regional, to national and international.

The biggest difference was the local organizations tend not to invest a lot of work into their About page (their avg page was only around 200 words long), so we're really going to focus on the  93 regional, national, and international groups' website, we looked at their average commercial construction page length, which came in at 531 words long. With the longest at over 1700 words long.