Why Your About Page Isn’t Cutting It (And What to Show Instead)

Ever noticed how your About page just blends into the background? You’re not alone. Most professional service websites feature About pages that are forgettable and flat, failing to engage visitors or build the trust needed to turn them into clients. But what if you could flip the script and make this page a powerful trust-builder? By changing your approach and adding video, you can create an emotional connection that sets you apart from the competition.

Common Mistakes on About Pages

Let’s start by looking at where most About pages fall short.

1. Generic Content

Using vague statements like “We are committed to providing the best service” is a big mistake. These clichés don’t set your business apart from countless others. Visitors crave something unique that speaks directly to their needs and concerns.

2. Long, Boring Text

In today’s fast-paced world, long paragraphs filled with jargon will lose your audience quickly. People tend to skim rather than read thoroughly, so if your content doesn’t grab their attention fast, they’ll move on to the next site.

3. No Personality

Every business has its own vibe, but many About pages lack this crucial element, making them blend into a sea of competitors. Without showing your unique character, visitors can’t connect with you on a personal level.

4. Business-Only Focus

An About page that only talks about what your business does misses the point. Instead of just listing your services or products, focus on how you help your customers and the value you bring to their lives.

5. No Visuals

A text-heavy page without images, graphics, or videos fails to capture interest. Adding visuals makes the page more engaging and breaks up the monotony of long text blocks.

What Clients Really Want on Your About Page

Understanding what your clients are looking for when they visit your About page helps you tailor your content to meet their expectations.

1. Your Story

People love stories. Sharing how your business started, the challenges you’ve overcome, and your journey can deeply resonate with visitors. A compelling narrative humanises your brand and makes it more relatable.

2. Real People

Featuring real people, including the founder and team members, adds a personal touch. Including photos and brief bios helps humanise your business, making it easier for visitors to connect with you.

3. Values and Mission

Clearly stating your values and mission shows what your business stands for and why it exists. This transparency builds trust and aligns your business with the values of your potential clients.

4. Customer Focus

Highlight how your services or products benefit the customer, solving their problems or fulfilling their needs. Shifting the focus from what you do to how you help your customers makes your About page more relevant and engaging.

5. Proof of Credibility

Testimonials, awards, certifications, or notable clients can significantly boost your credibility. Proof of your expertise and reliability reassures visitors that they’re making the right choice by considering your services.

The Power of a Short Founder Video (1–2 mins)

Adding a short video featuring the founder can take your About page from ordinary to extraordinary. Here’s why:

1. Emotional Connection

Video lets you show passion, authenticity, and personality much more effectively than text alone. Seeing and hearing the founder speak adds a personal touch that fosters an emotional connection.

2. Higher Engagement

Video content is highly engaging, keeping visitors on the page longer and encouraging them to explore more of your site. Engaged visitors are more likely to become clients.

3. Simple Communication

A video can explain your business, mission, and values in a clear and concise way. It’s an efficient way to communicate key messages without overwhelming viewers with too much text.

4. Builds Trust

Seeing the founder’s face builds trust, showing transparency and accountability. It reassures visitors that real people are behind the business, committed to delivering on promises.

5. SEO Boost

Videos can improve time on page and reduce bounce rates, both positive signals for search engines. Plus, well-optimised videos with relevant keywords can enhance your page’s searchability.

Real Examples of Effective About Pages

Consultancy Firm

This consultancy’s About page kicks off with a founder’s video explaining why they started the company. The video sets a personal tone and invites visitors to connect on a human level. The page also includes sections on their mission, values, and team members, all with professional photos and concise, engaging text.

Creative Agency

A creative agency combines images and short video clips of their team in action. Alongside brief, personable bios, this setup highlights their dynamic culture and expertise. The visuals break up the text, making the page more inviting, while the content clearly communicates their creative skills and client-focused approach.

Tech Startup

This tech startup features a timeline of the company’s growth, mixed with multimedia elements that show key milestones and innovations. A short founder video explains the company’s vision and future plans, while testimonials from satisfied clients add credibility. The blend of visuals and concise content makes the About page both informative and engaging.

SEO Tip: Target “About us page video” and “How to improve about page”

1. Use Relevant Keywords

Incorporate keywords like “About us page video” and “How to improve about page” naturally in your content, headings, and meta descriptions. Focus on providing valuable content that addresses these topics without stuffing keywords.

2. Optimise Video Content

Include transcripts, descriptive titles, and relevant tags for your video to boost searchability. Make sure your video is embedded correctly and loads quickly to avoid slowing down your page.

3. Speed Up Your Page

Optimise images and videos to ensure quick loading times. Fast-loading pages enhance user experience and positively impact your search engine rankings.

4. Mobile-Friendly Design

Ensure your About page is responsive and looks great on all devices. Mobile-friendliness is crucial since more users browse websites via smartphones and tablets.

5. Internal Linking

Link to other relevant pages on your site, like services or blog posts, to improve your overall site structure and SEO. Internal links help search engines understand how different pages on your site relate to each other, boosting your SEO efforts.

Conclusion

Your About page can be so much more than a basic requirement. By avoiding common mistakes, focusing on what your clients truly want, and leveraging the power of video, you can turn your About page into a compelling, trust-building asset. Look at successful examples for inspiration, implement effective SEO strategies, and watch your engagement and conversions soar.

Ready to transform your About page? Let’s make it happen.

What’s one thing about your current About page you’d change first?