FHB Logo Facebook LinkedIn Email Pinterest Twitter X Instagram Tiktok YouTube Plus Icon Close Icon Navigation Search Icon Navigation Search Icon Arrow Down Icon Video Guide Icon Article Guide Icon Modal Close Icon Guide Search Icon Skip to content
Subscribe
Log In
  • How-To
  • Design
  • Tools & Materials
  • Restoration
  • Videos
  • Blogs
  • Forum
  • Magazine
  • Members
  • FHB House
  • Podcast
Log In
Building Business

Why You Need a “Meet the Owner” Page on Your Website

Use your website to make a great and personal first impression.

By Martin Holsinger

Not too long ago, I posted a picture on Instagram of one of the new websites we just launched for a contractor client.

Down in the comment section, one of my clients saw the post and said, “Very nice job again. Keep it up. Keep pushing people to write a great bio too. I’ve picked up two jobs over the last month specifically because of the trust that they gained from my ‘Meet the Owner’ section on my website.”

So, that is the reason I’m writing this post.

The question is, if you already have an ‘About Us’ section on your website, why would you need another page called ‘Meet the Owner?’

Today, I want to talk about three reasons you should have a “Meet the Owner” page on your website and then show you how to write one for yourself.

#1. It’s Not Your ‘About Page’

When I design websites for contractors, I prefer to put the “About Us” page on the Home page of the website.

As soon as people begin scrolling down the Home page, they’ll encounter the “About” section. Your ‘About’ page should basically tell in in a rough outline who you are as a contractor, what services you provide, and a brief background.

However, your ‘About’ page is not going to talk about you specifically as the owner. The “Meet the Owner’ page goes deeper.

If your potential clients want to learn more about you, they can click on the link you’ve set up to take them to the “Meet the Owner” page.

#2. A “Meet the Owner” Page Builds Trust

Trust. This is a very, very important aspect of your website.

Potential clients are coming to your website to learn about you. They want to know who you are and how you can help them meet their goals and fulfill the desires they have for their home.

When they come to your ‘Meet the Owner” page, they are looking to see if you are the type of person who they would get along well with.

Remember, they have to trust you tremendously to allow you to come onto their property and into their house to perform these services.

This page is a perfect opportunity for you to display who you are and what values you hold dear—not only as a contractor but also as a human being. It’s a chance for you to open up to some of the struggles you’ve been through or maybe some of the life experiences that have prepared you to get to where you are now…the perfect position to meet them at their point of need.

Letting them into your life story communicates authenticity and builds trust. You can help them fulfill their dreams and solve their problems because of your story.

#3. A Client Wants to Know the Owner

People want to know the owner. I mean, don’t you? When you go to someone’s website, don’t you want to know who the person is behind the scenes? I do. I want to know who it is I’m going to be dealing with.

Even if your clients are going to be working through your employees and not with you specifically, they still want to know who YOU are. Knowing the owner helps them to trust the greater company and multiple employees.

As the owner, you carry the purpose and passion of the brand. Your employees carry it after you, but it’s important for your clients to know who you are.

How to Write Your “Meet the Owner” Page

I’m going to walk you through how to write up a “Meet the Owner” page through the eyes of a Landscape Contractor. So if you’re a landscape contractor yourself, your “Meet the Owner” page could look something like this: (This example is loosely based on a contractor I know).

1. Define Your Client’s Need

“Are you interested in unplugging from the world? Relaxing and enjoying your outdoors? Well, you’ve come to the right place.”

You want to open this page defining their need, and then you want to transition into your own story—not for the sake of telling your story, but for the sake of showing them how your story and your background connects their need. When you open up your conversation or your story, you need to start with why they’re looking at your website…what are they looking for, etc.

2. Get on Your Client’s Level

“We all want a place to unwind and relax to enjoy nature.”

We’re all human, and to some extent share the most basic desires. Communicate your own desires for peace, outdoor beauty, and relaxation. This shows that what you do as a contracting company is important to you personally.

3. Fulfill Your Client’s Need.

“My company and I specialize in premier outdoor living.”

If your future clients are coming to your website to look for inspiration and a respectable business to help them fulfill their backyard dreams, describe how you will take care of them.

4. Introduce Yourself and Offer Personal Details.

“If you’re going to trust someone to transform your outdoor living space, you want to make sure you’ve hired the right professional. That’s why I want to take a moment and introduce myself and my family to you.”

Then you can go on to talk about your childhood, your family, some of your dreams, some of the struggles you’ve been through in your life and business. Maybe even share a few of the ways you give back to the community around you.

5. Connect Your Stories

As you get towards the end of the story, you need to show how your story is now interacting with theirs; describe how you can bring about the fulfillment of their dreams, because of how your life has made you who you are today.

6. Share Pictures

At the bottom of the page, drop a picture of your face and your own signature. Adding pictures of you with your family can only build more trust at this point! Photos along with your life story let your clients know they can trust you because they feel like they know you and the values you hold.

7. Call to Action

You should then end your “Meet the Owner” page with a call to action.

“Now I want to hear your story.

Thank you for taking the time to read my story. I hope you can sense my level of commitment to my craft, family, and God. I look forward to meeting you and hearing your ideas for inspiration for your own outdoor dreams.”

Then you can end with a “Contact Us’ button, or say, “contact us today to see if we are a good fit to help you fulfill your dreams.”

The Call to Action is the practical way to tie both your story and your client’s together. Once you’ve built trust with them and they’ve placed a call to you, you can begin your journey together!

Summary

A Meet the Owner page is important for building trust with your future clients. It takes them on a journey from their unrealized dreams to the realization that you can make it happen for them. I highly encourage every contractor to do this on their website. It’s extremely valuable and builds trust, which will ultimately lead to more sales and the growth of your company.

*****

Thank you for joining me today. If you have any further questions or comments, please join the conversation in the comments below.

*****

Follow me on Instagram for behind-the-scenes stuff. And if you want to go deeper with marketing your business, you may get a free copy of my contractor marketing book, Contractor Marketing Simplified.

Sign up for eletters today and get the latest how-to from Fine Homebuilding, plus special offers.

Signing you up...

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
See all newsletters
See all newsletters
×

Get home building tips, offers, and expert advice in your inbox

Signing you up...

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
See all newsletters
See all newsletters

New Feature

Fine Homebuilding Forums

Ask questions, offer advice, and share your work

Log in or create an account to post a comment.

Sign up Log in

Become a member and get full access to FineHomebuilding.com

More Building Business

View All
  • Pros of Apprenticeship Programs
  • Hiring Entry-Level Employees
  • From Craft to Company: Starting Your Own Business
  • Best Practices for Home-Building Project Communication
View All

Up Next

Video Shorts

Featured Story

Simple and Discreet Countertop Power

A new code-compliant, spill-safe outlet from Legrand offers a sleek solution for a kitchen island plug.

Featured Video

How to Install Cable Rail Around Wood-Post Corners

Use these tips to keep cables tight and straight for a professional-looking deck-railing job.

Related Stories

  • FHB Summit 2025 — Design, Build, Business
  • Pros of Apprenticeship Programs
  • Hiring Entry-Level Employees
  • Networking Happy Hour at JLC LIVE, Friday, March 28, 3PM-5PM at Booth 727

Discussion Forum

Recent Posts and Replies

  • |
  • |
  • |
  • |
  • |
  • |
View More Create Post

Highlights

Fine Homebuilding All Access
Fine Homebuilding Podcast
Tool Tech
Plus, get an extra 20% off with code GIFT20

"I have learned so much thanks to the searchable articles on the FHB website. I can confidently say that I expect to be a life-long subscriber." - M.K.

Get home building tips, offers, and expert advice in your inbox

Signing you up...

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
See all newsletters
See all newsletters

Video

View All Videos
  • Building a Detached Shop with Full Utilities and HVAC
  • FHB Podcast Segment: Tips on Building a Career in Construction
  • Podcast 619 Members-only Aftershow —Ian’s Tips for Construction Budgets
  • Podcast 609: Members-only Aftershow — Building Business With Timber HP President Matt O’Malia
View All

Business

View All Business Articles
  • From Craft to Company: Starting Your Own Business
  • Are Trade Shows Worth the Trouble?
  • To Build a Future Workforce, Embrace Neurodiversity
View All Business Articles

Fine Homebuilding Magazine

  • Issue 332 - July 2025
    • Custom Built-ins With Job-Site Tools
    • Fight House Fires Through Design
    • Making the Move to Multifamily
  • Issue 331 - June 2025
    • A More Resilient Roof
    • Tool Test: You Need a Drywall Sander
    • Ducted vs. Ductless Heat Pumps
  • Issue 330 - April/May 2025
    • Deck Details for Durability
    • FAQs on HPWHs
    • 10 Tips for a Long-Lasting Paint Job
  • Issue 329 - Feb/Mar 2025
    • Smart Foundation for a Small Addition
    • A Kominka Comes West
    • Making Small Kitchens Work
  • Issue 328 - Dec/Jan 2024
    • How a Pro Replaces Columns
    • Passive House 3.0
    • Tool Test: Compact Line Lasers

Fine Home Building

Newsletter Sign-up

  • Fine Homebuilding

    Home building tips, offers, and expert advice in your inbox.

  • Green Building Advisor

    Building science and energy efficiency advice, plus special offers, in your inbox.

  • Old House Journal

    Repair, renovation, and restoration tips, plus special offers, in your inbox.

Signing you up...

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
See all newsletters

Follow

  • Fine Homebuilding

    Dig into cutting-edge approaches and decades of proven solutions with total access to our experts and tradespeople.

    Start Free Trial Now
    • Facebook
    • Instagram
    • X
    • LinkedIn
  • GBA Prime

    Get instant access to the latest developments in green building, research, and reports from the field.

    Start Free Trial Now
    • Facebook
    • YouTube
  • Old House Journal

    Learn how to restore, repair, update, and decorate your home.

    Subscribe Now
    • Facebook
    • Instagram
    • X
  • Fine Homebuilding

    Dig into cutting-edge approaches and decades of proven solutions with total access to our experts and tradespeople.

    Start Free Trial Now
    • Facebook
    • Instagram
    • X
    • LinkedIn
  • GBA Prime

    Get instant access to the latest developments in green building, research, and reports from the field.

    Start Free Trial Now
    • Facebook
    • YouTube
  • Old House Journal

    Learn how to restore, repair, update, and decorate your home.

    Subscribe Now
    • Facebook
    • Instagram
    • X

Membership & Magazine

  • Online Archive
  • Start Free Trial
  • Magazine Subscription
  • Magazine Renewal
  • Gift a Subscription
  • Customer Support
  • Privacy Preferences
  • About
  • Contact
  • Advertise
  • Careers
  • Terms of Use
  • Site Map
  • Do not sell or share my information
  • Privacy Policy
  • Accessibility
  • California Privacy Rights

© 2025 Active Interest Media. All rights reserved.

Fine Homebuilding receives a commission for items purchased through links on this site, including Amazon Associates and other affiliate advertising programs.

X
X
This is a dialog window which overlays the main content of the page. The modal window is a 'site map' of the most critical areas of the site. Pressing the Escape (ESC) button will close the modal and bring you back to where you were on the page.

Main Menu

  • How-To
  • Design
  • Tools & Materials
  • Video
  • Blogs
  • Forum
  • Project Guides
  • Reader Projects
  • Magazine
  • Members
  • FHB House

Podcasts

  • FHB Podcast
  • ProTalk

Webinars

  • Upcoming and On-Demand

Podcasts

  • FHB Podcast
  • ProTalk

Webinars

  • Upcoming and On-Demand

Popular Topics

  • Kitchens
  • Business
  • Bedrooms
  • Roofs
  • Architecture and Design
  • Green Building
  • Decks
  • Framing
  • Safety
  • Remodeling
  • Bathrooms
  • Windows
  • Tilework
  • Ceilings
  • HVAC

Magazine

  • Current Issue
  • Past Issues
  • Magazine Index
  • Subscribe
  • Online Archive
  • Author Guidelines

All Access

  • Member Home
  • Start Free Trial
  • Gift Membership

Online Learning

  • Courses
  • Project Guides
  • Reader Projects
  • Podcast

More

  • FHB Ambassadors
  • FHB House
  • Customer Support

Account

  • Log In
  • Join

Newsletter

Get home building tips, offers, and expert advice in your inbox

Signing you up...

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
See all newsletters
See all newsletters

Follow

  • X
  • YouTube
  • instagram
  • facebook
  • pinterest
  • Tiktok

Join All Access

Become a member and get instant access to thousands of videos, how-tos, tool reviews, and design features.

Start Your Free Trial

Subscribe

FHB Magazine

Start your subscription today and save up to 70%

Subscribe

We hope you’ve enjoyed your free articles. To keep reading, become a member today.

Get complete site access to expert advice, how-to videos, Code Check, and more, plus the print magazine.

Start your FREE trial

Already a member? Log in

OSZAR »