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Your "About" page isn't really about you
And how much more people spend when you have a great one
Christine McMullin
January 20, 2025 • Estimated Reading Time: 5 minutes
Is your “About” page pulling its weight—or just taking up space?
You know what I’m talking about:
Someone lands on your site, clicks "About," and… crickets. They bounce because there’s nothing there to grab them—just a vague bio or worse, no page at all.
And when that happens?
They don’t stick around to book, buy, or trust you. They move on to your competitor who gets it.
What if your About page could do the heavy lifting?
build trust,
spark connection,
and make you unforgettable—all in one?
It’s easier than you think.
Let’s see how you can make it happen.
The most neglected page on your site
When was the last time you updated your About page? Heck, do you even have one?
For too many founders, the About page is an afterthought—or worse, a glorified resume. But here’s the thing: your About page is prime real estate.
If your About page is MIA—or reads like a LinkedIn summary—you’re missing out on the chance to build trust, create connection, and, yes, close sales.
Facts tell, stories sell
Your About page isn’t the place for a laundry list of credentials.
Nobody cares if you won Employee of the Month three times in a row (unless it’s hilariously relevant). What people do care about is your story. Why you started your business, what drives you, and why they should care.
Stories stick. They make you relatable, memorable, and human. Without them, your About page is just another boring paragraph they yawn through, or close altogether.
For example:
Don’t say: “I’m a marketing consultant with 10 years of experience helping businesses grow.”
Do say: “After 10 years in marketing, I realized I was tired of big agencies overcomplicating things. I started [Your Brand Better] to help small businesses stand out without the BS.”
Bring the authenticity only you can offer
Your competitors might offer the same services, but they don’t bring you to the table.
Your perspective, your quirks, your values—these are the things that help people connect with your brand. An About page isn’t just about listing your skills; it’s about giving potential clients a peek into your personality.
Be real. Be relatable.
Use words you’d actually say in a conversation. If you’re casual and fun, your About page should feel the same. If you’re no-nonsense and straightforward, lean into that.
Example: A matter-of-fact wellness coach’s About page could say, “I believe in cutting the fluff and finding what works for you. No 5 a.m. kale smoothie mandates here—unless that’s your thing.”
Bonus, if you’re at all worried about AI replacing you, this is the hill you’ll want to die on. AI cannot tell your stories.
Action step: Take one sentence on your current About page and rewrite it in your actual voice. Ditch the jargon and just say it like you would to a friend.
Stop writing your About page like a resume
“Gosh, I can’t wait to read this stack of resumes” said no one ever.
Likewise, literally none of your potential customers want to read a bulleted list of your career achievements. (Unless one of them is “former stunt double for Ryan Gosling,” in which case, absolutely include that.)
But seriously—your About page should feel like a conversation, not a job application.
Instead of listing what you’ve done, focus on what you believe in and how you help people. Talk about the values that drive you, the clients you love working with, and the impact you want to make.
Example:
Generic: “I’ve worked with over 100 clients in industries ranging from finance to tech.”
Better: “I specialize in helping small businesses stand out in crowded industries, whether they’re fintech startups or family-owned bakeries.”
Action step: Go through your About page and remove anything that feels like a line from your resume. Replace it with something more personal and meaningful.
Make them like you before they buy
Here’s the secret to a great About page: It’s not actually about you. It’s about helping your audience see how your story, values, and skills align with their needs.
When done right, your About page acts like an introduction at a dinner party—it makes people think, “Wow, I want to work with this person!” It builds trust, creates likability, and shows that you’re more than just a faceless business.
59% of consumers surveyed said they would more likely purchase from a brand they trust. That number jumps to 79% of younger Gen Z consumers.
And remember: First impressions matter.
Your About page might be the thing that keeps them around—or sends them running.
This page isn’t just filler or an afterthought—it’s a chance to connect, build trust, and convert visitors into raving fans. Make it count.
What’s the one thing you’ll tweak today? Hit reply and let me know—I can’t wait to see what you come up with.