A stranger is about to hand over a houseful of belongings, and the first thing many of them do is open your About Us page to check who you are. That is why your moving company needs a great About Us page: it is the one place on your site where a visitor decides whether you are a real, licensed, accountable company or just another lead-gen listing. Done well, it supports every other page in your marketing for moving companies, from service pages to the quote form.
Why do customers read your About Us page before they request a quote?
Moving is a high-trust purchase. The customer cannot inspect the service in advance, and the crew will be inside their home. So before they fill out a form, they look for proof that a real business sits behind the website. Your About Us page is where they look, and it should answer the questions they are silently asking:
- Who owns this company, and who will actually run my move?
- How long have you been in business, and where are you based?
- Are you licensed and insured, and can I verify it?
- Are these your real trucks and crews, or stock photos?
- What do other customers say, and who are they?
It is not a sales page, but it decides whether the sales pages get a fair hearing. Visitors who trust the people behind the business are more willing to use your instant moving quote calculator or call the office.
What should a moving company About Us page include?
Use this table as a build list. Each row is an element visitors expect, the trust signal it sends, what a mover should put there, and the mistake that wastes it. Search engines read the same signals as part of experience, expertise, authority and trust, which we cover in our guide on why movers should care about E-E-A-T.
| About page element | Why it builds trust (E-E-A-T) | What a mover puts there | Common mistake |
|---|---|---|---|
| Origin story | Shows experience and a real beginning | Who started the company, in which year and town, and why. Two or three short paragraphs. | A vague mission statement with no names, dates or places. |
| Owner and team profiles | Names and faces make you accountable | Owner, operations manager, dispatcher and crew leads with name, role, years of experience and a real photo. | “Our team of professionals” with no names. |
| USDOT, MC and state license numbers | Verifiable proof you are a legal carrier | Your USDOT number and, where it applies, your MC and state license numbers, in plain text. | Hiding the numbers in the footer image or leaving them out. |
| Insurance and claims policy | Shows you stand behind the work | Types of coverage you offer, your valuation options and how a customer files a claim. | “Fully insured” with no detail. |
| Years in business and real numbers | Evidence of experience | Year founded and facts you can prove, such as service area, fleet size or moves completed. | Round numbers you cannot back up. |
| Photos from real jobs | Proves the company exists and works | Your crews, your branded trucks, your warehouse, your office. | Stock photos of smiling movers. |
| Reviews and testimonials | Third-party proof of your reputation | Reviews with full customer names, city and a link to the original source. | Anonymous quotes that read as invented. |
| Address and contact details | Lets people confirm you are real | Street address, local phone number, email and hours, matching your Google Business Profile. | Contact data that differs from other listings. |
| Awards, associations and community work | Third-party recognition and local ties | Memberships, awards, accreditation and the local causes you support. | Logos with no explanation or date. |
| Next step | Turns trust into action | A quote form, calculator or phone number, plus links to your main services. | A dead end with nothing to click. |
How do you tell your story without sounding like every other mover?
Every mover has a story, even a modest one: the first used truck, the garage that served as the first office, the reason the owner started moving people for a living. Keep it short: how the company started, what it does today, and why the owner still cares.
Write the story with names, dates and places
“Founded in [year] by [name] in [town]” does more work than a paragraph of adjectives. If you started small, own it, because customers connect with an underdog story. If you have been around for decades, pick the two or three milestones that explain who you are today.
Cut the generic phrases every mover uses
Phrases like these appear on thousands of moving websites, so they prove nothing:
- “Family-owned and operated” with no family member named
- “Stress-free moving experience”
- “Customer satisfaction is our top priority”
- “We treat your belongings like our own”
- “Best movers in the area”
Replace each claim with evidence. Instead of “family-owned,” write who in the family does what. Instead of “best movers,” link to your reviews. If a sentence could sit unchanged on a competitor’s site, delete it.
Write in plain language and name the page clearly
Skip jargon and write the way you would explain the company to a neighbor. Call the page “About Us” in the menu and the title. Names like “Our Origins” or “The Journey” make the page harder for visitors and search engines to find.
Who owns the company and who runs operations?
Searchers often want exactly this, and they phrase it in ways like “company About Us page owner details” or “operating manager.” Answer it directly. For each key person, give a name, a title, years in the industry, a sentence on what they handle, and a clear photo. Keep each bio to two or three sentences about what the person handles. The operations manager can explain who a customer calls on moving day.
Named people are the strongest experience and expertise signal on the page, and they counter the suspicion that a moving site is a front for a broker. When the page names real people, a customer can look them up, which is exactly what you want them to do. Put the same names on your About Us page that you use on your Google Business Profile and in your press mentions, so every source tells the same story.
Which trust signals prove you are a licensed, insured mover?
Show your USDOT number, licenses and insurance
Interstate moving companies are registered with the Federal Motor Carrier Safety Administration and carry a USDOT number. Household goods carriers that cross state lines also hold an MC number, and many states license intrastate movers on their own terms. List every number that applies to you in text, not inside an image, so a customer can check it with the regulator. Add your insurance types and how claims work, because that is where customers worry most.
Show awards, associations and community involvement
Awards, trade association memberships and Better Business Bureau accreditation are third-party proof that others recognize your work. State what the recognition is and the year you earned it. Community work belongs here too. Local charity events, youth team sponsorships, food bank donations and clean-up days show the company is rooted in the area it serves.
How should photos and reviews work on the page?
Use real photos of your crew, trucks and facility
Customers like to picture the people who will carry their furniture. You do not need a studio portrait of every employee. A clear photo of each key person, plus pictures of your branded trucks, crews at work and warehouse, tells visitors the company is genuine. Stock images do the opposite. Our guide on professional photos for a moving company website covers how to shoot and place them. Keep a consistent look across the site, which also strengthens the authority of your brand development strategy.
Let named customers speak
A customer’s praise carries more weight than your own. Add a few reviews with the full name, the city and a link to the original on Google or another platform, and keep them current. Our guide on how to showcase testimonials and reviews on your moving company website shows layouts that work, and a dedicated page like our reviews can hold the full set while the About page features the strongest few.
A short behind-the-scenes video or a note from the owner gives visitors a reason to stay. Update the page when you earn an award or reach a milestone, so it never looks abandoned.
Why your moving company needs a great About Us page for SEO
The About page is also an SEO page and part of any SEO for moving companies plan, not only a trust page. People search for your company by name, often adding words like “owner,” “reviews” or “reputation,” and the About page is a natural result for those branded searches. Give it its own title tag and meta description that include your company name and city, a clear H1, and text that states who you are and what you do. If your company name is shared with other businesses, the details on this page help search engines tell you apart.
Which internal links belong on an About page?
Do not leave visitors at a dead end. After the story, send them toward what you sell: your local moving page, packing, storage, the quote form or your portfolio. Anchor each link with a phrase that describes the destination, not “click here.” The About page also works best on a site that is well built and easy to navigate, which is why it belongs in your wider moving company website design plan.
How do Organization and Person schema help?
Structured data tells search engines the facts on the page in a form they can read. Organization markup can include your legal name, logo, address, phone number and links to your social profiles. Person markup can describe the owner or team members with name, job title and profile links. Neither guarantees a rich result, but both reduce ambiguity. Google explains the properties it supports in its Search Central documentation on Organization structured data. Mark up only what is visible on the page.
How do you know your About page converts?
Searches like “about page conversion” show that owners want proof the page works. Treat it as a page to improve, not a page to finish. Check these in your analytics every few months:
- How many visitors reach the page, and from which pages
- How long they stay and whether they scroll
- How many click through to a service page, the quote form or the phone number
- How the page looks and loads on phones and tablets
Ask a few past customers what makes your company stand out, then lead with that. Test one change at a time, such as a new photo, a rewritten opening or a more visible phone number, and see what moves.
Build an About Us page that earns the call
Customers decide to trust you before they decide to call, and that is why your moving company needs a great About Us page. At Movers Development, we have built websites and marketing for more than 400 moving companies, and the About page is one of the first places we look when a site does not convert. If yours still reads like a template, request a free marketing analysis or contact us and we will tell you what to fix first.
Frequently Asked Questions
What should a moving company About Us page include?
Include the origin story, names and photos of the owner and key staff, your USDOT number and any MC or state license numbers, insurance and claims information, real photos of your crews and trucks, reviews from named customers, your address and contact details, and a clear next step such as a quote form or phone number.
How do you make an About Us page convert?
Lead with who you are and why customers can trust you, then prove it with names, license numbers, real photos and named reviews. End with a clear next step, such as your quote calculator, phone number or links to your main services. Track visits, time on page and clicks to service pages, and test one change at a time.
What owner and operating manager details should an About Us page show?
Show the owner's and operations manager's full names, titles, years in the industry, a short description of what each handles, and a clear photo. Add who customers should call on moving day. Use the same names and details as on your Google Business Profile so every source tells the same story.
Why does the About Us page matter for moving company SEO?
Customers search for your company by name, often adding words like owner or reviews, and the About page is a natural result for those branded searches. A clear title, your name and city, named people and Organization schema help search engines identify your business and support the trust signals Google looks for.
What should you avoid writing on your About Us page?
Avoid generic phrases that fit any mover, such as stress-free experience, customer satisfaction is our top priority or best movers in the area. Avoid claims with no proof, stock photos, anonymous quotes, jargon and vague page names like Our Origins. Replace each claim with a name, a date, a number or a link to a source.
Do moving company web design experts recommend a separate About Us page?
Yes. A dedicated, clearly named About Us page in your main menu gives customers and search engines one place for your story, team, licenses and reviews. It should match the design and tone of the rest of the site and link to your main services. Our moving company website design page covers the wider site structure.
