No one cares if you “started in 2012.” They only care if you solve their problem, then it adds value.

Let’s start with a hard truth: your About Page is not only about you.

At least, not in the way most people write it.

It’s not a place to dump your company facts. Not the highlight reel of your leadership team (you better remove it right now if that’s what you have). And absolutely not a placeholder filled with “we’re passionate about innovation” fluff that says so much yet nothing at all.

Your About Page is an opportunity to connect and convert. One of the biggest on your site (not THE biggest, but up there!). And if you’re treating it like an afterthought or a vanity piece, you’re actively leaking trust, relevance, and revenue.

Why Do People Even Click “About”?

Here’s what’s going on in your buyer’s head when they click that little tab:

“Can I trust these people?”
“Are they legit?”
“Do they get me?”
“What makes them different?”
“Is this worth my time and money?”
“Who even are they?”

That’s it. That’s the list.

They’re not hoping to read a novel. They’re trying to vet you. Make a gut decision about whether to keep going or bounce. And guess what? A bloated or worse, abandoned, “About” page kills momentum. According to a KoMarketing study, 52% of visitors want to see an About page—but only 23% say they found it helpful.

That means most About pages fail.

The Real Job of Your About Page

This page has one job: Build trust fast.

It should confirm you’re not just another option—they’ve found the one. How?

Position your company as the guide, not the hero.
Answer their unspoken fears with clever copy.
Communicate your edge (without ego).
Share your values as actions you take.
Make the next step obvious.

This is part sales, part psychology, part therapy (kidding on the last one). Because if someone’s clicking “About,” they’re probably on the fence. This is your chance to lean in and close the gap.

The 5 Most Common About Page Mistakes

Let’s walk through what’s killing your conversions right now—and how to fix it.

1. It Starts with “Founded in…”

Listen. No one cares.

Unless your founding story directly helps me understand why you’re the best solution to my problem, leave it out—or put it at the bottom.

Start with who you serve and why it matters.

Bad: Founded in 2012 by three friends with a love of design…

Better: We have been helping overwhelmed business owners turn chaotic brands into conversion-ready machines since 2012, fueled by our love of design thinking.

2. It’s a Wall of Text

People don’t read anymore. They scan.

Split your content into visual sections. Use bold copy. Tell a story with simple headlines. Icons. Pull quotes. Make it easy for someone to get the gist in 15 seconds.

If it reads like a Wikipedia article, it’s dead. But if you abandon text altogether, you’re past dead- like decaying or something.

3. It’s Too Much “We,” Not Enough “You”

Go count how many times you say “we” versus “you.” If “we” wins, rewrite it.

This isn’t the place to flex. It’s the place to connect. Frame your experience, team, and philosophy in terms of how it benefits your customer.

4. No Personality, No Punch

Your About page is where you’re allowed to sound human. In fact, you need to. Ditch the jargon and say what you actually mean. If your brand is quirky, bold, warm, clinical—show it here.

You want someone to feel like they’ve met you, not read a resume. They should feel like they know you before they reach out.

5. It Just… Ends

Big miss.

If your About page doesn’t point people to what’s next—free consultation, get a quote, see pricing, explore services—you’ve wasted the moment. Every high-performing About page ends with a strong CTA or has them baked in between.

What a High-Converting About Page Includes

Let’s flip it and talk about what works.

A clear statement of who you serve and how you help
Not your tagline. Your actual promise.

A brief, relevant origin story (if needed)
Especially if it builds empathy or authority.

Client-focused language
Show you get their pain points and care about their outcome, and that is the reason why you exist.

Trust builders
Think testimonials, press features, partner logos, or a standout stat.

Face-to-name connection
Team photos (not stock). Real bios. Show the humans behind the brand.

A call to action
You hooked them. Now tell them where to go.

About Pages That Nail It

Let’s give props to brands doing it right:

Mailchimp brings humor and humility to their About page, while still showcasing expertise.
Basecamp leads with clarity: “Our mission is to help small businesses run more efficiently.” Boom.
Notion makes their team feel approachable, with photos and a brand story that aligns with product benefits.

They don’t bury you in backstory. They meet you where you are—and guide you where you need to go.

Don’t Let “About” Be a Dead End

People who visit your About page are primed. They’ve already invested attention. They’re on the edge of trust.

That’s not the time to fumble with fluff or corporate monologues. It’s the time to sell through empathy.

So here’s your checklist:

Rewrite for clarity and connection.
Cut anything self-serving or irrelevant.
Design it to scan, not scroll forever.
End with a compelling next step.

Do that, and your About page stops being a weak link—and starts pulling weight.

Why Your ‘About Us’ Page Is Losing You Money

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