Quick question for you.
If someone walked into your store or office for the very first time and you just… disappeared into the back room without saying a word, how long do you think they would stick around?
Not very long, right?
That is exactly what happens when a visitor lands on your website and your About page is either empty, vague, or written like a robotic company profile.
Here is something many business owners do not realize: the About page is one of the most visited pages on any website. When someone clicks on it, they are already somewhat interested in your business. They simply want to know who they are dealing with before they take the next step.
Unfortunately, many businesses overlook this page or treat it like a formality.
If your About page is not doing its job, you may be missing out on opportunities to build trust and turn visitors into clients. Below are a few simple ways to make your About page work harder for your business.
Stop Writing in Third Person
One of the most common mistakes on About pages is writing in the third person. For example, instead of writing: “Gloria is a web designer with 10 years of experience who specializes in…” Try writing: “I am Gloria, a web designer with 10 years of experience who specializes in…”.
If someone is on your website, they already know it belongs to you. Writing in the first person immediately feels more natural and conversational. Using “I” and “me” instead of “she” or “they” helps visitors feel like they are hearing directly from you rather than reading a corporate bio. In today’s digital world, people do not buy from logos, they buy from people they trust.
Tell Them Why, Not Just What
Many About pages simply list services, qualifications, or years of experience. While those details are important, they are not what makes people feel connected to your business. Visitors want to understand why you started your business. Things like, what motivated you to begin, what problem did you see that needed solving, what are you passionate about helping people achieve? etc.
Your story gives people a reason to care. It shows that there is a real purpose behind your work, and that sense of purpose often resonates more than a list of credentials ever could. Connection builds trust, and trust is what ultimately turns a visitor into a customer.
Put Your Face on the Page
This might be uncomfortable for some people, but it makes a huge difference; a real photo of you on your About page instantly increases credibility; it reassures visitors that there is a real person behind the business. Stock images or generic graphics cannot replace the authenticity of a genuine photo.
When someone sees a friendly face attached to the story they just read, your business immediately feels more human, approachable, and trustworthy. Sometimes the simplest design element can be a genuine photo, and can be the most powerful.
Always End With a Next Step
Another mistake many businesses make is ending their About page without any direction. Someone may read your story, like what they see, and feel ready to take the next step, but if you do not guide them, they may simply leave the site. Your About page should always end with a clear invitation. For example:
- “Ready to work together? Let’s talk.”
- “Want to learn more about how we can help your business?”
- “Have questions? Reach out and start the conversation.”
Adding a simple call-to-action with a link to your contact page or services page can make a significant difference in turning interest into real inquiries.
Take a Fresh Look at Your About Page
Now here is a simple exercise, open your website and go to your About page. Read it as if you are a stranger visiting your website for the first time. Ask yourself a few honest questions:
- Does this sound like a real person talking?
- Does it explain why this business exists?
- Does it feel welcoming and trustworthy?
- Does it clearly tell visitors what to do next?
If the answer to any of these questions is no, it may be time to update it. Your About page is not just a background story. When written well, it becomes a powerful tool that builds connection, trust, and confidence in your business, and those are exactly the things that turn visitors into customers.
If you would like help rewriting your About page so it better represents your business and connects with your audience, getting professional guidance can make the process much easier. Sometimes improving this one page on your website can make a noticeable difference in how people perceive your brand. Contact us by calling 727-457-5894.