Why Your Website's About Page Is Costing You Customers (And How to Fix It)

Most small business owners treat their About page like a digital résumé. They list when they founded the company, paste a generic mission statement, and call it a day. Then they wonder why visitors read it—and leave without buying.

Here's the truth: your About page is one of the most visited pages on your site. And if it's all about you instead of your customer, it's leaking leads.

Why Your About Page Matters More Than You Think

Before someone hires you or buys from you, they need to trust you. Your About page is where that trust is built—or broken. Studies consistently show that "About" or "Our Story" ranks in the top three most-viewed pages on small business websites.

But most About pages make three fatal mistakes:

They lead with the founder's life story instead of the customer's problem
They use corporate jargon like "synergy" and "passionate about excellence"
They forget a call-to-action, leaving visitors with nowhere to go

If your About page reads like an autobiography, it's not working for your business.

5 Fixes That Turn Your About Page Into a Conversion Tool

1. Start With Their Problem, Not Your History

Your visitor landed on your site because they have a problem. The first paragraph of your About page should acknowledge that problem and show you understand it.

Bad: "ABC Plumbing was founded in 2008 by John Smith..." Good: "When your basement floods at 2 a.m., you don't need a lecture on pipe fittings. You need someone who shows up fast and fixes it right."

Your history matters—but only after you've proven you get their pain.

2. Make It About Them (Literally)

The word "you" should appear more than the word "we." For every sentence about your team or credentials, pair it with a benefit to the customer.

Instead of: "We have 20 years of experience." Try: "That 20 years means we've seen every pipe disaster imaginable—so you get the right fix the first time, not a band-aid."

3. Show Real Faces and Real Places

Stock photos kill trust. Visitors want to see the actual person answering the phone or showing up at their door. Include a genuine team photo (or a photo of you) and a snapshot of your local area.

People buy from people, not faceless brands. A real photo can increase conversions by up to 35%.

4. Add Proof Points

Your About page isn't just for storytelling—it's for credibility. Weave in:

Specific numbers: "We've serviced over 1,200 homes in Green Bay."
Local ties: "Born and raised here. We know the neighborhoods and the weather."
Awards or certifications: But only if they're relevant to the customer's outcome.

Proof makes promises believable.

5. End With a Clear Next Step

Never let an About page end with "Thanks for visiting!" or a generic contact form. Tell them exactly what to do next.

"Ready to stop worrying about your pipes? Book a free inspection."
"Not sure what you need? Grab our 5-minute home plumbing checklist."

Give them one obvious button to press.

The 10-Minute About Page Audit

You don't need a full rewrite today. Open your About page and ask:

Does the first sentence mention my customer's problem?
Can I count more "you"s than "we"s?
Is there a real photo of me or my team?
Is there a specific number or proof point?
Is there a clear call-to-action at the bottom?

If you answered "no" to even two of those, you've found your quick wins.

Bottom Line

Your About page isn't a vanity project. It's a trust-building, lead-generating sales page disguised as a story. Make it about your customer first, back it up with proof, and give them a clear path to hire you.

Most of your competitors are still boring their visitors with résumés. Fix yours this week, and you'll immediately stand out.

Want help turning your entire website into a lead machine? Book a free intro call with CBX Solutions and we'll show you exactly where your site is leaking money—and how to plug it.