An outdated About Us page might not seem like a big deal—until it’s quietly leaking out profits. If your messaging is generic, forgettable, or focused on price alone, you’re missing a huge opportunity to stand out. Your customers aren’t just hiring a plumber or electrician—they’re choosing who to trust inside their home. That’s where storytelling in business makes a difference. When done right, it gives your company a voice, a personality, and a reason for customers to choose you—even at a higher price.
Your Identity Is a Profit Leak Waiting to Happen
It’s easy to push off marketing updates when you’re juggling service calls and payroll, but ignoring your brand identity could be costing you real money. The About Us page on your website is often the first impression a homeowner sees, and if it sounds like every other contractor in town, you’re just blending into the noise. Storytelling in business means showing your customers who you really are—what makes you tick, why you do what you do, and how that translates into a better experience for them.
Why Trust Matters More Than Price
Most homeowners don’t go to your site thinking, “I hope I find the cheapest guy.” What they’re really looking for is someone they feel good about hiring. That’s why storytelling in business is such a powerful differentiator—it helps your customers feel a connection to you before you even step in the door. If all they see is pricing and generic phrases like “quality service,” there’s nothing to separate you from the guy undercutting you by $20.
Make Your Message Do the Heavy Lifting
A good story creates an emotional hook. One of the best examples I’ve seen came from an HVAC company whose About Us page led with “I HATE TO WAIT!” Right away, it told you what mattered most to the owner—and to the customer. Storytelling in business doesn’t have to be dramatic or polished. It just has to be real. Your experience, your passion, your no-BS approach—those are the things that will keep your schedule full and your pricing solid.
Turn Your Story Into a Strategic Advantage
When a homeowner lands on your site and sees something they can relate to—like your commitment to showing up on time or the way your dad started the company in his garage—they’re already halfway sold. Storytelling in business helps you compete on value, not coupons. It shifts the conversation from “how much does it cost?” to “how soon can you come?”
The First Step Is to Audit What You’ve Got
You don’t have to overhaul your whole brand overnight. Start small. Pull up your About Us page and read it like you’re a homeowner seeing it for the first time. Would it make you feel something? Would you remember it tomorrow? Storytelling in business starts with clarity. Get clear on who you are, what makes you different, and why that matters to your customers.
Let Your Story Support Your Pricing
The next time a customer says they’re comparing quotes, remember this—people don’t mind paying more when they believe they’re getting more. That “more” often comes down to trust. And trust is built through consistent, meaningful messaging. If you want to stop competing on price, storytelling in business gives you a way to justify your rates without slashing them.
You can book a profit impact call with me where I can save you a minimum of 50K as we go over 12 main areas of your business!
