What your About page should actually say (and what to cut)

The About page is consistently in the top 5 most-visited pages on every website we audit. Visitors go there when they're interested but not yet convinced. They're asking one question: "Can I trust these people?"

Most About pages answer that question by talking about themselves for 800 words. Ironically, that's exactly the wrong approach.

What visitors actually want to know

1. Are you real people?

Show faces, names, and roles. Not stock photos. Real team photos — even if they're casual iPhone shots — build more trust than polished stock images of diverse professionals in a conference room.

2. Do you understand my problem?

Your About page should show that you understand the world your customer lives in. Not "we are passionate about helping businesses grow" — that's meaningless. More like: "We built Fixly because we were tired of getting 40-page audit reports that told us everything was wrong but nothing about what to fix first."

3. Can you actually deliver?

This is where credentials, experience, and results belong. But not as a brag — as evidence. "Our team has audited 10,000+ websites across 40 industries" is evidence. "We are a world-class team of experts" is a claim.

4. What do you stand for?

Not a corporate mission statement. A clear, honest statement of what you believe that your ideal customer would agree with. "We believe growth comes from execution, not more reports" is a stance. "We believe in innovation and excellence" is nothing.

The About page structure that converts

Section 1: The problem you exist to solve (2-3 sentences)

Not about you — about the world. What's broken? What frustrates your customers? Show empathy.

Section 2: How you solve it differently (2-3 sentences)

Your approach in plain language. What makes you different from the 10 other options?

Section 3: The team (photos + short bios)

Real people with real names. Include something personal — it makes you memorable and human.

Section 4: Proof (numbers, logos, testimonials)

Results you've delivered. Companies you've worked with. Keep it scannable.

Section 5: CTA

Don't let the About page be a dead end. "Ready to see what we can do for you? Start your free audit." The visitor is warm — give them a next step.

What to cut

• Founding story that's longer than 2 paragraphs. Nobody needs the origin myth. Keep it to 2-3 sentences.
• Corporate jargon. "Leveraging synergies," "paradigm shifts," "holistic approaches" — all of it.
• Vague values. If your values could apply to any company, they're meaningless.
• The office tour. Unless your office is genuinely interesting, skip it.

The About page test

Show your About page to someone who's never heard of your company. After 30 seconds, ask them:

• What does this company do?
• Would you trust them?
• What should you do next?

If they can't answer all three, your About page needs work.