Your About Page Is the Most Wasted Space on Your Website
Most About pages read like a LinkedIn profile crossed with a press release. Founded in 2023. Passionate about quality. Committed to excellence. Nobody is buying from that.
Your About page is one of the most visited pages on your site. People who land there are already interested. They want to know who you are before they give you money. And you are giving them a corporate timeline.
1. Start With the Customer, Not the Founder
The first sentence of your About page should not be about you. It should be about the problem your customer has that you solve. “We started making candles because every candle we bought smelled like a chemical factory” is better than “Founded by a husband-and-wife team in Sydney.”
Your customer is reading your About page to decide if they trust you. Lead with what you do for them, not where you went to school.
2. Show Real People, Not Stock Photos
A photo of you at your desk, in your workshop, or packing orders does more work than a paragraph of text. People trust faces. They trust messiness. A photo of you covered in flour or surrounded by half-finished prototypes says “real person making real things” more than any mission statement.
If you are a solo founder, one good photo is enough. If you have a small team, show them in their actual workspace. Not a staged team photo with matching shirts.
3. Tell One Specific Story, Not a Timeline
Nobody needs to know that you launched in March and rebranded in September. They need one story that makes them feel something. The moment you realised the product you were making was actually good. The customer email that made you cry. The time everything went wrong and you fixed it anyway.
One story told well beats a timeline of milestones nobody remembers.
4. Put Your Values in Action, Not in a List
“Sustainability” on an About page means nothing. “We source all our packaging from a family-run supplier in Melbourne who uses recycled materials” means something. “Community first” means nothing. “We donate 5% of every order to a local shelter and publish the receipts” means something.
Values without evidence are marketing. Values with evidence are trust.
5. End With a Clear Next Step
The worst About pages end with nothing. The best ones end with a single, obvious next action. “See our best sellers.” “Read how we make our products.” “Start with our starter kit.”
Your About page is not a destination. It is a bridge. Make sure the bridge goes somewhere.
The Quick Wins
You can fix most About pages in under an hour. Rewrite the opening line to focus on the customer. Replace stock photos with real ones. Cut the timeline to one story. Add a next step at the bottom. That is it. The rest is polish.
The businesses that treat their About page like a sales page, not a biography, convert more visitors into customers. Not because they sell harder, but because they answer the question every visitor is actually asking: can I trust this person?
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