It’s Literally Doing The Wrong Job

Your About page has your company history, mission statement, core values, and a team photo.

But it doesn’t give a reason why should someone choose you over a competitor. 500 words about your journey and people still learn nothing about what makes you different.

About pages are not meant to be autobiographies, they’re sales pages in disguise.

The Problem: It’s All About You

Most About pages follow this formula

“Founded in 2015, we started with a vision to…”
“Our mission is to provide quality…”
“We believe in integrity, innovation, and excellence…”
“Meet our passionate team…”

Sounds good, but why should I choose you?

Visitors are not looking at your story, they’re focused on whether you can solve their problem or not.

Generic About Pages:

• Don’t Build Trust: Can’t tell what you actually do or if you’re good at it
• Don’t Differentiate: Too similar to competitors and doesn’t make you stand out
• Waste Prime Real Estate: About pages get high traffic and you’re using that attention to tell stories instead of building credibility.
• Lead Nowhere: Pages ends with no clear next step, CTA, or a reason to contact you.

The Fix: What Your Page Really Needs

Lead With Your Differentiator (What Makes You Unique)

Not “We’re a web development agency founded in…”

Try: “We build websites for medical practices that need HIPAA compliance and patient portal integration.”

Specifically clear and indicates why you’re different

Show Proof, Not Promises

Don’t say: “We deliver quality work”

Say: “We’ve built 50+ websites for clients in healthcare, finance, and legal industries”

Facts and evidence give people a reason why they should choose you.

Explain The Process

Show how you work and what makes your approach different.

Example: “We don’t use templates. Every site is custom-built based on user research and your specific goals.”

This tells me what working with you looks like.

Add Social Proof

“Our clients see an average 40% increase in qualified leads within 3 months”

Strong credibility beats generic mission statements.

Make It About Them

Instead of “We believe in excellence…”

Do: “You need a website that converts visitors into customers, not just looks pretty. Here’s how we do that…”

Focus on achieving their outcome, not obsessing over your values.

End With a Clear CTA

“Ready to work together? Book a strategy call”
“See our recent projects”
“Get a free website audit”

Give them something to do or somewhere to go next.

Test Your About Page Now

Read your “About Us” page. Can you answer:

• What specifically do you do?
• Who do you do it for?
• Why are you different from competitors?
• What results have you delivered?
• What should I do next?

If any answer is no, then it needs work.

The Final Take

Your About page isn’t a biography. It’s your chance to prove that you’re the right choice.

Stop romanticising your journey and values, and start showing why should someone choose you over your competitors.

The visitors reading your About page are deciding whether they should get in touch, so make it good enough for them to say yes.

Be specific, show proof, and make it about their outcome instead of your history.

Need help writing website copy that actually converts? I write content focused on real results, not fairytales.