Most companies use the About page as their company resume. The who, what, when, and where of the organization. And leave it at that.
What they don’t realize is that is not the purpose of the About page. Of course, a company bio is important, but they miss the point of why a reader goes there in the first place.
Visitors to your About page are there to find out if the company is one they can trust and do business with. It should be an opportunity for you to build trust and form a connection with your potential customer.
Think about it - If they have chosen to go to your About page, that means they are already curious. If your Hero post (Discussed in my earlier article here.) has directed them there, it means they liked what they read and want to dig deeper. They are seeking an answer to the questions: “Is this company right for me? Can they solve my problem?”
Missed opportunity
The last thing you want to do is divert their attention by telling them all about how wonderful you are and what your widgets can do. Only do so if it directly addresses their concerns. Make it count.
Rather than telling them about you, use this as an opportunity to build trust by talking about them and their concerns.
These visitors are looking to answer several crucial questions:
Is this company legitimate and trustworthy?
Do they understand my needs and challenges?
Are their values aligned with mine?
Who are the real people behind this business?
What makes them different from their competitors?
Here are the ways you can reframe your story to address your visitors concerns
Demonstrate that you understand them: Share examples of problems you have solved for others.
Bring a human element to your brand: Here’s where you can introduce yourself and your team, and put faces to the names and titles. It gives them a sense of your company culture and makes it easier for them to relate to you.
Include images and graphics for impact, and to draw them in. As they say, “A picture is worth a thousand words.” Let them help to tell your story.
Showcase your values in action: Demonstrate how your company values drive your decision making through examples of problems you’ve solved in the past.
Build credibility through social proof: If you have testimonials, case studies or concrete results you can share, rather than list them like in a resume, describe how you solved a specific problem for your customers.
Putting it all together
Here is how you transform your About page from a company resume to a powerful trust-building tool.
1. Start with your audience's perspective, not your company's timeline
2. Lead with stories that show impact and understanding
3. Include visual elements that humanize your brand
4. Incorporate proof points naturally throughout the narrative
5. Use a conversational tone that reflects real human communication
6. End with a clear next step that builds on the connection you've established
Conclusion
Your About page isn't just about sharing information—it's about building trust and connection at a crucial moment in the customer journey. By understanding and addressing the actual reasons people visit your About page, you can transform it from a standard corporate biography into a powerful tool for building lasting relationships with your audience.
Remember: Your visitors don't just want to know about you—they want to know if they can trust you with their needs, their problems, and ultimately, their business.
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