by /
Your face is the reason people trust you—so why are you hiding it?
Most local service businesses treat their bio like an afterthought.
It ends up buried on an “About” page that few people ever click—while the homepage, your most visited and most powerful page, stays cold and impersonal.
Let’s fix that.
If you’re a roofer, plumber, HVAC tech, or any other local service pro—your story, your values, and your experience are what close the deal. They’re also what Google uses to decide if you’re credible.
Here’s why your bio needs to be on your homepage—and how to do it right.
Most Local Businesses Bury Their Best Content
Your homepage is the most authoritative page on your website:
- It’s what most people land on.
- It’s where most backlinks point.
- It’s crawled the most often by Google.
So why is the most important trust-building content—your bio, your backstory, your local credibility—hidden on a secondary page?
That’s a missed opportunity for trust, conversions, and rankings.
If you want more calls, more referrals, and better Google placement, your homepage should not just say what you do—it should show who you are.
Your Face Is the Reason People Trust You—Put It on the Front Page
We recommend placing your bio mid-to-bottom on your homepage. Keep the top (hero section) focused on quick conversions:
- Clear headline (what you do, where you do it)
- Call to action (“Get a Free Estimate”)
- Social proof (5-star reviews, affiliations)
Then comes the real differentiator: a section like “Meet the Owner.”
Here’s what to include:
- A high-quality headshot or team photo
- 1–2 short paragraphs about your story, values, or why you do this work
- Local roots or community involvement
- A testimonial about you as a person
- Link to the full story on your About page
This structure builds instant trust without derailing the conversion flow.
Your Story Builds Trust. So Why Are You Hiding It?
Google rewards businesses that show real people with real experience. That’s called E-E-A-T:
- Experience
- Expertise
- Authoritativeness
- Trustworthiness
A personal bio section—especially one with a photo, years of service, and proof of local involvement—sends the right signals to search engines and customers.
And it’s not just for your business.
If you’re the face of the company, you should also have a personal brand site—so when people Google your name, they find your story, your mission, and the credibility that makes your business stand out.
From Invisible to Influential: Examples That Work
We’ve implemented this strategy for dozens of local businesses with amazing results:
- Nilson Silva: Took $3k and built a $16M pool business—all rooted in trust and reputation.
- Anthony Hilb: A landscaper turned community leader with a powerful personal brand.
- Sal Sciorta: Grew Plumbing Pros 75% after repositioning his homepage with a strong bio.
- John Wanninger: Leveraged AI and personal branding to streamline local business operations.
These pros don’t just run great businesses—they build trust at scale, starting with their homepage.
Want More Calls? More Trust? Better Google Rankings?
Stop hiding the reason people say yes.
Your face. Your story. Your values.
Put them front and center—on your homepage—where they belong.
Need help? We’ve got templates, examples, and a team ready to guide you. Just ask.
Related Guides:
- How to Build a Personal Brand Site
- Checklist for Local Service Websites
- Google Business Profile Optimization
- Local SEO Strategies That Actually Work
Dennis Yu
Dennis Yu is a former search engine engineer who has spent a billion dollars on Google and Facebook ads for Nike, Quiznos, Ashley Furniture, Red Bull, State Farm, and other organizations that have many locations.
He has achieved 25% of his goal of creating a million digital marketing jobs because of his partnership with universities, professional organizations, and agencies. Companies like GoDaddy, Fiverr, onlinejobs.ph, 7 Figure Agency, and Vendasta partner with him to create training and certifications.
Dennis created the Dollar a Day Strategy for local service businesses to enhance their existing local reputation and make the phone ring. He's coaching young adult agency owners who serve plumbers, AC technicians, landscapers, roofers, electricians in conjunction with leaders in these industries.
Mr. Yu believes that there should be a standard in measuring local marketing efforts, much like doctors and plumbers need to be certified and licensed. His Content Factory training and dashboards are used by thousands of practitioners.