YOUR PROFESSIONAL WEBSITE FOR $100

5 Common Mistakes to Avoid on Your 'About Us' Page

Of all the pages on a website, the 'About Us' page is one of the most frequently visited—and most frequently neglected. Business owners often treat it as an afterthought, a boring necessity where they simply list their company's history or their personal credentials. This is a massive missed opportunity.

Your 'About Us' page is not just a biography; it is your single best chance to build a human connection, foster trust, and tell a story that resonates with your ideal customer. It's often the final page a person visits before they decide whether to contact you or buy from you. A great 'About' page converts visitors into customers. A bad one sends them away confused or uninspired.

This guide will walk you through the five most common mistakes businesses make on their 'About Us' page and show you how to avoid them.

1. The Mistake: Making It All About You

This sounds counterintuitive, but the biggest mistake is making your 'About' page exclusively about your company's history, your awards, and your credentials. While that information has its place, customers are fundamentally self-interested. They are on your site because they have a problem, and they want to know if you are the right person to solve it.

What to Do Instead: Frame Your Story Around Your Customer. Shift the narrative. Instead of starting with "I founded my business in 2020," start with the "why." Why did you start this business? What problem did you see that you wanted to solve for people? Tell a story that shows your passion and empathy for your customers' challenges. Your history and credentials should be used as evidence to support why you are uniquely qualified to help them.

2. The Mistake: Using Stock Photos (or No Photos at All)

Trust is the currency of the internet. Nothing shatters trust faster than a generic, soulless stock photo of smiling models in a fake office. An 'About' page without any photos is almost as bad, as it makes your business feel faceless and impersonal.

What to Do Instead: Invest in Authentic, Professional Photography. Show the real people behind the business! A warm, professional headshot of you, the founder, is non-negotiable. If you have a team, show them. If you have a physical workspace or studio, show it. Authentic photos create an immediate human connection and prove that you are a real, legitimate business.

Your website is the gallery for your brand's story. A professional design ensures these authentic photos are displayed beautifully and effectively. To discuss how to integrate powerful, trust-building imagery into your website, call me at 608.888.3735 for a free consultation.

3. The Mistake: Writing a Giant "Wall of Text"

People don't read websites; they scan them. When a visitor lands on a page and is confronted with a single, massive block of unbroken text, their eyes glaze over, and they immediately click away. Even the most compelling story will go unread if it's presented as an intimidating wall of words.

What to Do Instead: Make Your Story Scannable. Break up your text into short, easy-to-digest paragraphs. Use clear, descriptive headings to guide the reader through your story. Incorporate bullet points, bold text for emphasis, and pull quotes to highlight key messages. The goal is to make your page inviting and easy to scan, so a visitor can get the gist of your story in just a few seconds.

4. The Mistake: Hiding Your Personality with Corporate Jargon

New business owners often think they need to sound "corporate" and "professional" to be taken seriously. This often results in a page filled with buzzwords, jargon, and a sterile, robotic tone that has no personality at all. People connect with people, not with corporate robots.

What to Do Instead: Write Like a Human Being. Let your passion and personality shine through! Use a conversational tone. Tell a personal anecdote. Share a fun fact. Be authentic. Whether your brand voice is witty, warm, or inspiring, your 'About' page is the perfect place to showcase it. This authenticity is what makes you memorable and relatable.

Finding the right tone and telling your story effectively is a skill. If you're struggling to put your passion into words, call me at 608.888.3735. A free consultation can help you craft a narrative that truly connects with your customers.

5. The Mistake: Forgetting a Call to Action (CTA)

A visitor has just read your story. They've connected with your mission and feel like they trust you. They are at the peak of their interest. And then... nothing. You've left them at a dead end with nowhere to go.

What to Do Instead: Guide Them to the Next Step. Every single page on your website, including your 'About' page, needs a clear call to action. What is the one thing you want them to do next? You should explicitly invite them to take that step.
Examples of a good CTA: "Ready to work together? Contact me for a free consultation," "Explore my portfolio to see my work," or "Shop the collection."

Conclusion

Your 'About Us' page is one of the most powerful sales and conversion tools on your entire website. It's where you stop being just a business and start being a brand that people want to connect with and support. By avoiding these common mistakes, you can transform a simple bio into a compelling story that builds trust and drives growth.

A professionally designed website ensures your story is told in the most effective way possible. For expert help creating an 'About' page that connects with customers and grows your business, call me at 608.888.3735 for a free consultation.