Writing Your HVAC About Us Page

Read five HVAC About pages in a row and you'll notice something: you could swap them between companies and nobody would notice. "Family-owned. Customer satisfaction is our top priority. Our highly trained technicians..."

Homeowners skip that. They open your About page with a specific worry: I'm about to let a stranger into my house and maybe spend thousands of dollars. Who are these people?

Your About page has one job: answer that worry with facts only your company can give. This guide is a worksheet. Fill in the blanks, cut what's weak, and you'll have a page that couldn't belong to anyone else.

Part 1: Who owns this company?

Write two to four sentences. Answer:

• Who started the company, and when?
• Who runs it today?
• How did they get into the trade? (Apprenticeship, family business, military, trade school, years at another company)
• Do they still go out on calls?

Weak: "With decades of combined experience, our team is dedicated to excellence."

Specific: "Maria Lopez started Lopez Heating & Air in 2011 after nine years as a service tech for a commercial contractor. She still runs the service calls on Saturdays."

(That's a made-up example. Use your own facts.)

The specific version tells the reader a real person is accountable. Google's own guidance on helpful content asks whether it's "self-evident to your visitors who authored your content" (Google Search Central). For a service business, the parallel question is whether it's obvious who's behind the company.

Part 2: Who will come to the house?

This is the section homeowners care about most and the one most pages skip.

• How many technicians do you have?
• Are they employees or subcontractors?
• Do you run background checks or drug tests? (Only if you actually do.)
• What do your techs wear and drive? Uniforms, branded trucks, ID badges?
• Will the homeowner get the tech's name before the visit?

Add a team photo or individual photos with first names, with each person's permission. If staff turnover makes individual photos hard to keep current, a group photo with the trucks works.

Part 3: Credentials you can back up

List only what's true and current:

• State license number and type, if your state licenses HVAC contractors. Some states require the number on advertising; check with your licensing board.
• EPA Section 608 certification. Technicians who maintain, service, repair or dispose of equipment that could release refrigerants must be certified (EPA). Since it's required, present it as a baseline, not a special honor: "All our technicians hold EPA 608 certification."
• Manufacturer training or dealer status, if you have it, with the brand's name used the way the manufacturer's dealer agreement allows.
• Insurance: general liability and workers' compensation, if you carry them.
• Trade association memberships you actually pay for.

Every claim on this page is advertising. The FTC's guidance for small businesses is direct: "Advertising must be truthful and non-deceptive," and "the law requires that advertisers have proof before the ad runs" (FTC). If you say "licensed and insured," be able to produce both documents the day someone asks.

Part 4: What you stand behind

Homeowners want to know what happens if something goes wrong. Spell out:

• Your labor warranty, in plain terms: how long, what it covers
• How you handle a repair that doesn't fix the problem
• Whether you give written estimates before work starts
• Your diagnostic or service call fee, and whether it's credited to the repair

Keep this consistent with what your office says on the phone and what's on your invoices. If you need help setting the fee, our service call fee calculator runs the math.

Part 5: Where you work and how

A short paragraph about your area and your approach:

• The towns you serve (and link to your service area section; see service area pages)
• What kind of work you focus on: residential repair, replacements, light commercial, specific equipment
• Anything you deliberately don't do, and why. "We don't sell duct cleaning packages" can build trust if it's true.

Part 6: What customers say

A few real reviews, quoted with the customer's permission, help. Some rules:

• Use the customer's real words. Don't edit the meaning.
• Get permission before using names and towns.
• Don't pick only rave reviews and imply they're typical. The FTC says endorsements "must reflect the honest experience or opinion of the endorser" and should reflect what customers can generally expect (FTC).
• Don't quote reviews from employees or relatives. The FTC's 2024 rule requires company officers and managers to disclose their connection when they write reviews or testimonials (FTC), and Google treats reviews based on a conflict of interest as prohibited content.

Better still, link to your Google reviews so visitors can read all of them. If you need more reviews, the review request message generator gives you short, rule-friendly templates, and review links and QR codes covers where to put them.

Phrases to cut

Search your draft for these and replace them with a fact, or delete them:

Instead of	Try
"Highly trained technicians"	What training, from whom
"Decades of combined experience"	The owner's years in the trade
"Customer satisfaction is our top priority"	Your warranty in one sentence
"Best in town" / "#1"	A named award with the year, or nothing
"State-of-the-art equipment"	What you actually use that helps the customer
"We treat your home like our own"	Shoe covers, drop cloths, cleanup policy

Put it together

A finished About page usually has:

1. A heading with your company name
2. The owner's story (Part 1), with a photo
3. Your team (Part 2), with photos
4. Credentials (Part 3) as a short list
5. Your guarantee (Part 4)
6. Area and focus (Part 5)
7. Two or three reviews (Part 6) and a link to all of them
8. Your phone number and a way to book

Read it out loud. If any sentence could appear on a competitor's site without changing a word, rewrite it with something only you can say.

For the rest of the site, see what an HVAC website should include. And if you'd like to see your About section inside a finished site, DIPAZE Websites can build a free preview for your company to review on your phone.