What’s Missing in Your About Page Copy

Most About Pages Sound Professional and Still Miss the Point

You’ve probably seen About pages like these:

• A founder’s life story from childhood
• A list of team bios no one reads
• A vague mission statement full of buzzwords
• A paragraph that’s been untouched since the site went live

The problem? They don’t answer the real question in your reader’s mind:

“Is this the right fit for me?”

This post shows what your About page is probably missing and how to fix it to build trust, clarity, and connection.

What Your About Page Is Actually For

Hint: it’s not to tell your story.

A strong About page exists to:

• Show who your product/service is for
• Explain why you’re credible or different
• Humanize the business
• Remove buying hesitation
• Guide visitors to take the next step

It’s a conversion tool not a company biography.

What Most About Pages Get Wrong

• They start with the founder's resume
• They bury the “who this is for” message
• They focus on generic values (e.g., passion, excellence, innovation)
• They lack a CTA
• They read like a LinkedIn profile, not a website section

This isn’t about sharing everything, it's about sharing the right things in the right order.

What to Include Instead (And in What Order)

Here’s a proven structure for effective About page copy:

• Hook (1–2 sentences that speak to the reader’s challenge or goal)
• What you do (one clear line on your offer and audience)
• Why it matters (your philosophy or approach)
• Who you are (credentials, background, why you started this)
• Trust builders (logos, testimonials, “used by” statements)
• CTA (next step based on where they are in the funnel)

It’s about them, then you not the other way around.

Section 1: Lead With the Reader’s Reality

Bad example: We started our company in 2012 with a mission to simplify business software.

Better example: Most small teams feel buried under systems they don’t use. We help them simplify their tech stack without sacrificing performance.

Your reader needs to feel seen before they’ll care about your background.

Section 2: State What You Do In Plain Language

Skip the clever taglines.

Examples:

• We help solo founders turn their service into a productized offer.
• We write conversion copy for fintech startups.
• We design mobile-first sites for service providers who hate complexity.

Be as specific as you are in your pitch deck or DMs. If it wouldn’t fit on a landing page headline, it’s probably too vague.

Section 3: Show Why You Approach Things Differently

This is where your philosophy goes, not your origin story.

What to include:

• The mistake most people make
• What you’ve learned from clients or projects
• The lens you apply to your work
• Your belief about what works (and what doesn’t)

This is your POV. It’s what turns a commodity service into a category of one.

Section 4: Humanize Without Oversharing

Write your “about us” section like you're having a conversation not submitting a bio.

Options:

• One paragraph about why you started this
• Your experience framed around client benefit
• A short timeline if relevant (no fluff)
• 1–2 photos (real ones, not headshots from 2010)

You don’t need to tell your whole story. You need to show what shaped your perspective.

Section 5: Add Trust Without Bragging

Trust comes from evidence not hype.

What you can include:

• Client logos (grayscale, uniform size)
• One or two short quotes (ideally with context)
• Stats: clients served, projects completed, average result
• Press features or podcasts (if relevant and real)

This shows you're established, not just passionate.

Section 6: End With a Clear CTA

Don’t let the page end cold.

Good About page CTAs:

• Start here
• Book a discovery call
• View pricing
• See our work
• Download the intro guide

If someone’s read this far, they’re warm. Don’t lose the momentum.

Optional Sections You Can Add (If Useful)

• Who this is not for (to filter leads)
• Values we operate by (but keep it short and real)
• What to expect when you work with us (quick 3-step visual)
• The team (only if they’re client-facing or strategic)
• Fun fact or quirks (optional, but useful for coaches or personality-led brands)

Use these to support the page not to fill space.

Common Mistakes to Avoid

• Using generic statements like “we’re passionate about helping clients succeed”
• Writing in the third person (unless you're a larger team)
• Including long bios with no relevance to the service
• Focusing too much on yourself and not enough on your reader
• Ending the page with nothing (no CTA, no next step)

Every line should earn trust or move the reader closer to action.

Conclusion: Your About Page Isn’t About You It’s About Earning the Next Click

The best About pages don’t overshare. They over-deliver on clarity.

They say:

• Who this is for
• Why the work matters
• What shaped your offer
• What happens next

If your About page still reads like a brand bio, it’s time to rewrite it. Not for SEO for trust, relevance, and conversion.